How dividing the survey process affects number of survey responses generated (second iteration)
Experiment ID: #1738
Hillsdale College
Experiment Summary
Timeframe: 07/25/2015 - 07/26/2015
This was the second testing iteration done in the Imprimis Survey campaign. After the first radical treatment failed decided to try matching the value proposition copy at the start of the survey. The original treatment had reduced the information at the top with the hypothesis that visitors were already properly motivated coming from the email.
A subsequent experiment proved these results to be invalid due to instrumentation error.
Research Question
Does dividing the process into two steps (survey then donation) increase the number of survey responses generated?
Design
C: Full Survey Form
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)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Full Survey Form | 52.2% | ||
| T1: | Condensed Form | 31.5% | -39.7% | 100.0% |
This experiment has a required sample size of 44 in order to be valid. Since the experiment had a total sample size of 680, 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
× 39.7% decrease in conversion rate
× 0% increase in average gift
Key Learnings
Note: a subsequent experiment proved these results to be invalid due to instrumentation error.
In the second iteration of experiments on the survey to Imprimis subscribers, the new treatment resulted in a 39% decrease to survey responses. This was similar to the results of the first experiment which answered our question whether the drop in responses was caused by the value proposition language at the top of the form (it was not). This led us to conclude that our efforts to reduce the friction of the form may have actually increased it.
In addition to moving the donation form to the second screen and adding conditional logic, we also combined multiple questions into a matrix format. The belief was that the condensed form would have less visual friction but the it would seem the format was confusing to many visitors which led to form abandonment.
On the positive side, the condensed form saw only a 9% decrease in donations (which is impressive considering the 39% decrease in traffic) and a 95% increase in average gift. If we can fix the survey responses, we can improve the overall donor conversion and revenue of the campaign.