How reducing friction in a shopping cart process affects donor conversion
Experiment ID: #8385
Compassion International
Experiment Summary
Timeframe: 01/02/2018 - 01/18/2018
Compassion International had sought to identify gaps in their customer funnel through a deep-dive data analysis. They learned that the most direct path to sponsorship (with the fewest steps in between) had the highest conversion rate.
In looking at their child sponsorship funnel, they wondered if the “child biography” section, where a user was redirected after clicking the “choose me” button beneath a child was extraneous. If the user was actively selecting “choose me”, did they really want to just add the child directly to their cart, or was the biography an extra, necessary step in the consideration process?
They decided to better understand the consideration process through an A/B test. Half the users would not see the child biography page and would go straight to the cart. The other half would see the biography page as normal. They would look at conversions to understand the importance of the interstitial biography page.
Research Question
How does reducing friction by removing the child biography page affect conversion?
Design
C: Straight to Checkout
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Straight to Checkout | 5.1% | ||
| T1: | Skip Child Bio | 3.7% | -26.8% | 93.6% |
This experiment has a required sample size of 1,720 in order to be valid. Since the experiment had a total sample size of 3,174, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
Removing the child biography page led to a 26.8% increase in conversion, and also generated a lot of confusion among users who wanted more information on their child. Not only did removing this page affect conversion, it removed the user’s ability to return to that page, which created a negative user experience loop.
The decrease in conversion (though it didn’t achieve 95% significance due to stopping the test) and the feedback from users shows that while a direct path to checkout is ideal, the child biography page is an integral part of the consideration and conversion process.
This illustrates the principle that not all friction is bad friction. Sometimes, an extra step is helpful—and even essential—to the donation process.