How a one-step donation form performs against a 2-step control for a content offer instant donation page.
Experiment ID: #198838
Hoover Institution
Experiment Summary
Timeframe: 07/24/2025 - 10/15/2025
The Hoover Institution is a think tank that is affiliated with Stanford University. For the last couple of years, their donation forms had a two-step process; the first step was to fill out your information, and the second step (which required clicking on payment information) was to add your billing information. This was a format we had tested many years ago, but given the data we have seen with other organizations, we wanted to test whether a one-step form would make an impact.
We ran this test on one of Hoover’s more popular content offers and conducted it for three months.
Research Question
Simplifying the steps required to donate for content offer downloaders will lead to an increase in conversion rates due to the reduction in friction on the form generated by the extra steps.
Design
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 5.0% | $47.41 | ||
| T1: | Treatment | 5.7% | 12.7% | 85.4% | $49.89 |
This experiment has a required sample size of 9,460 in order to be valid. Since the experiment had a total sample size of 10,390, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
The key takeaway from this experiment is that simplifying the donation process for content offer downloaders by transitioning from a two-step form to a one-step form resulted in a 12.7% increase in transactions. This suggests that reducing friction on the form by eliminating unnecessary steps can positively impact conversion rates. Although the statistical level of confidence of 85.4% suggests that the results are not yet fully valid, they are approaching a state of validity. This implies that further testing would be necessary to confirm the effectiveness of the one-step form. In future experimentation, it would be beneficial to continue testing variations of the donation form to determine the optimal user experience that maximizes conversion rates. This could involve testing different form lengths, layouts, or required fields to identify the most effective design for encouraging donations. Additionally, considering factors such as donor preferences, demographics, and behaviors could further enhance the donation process and ultimately drive more successful outcomes.