How simplifying a donation page and removing designations affects conversion
Experiment ID: #2478
Compassion International
Experiment Summary
Timeframe: 11/07/2017 - 12/21/2017
Though Compassion International’s fundraising focus centered around child sponsorships, they do have a general fund that is collected on their donation page. This page offered donors the opportunity to contribute to a wealth of funds—from HIV to education to clean water.
Their team wondered how all of these designation options affected conversion. Did they present too much decision friction? Did they cause donors to think too much about their gift size?
They wanted to test a single donation ask with one place to enter a gift. Their hypothesis was that this would increase conversion by reducing decision friction. At the same time, they wanted to test the impact of reducing visual friction by moving the copy from being overlaid on the image to a white background, reducing the size of the image.
Research Question
How will removing designation options and reducing visual friction affect conversion?
Design
C: Original
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Original | 48.1% | $0.00 | ||
| T1: | Simplified Version | 48.8% | 1.4% | 44.5% | $239.98 |
This experiment has a required sample size of 44,091 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
There was no statistical difference between the control and the treatment. This tells us two important facts—removing the list of gift designations didn’t increase giving by reducing decision friction, but it also didn’t decrease giving by offering fewer options to give. Thus, the amount of giving options was neither the problem, nor the solution.
This indicates that the primary factor affecting conversion on this page might not be friction. Instead, this indicates that the value proposition is the element which should be tested and strengthened. This page’s conversion rate of nearly 50% shows that users are quite motivated when they show up. If we can successfully increase the force of the value proposition, then we have a chance to increase that conversion rate.