How donation page design affects donor conversion rate
Experiment ID: #4367
Hillsdale College
Experiment Summary
Timeframe: 06/10/2016 - 06/24/2016
Hillsdale College had recently redesigned their main website. They wanted to apply the new design, which was simpler and used new fonts, to the donation page. But they understood the importance of testing this first, and set up a test between the control design and the new design. The content on the pages stayed the same, which meant that this experiment was really to validate that there was no difference between the two.
Research Question
Will the new landing page design affect conversion?
Design
C: Control
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 27.4% | ||
| T1: | Variation 1 | 28.2% | 3.1% | 52.1% |
This experiment has a required sample size of 21,925 in order to be valid. Unfortunately, the required sample size was not met and a level of confidence above 95% was not met so the experiment results are not valid.
Key Learnings
There was no statistically valid movement either way. In this case, it was a good thing — it meant that the new design didn’t affect donor conversion either way. Though we always like to see the big green arrow with the win, this is a critically important step that many organizations miss when they choose to launch a new design without validating the impact.