How asking for personal information before payment information on a donation page affects donor conversion
Experiment ID: #144770
Prison Fellowship International
Experiment Summary
Timeframe: 04/12/2023 - 04/20/2023
Prison Fellowship International wanted to test asking for the donor’s personal information first on the donation page rather than asking for the credit card information first.
Research Question
We believe that asking for personal information first for potential donors will achieve a higher donor conversion rate because asking for personal information demonstrates a genuine interest in establishing a relationship beyond just receiving financial contributions, which can build trust and credibility with potential donors.
Design
C: Control
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)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 53.8% | $0.00 | ||
| T1: | Complete 2 | 19.2% | -64.3% | 99.5% | $0.00 |
This experiment has a required sample size of 15 in order to be valid. Since the experiment had a total sample size of 52, 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
× 64.3% decrease in conversion rate
× 0% increase in average gift
Key Learnings
The key learning from this experiment is that asking for personal information first on the donation page led to a significant decrease in donations for Prison Fellowship International. The control group, which had the credit card information form first, performed better than the treatment group by 64.3% with 99.5% statistical confidence. Furthermore, the treatment group had decreased revenue and donations across all types of visitors, such as returning, direct, and organic search visitors, as well as mobile and desktop visitors. We believe the treatment page performed worse because it was easy for people to provide their personal information first, but by the time they got to the credit card information, they had too much time to think about the process which caused them to bounce from the page. By asking for the credit card information first, you're asking them to get the hard details out of the way and by the time they hit the donate button, it is less transactional. Although we can pull assumptions from this experiment, we recommend testing this concept again since it only received 19 gifts.