How adding a guided donation process to the main donation form impacted conversion rates
Experiment ID: #31465
The Missionary Oblates of Mary Immaculate
Experiment Summary
Timeframe: 06/01/2020 - 09/02/2020
The Missionary Oblates of Mary Immaculate serve poor and needy people in the United States and more than 70 countries around the world. As part an experiment on their main donation page, we wanted to test whether adding a visual call out for the different parts of a donation form impacted conversion results.
In this test, we added ‘Step 1, step 2, etc’ to each section of the donation form (gift array, billing info, etc) to test whether a guided process made an impact.
Research Question
We believe that guiding a donation process for potential donors will achieve a change in conversion rates.
Design
C: Control
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) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 12.4% | $0.00 | ||
| T1: | With Steps | 14.6% | 17.5% | 99.9% | $0.00 |
This experiment has a required sample size of 1,880 in order to be valid. Since the experiment had a total sample size of 10,318, 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
× 17.5% increase in conversion rate
× 0% increase in average gift
Key Learnings
For this main donation page experiment, the guided ‘stepped’ process had a 17.5% increase in donor conversion rates, with almost 100% valid results.
The result of this experiment was interesting, in that we tested the same treatment on an acquisition offer donation page and saw the reverse results (while not validating).
Our hypothesis is that due to the much larger volume of donations on the main donation form, guiding the donors through the donation process simplified the experience for them, leading to a higher conversion rate.