How a quick donate button at the top of a donation page affects donor conversion
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.
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.
Will the “Quick Donate” button increase the number of donor conversions to the page?
|Treatment Name||Conv. Rate||Relative Difference||Confidence||Average Gift|
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.
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.
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.