How removing a step from a signup process affects conversion rate
Experiment ID: #18834
Hillsdale College
Experiment Summary
Ended On: 07/22/2019
Hillsdale College had previously tested into a two-step course signup process that increased donations by increasing signups, and thus traffic to the donation page. However, several years later, they no longer needed home address information upfront, as it would be gathered downstream. They decided to test the impact of removing the second step from their course signup process to see how sending people directly to the donation page (the final step in the process) affected donation revenue. The hypothesis was that more traffic to the donation page (by using the single-step process) would simplify the registration process and deliver more donor prospects.
Research Question
How will removal of a step from a signup process affects conversion rate?
Design
C: Control
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) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 10.6% | ||
| T1: | Treatment #1 | 8.7% | -18.5% | 99.8% |
This experiment has a required sample size of 1,726 in order to be valid. Since the experiment had a total sample size of 8,918, 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
× 18.5% decrease in conversion rate
× 0% increase in average gift
Key Learnings
Surprisingly, removing the second step decreased conversion by 18.5%. While 6% more people got to the page (as the second step had a 94% conversion rate), those people who got there through a single step gave much less often. There are a few potential reasons for this:
- The second step increased the required investment and made them more likely to continue with the third form.
- The second step increased the perceived value of the course and made it more appealing to give.
- Donors who fill out two preceding forms are more likely to fill out the third.
Either way, this experiment shuttered Hillsdale’s plans to remove second steps from all course signup flows.