How grouping form fields impacted donor conversion
Experiment ID: #76721
Dallas Theological Seminary
Experiment Summary
Timeframe: 11/15/2021 - 01/07/2022
When reviewing the form fields on the DTS main donation page, we wanted to test grouping form fields together to shorten the appearance of the form so it looked like a shorter process for the user. We moved the email and phone fields next to each other and made the City, State, and Zip code appear all together on one line. We split traffic to each version and analyzed the results.
Research Question
We believe that reducing the form length by grouping similar fields for main donation page visitors will achieve an increase in donor conversion.
Design
C: Control
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) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 27.2% | $0.00 | ||
| T1: | donation form field grouping | 22.7% | -16.5% | 96.7% | $0.00 |
This experiment has a required sample size of 715 in order to be valid. Since the experiment had a total sample size of 1,683, and the level of confidence is above 95% the 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
× 16.5% decrease in conversion rate
× 0% increase in average gift
Key Learnings
What we found after running the experiment was that it had the opposite effect on giving as we saw a 16.5% decrease in donor conversion on the treatment version with a 96% level of confidence. One hypothesis for this is that we moved an unnecessary field—Phone Number—higher into the process that could have dissuaded some visitors for continuing the process, even though it was optional to include this information. In the next iteration of the test, we will keep the overall flow of the form the same and not ask for phone number until the very end of the information fields to see if this has a different impact on the experience.
Observations of the impact on other visitor segments in the experiment:
- Email visitors had a 56.5% decrease in donations with a 100% level of confidence.
- Desktop visitors had a 15.3% decrease in donations with a 96% level of confidence.
- New visitors had a 19.4% decrease in donations with a 93% level of confidence.
- Social visitors had a 23.5% increase in donations with a 98% level of confidence.
- Female visitors had a 39.6% decrease in donations with a 98% level of confidence.
- 25-34 visitors had a 74.3% decrease in donations with a 100% level of confidence.