How a radical redesign on a donation page affects donor conversion rate
The Navigators
Experiment Summary
Timeframe: 07/11/2022 - 08/15/2022
The Navigators recently moved donation page platforms where the previous donation page template was adjusted. The new template had the gift array at the very top of the page. Our hypothesis is that having the gift array at the bottom of the page gives the prospective donor to read supporting copy which makes them more likely to give. In addition, we made the gift array form a tabbed form (just like their previous template). Our hypothesis is that their previous template would generate more donations. The previous template guides the donor by presenting them a reason to give and making the one-time and recurring giving options easier to identify through the tabbed form. We also removed the navigation at the top of the page as part of this radical redesign.
We ran this experiment on a direct appeal premium offer running on Facebook.
Research Question
We believe that guiding to prospective donor through their donation process through a radical redesign for donation page visitors will achieve a higher donor conversion rate.
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 0.74% | $0.00 | ||
| T1: | Radical Redesign | 2.3% | 212.7% | 96.3% |
This experiment has a required sample size of 461 in order to be valid. Since the experiment had a total sample size of 1,058, 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
× 212.7% increase in conversion rate
× 0% increase in average gift
Key Learnings
This experiment resulted in a 212% lift in donor conversion rate with a level of confidence of 96% – making this a valid increase. This tells us that the changes made to this instant donation page make a better experience for the prospective donor: they’re able to read why they should give before taking action, they are given a clearer selection of a one time vs monthly gift, and they are giving a clearer call to action by removing the external links in the navigation bar.