How a radical redesign of the main donation form impacted giving
Experiment ID: #17828
Buckner International
Experiment Summary
Timeframe: 06/21/2019 - 08/15/2019
Given the volume of traffic and the average gift size, we have struggled to validate an experiment on Buckner’s main donation form in the past. With this in mind, we decided to test out a radical new donation form that changed multiple elements that we’ve seen work in the past with similar organizations.
Specifically, we made the following changes:
- We modified the form headers to be numbers steps instead of just labels.
- We removed the gift array which we’ve seen help with organizations that have a large volume of mid-level and major donors
- We increased the perceived security near the credit card form
- We reiterated the gift size and impact near the donation button
Research Question
Will a radical redesign of the donation form increase overall donor conversion?
Design
C: Control
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 18.8% | $0.00 | ||
| T1: | With Updates | 11.1% | -41.1% | 99.6% | $0.00 |
This experiment has a required sample size of 160 in order to be valid. Since the experiment had a total sample size of 707, 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
× 41.1% decrease in conversion rate
× 0% increase in average gift
Key Learnings
After running for nearly two months, we observed a 41% decrease in overall donor conversion. When we parsed through the data, what we discovered is that the donor decrease was only seen in the segment of donors giving less than $100. The number of donors giving above that level actually increased in volume.
We were also concurrently running a similar experiment on the Shoes for Orphan Souls (SOS) donation page and it observed an increase in giving using similar changes. However, the SOS donation page had a targeted ask for $25 right before the gift amount section.
Based upon these two factors, it is our belief that removing the gift array buttons negatively impacted the small dollar donor conversion since we did not properly frame up the ideal gift size for the audience. Even though the SOS page had the donation buttons removed, it had the targeted ask which effectively replaced the impact of the buttons. It is our recommendation to relaunch this experiment but add the donation buttons back in to validate this hypothesis.