How giving donors an exit path affects conversion
Experiment ID: #1720
Hillsdale College
Experiment Summary
Timeframe: 07/08/2015 - 07/22/2015
The Constitution 101 online course is one of the primary methods for email and donor acquisition for Hillsdale College. This is a free course available in exchange for the visitors’ name and address.
After signing up, the registrants are led to a donation page in hopes of an immediate donor conversion. The trouble with this process is that some participants mistake the donation page as a payment page for the course which causes some frustration.
We wanted to find a way to clarify that the donation is not required while increasing the perceived value of the course. We decided to add a link at the bottom of the page that allows them to start the course immediately in addition to giving a gift.
Research Question
How will the direct link to the course, found at the bottom of the page, impact conversion or revenue to the page?
Design
C: No Link to Course
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) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | No Link to Course | 5.0% | $57.84 | ||
| T1: | Link to Start Course Immediately | 3.7% | -25.7% | 95.9% | $51.33 |
This experiment has a required sample size of 1,922 in order to be valid. Since the experiment had a total sample size of 4,183, 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
× 25.7% decrease in conversion rate
× 11.3% decrease in average gift
34.1% decrease in revenue
Key Learnings
The link found at the bottom of the donation page copy led to a 25.7% drop in donor conversion. This was a small change but it led to a significant drop in the page conversion. Whenever we give visitors an option to leave the donor funnel, there will be some that choose that option which impacts overall conversion and revenue.