How reducing form functionality affects donor conversion rate
Experiment ID: #1787
Jews for Jesus
Experiment Summary
Timeframe: 07/23/2015 - 08/05/2015
Jews for Jesus had been running a series of optimization experiments on their primary donation form in an effort to improve the overall revenue generated by the page. Our first attempt resulted in no significant improvement when we removed elements of friction from the form and added language to the top of the page highlighting the organization’s unique value proposition.
We decided to attempt another treatment that would modify the value proposition of the page while leaving in place the changes to the form. With this new treatment, we wanted to utilize a personal letter from David Brickner, the organization’s CEO. Analysis of the email program had shown that he was popular with the constituency so we hypothesized the a shorter appeal, signed by him, could lift the average gift on the page enough to impact revenue.
Research Question
Which donation page treatment will lead to the highest number of gifts and revenue?
Design
C: Original Form
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T1: Letter from David Brickner
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) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Original Form | 70.0% | $237.68 | ||
| T1: | Letter from David Brickner | 60.4% | -13.8% | 93.9% | $169.40 |
This experiment has a required sample size of 187 in order to be valid. Since the experiment had a total sample size of 339, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
After running the experiment for a month, we saw that the new treatment decreased the conversion rate on the page by 13.8%. The language that was used have already proven successful in a previous appeal so we analyzed what else could have been impacting conversion. Upon further reflection, we discovered that, in an effort to reduce the number of decisions made on the form, we may have inadvertently make it more difficult to complete.
One of the features of Jews for Jesus’s donation system is the ability for previous donors to log in to complete their gift without entering any additional information. We removed this feature to make room for quotes from credible sources and to remove the number of decisions a donor has to make. However, with this being the primary location existing donors come to make their gift, this caused additional friction for that key segment. This cause the number of gifts made to the form to decrease.
Future experiments will add this functionality back to the form and we will focus our efforts on purely refining the value proposition.