How a quick donate button at the top of a donation page affects donor conversion - NextAfter
Jews for Jesus

How a quick donate button at the top of a donation page affects donor conversion

Experiment ID: #1547

Jews for Jesus

Jews for Jesus exists to make the messiahship of Jesus an unavoidable issue to the Jewish people worldwide, utilizing creative evangelistic methods to reach the Jewish community and spread the good news of Jesus Christ.

Experiment Summary

Timeframe: 06/30/2015 - 07/01/2015

Through prior testing, we had learned that the Jews for Jesus visitors were highly motivated donors. As their shortfall campaign was coming to the end, we wanted to lower the barriers to these donors making a gift.  We decided to create an experiment that would place a “Make My Gift Now” button at the top of the page to jump the visitor down to the donation form.

Research Question

Will the “Quick Donate” button increase the number of donor conversions to the page?

Design

C: No Button
T1: With Button

Results

  Treatment Name Conv. Rate Relative Difference Confidence Average Gift
C: No Button 46.9% $151.58
T1: With Button 49.2% 4.9% 35.0% $123.91

This experiment has a required sample size of 3,694 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

Despite 28% of visitors clicking on the “Make My Gift Now” button having it didn’t significantly improve the overall conversion rate of the page.  However, it did seem to lower the average gift which may be attributed to roughly 1 out of 4 visitors skipping over the value proposition copy when they jumped down to the donation form.

By skipping over this copy, they did not read the reasons why their gift was needed which may have impacted how much they gave.  Again, this was not statistically proved and would require further experiments to validate the hypothesis.


Experiment Documented by NextAfter

Question about experiment #1547

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