How moving Lourdes water to a one page donation increased donations
The Missionary Oblates of Mary Immaculate
Experiment Summary
Timeframe: 09/20/2019 - 10/27/2019
We get a lot of traffic to make a donation for Lourdes Water. It’s our most popular item, so we wanted to try to find a way people could make a donation easier.
Research Question
We wanted to learn if a one step checkout process would help increase donations for Lourdes Water.
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 25.5% | ||
| T1: | Microsite | 31.3% | 22.7% | 92.1% |
This experiment has a required sample size of 468 in order to be valid. Since the experiment had a total sample size of 748, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
It increased donations and conversion rate, but the revenue stayed about the same. For our longer checkout process we have an area that asks them to make an additional donation. We found that this is why there was less donations, but similar amount in revenue. We are going to move forward using the one step process for the Lourdes Water, but continue to test different ways to increase the average gifts.
Question about experiment #18515
If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.