How reducing friction by removing a phone number field impacted gifts
Experiment ID: #93328
Dallas Theological Seminary
Experiment Summary
Timeframe: 05/03/2022 - 05/14/2022
We were looking for test ideas for an upcoming fiscal year end campaign. We were launching a new free online course ahead of the FYE campaign and knew that we would be getting lots of traffic from sending the offer to the housefile so we wanted to put a test in place on the donation page. We were hoping to get a learning ahead of the fiscal year end campaign that would help us present the most optimized version of the donation form during the campaign. We noticed the donation form fields take up a good amount of space on the page and it looks like a lengthy and difficult process. We wanted to remove the barrier of “work” from our donation page visitors so we asked if there were any unnecessary form fields that could be eliminated as well as any fields that could be grouped together to reduce the amount of space they were taking up on the page. We pulled out phone number and put City/State/Zip all on the same row so it condensed the appearance of the form fields.
Research Question
We believe that reducing form friction by eliminating optional fields for instant donation page visitors will achieve an increase in donor conversion.
Design
C: Control
Array
(
[0] => Array
(
[ID] => 64389
[id] => 64389
[title] => Control.png
[filename] => Control-755.png
[filesize] => 230503
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-755.png
[link] => https://www.nextafter.com/experiments/how-reducing-friction-by-removing-a-phone-number-field-impacted-gifts/attachment/control-png-8611/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-png-8611
[status] => inherit
[uploaded_to] => 28979
[date] => 2024-08-12 21:48:39
[modified] => 2024-08-12 21:48:39
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 2422
[height] => 1501
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-755-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-755-300x186.png
[medium-width] => 300
[medium-height] => 186
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-755-768x476.png
[medium_large-width] => 640
[medium_large-height] => 397
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-755-1024x635.png
[large-width] => 640
[large-height] => 397
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-755-1536x952.png
[1536x1536-width] => 1536
[1536x1536-height] => 952
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-755-2048x1269.png
[2048x2048-width] => 2048
[2048x2048-height] => 1269
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-755-600x400.png
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-755-600x600.png
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-755-700x700.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-755-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-755-50x31.png
[admin-width] => 50
[admin-height] => 31
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-755.png
[full-width] => 2422
[full-height] => 1501
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-755-372x231.png
[thumb_372-width] => 372
[thumb_372-height] => 231
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-755-980x607.png
[single_post_thumbnail-width] => 980
[single_post_thumbnail-height] => 607
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-755-32x20.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 20
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-755-48x30.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 30
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-755-64x40.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 40
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-755-128x79.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 79
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-755-108x67.png
[thumb_122_67-width] => 108
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-755-153x95.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 95
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-755-130x81.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 81
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-755-232x144.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 144
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-755-544x337.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 337
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-755-271x168.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 168
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-755-271x168.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 168
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-755-272x169.png
[thumb_272_172-width] => 272
[thumb_272_172-height] => 169
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-755-372x231.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 231
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-755-372x231.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 231
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-755-385x239.png
[thumb_385_270-width] => 385
[thumb_385_270-height] => 239
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-755-389x241.png
[thumb_416_241-width] => 389
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-755-448x278.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 278
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-755-896x555.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 555
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-755-574x356.png
[thumb_574_382-width] => 574
[thumb_574_382-height] => 356
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-755-637x395.png
[thumb_776_395-width] => 637
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 64394
[id] => 64394
[title] => 1_Samuel_Donation_Page_-_No_Phone_Number_Field.png
[filename] => 1_Samuel_Donation_Page_-_No_Phone_Number_Field-1.png
[filesize] => 199499
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/1_Samuel_Donation_Page_-_No_Phone_Number_Field-1.png
[link] => https://www.nextafter.com/experiments/how-reducing-friction-by-removing-a-phone-number-field-impacted-gifts/attachment/1_samuel_donation_page_-_no_phone_number_field-png-34/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => 1_samuel_donation_page_-_no_phone_number_field-png-34
[status] => inherit
[uploaded_to] => 28979
[date] => 2024-08-12 21:48:49
[modified] => 2024-08-12 21:48:49
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 2422
[height] => 1245
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/1_Samuel_Donation_Page_-_No_Phone_Number_Field-1-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/1_Samuel_Donation_Page_-_No_Phone_Number_Field-1-300x154.png
[medium-width] => 300
[medium-height] => 154
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/1_Samuel_Donation_Page_-_No_Phone_Number_Field-1-768x395.png
[medium_large-width] => 640
[medium_large-height] => 329
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/1_Samuel_Donation_Page_-_No_Phone_Number_Field-1-1024x526.png
[large-width] => 640
[large-height] => 329
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/1_Samuel_Donation_Page_-_No_Phone_Number_Field-1-1536x790.png
[1536x1536-width] => 1536
[1536x1536-height] => 790
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/1_Samuel_Donation_Page_-_No_Phone_Number_Field-1-2048x1053.png
[2048x2048-width] => 2048
[2048x2048-height] => 1053
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/1_Samuel_Donation_Page_-_No_Phone_Number_Field-1-600x400.png
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/1_Samuel_Donation_Page_-_No_Phone_Number_Field-1-600x600.png
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/1_Samuel_Donation_Page_-_No_Phone_Number_Field-1-700x700.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/1_Samuel_Donation_Page_-_No_Phone_Number_Field-1-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/1_Samuel_Donation_Page_-_No_Phone_Number_Field-1-50x26.png
[admin-width] => 50
[admin-height] => 26
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/1_Samuel_Donation_Page_-_No_Phone_Number_Field-1.png
[full-width] => 2422
[full-height] => 1245
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/1_Samuel_Donation_Page_-_No_Phone_Number_Field-1-372x191.png
[thumb_372-width] => 372
[thumb_372-height] => 191
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/1_Samuel_Donation_Page_-_No_Phone_Number_Field-1-980x504.png
[single_post_thumbnail-width] => 980
[single_post_thumbnail-height] => 504
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/1_Samuel_Donation_Page_-_No_Phone_Number_Field-1-32x16.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 16
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/1_Samuel_Donation_Page_-_No_Phone_Number_Field-1-48x25.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 25
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/1_Samuel_Donation_Page_-_No_Phone_Number_Field-1-64x33.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 33
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/1_Samuel_Donation_Page_-_No_Phone_Number_Field-1-128x66.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 66
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/1_Samuel_Donation_Page_-_No_Phone_Number_Field-1-122x63.png
[thumb_122_67-width] => 122
[thumb_122_67-height] => 63
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/1_Samuel_Donation_Page_-_No_Phone_Number_Field-1-153x79.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 79
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/1_Samuel_Donation_Page_-_No_Phone_Number_Field-1-130x67.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 67
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/1_Samuel_Donation_Page_-_No_Phone_Number_Field-1-232x119.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 119
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/1_Samuel_Donation_Page_-_No_Phone_Number_Field-1-544x280.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 280
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/1_Samuel_Donation_Page_-_No_Phone_Number_Field-1-271x139.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 139
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/1_Samuel_Donation_Page_-_No_Phone_Number_Field-1-271x139.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 139
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/1_Samuel_Donation_Page_-_No_Phone_Number_Field-1-272x140.png
[thumb_272_172-width] => 272
[thumb_272_172-height] => 140
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/1_Samuel_Donation_Page_-_No_Phone_Number_Field-1-372x191.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 191
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/1_Samuel_Donation_Page_-_No_Phone_Number_Field-1-372x191.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 191
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/1_Samuel_Donation_Page_-_No_Phone_Number_Field-1-385x198.png
[thumb_385_270-width] => 385
[thumb_385_270-height] => 198
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/1_Samuel_Donation_Page_-_No_Phone_Number_Field-1-416x214.png
[thumb_416_241-width] => 416
[thumb_416_241-height] => 214
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/1_Samuel_Donation_Page_-_No_Phone_Number_Field-1-448x230.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 230
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/1_Samuel_Donation_Page_-_No_Phone_Number_Field-1-896x461.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 461
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/1_Samuel_Donation_Page_-_No_Phone_Number_Field-1-574x295.png
[thumb_574_382-width] => 574
[thumb_574_382-height] => 295
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/1_Samuel_Donation_Page_-_No_Phone_Number_Field-1-768x395.png
[thumb_776_395-width] => 768
[thumb_776_395-height] => 395
) ) )
T1: 1 Samuel Donation Page - No Phone Number Field
Array
(
[0] => Array
(
[ID] => 64389
[id] => 64389
[title] => Control.png
[filename] => Control-755.png
[filesize] => 230503
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-755.png
[link] => https://www.nextafter.com/experiments/how-reducing-friction-by-removing-a-phone-number-field-impacted-gifts/attachment/control-png-8611/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-png-8611
[status] => inherit
[uploaded_to] => 28979
[date] => 2024-08-12 21:48:39
[modified] => 2024-08-12 21:48:39
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 2422
[height] => 1501
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-755-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-755-300x186.png
[medium-width] => 300
[medium-height] => 186
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-755-768x476.png
[medium_large-width] => 640
[medium_large-height] => 397
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-755-1024x635.png
[large-width] => 640
[large-height] => 397
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-755-1536x952.png
[1536x1536-width] => 1536
[1536x1536-height] => 952
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-755-2048x1269.png
[2048x2048-width] => 2048
[2048x2048-height] => 1269
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-755-600x400.png
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-755-600x600.png
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-755-700x700.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-755-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-755-50x31.png
[admin-width] => 50
[admin-height] => 31
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-755.png
[full-width] => 2422
[full-height] => 1501
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-755-372x231.png
[thumb_372-width] => 372
[thumb_372-height] => 231
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-755-980x607.png
[single_post_thumbnail-width] => 980
[single_post_thumbnail-height] => 607
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-755-32x20.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 20
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-755-48x30.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 30
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-755-64x40.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 40
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-755-128x79.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 79
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-755-108x67.png
[thumb_122_67-width] => 108
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-755-153x95.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 95
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-755-130x81.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 81
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-755-232x144.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 144
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-755-544x337.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 337
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-755-271x168.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 168
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-755-271x168.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 168
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-755-272x169.png
[thumb_272_172-width] => 272
[thumb_272_172-height] => 169
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-755-372x231.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 231
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-755-372x231.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 231
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-755-385x239.png
[thumb_385_270-width] => 385
[thumb_385_270-height] => 239
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-755-389x241.png
[thumb_416_241-width] => 389
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-755-448x278.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 278
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-755-896x555.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 555
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-755-574x356.png
[thumb_574_382-width] => 574
[thumb_574_382-height] => 356
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-755-637x395.png
[thumb_776_395-width] => 637
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 64394
[id] => 64394
[title] => 1_Samuel_Donation_Page_-_No_Phone_Number_Field.png
[filename] => 1_Samuel_Donation_Page_-_No_Phone_Number_Field-1.png
[filesize] => 199499
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/1_Samuel_Donation_Page_-_No_Phone_Number_Field-1.png
[link] => https://www.nextafter.com/experiments/how-reducing-friction-by-removing-a-phone-number-field-impacted-gifts/attachment/1_samuel_donation_page_-_no_phone_number_field-png-34/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => 1_samuel_donation_page_-_no_phone_number_field-png-34
[status] => inherit
[uploaded_to] => 28979
[date] => 2024-08-12 21:48:49
[modified] => 2024-08-12 21:48:49
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 2422
[height] => 1245
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/1_Samuel_Donation_Page_-_No_Phone_Number_Field-1-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/1_Samuel_Donation_Page_-_No_Phone_Number_Field-1-300x154.png
[medium-width] => 300
[medium-height] => 154
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/1_Samuel_Donation_Page_-_No_Phone_Number_Field-1-768x395.png
[medium_large-width] => 640
[medium_large-height] => 329
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/1_Samuel_Donation_Page_-_No_Phone_Number_Field-1-1024x526.png
[large-width] => 640
[large-height] => 329
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/1_Samuel_Donation_Page_-_No_Phone_Number_Field-1-1536x790.png
[1536x1536-width] => 1536
[1536x1536-height] => 790
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/1_Samuel_Donation_Page_-_No_Phone_Number_Field-1-2048x1053.png
[2048x2048-width] => 2048
[2048x2048-height] => 1053
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/1_Samuel_Donation_Page_-_No_Phone_Number_Field-1-600x400.png
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/1_Samuel_Donation_Page_-_No_Phone_Number_Field-1-600x600.png
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/1_Samuel_Donation_Page_-_No_Phone_Number_Field-1-700x700.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/1_Samuel_Donation_Page_-_No_Phone_Number_Field-1-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/1_Samuel_Donation_Page_-_No_Phone_Number_Field-1-50x26.png
[admin-width] => 50
[admin-height] => 26
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/1_Samuel_Donation_Page_-_No_Phone_Number_Field-1.png
[full-width] => 2422
[full-height] => 1245
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/1_Samuel_Donation_Page_-_No_Phone_Number_Field-1-372x191.png
[thumb_372-width] => 372
[thumb_372-height] => 191
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/1_Samuel_Donation_Page_-_No_Phone_Number_Field-1-980x504.png
[single_post_thumbnail-width] => 980
[single_post_thumbnail-height] => 504
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/1_Samuel_Donation_Page_-_No_Phone_Number_Field-1-32x16.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 16
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/1_Samuel_Donation_Page_-_No_Phone_Number_Field-1-48x25.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 25
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/1_Samuel_Donation_Page_-_No_Phone_Number_Field-1-64x33.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 33
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/1_Samuel_Donation_Page_-_No_Phone_Number_Field-1-128x66.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 66
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/1_Samuel_Donation_Page_-_No_Phone_Number_Field-1-122x63.png
[thumb_122_67-width] => 122
[thumb_122_67-height] => 63
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/1_Samuel_Donation_Page_-_No_Phone_Number_Field-1-153x79.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 79
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/1_Samuel_Donation_Page_-_No_Phone_Number_Field-1-130x67.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 67
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/1_Samuel_Donation_Page_-_No_Phone_Number_Field-1-232x119.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 119
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/1_Samuel_Donation_Page_-_No_Phone_Number_Field-1-544x280.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 280
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/1_Samuel_Donation_Page_-_No_Phone_Number_Field-1-271x139.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 139
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/1_Samuel_Donation_Page_-_No_Phone_Number_Field-1-271x139.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 139
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/1_Samuel_Donation_Page_-_No_Phone_Number_Field-1-272x140.png
[thumb_272_172-width] => 272
[thumb_272_172-height] => 140
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/1_Samuel_Donation_Page_-_No_Phone_Number_Field-1-372x191.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 191
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/1_Samuel_Donation_Page_-_No_Phone_Number_Field-1-372x191.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 191
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/1_Samuel_Donation_Page_-_No_Phone_Number_Field-1-385x198.png
[thumb_385_270-width] => 385
[thumb_385_270-height] => 198
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/1_Samuel_Donation_Page_-_No_Phone_Number_Field-1-416x214.png
[thumb_416_241-width] => 416
[thumb_416_241-height] => 214
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/1_Samuel_Donation_Page_-_No_Phone_Number_Field-1-448x230.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 230
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/1_Samuel_Donation_Page_-_No_Phone_Number_Field-1-896x461.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 461
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/1_Samuel_Donation_Page_-_No_Phone_Number_Field-1-574x295.png
[thumb_574_382-width] => 574
[thumb_574_382-height] => 295
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/1_Samuel_Donation_Page_-_No_Phone_Number_Field-1-768x395.png
[thumb_776_395-width] => 768
[thumb_776_395-height] => 395
) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 3.0% | $0.00 | ||
| T1: | 1 Samuel Donation Page - No Phone Number Field | 5.3% | 77.1% | 98.4% | $0.00 |
This experiment has a required sample size of 570 in order to be valid. Since the experiment had a total sample size of 1,729, 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
× 77.1% increase in conversion rate
× 0% increase in average gift
Key Learnings
By taking out the phone number field, even though it was optional and not required, we saw a 77.1% increase in conversion rate with 98.4% level of confidence. Revenue also experienced a 66.8% increase with a 96% level of confidence. We believe removing the phone number field reduced anxiety for page visitors as they didn’t have to wonder “Why do you need my phone number in order for me to make a gift?” or “Who is going to contact me and how often if I give away this personal piece of information?” We were also able to reduce friction by making the form appear shorter and look like less work for the donor when filling out the form. Going forward into the FYE campaign, we will remove the phone number field on the donation form and find ways to ask for it after the gift is made rather than interrupting the donation process to get this information.