How creating a secure donation page affects donor conversion
Experiment ID: #3451
Hillsdale College
Experiment Summary
Timeframe: 02/15/2016 - 03/16/2016
Hillsdale College was in the process of rolling out a new series of landing page for their email acquisition efforts. This new system was hosted on a new sub-domain that did not have a security certificate installed. This means that we were unable to add the https in front of the URL. It was our hypothesis that the lack of certificate would add anxiety in the mind of the visitor which would negatively impact conversion.
Since there was an added cost to installing a security certificate, we decided to validate this theory on a domain that had a certificate installed. We showed half of the visitors a donation page with https and half without it.
Research Question
Will not having a security certificate impact the conversion rate on a donation page?
Design
C: Secure
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T1: Unsecure
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Secure | 7.1% | $55.97 | ||
| T1: | Unsecure | 7.2% | 0.8% | 14.8% | $56.64 |
This experiment has a required sample size of 1,655,735 in order to be valid. Unfortunately, the required sample size was not met and a level of confidence above 95% was not met so the experiment results are not valid.
Key Learnings
Surprisingly, the security certificate did not have an impact on the likelihood of a donor to convert on the page. We may partially removed anxiety by including the word “secure” in the domain name itself but, regardless, the https, did not make any significant difference. This allowed us to save costs by not installing the certificate on the new domain.