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FamilyLife

How a tabbed form increases giving on a main donation page

Experiment ID: #53980

FamilyLife

Experiment Summary

Timeframe: 03/05/2021 - 04/04/2021

For their February and March campaigns, we tested a tabbed giving form on FamilyLife’s main donation page. The premise behind this was to see if presenting the different giving options, one-time or monthly, in two distinct giving forms would increase donor conversion. We have seen this work well for some organization’s audiences and not for others. So the first step was to ensure that this format did not decrease giving. The second step will be to see how this format affects recurring donation conversion with different calls to action.

Research Question

Presenting the giving options in two clear and distinct formats will increase giving.

Design

C: Control
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T1: Tabbed Donation Form
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https://www.nextafter.com/wp-content/uploads/Tabbed_Donation_Form-8-59x128.png [thumb_128_128-width] => 59 [thumb_128_128-height] => 128 [thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Tabbed_Donation_Form-8-31x67.png [thumb_122_67-width] => 31 [thumb_122_67-height] => 67 [thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Tabbed_Donation_Form-8-70x153.png [thumb_153_153-width] => 70 [thumb_153_153-height] => 153 [thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Tabbed_Donation_Form-8-75x163.png [thumb_130_163-width] => 75 [thumb_130_163-height] => 163 [thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Tabbed_Donation_Form-8-81x177.png [thumb_232_177-width] => 81 [thumb_232_177-height] => 177 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Tabbed_Donation_Form-8-298x650.png [thumb_272_325-width] => 298 [thumb_272_325-height] => 650 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Tabbed_Donation_Form-8-159x346.png [thumb_271_346-width] => 159 [thumb_271_346-height] => 346 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Tabbed_Donation_Form-8-124x271.png [thumb_271_271-width] => 124 [thumb_271_271-height] => 271 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Tabbed_Donation_Form-8-79x172.png [thumb_272_172-width] => 79 [thumb_272_172-height] => 172 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Tabbed_Donation_Form-8-211x461.png [thumb_372_461-width] => 211 [thumb_372_461-height] => 461 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Tabbed_Donation_Form-8-229x500.png [thumb_372_500-width] => 229 [thumb_372_500-height] => 500 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Tabbed_Donation_Form-8-124x270.png [thumb_385_270-width] => 124 [thumb_385_270-height] => 270 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Tabbed_Donation_Form-8-111x241.png [thumb_416_241-width] => 111 [thumb_416_241-height] => 241 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Tabbed_Donation_Form-8-188x410.png [thumb_448_410-width] => 188 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Tabbed_Donation_Form-8-376x820.png [thumb_448_410_retina-width] => 376 [thumb_448_410_retina-height] => 820 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Tabbed_Donation_Form-8-175x382.png [thumb_574_382-width] => 175 [thumb_574_382-height] => 382 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Tabbed_Donation_Form-8-181x395.png [thumb_776_395-width] => 181 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Tabbed_Donation_Form-8.png [gform-image-choice-sm-width] => 138 [gform-image-choice-sm-height] => 300 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Tabbed_Donation_Form-8.png [gform-image-choice-md-width] => 183 [gform-image-choice-md-height] => 400 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Tabbed_Donation_Form-8.png [gform-image-choice-lg-width] => 275 [gform-image-choice-lg-height] => 600 ) ) )

Results

  Treatment Name Conv. Rate Relative Difference Confidence Average Gift
C: Control 17.9% $0.00
T1: Tabbed Donation Form 28.7% 60.5% 100.0% $0.00

This experiment has a required sample size of 118 in order to be valid. Since the experiment had a total sample size of 920, 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
× 60.5% increase in conversion rate
× 0% increase in average gift

Key Learnings

This tabbed form increased giving by 60.5% and increased revenue by 230%. Our hypothesis is that by making the giving options more clear, it diminished the decision friction, which in turn allows the donor to feel good about their choice to give.

Other notable findings in different segments include that this treatment increased giving on all devices, especially mobile. Both returning and new visitors preferred this format. The only channel that saw a decrease in conversion was paid search, with a decrease of 57%. While both traffic from organic and social saw an increase in donor conversion.

The next step is testing the call to action for the monthly giving option to see if we can increase recurring giving.

Full stats are below:

  • Desktop visitors had a 28.7% increase in donations with a 93% level of confidence.
  • Mobile visitors had a 95.0% increase in donations with a 100% level of confidence.
  • New visitors had a 55.8% increase in donations with a 99% level of confidence.
  • Organic Search visitors had a 52.7% increase in donations with a 99% level of confidence.
  • Returning visitors had a 76.7% increase in donations with a 100% level of confidence.
  • (Other) visitors had a 40.0% increase in donations with a 99% level of confidence.
  • Female visitors had a 41.8% increase in donations with an 88% level of confidence.
  • Social visitors had a 20.5% increase in donations with a 100% level of confidence.
  • Paid Search visitors had a 57.1% decrease in donations with a 100% level of confidence.
  • 25-34 visitors had a 314.3% increase in donations with a 100% level of confidence.
  • 35-44 visitors had a 178.6% increase in donations with a 94% level of confidence.

Experiment Documented by NextAfter

Question about experiment #53980

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