How presenting the gift frequency as a tabbed form impacts donor conversion
Experiment ID: #55555
Focus on the Family
Experiment Summary
Timeframe: 03/25/2021 - 04/25/2021
As Focus on the Family continued on their quest to optimize the way the gift frequency section was presented, they wanted to test into a tabbed form. This tabbed form would show the gift frequency options as their own form and presented as the first option a donor had to select on the giving form. This changed the order of the donation pathway. Since we recently tested into having the gift frequency as a checkbox, this variation was the control. We also developed two different treatment variations – one that included just the tabbed form and another that included the tabbed form AND the steps to make a donation.
Research Question
What is the impact a tabbed giving form will have on conversion?
Design
C: Control (Recurring Checkbox)
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T1: Tabbed Donation Form + No Steps
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[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Tabbed_Donation_Form__Steps-5.png
[tp-image-grid-width] => 291
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Tabbed_Donation_Form__Steps-5-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Tabbed_Donation_Form__Steps-5-21x50.png
[admin-width] => 21
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Tabbed_Donation_Form__Steps-5.png
[full-width] => 496
[full-height] => 1194
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[thumb_372-width] => 372
[thumb_372-height] => 896
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Tabbed_Donation_Form__Steps-5-260x625.png
[single_post_thumbnail-width] => 260
[single_post_thumbnail-height] => 625
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[thumb_32_32-width] => 13
[thumb_32_32-height] => 32
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[thumb_48_48-width] => 20
[thumb_48_48-height] => 48
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[thumb_64_64-width] => 27
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Tabbed_Donation_Form__Steps-5-53x128.png
[thumb_128_128-width] => 53
[thumb_128_128-height] => 128
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[thumb_122_67-width] => 28
[thumb_122_67-height] => 67
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[thumb_153_153-width] => 64
[thumb_153_153-height] => 153
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[thumb_130_163-width] => 68
[thumb_130_163-height] => 163
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[thumb_232_177-width] => 74
[thumb_232_177-height] => 177
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[thumb_272_325-width] => 270
[thumb_272_325-height] => 650
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[thumb_271_346-width] => 144
[thumb_271_346-height] => 346
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[thumb_271_271-width] => 113
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Tabbed_Donation_Form__Steps-5-71x172.png
[thumb_272_172-width] => 71
[thumb_272_172-height] => 172
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[thumb_372_461-width] => 192
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Tabbed_Donation_Form__Steps-5-208x500.png
[thumb_372_500-width] => 208
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Tabbed_Donation_Form__Steps-5-112x270.png
[thumb_385_270-width] => 112
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Tabbed_Donation_Form__Steps-5-100x241.png
[thumb_416_241-width] => 100
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Tabbed_Donation_Form__Steps-5-170x410.png
[thumb_448_410-width] => 170
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Tabbed_Donation_Form__Steps-5-341x820.png
[thumb_448_410_retina-width] => 341
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Tabbed_Donation_Form__Steps-5-159x382.png
[thumb_574_382-width] => 159
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Tabbed_Donation_Form__Steps-5-164x395.png
[thumb_776_395-width] => 164
[thumb_776_395-height] => 395
) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control (Recurring Checkbox) | 20.8% | $0.00 | ||
| T1: | Tabbed Donation Form + No Steps | 21.3% | 2.3% | 24.0% | $0.00 |
| T2: | Tabbed Donation Form + Steps | 24.0% | 15.4% | 95.8% | $0.00 |
This experiment has a required sample size of 1,925 in order to be valid. Since the experiment had a total sample size of 4,149, 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
× 15.4% increase in conversion rate
× 0% increase in average gift
Key Learnings
The tabbed form with the steps increased donor conversion by 15%. Interestingly, the tabbed form without the steps didn’t have a positive or negative impact on conversion. Because the steps were included in the control, this tells us that the tabbed form by itself isn’t the element that causes the increase in conversion, but when you pair the tabbed form WITH the steps it does. People still need the clarity provided in the steps in order to make their gift. The tabbed form pushes the gift frequency/type to the top of the donation pathway. This reduces friction in the giving process as a person has momentum in moving down the form.