The Missionary Oblates of Mary Immaculate

How a radical redesign of a donation page affects conversion rate

Experiment ID: #9179

The Missionary Oblates of Mary Immaculate

Experiment Summary

Ended On: 07/03/2018

The Missionary Oblates were running a high-urgency fiscal year end campaign and wanted to test whether the format of the donation page was causing friction for people coming to the page and giving them decision anxiety. They proposed a radical redesign that removed all other links from the header and top of the page and streamlined the form and body copy. The copy was the same.

Research Question

Does a redesigned donation page that removes header content increase conversion rate?

Design

C: Control
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T1: Treatment #1
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https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-7-372x273.jpg [thumb_372_500-width] => 372 [thumb_372_500-height] => 273 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-7-368x270.jpg [thumb_385_270-width] => 368 [thumb_385_270-height] => 270 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-7-329x241.jpg [thumb_416_241-width] => 329 [thumb_416_241-height] => 241 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-7-448x329.jpg [thumb_448_410-width] => 448 [thumb_448_410-height] => 329 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-7-896x657.jpg [thumb_448_410_retina-width] => 896 [thumb_448_410_retina-height] => 657 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-7-521x382.jpg [thumb_574_382-width] => 521 [thumb_574_382-height] => 382 [thumb_776_395] => 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Results

 Treatment NameConv. RateRelative DifferenceConfidence
C: Control 15.5%
T1: Treatment #1 16.5%6.7% 48.8%

This experiment has a required sample size of 9,721 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

The experiment was not statistically valid, but we did see a directional lift of 6% with the redesigned page. This concept would be good to test with additional campaigns along with other elements of the page to produce a valid lift.


Experiment Documented by Allison Autrey

Question about experiment #9179

If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.