How a tabbed form increases giving on a main donation page
Experiment ID: #53980
FamilyLife
Experiment Summary
Timeframe: 03/05/2021 - 04/04/2021
For their February and March campaigns, we tested a tabbed giving form on FamilyLife’s main donation page. The premise behind this was to see if presenting the different giving options, one-time or monthly, in two distinct giving forms would increase donor conversion. We have seen this work well for some organization’s audiences and not for others. So the first step was to ensure that this format did not decrease giving. The second step will be to see how this format affects recurring donation conversion with different calls to action.
Research Question
Presenting the giving options in two clear and distinct formats will increase giving.
Design
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) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 17.9% | $0.00 | ||
| T1: | Tabbed Donation Form | 28.7% | 60.5% | 100.0% | $0.00 |
This experiment has a required sample size of 118 in order to be valid. Since the experiment had a total sample size of 920, 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
× 60.5% increase in conversion rate
× 0% increase in average gift
Key Learnings
This tabbed form increased giving by 60.5% and increased revenue by 230%. Our hypothesis is that by making the giving options more clear, it diminished the decision friction, which in turn allows the donor to feel good about their choice to give.
Other notable findings in different segments include that this treatment increased giving on all devices, especially mobile. Both returning and new visitors preferred this format. The only channel that saw a decrease in conversion was paid search, with a decrease of 57%. While both traffic from organic and social saw an increase in donor conversion.
The next step is testing the call to action for the monthly giving option to see if we can increase recurring giving.
Full stats are below:
- Desktop visitors had a 28.7% increase in donations with a 93% level of confidence.
- Mobile visitors had a 95.0% increase in donations with a 100% level of confidence.
- New visitors had a 55.8% increase in donations with a 99% level of confidence.
- Organic Search visitors had a 52.7% increase in donations with a 99% level of confidence.
- Returning visitors had a 76.7% increase in donations with a 100% level of confidence.
- (Other) visitors had a 40.0% increase in donations with a 99% level of confidence.
- Female visitors had a 41.8% increase in donations with an 88% level of confidence.
- Social visitors had a 20.5% increase in donations with a 100% level of confidence.
- Paid Search visitors had a 57.1% decrease in donations with a 100% level of confidence.
- 25-34 visitors had a 314.3% increase in donations with a 100% level of confidence.
- 35-44 visitors had a 178.6% increase in donations with a 94% level of confidence.