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American Cornerstone Institute

How a multi-step donation process impacted donations for an acquisition offer

Experiment ID: #153409

American Cornerstone Institute

Experiment Summary

Timeframe: 05/26/2023 - 06/09/2023

ACI’s donation platform now has the functionality to set up a multiple-step donation process. In this instance, the standard one-step process would be divided into three steps, one to select the donation amount, one to provide contact/billing information, and one to add credit card information. We want to test the one-step vs. the three-step donation process for a popular content offer to see how donors respond. Would three shorter steps lead to more donation conversions than one long step?

We have set up this experiment for their Cancel Culture Pledge, and traffic will be split 50/50 between the one-step and multi-step process for the duration of the experiment. Let’s see how donors respond.

Research Question

We believe that a multi-step donation process broken down into three short steps instead of one long step for donation page visitors will achieve an increase in donations because donors will appreciate the easy flow of the multi-step donation process and will encounter less friction as they complete their donation one simple step at a time.

Design

C: Control
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T1: Multi-step
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[single_post_thumbnail-width] => 980 [single_post_thumbnail-height] => 621 [thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Multi-step.gif [thumb_32_32-width] => 32 [thumb_32_32-height] => 20 [thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Multi-step.gif [thumb_48_48-width] => 48 [thumb_48_48-height] => 30 [thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Multi-step.gif [thumb_64_64-width] => 64 [thumb_64_64-height] => 41 [thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Multi-step.gif [thumb_128_128-width] => 128 [thumb_128_128-height] => 81 [thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Multi-step.gif [thumb_122_67-width] => 106 [thumb_122_67-height] => 67 [thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Multi-step.gif [thumb_153_153-width] => 153 [thumb_153_153-height] => 97 [thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Multi-step.gif [thumb_130_163-width] => 130 [thumb_130_163-height] => 82 [thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Multi-step.gif [thumb_232_177-width] => 232 [thumb_232_177-height] => 147 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Multi-step.gif [thumb_272_325-width] => 544 [thumb_272_325-height] => 345 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Multi-step.gif [thumb_271_346-width] => 271 [thumb_271_346-height] => 172 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Multi-step.gif [thumb_271_271-width] => 271 [thumb_271_271-height] => 172 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Multi-step.gif [thumb_272_172-width] => 272 [thumb_272_172-height] => 172 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Multi-step.gif [thumb_372_461-width] => 372 [thumb_372_461-height] => 236 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Multi-step.gif [thumb_372_500-width] => 372 [thumb_372_500-height] => 236 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Multi-step.gif [thumb_385_270-width] => 385 [thumb_385_270-height] => 244 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Multi-step.gif [thumb_416_241-width] => 380 [thumb_416_241-height] => 241 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Multi-step.gif [thumb_448_410-width] => 448 [thumb_448_410-height] => 284 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Multi-step.gif [thumb_448_410_retina-width] => 896 [thumb_448_410_retina-height] => 568 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Multi-step.gif [thumb_574_382-width] => 574 [thumb_574_382-height] => 364 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Multi-step.gif [thumb_776_395-width] => 623 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Multi-step.gif [gform-image-choice-sm-width] => 300 [gform-image-choice-sm-height] => 190 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Multi-step.gif [gform-image-choice-md-width] => 400 [gform-image-choice-md-height] => 254 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Multi-step.gif [gform-image-choice-lg-width] => 600 [gform-image-choice-lg-height] => 380 ) ) )

Results

  Treatment Name Conv. Rate Relative Difference Confidence Average Gift
C: Control 5.5% $0.00
T1: Multi-step 2.6% -51.9% 97.5% $0.00

This experiment has a required sample size of 367 in order to be valid. Since the experiment had a total sample size of 969, 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
× 51.9% decrease in conversion rate
× 0% increase in average gift

Key Learnings

Donors did not respond to the multi-step donation process as we hypothesized. In fact, the treatment validated with a 51.9% decrease in donations after running for only 14 days. The treatment also produced a valid 72.3% decrease in revenue.

Possible explanations for the negative results could be that most donors are accustomed to the standard one-step donation process and this multi-step process led to increased anxiety and possibly confusion. There is also the possibility that the three-step process invited more friction instead of less, as we hypothesized. Instead of having all the necessary information directly in front of them, donors encountered an uncertain number of steps and also more opportunities to flee the donation opportunity. Perhaps adding clarity to the three-step process would improve the donor experience and save conversions. This could be communicated by noting that this is step 1 of 2 or 2 of 3 as they go through the process.

Some tweaks are clearly needed if we want to try testing this multi-step process once more with our audience.

Experiment Documented by NextAfter

Question about experiment #153409

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