How taking advantage of high visitor motivation affects follow on donations
Experiment ID: #3783
The Heritage Foundation
Experiment Summary
Timeframe: 04/05/2016 - 04/27/2016
The Heritage SCOTUS petition had been running for a while and was acquiring email addresses for a incredibly low gross cost. However, we were getting very few instant conversions in the follow on ask.
We noticed that the email acquisition page was acquiring emails at a 60%+ conversion rate so we decided to try a test to take advantage of the high motivation. We changed the email acquisition page to require the visitors’ address fields in addition to just name and email. We knew this would decrease the initial conversion rate, however, we could then use this information on the tail end of the process to pre-fill the donation form. Our hypothesis was that if we reduced the friction on the second step, it would increase donor conversion which was ultimately what we were wanting.
Research Question
Will moving friction to the front of the petition process increase the likelihood to donate?
Design
C: Name & Email
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[modified] => 2021-02-25 02:23:19
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) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Name & Email | 0.06% | $35.18 | ||
| T1: | Full Address | 0.10% | 60.5% | 78.1% | $30.29 |
This experiment has a required sample size of 45,864 in order to be valid. Unfortunately, the required sample size was not met and a level of confidence above 95% was not met so the experiment results are not valid.
Key Learnings
While we did not achieve significance before the campaign was shut off, we did notice that the front-loaded friction was able to increase donor conversion by 60%. The campaign still did not receive a high enough donor conversion to make it worth continuing but it is a good learning to utilize moving forward. When we see a high-converting email acquisition page, the decrease in email acquisition may be worth the subsequent increase on the donor acquisition page.