The Fund for American Studies

How a tabbed donation form impacted donor conversion on acquisition pages

Experiment ID: #91474

The Fund for American Studies

Experiment Summary

Timeframe: 04/14/2022 - 04/25/2022

When reviewing the layout of the donation form, we wanted to know if having a visual representation of a tabbed form. The idea was to find out before moving to a new donation platform if presenting the different gift frequency choices, one-time or monthly, as their own separate experiences would increase donor conversion. We are getting ready to move to a new donation platform that would allow us to use this feature across all donation forms, so we wanted to find out how it impacted overall giving before making the change. The second version of this test will be to see how this tabbed approach impacts recurring donors by featuring specific messaging highlighting the need and benefits of monthly giving.

Research Question

We believe that adding a tabbed form for acquisition pages will achieve an increase in overall giving.

Design

C: Control
T1: Tabbed Donation Form

Results

  Treatment Name Conv. Rate Relative Difference Confidence Average Gift
C: Control 1.7% $0.00
T1: Tabbed Donation Form 10.6% 508.8% 98.7% $0.00

This experiment has a required sample size of 51 in order to be valid. Since the experiment had a total sample size of 200, 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
× 508.8% increase in conversion rate
× 0% increase in average gift

Key Learnings

While our sample size of transactions was small, we did see a 508% increase in overall donor conversion with a 98.7% level of confidence after running for two weeks. We also saw a 437.0% increase in revenue on the treatment with a 95% level of confidence. These lifts were consistent across email visitors, desktop visitors, and returning visitors. By adding clarity to the process surrounding the giving frequency selection on the pages, were able to increase both transactions and revenue. We will be moving forward with the tabbed version of the form as the default format on acquisition offers in the new donation platform based on these results as we have no reason to believe this will decrease overall conversion if we do.


Experiment Documented by Rebekah Josefy
Rebekah Josefy is an Optimization Director at NextAfter.

Question about experiment #91474

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