How making the phone number optional affects conversion rate
Experiment ID: #52486
NextAfter
Experiment Summary
Timeframe: 02/12/2021 - 02/19/2021
In this experiment, we had launched The Global Online Fundraising Scorecard in partnership with Salesforce.org. Salesforce often requires a phone number in order to follow-up with new contacts, but we wondered if we could actually get more total report downloads by making the phone number field optional.
The control used a required phone number field. The treatment used an optional phone number field.
Research Question
We believe that making the phone number field optional for visitors to the Global Online Fundraising Scorecard page will achieve more report downloads.
Design
C: Control
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) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 29.7% | ||
| T1: | Treatment #1 | 35.8% | 20.6% | 98.2% |
This experiment has a required sample size of 449 in order to be valid. Since the experiment had a total sample size of 1,305, 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
× 20.6% increase in conversion rate
× 0% increase in average gift
Key Learnings
The optional phone number field increases conversions by 20.6% at a 98% level of confidence. This is further evidence that requiring information that is “non-essential” to the visitor introduces friction that can keep someone from saying “yes” to your offer.
However, the caveat is that we ended up with fewer phone numbers from the treatment page.
The control version (required phone number) captured phone numbers for 30% of page traffic. The treatment (optional phone number) acquired the phone number for 16.3% of traffic.
A next step from this experiment would be to evaluate the quality of the phone numbers and follow-up calls from the “Required” version versus the “Optional.” Intuition would say that phone numbers given willingly would be more receptive to a phone call. But phone numbers given when it was required would be less receptive. However, more analysis will be needed to determine this.