How ordering and numbering the content on the donation page impacts donor conversion

The Missionary Oblates of Mary Immaculate

Experiment Summary

Timeframe: 03/19/2017 - 04/09/2017

The Missionary Oblates developed an Easter Novena as an acquisition offer. Once a person had signed up for this content offer, they were taken to a donation page. The Missionary Oblates hypothesized that they might be able to increase donations on this page if they simplified the content. They developed a treatment that took the same content as the control and ordered/numbered it on the page. They split the traffic coming to this donation page and tested it.

Research Question

Would the simplified donation page acquire more donors?

Results

This experiment has a required sample size of 4,653 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

While the test didn’t quite validate, the initial results showed that by simplifying the content on the donation page, we were able to increase donations by 52%. What we can learn from this is that we are able to not only simplify the content on a donation page by ordering/numbering it, but we were able to mentally walk a person through the steps that we wanted them to take on the donation page resulting in more people converting as donors!