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Jews for Jesus

How adding a login option back to the donation form affects conversion rates

Experiment ID: #2348

Jews for Jesus

Experiment Summary

Timeframe: 08/13/2015 - 10/26/2015

After two previous unsuccessful attempts to lift the revenue coming into Jews for Jesus primary donation page, we decided to take a step back and try to get a better understanding of the donors. The page converts at a high rate (~60% to ~70%) which means we are dealing with a highly motivated audience. It also means these visitors are likely existing donors which means they may not need as much convincing and may find value in elements that would cause friction with new donors.

After examining our previous treatment, we realized that by removing the login feature, we may have inadvertently made it harder for existing donors to give. On a donation page visited by primarily nondonors, this feature would have caused friction in the process but for existing donors, it would make it easier.  We decided to relaunch the previous value proposition test but add the Login feature back into the form.

Research Question

Which donation page will lead to the most revenue and donors?

Design

C: Control
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T1: NextAfter Version
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[2048x2048-width] => 1164 [2048x2048-height] => 2048 [tp-image-grid] => https://www.nextafter.com/wp-content/uploads/T3-3.png [tp-image-grid-width] => 398 [tp-image-grid-height] => 700 [post-thumbnail] => https://www.nextafter.com/wp-content/uploads/T3-3-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://www.nextafter.com/wp-content/uploads/T3-3-28x50.png [admin-width] => 28 [admin-height] => 50 [full] => https://www.nextafter.com/wp-content/uploads/T3-3.png [full-width] => 2545 [full-height] => 4476 [thumb_372] => https://www.nextafter.com/wp-content/uploads/T3-3-372x654.png [thumb_372-width] => 372 [thumb_372-height] => 654 [single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/T3-3-355x625.png [single_post_thumbnail-width] => 355 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://www.nextafter.com/wp-content/uploads/T3-3-18x32.png [thumb_32_32-width] => 18 [thumb_32_32-height] => 32 [thumb_48_48] => 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https://www.nextafter.com/wp-content/uploads/T3-3-370x650.png [thumb_272_325-width] => 370 [thumb_272_325-height] => 650 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/T3-3-197x346.png [thumb_271_346-width] => 197 [thumb_271_346-height] => 346 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/T3-3-154x271.png [thumb_271_271-width] => 154 [thumb_271_271-height] => 271 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/T3-3-98x172.png [thumb_272_172-width] => 98 [thumb_272_172-height] => 172 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/T3-3-262x461.png [thumb_372_461-width] => 262 [thumb_372_461-height] => 461 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/T3-3-284x500.png [thumb_372_500-width] => 284 [thumb_372_500-height] => 500 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/T3-3-154x270.png [thumb_385_270-width] => 154 [thumb_385_270-height] => 270 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/T3-3-137x241.png [thumb_416_241-width] => 137 [thumb_416_241-height] => 241 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/T3-3-233x410.png [thumb_448_410-width] => 233 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/T3-3-466x820.png [thumb_448_410_retina-width] => 466 [thumb_448_410_retina-height] => 820 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/T3-3-217x382.png [thumb_574_382-width] => 217 [thumb_574_382-height] => 382 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/T3-3-225x395.png [thumb_776_395-width] => 225 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/T3-3.png [gform-image-choice-sm-width] => 171 [gform-image-choice-sm-height] => 300 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/T3-3.png [gform-image-choice-md-width] => 227 [gform-image-choice-md-height] => 400 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/T3-3.png [gform-image-choice-lg-width] => 341 [gform-image-choice-lg-height] => 600 ) ) )

Results

  Treatment Name Conv. Rate Relative Difference Confidence Average Gift
C: Control 63.6% $187.49
T1: NextAfter Version 60.7% -4.5% 61.7% $150.59

This experiment has a required sample size of 2,165 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

Our previous tests had decreased the conversion rate of the page. With this latest test, we were not able to statistically increase or decrease the results. What this means is that the login feature was impacting the donors’ likelihood to give.  It also means we have not yet discovered a value proposition that would prompt existing donors to give more generously.

In addition to our efforts to drive more traffic to this page, our next experiment will test a new value proposition in order to find a message that resonates better with the Jews for Jesus audience.

Experiment Documented by NextAfter

Question about experiment #2348

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