International Mission Board

How adding clarity of a gift’s impact on a donation page affects donor conversion rate

Experiment ID: #119098

International Mission Board

Experiment Summary

Timeframe: 12/12/2022 - 03/15/2023

IMB launched an advent ebook offer at the end of the calendar year. Given that this resource would have a short lifespan we wanted to maximize donor conversion rate in the funnel. We noticed that the existing donation page might read as vague or intangible to the reader. We hypothesized that by not simply talking about what IMB does, but how (and more importantly why a gift makes this possible) it would bring clarity to the IMB’s ask as well as what the donor’s gift will be used for—we believe these two changes together will lift donor conversion rate.

Research Question

We believe that providing greater clarity to how a donor’s gift is used for IMB’s audience will achieve an increase in conversion rate because donors can better imagine the tangible impact of their gift. .


C: Control
T1: Treatment - Results Copy


  Treatment Name Conv. Rate Relative Difference Confidence Average Gift
C: Control 4.1% $0.00
T1: Treatment - Results Copy 14.9% 262.0% 99.9% $0.00

This experiment has a required sample size of 56 in order to be valid. Since the experiment had a total sample size of 331, 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
× 262.0% increase in conversion rate
× 0% increase in average gift

Key Learnings

The A/B experiment conducted by IMB showed that providing greater clarity to how a donor’s gift is used can significantly increase conversion rates. The treatment group saw a 262% increase in donations for all traffic with a 99.9% level of confidence.

What’s interesting is that both control and treatment say where the donors gift will go. But where the control seems to focus on this more as a way of reassuring the donor about allocation (and only gets as specific as physical and spiritual needs) the treatment go into detailed bullet points. Cross-cultural training, medical supplies, clean water—these are tangible benefits that we can imagine versus trying to define what a “physical” and “spiritual” need is.

It’s likely that the addition of these bullet points decreases any type of anxiety that the prospective donor may have about how their donation will be used.

Experiment Documented by NextAfter

Question about experiment #119098

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