How increasing the perceived security and privacy of a donor’s payment information impacts conversion at point of transaction
Experiment ID: #153299
Save the Children
Experiment Summary
Ended On: 05/26/2023
We know that online security and privacy is highly important to people, especially when it comes to entering sensitive data like payment information online. But how important is online security and privacy really and what causes the greatest anxiety and friction around this topic in the giving process? To test into this, we developed an experiment on Save the Children’s main donation page that communicated how seriously we take data security. Specifically the message said, “We take data and privacy seriously. Your payment information is secure and will be used only to process your gift.” This message was placed just under the donate button.
Additionally, in order to draw attention to the security statement below the donate button, we animated a lock icon to catch the eye of potential donors.
For this experiment, we split traffic evenly between the treatment and the control and ran it for a total of 33 days.
Research Question
We believe that
increasing the perceived security and privacy for donors will achieve a positive lift in donor conversion because online security causes anxiety and friction to the giving process.
because online security causes anxiety and friction to the giving process.
Design
C: No security or privacy statement
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T1: Increased perceived security and privacy
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | No security or privacy statement | 11.2% | ||
| T1: | Increased perceived security and privacy | 12.4% | 11.1% | 96.3% |
This experiment has a required sample size of 5,178 in order to be valid. Since the experiment had a total sample size of 11,665, 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
× 11.1% increase in conversion rate
× 0% increase in average gift
Key Learnings
The treatment that displayed a security statement and an animated lock icon resulted in an 11.1% increase in donations with a high level of statistical confidence. The key learning from this experiment is that donors DO have anxiety and friction when giving; even at the point of transacting, but when we can clearly communicate to them that their privacy and security is not only important to us, but tell them exactly what we will do with their payment information, we can remove some of that perceived cost in the donor’s mind and increase their likelihood to give.
Other notable data points from the experiment were:
- Overall mobile donor conversion was higher for the treatment (+16%) at a statistically valid LoC (95%).
- Mobile recurring donor conversion was higher for the treatment (+56%) at a statistically valid LoC (99%).
- Mobile recurring revenue per visitor was higher for the variant (+83%) at a statistically valid LoC (99.8%).
As a whole, we believe that mobile users saw such a significant increase in conversion (more so than desktop) because the animated lock icon drew people’s attention to the security statement. This animation and statement on mobile devices is much more prominent resulting in more people seeing it and ultimately converting at a higher rate.
Additionally, the dramatic lift in conversion and revenue for recurring donations only elevates the very real anxiety that people have around data security. For people considering making an ongoing gift to the organization, the weight of that anxiety is heavier as they consider and question what happens with their payment information every month as it gets charged for their recurring gift commitment.
This experiment resulted in an estimated revenue impact over seven figures for recurring donors.
Future experimentation could involve testing different variations of security statements and icons to find the most effective combination. Additionally, it may be worthwhile to test the impact of security messaging on different types of donors or donation amounts to see if the effect is consistent across different segments.