How removing key elements of a donation form affects revenue
Experiment ID: #11510
Human Coalition
Experiment Summary
Timeframe: 10/28/2014 - 11/07/2014
Part of Online for Life’s value proposition is that they can put a dollar amount on the cost to save a child. As a result, they have historically used these dollar figured on their donation page to help increase average gift. However, we wanted to ensure that this additional information was not actually hurting conversion rate by cluttering the page.
Research Question
A simpler form will improve conversion rate without impacting revenue per visitor.
Design
C: Impact-focused Donation Array
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T1: Simple Donation Array
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[thumb_385_270-width] => 107
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Impact-focused_Donation_Array-2-96x241.jpg
[thumb_416_241-width] => 96
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Impact-focused_Donation_Array-2-163x410.jpg
[thumb_448_410-width] => 163
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Impact-focused_Donation_Array-2-325x820.jpg
[thumb_448_410_retina-width] => 325
[thumb_448_410_retina-height] => 820
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[thumb_574_382-width] => 151
[thumb_574_382-height] => 382
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[thumb_776_395-width] => 157
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 62158
[id] => 62158
[title] => Simple_Donation_Array.jpg
[filename] => Simple_Donation_Array-2.jpg
[filesize] => 134993
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simple_Donation_Array-2.jpg
[link] => https://www.nextafter.com/experiments/removing-key-elements-of-a-donation-form-affects-revenue/attachment/simple_donation_array-jpg-10/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => simple_donation_array-jpg-10
[status] => inherit
[uploaded_to] => 11360
[date] => 2024-08-07 15:21:58
[modified] => 2024-08-07 15:21:58
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 591
[height] => 1400
[sizes] => Array
(
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[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simple_Donation_Array-2-127x300.jpg
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[medium-height] => 300
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[medium_large-width] => 591
[medium_large-height] => 1400
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simple_Donation_Array-2-432x1024.jpg
[large-width] => 432
[large-height] => 1024
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simple_Donation_Array-2.jpg
[1536x1536-width] => 591
[1536x1536-height] => 1400
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simple_Donation_Array-2.jpg
[2048x2048-width] => 591
[2048x2048-height] => 1400
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simple_Donation_Array-2-600x400.jpg
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simple_Donation_Array-2-600x600.jpg
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simple_Donation_Array-2-700x700.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simple_Donation_Array-2-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simple_Donation_Array-2-21x50.jpg
[admin-width] => 21
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simple_Donation_Array-2.jpg
[full-width] => 591
[full-height] => 1400
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simple_Donation_Array-2-372x881.jpg
[thumb_372-width] => 372
[thumb_372-height] => 881
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simple_Donation_Array-2-264x625.jpg
[single_post_thumbnail-width] => 264
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simple_Donation_Array-2-14x32.jpg
[thumb_32_32-width] => 14
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simple_Donation_Array-2-20x48.jpg
[thumb_48_48-width] => 20
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simple_Donation_Array-2-27x64.jpg
[thumb_64_64-width] => 27
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simple_Donation_Array-2-54x128.jpg
[thumb_128_128-width] => 54
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simple_Donation_Array-2-28x67.jpg
[thumb_122_67-width] => 28
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simple_Donation_Array-2-65x153.jpg
[thumb_153_153-width] => 65
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simple_Donation_Array-2-69x163.jpg
[thumb_130_163-width] => 69
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simple_Donation_Array-2-75x177.jpg
[thumb_232_177-width] => 75
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simple_Donation_Array-2-274x650.jpg
[thumb_272_325-width] => 274
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simple_Donation_Array-2-146x346.jpg
[thumb_271_346-width] => 146
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simple_Donation_Array-2-114x271.jpg
[thumb_271_271-width] => 114
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simple_Donation_Array-2-73x172.jpg
[thumb_272_172-width] => 73
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simple_Donation_Array-2-195x461.jpg
[thumb_372_461-width] => 195
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simple_Donation_Array-2-211x500.jpg
[thumb_372_500-width] => 211
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simple_Donation_Array-2-114x270.jpg
[thumb_385_270-width] => 114
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simple_Donation_Array-2-102x241.jpg
[thumb_416_241-width] => 102
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simple_Donation_Array-2-173x410.jpg
[thumb_448_410-width] => 173
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simple_Donation_Array-2-346x820.jpg
[thumb_448_410_retina-width] => 346
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simple_Donation_Array-2-161x382.jpg
[thumb_574_382-width] => 161
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simple_Donation_Array-2-167x395.jpg
[thumb_776_395-width] => 167
[thumb_776_395-height] => 395
) ) )
Results
| Treatment Name | Revenue per Visitor | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Impact-focused Donation Array | $0.04 | $1.23 | ||
| T1: | Simple Donation Array | $0.02 | -37.7% | 100.0% | $0.71 |
This experiment was validated using 3rd party testing tools. Based upon those calculations, a significant level of confidence was met so these experiment results are valid.
Flux Metrics Affected
The Flux Metrics analyze the three primary metrics that affect revenue (traffic, conversion rate, and average gift). This experiment produced the following results:
0% increase in traffic
× 7.8% increase in conversion rate
× 42.3% decrease in average gift
37.7% decrease in revenue
Key Learnings
The simpler form was able to increase conversion rate by 7.8% but without conveying the value of the gift, the average gift dropped a substantial 42.3%. Future campaign landing pages will include this “cost to save a baby” information in their donation forms.