Reasons to Believe
How a radical redesign of an instant donation page impacts donor conversion rate
Experiment ID: #90429
Reasons to Believe
Experiment Summary
Timeframe: 04/07/2022 - 06/03/2022
Reasons to Believe initially ran a radical redesign experiment on their main donation page that provided a significant lift in donor conversion rate. We wanted to see if this same radical redesign applied to an instant donation page to an offer, would result in the same type of lift. The motivation behind someone giving on a main donation page (someone who comes to the page with the intention to give) differs from someone who comes across a donation page after acquiring a resource. We applied this radical redesign to a funnel that was already getting a high instant conversion rate (Listen & Learn, an online course).
Most of the traffic directed to this page was through paid Facebook ads.
Research Question
We believe that a radical redesign on an instant donation page for those who sign up for a course will achieve a higher donor conversion rate .
Design
C: Control
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[1536x1536] => https://www.nextafter.com/wp-content/uploads/Radical_Redesign-5.png
[1536x1536-width] => 330
[1536x1536-height] => 1065
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Radical_Redesign-5.png
[2048x2048-width] => 330
[2048x2048-height] => 1065
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Radical_Redesign-5.png
[tp-image-grid-width] => 217
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Radical_Redesign-5-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Radical_Redesign-5-15x50.png
[admin-width] => 15
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/Radical_Redesign-5.png
[full-width] => 330
[full-height] => 1065
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Radical_Redesign-5.png
[thumb_372-width] => 330
[thumb_372-height] => 1065
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Radical_Redesign-5-194x625.png
[single_post_thumbnail-width] => 194
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Radical_Redesign-5-10x32.png
[thumb_32_32-width] => 10
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Radical_Redesign-5-15x48.png
[thumb_48_48-width] => 15
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Radical_Redesign-5-20x64.png
[thumb_64_64-width] => 20
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Radical_Redesign-5-40x128.png
[thumb_128_128-width] => 40
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Radical_Redesign-5-21x67.png
[thumb_122_67-width] => 21
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Radical_Redesign-5-47x153.png
[thumb_153_153-width] => 47
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Radical_Redesign-5-51x163.png
[thumb_130_163-width] => 51
[thumb_130_163-height] => 163
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Radical_Redesign-5-55x177.png
[thumb_232_177-width] => 55
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Radical_Redesign-5-201x650.png
[thumb_272_325-width] => 201
[thumb_272_325-height] => 650
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Radical_Redesign-5-107x346.png
[thumb_271_346-width] => 107
[thumb_271_346-height] => 346
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Radical_Redesign-5-84x271.png
[thumb_271_271-width] => 84
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Radical_Redesign-5-53x172.png
[thumb_272_172-width] => 53
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Radical_Redesign-5-143x461.png
[thumb_372_461-width] => 143
[thumb_372_461-height] => 461
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Radical_Redesign-5-155x500.png
[thumb_372_500-width] => 155
[thumb_372_500-height] => 500
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Radical_Redesign-5-84x270.png
[thumb_385_270-width] => 84
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Radical_Redesign-5-75x241.png
[thumb_416_241-width] => 75
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Radical_Redesign-5-127x410.png
[thumb_448_410-width] => 127
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Radical_Redesign-5-254x820.png
[thumb_448_410_retina-width] => 254
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Radical_Redesign-5-118x382.png
[thumb_574_382-width] => 118
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Radical_Redesign-5-122x395.png
[thumb_776_395-width] => 122
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Radical_Redesign-5.png
[gform-image-choice-sm-width] => 93
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Radical_Redesign-5.png
[gform-image-choice-md-width] => 124
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Radical_Redesign-5.png
[gform-image-choice-lg-width] => 186
[gform-image-choice-lg-height] => 600
)
)
)
Results
| |
Treatment Name |
Conv. Rate |
Relative Difference |
Confidence |
Average Gift |
| C: |
Control
|
3.7% |
|
|
$0.00 |
| T1: |
Radical Redesign
|
5.6% |
51.6% |
63.9%
|
$0.00 |
This experiment has a required sample size of
957 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
The results for this experiment did not validate even after running for a significant amount of time. We saw a 51% increase in donor conversion rate but with only a level of confidence of 63.9%. Because this has already validated on the main donation page and because it is a better experience for the end-user, we decided to role out the treatment to 100% of the audience anyway. It could be that this funnel was not getting enough traffic through the sign up page in order for this experiment to validate.
Observations of the impact on other visitor segments in the experiment:
- Returning visitors had a 186.2% increase in donations with a 93% level of confidence.