How reducing the required steps affects perceived value and donor conversion
Experiment ID: #11681
Texas State Historical Association
Experiment Summary
Timeframe: 11/24/2015 - 12/02/2015
On Giving Tuesday, the Texas State Historical Association was offering their visitors a free eBook as a way for TSHA to give back to them. Immediately after requesting their free eBook, they were given the opportunity to make a gift. Historically, we had required visitors to fill out an email acquisition form before they would be sent the eBook even if we already had their email address.
We had the hypothesis that if we could remove this step, we would get more visitors to the donation page which would lead to an increased number of donors. So we created a treatment that would send an email with a link to the eBook when the visitor first got to the page and then immediately lead into the opportunity for membership.
Research Question
Will removing the required email acquisition form from the process reduce friction enough to improve the number of new donors acquired?
Design
C: Email Form First
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) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Email Form First | 1.5% | ||
| T1: | No Email Form | 0.88% | -41.2% | 91.3% |
This experiment has a required sample size of 2,382 in order to be valid. Since the experiment had a total sample size of 3,638, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
We learned from this experiment that while the email acquisition form did add friction to the process, it also increased the perceived value of the eBook which made the donor conversion easier on the second page. The treatment that just gave them the eBook resulted in a 41% decreased the number of donors acquired.