How removing the ways to give and additional donation information section impacts donor conversion
Experiment ID: #59895
Focus on the Family
Experiment Summary
Timeframe: 05/11/2021 - 07/11/2021
As Focus on the Family continues to optimize their primary donation page since moving to a new platform six months ago, they are testing into every element on the page. This even includes elements on the page that are below the actual giving form. When looking at the donation page, they wondered if the section under the giving form that communicated all of the different ways a person could give and had additional legal information (not necessary to include on the page in full text) about a person’s donation was impacting donor conversion. They tested this by simply removing both of those sections on the page.
Research Question
Will removing the additional ways to giving and donation information from the bottom of the page increase donor conversion?
Design
C: Control
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) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 11.1% | $0.00 | ||
| T1: | Removed WTG/Donation Info Section | 8.2% | -25.9% | 99.8% | $0.00 |
This experiment has a required sample size of 811 in order to be valid. Since the experiment had a total sample size of 4,119, 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
× 25.9% decrease in conversion rate
× 0% increase in average gift
Key Learnings
Removing the additional ways to give and the donation disclosure information, donor conversion decreased by 26%. This was surprising to us because we hypothesized it was causing friction to the giving process, when in fact it was helping to increase motivation and added a sense of security in a person’s decision to make a gift.
Observations of the impact on other visitor segments in the experiment:
- Returning visitors had a 33.9% decrease in donations with a 100% level of confidence.
- Tablet visitors had a 6.3% increase in donations with an 86% level of confidence.
- Female visitors had an 81.0% decrease in donations with a 100% level of confidence.