How high visitor motivation affects donation page experiments
Experiment ID: #1706
Jews for Jesus
Experiment Summary
Timeframe: 06/02/2015 - 07/20/2015
In an effort to lift the conversion rate and average gift of their primary donation page, Jews for Jesus launched a radical redesign of their existing design. The goal was to boost the value communicated on the page with additional copy, lower anxiety with quotes from 3rd party sources, and modify the donation form to reduce friction.
Research Question
Which donation page will produce the greatest conversion rate and average gift?
Design
C: Original Design
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T1: Radical Redesign
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[date] => 2021-02-24 17:39:59
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) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Original Design | 63.1% | $164.46 | ||
| T1: | Radical Redesign | 62.6% | -0.7% | 12.2% | $139.48 |
This experiment has a required sample size of 83,451 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
After running this test for nearly two months, there was no statistically significant difference between the two treatments when analyzing both conversion rate and revenue.
After examining the results in greater detail, we saw that both treatments had a conversion rate of ~65%; this was information not available before the launch of the experiment. A conversion rate that is this high is rare for an organization the size of Jews for Jesus. This would seem to indicate that only the most highly motivated donors are making it to the donation page.
Based upon these observations, the next logical step in optimization is to look earlier in the donation funnel to find ways to drive more visitors to the page.