Does prepopulating information in the donation form increase donor conversion on mobile devices? | NextAfter
The Missionary Oblates of Mary Immaculate

Does prepopulating information in the donation form increase donor conversion on mobile devices?

Experiment ID: #49223

The Missionary Oblates of Mary Immaculate

The Missionary Oblates of Mary Immaculate are a Roman Catholic congregation of priests and brothers founded after the French Revolution by St. Eugene De Mazenod to work among the poor. Today there are nearly 4,000 missionaries working in more than 60 countries around the world.

Experiment Summary

Ended On:

During their fall campaign, Missionary Oblates tested whether prefilling the first and last name and email address on a donation form increased donor conversion on mobile devices. Almost 60% of gifts were made on a mobile device, and we wanted to see if prepopulating the form and making it easier to give on mobile would increase giving.

Research Question

Does prefilling in information increase donor conversion on mobile devices?

Design

C: Name not prepopulated
T1: Name Prepopulated

Results

Treatment Name Conv. Rate Relative Difference Confidence
C: Name not prepopulated 41.8%
T1: Name Prepopulated 39.8% -4.7% 41.8%

This experiment has a required sample size of 4,806 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

While this test did not validate, it seems to indicate that with the Oblates’s audience it may slightly harm conversion to include that information. Our hypothesis is that because their audience is older, having the form prefilled might make some donors nervous rather than seeming helpful. Sometimes reducing friction, even on a device that already slows down the giving process, can harm conversion.


Experiment Documented by Gina Gallutia
Gina Gallutia is Optimization Director at NextAfter.

Question about experiment #49223

If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.