How a two-step donation form affects donor conversion
Experiment ID: #18878
Hoover Institution
Experiment Summary
Ended On: 07/23/2019
Hoover Institution had created a single-step donation form based on previous research that showed that allowing the donor to complete their donation in a single step would incentivize more donors to make a gift. However, they had received feedback from some donors that there might be a technical issue in the donation process that resulted in an error which prohibited them from making a gift. They worked out a technical solution that solved this issue, but required a two-step donation process. They decided to test the impact of this, and attempt to determine the potential impact of the technical issue. They launched an A/B test on a popular offer to determine a winner.
Research Question
How will a two-step donation form affect donor conversion?
Design
C: One Step Donation Form
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T1: Two Step Donation Form
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | One Step Donation Form | 1.5% | ||
| T1: | Two Step Donation Form | 2.1% | 40.3% | 96.7% |
This experiment has a required sample size of 3,695 in order to be valid. Since the experiment had a total sample size of 8,815, 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
Ă— 40.3% increase in conversion rate
Ă— 0% increase in average gift
Key Learnings
The two-step form led to a 40% increase in conversion for this offer. It's not immediately clear how much of this lift is attributable to donor preference and how much is attributable to this fixing a technical solution, but more donors is a good thing—especially 40%, statistically valid.
This will result, for Hoover at least, in rollout of two-step forms across all offers.