How adding one required field affects donor conversion
Experiment ID: #2112
Texas State Historical Association
Experiment Summary
Timeframe: 09/09/2015 - 09/18/2015
As part of their latest name acquisition campaign, the Texas State Historical Association had an instant donor conversion page once someone submitted their email address. Historically, we had trouble matching up donations to existing donors which had created troubles in the organization’s CRM system. We wanted to see if it was possible to acquire more information about their donors to make this process easier.
The ultimate goal was to simplify the gift entry process by acquiring the donor’s cell phone number. Having this piece of information would allow for duplicate donor records to be more easily identified. Our concern was on whether this one field would help or hinder the ultimate conversion into a donor so we created two donation forms that would allow us to test the concept.
Research Question
What impact will requiring a cell phone have on the acquisition of donors?
Design
C: No Phone Number Field
Array
(
[0] => Array
(
[ID] => 12072
[id] => 12072
[title] => No_Phone_Number_Field-1.png
[filename] => No_Phone_Number_Field-1.png
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Phone_Number_Field-1.png
[link] => https://www.nextafter.com/experiments/how-adding-one-required-field-affects-donor-conversion/attachment/no_phone_number_field-1-png/
[alt] =>
[author] => 1
[description] =>
[caption] =>
[name] => no_phone_number_field-1-png
[status] => inherit
[uploaded_to] => 12071
[date] => 2021-02-24 19:54:06
[modified] => 2021-02-24 19:54:06
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1007
[height] => 3451
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Phone_Number_Field-1-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Phone_Number_Field-1-88x300.png
[medium-width] => 88
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Phone_Number_Field-1-768x2632.png
[medium_large-width] => 640
[medium_large-height] => 2193
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Phone_Number_Field-1-299x1024.png
[large-width] => 299
[large-height] => 1024
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Phone_Number_Field-1-448x1536.png
[1536x1536-width] => 448
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Phone_Number_Field-1-598x2048.png
[2048x2048-width] => 598
[2048x2048-height] => 2048
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Phone_Number_Field-1-600x400.png
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Phone_Number_Field-1-600x600.png
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Phone_Number_Field-1.png
[tp-image-grid-width] => 204
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Phone_Number_Field-1-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Phone_Number_Field-1-15x50.png
[admin-width] => 15
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Phone_Number_Field-1.png
[full-width] => 1007
[full-height] => 3451
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Phone_Number_Field-1-372x1275.png
[thumb_372-width] => 372
[thumb_372-height] => 1275
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Phone_Number_Field-1-182x625.png
[single_post_thumbnail-width] => 182
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Phone_Number_Field-1-9x32.png
[thumb_32_32-width] => 9
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Phone_Number_Field-1-14x48.png
[thumb_48_48-width] => 14
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Phone_Number_Field-1-19x64.png
[thumb_64_64-width] => 19
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Phone_Number_Field-1-37x128.png
[thumb_128_128-width] => 37
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Phone_Number_Field-1-20x67.png
[thumb_122_67-width] => 20
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Phone_Number_Field-1-45x153.png
[thumb_153_153-width] => 45
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Phone_Number_Field-1-48x163.png
[thumb_130_163-width] => 48
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Phone_Number_Field-1-52x177.png
[thumb_232_177-width] => 52
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Phone_Number_Field-1-190x650.png
[thumb_272_325-width] => 190
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Phone_Number_Field-1-101x346.png
[thumb_271_346-width] => 101
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Phone_Number_Field-1-79x271.png
[thumb_271_271-width] => 79
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Phone_Number_Field-1-50x172.png
[thumb_272_172-width] => 50
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Phone_Number_Field-1-135x461.png
[thumb_372_461-width] => 135
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Phone_Number_Field-1-146x500.png
[thumb_372_500-width] => 146
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Phone_Number_Field-1-79x270.png
[thumb_385_270-width] => 79
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Phone_Number_Field-1-70x241.png
[thumb_416_241-width] => 70
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Phone_Number_Field-1-120x410.png
[thumb_448_410-width] => 120
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Phone_Number_Field-1-239x820.png
[thumb_448_410_retina-width] => 239
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Phone_Number_Field-1-111x382.png
[thumb_574_382-width] => 111
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Phone_Number_Field-1-115x395.png
[thumb_776_395-width] => 115
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 12073
[id] => 12073
[title] => Required_Cell_Phone-1.png
[filename] => Required_Cell_Phone-1.png
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Required_Cell_Phone-1.png
[link] => https://www.nextafter.com/experiments/how-adding-one-required-field-affects-donor-conversion/attachment/required_cell_phone-1-png/
[alt] =>
[author] => 1
[description] =>
[caption] =>
[name] => required_cell_phone-1-png
[status] => inherit
[uploaded_to] => 12071
[date] => 2021-02-24 19:54:19
[modified] => 2021-02-24 19:54:19
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1007
[height] => 3517
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Required_Cell_Phone-1-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Required_Cell_Phone-1-86x300.png
[medium-width] => 86
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Required_Cell_Phone-1-768x2682.png
[medium_large-width] => 640
[medium_large-height] => 2235
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Required_Cell_Phone-1-293x1024.png
[large-width] => 293
[large-height] => 1024
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Required_Cell_Phone-1-440x1536.png
[1536x1536-width] => 440
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Required_Cell_Phone-1-586x2048.png
[2048x2048-width] => 586
[2048x2048-height] => 2048
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Required_Cell_Phone-1-600x400.png
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Required_Cell_Phone-1-600x600.png
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Required_Cell_Phone-1.png
[tp-image-grid-width] => 200
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Required_Cell_Phone-1-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Required_Cell_Phone-1-14x50.png
[admin-width] => 14
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Required_Cell_Phone-1.png
[full-width] => 1007
[full-height] => 3517
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Required_Cell_Phone-1-372x1299.png
[thumb_372-width] => 372
[thumb_372-height] => 1299
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Required_Cell_Phone-1-179x625.png
[single_post_thumbnail-width] => 179
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Required_Cell_Phone-1-9x32.png
[thumb_32_32-width] => 9
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Required_Cell_Phone-1-14x48.png
[thumb_48_48-width] => 14
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Required_Cell_Phone-1-18x64.png
[thumb_64_64-width] => 18
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Required_Cell_Phone-1-37x128.png
[thumb_128_128-width] => 37
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Required_Cell_Phone-1-19x67.png
[thumb_122_67-width] => 19
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Required_Cell_Phone-1-44x153.png
[thumb_153_153-width] => 44
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Required_Cell_Phone-1-47x163.png
[thumb_130_163-width] => 47
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Required_Cell_Phone-1-51x177.png
[thumb_232_177-width] => 51
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Required_Cell_Phone-1-186x650.png
[thumb_272_325-width] => 186
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Required_Cell_Phone-1-99x346.png
[thumb_271_346-width] => 99
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Required_Cell_Phone-1-78x271.png
[thumb_271_271-width] => 78
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Required_Cell_Phone-1-49x172.png
[thumb_272_172-width] => 49
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Required_Cell_Phone-1-132x461.png
[thumb_372_461-width] => 132
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Required_Cell_Phone-1-143x500.png
[thumb_372_500-width] => 143
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Required_Cell_Phone-1-77x270.png
[thumb_385_270-width] => 77
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Required_Cell_Phone-1-69x241.png
[thumb_416_241-width] => 69
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Required_Cell_Phone-1-117x410.png
[thumb_448_410-width] => 117
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Required_Cell_Phone-1-235x820.png
[thumb_448_410_retina-width] => 235
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Required_Cell_Phone-1-109x382.png
[thumb_574_382-width] => 109
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Required_Cell_Phone-1-113x395.png
[thumb_776_395-width] => 113
[thumb_776_395-height] => 395
) ) )
T1: Required Cell Phone
Array
(
[0] => Array
(
[ID] => 12072
[id] => 12072
[title] => No_Phone_Number_Field-1.png
[filename] => No_Phone_Number_Field-1.png
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Phone_Number_Field-1.png
[link] => https://www.nextafter.com/experiments/how-adding-one-required-field-affects-donor-conversion/attachment/no_phone_number_field-1-png/
[alt] =>
[author] => 1
[description] =>
[caption] =>
[name] => no_phone_number_field-1-png
[status] => inherit
[uploaded_to] => 12071
[date] => 2021-02-24 19:54:06
[modified] => 2021-02-24 19:54:06
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1007
[height] => 3451
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Phone_Number_Field-1-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Phone_Number_Field-1-88x300.png
[medium-width] => 88
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Phone_Number_Field-1-768x2632.png
[medium_large-width] => 640
[medium_large-height] => 2193
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Phone_Number_Field-1-299x1024.png
[large-width] => 299
[large-height] => 1024
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Phone_Number_Field-1-448x1536.png
[1536x1536-width] => 448
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Phone_Number_Field-1-598x2048.png
[2048x2048-width] => 598
[2048x2048-height] => 2048
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Phone_Number_Field-1-600x400.png
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Phone_Number_Field-1-600x600.png
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Phone_Number_Field-1.png
[tp-image-grid-width] => 204
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Phone_Number_Field-1-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Phone_Number_Field-1-15x50.png
[admin-width] => 15
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Phone_Number_Field-1.png
[full-width] => 1007
[full-height] => 3451
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Phone_Number_Field-1-372x1275.png
[thumb_372-width] => 372
[thumb_372-height] => 1275
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Phone_Number_Field-1-182x625.png
[single_post_thumbnail-width] => 182
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Phone_Number_Field-1-9x32.png
[thumb_32_32-width] => 9
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Phone_Number_Field-1-14x48.png
[thumb_48_48-width] => 14
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Phone_Number_Field-1-19x64.png
[thumb_64_64-width] => 19
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Phone_Number_Field-1-37x128.png
[thumb_128_128-width] => 37
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Phone_Number_Field-1-20x67.png
[thumb_122_67-width] => 20
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Phone_Number_Field-1-45x153.png
[thumb_153_153-width] => 45
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Phone_Number_Field-1-48x163.png
[thumb_130_163-width] => 48
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Phone_Number_Field-1-52x177.png
[thumb_232_177-width] => 52
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Phone_Number_Field-1-190x650.png
[thumb_272_325-width] => 190
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Phone_Number_Field-1-101x346.png
[thumb_271_346-width] => 101
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Phone_Number_Field-1-79x271.png
[thumb_271_271-width] => 79
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Phone_Number_Field-1-50x172.png
[thumb_272_172-width] => 50
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Phone_Number_Field-1-135x461.png
[thumb_372_461-width] => 135
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Phone_Number_Field-1-146x500.png
[thumb_372_500-width] => 146
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Phone_Number_Field-1-79x270.png
[thumb_385_270-width] => 79
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Phone_Number_Field-1-70x241.png
[thumb_416_241-width] => 70
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Phone_Number_Field-1-120x410.png
[thumb_448_410-width] => 120
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Phone_Number_Field-1-239x820.png
[thumb_448_410_retina-width] => 239
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Phone_Number_Field-1-111x382.png
[thumb_574_382-width] => 111
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Phone_Number_Field-1-115x395.png
[thumb_776_395-width] => 115
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 12073
[id] => 12073
[title] => Required_Cell_Phone-1.png
[filename] => Required_Cell_Phone-1.png
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Required_Cell_Phone-1.png
[link] => https://www.nextafter.com/experiments/how-adding-one-required-field-affects-donor-conversion/attachment/required_cell_phone-1-png/
[alt] =>
[author] => 1
[description] =>
[caption] =>
[name] => required_cell_phone-1-png
[status] => inherit
[uploaded_to] => 12071
[date] => 2021-02-24 19:54:19
[modified] => 2021-02-24 19:54:19
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1007
[height] => 3517
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Required_Cell_Phone-1-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Required_Cell_Phone-1-86x300.png
[medium-width] => 86
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Required_Cell_Phone-1-768x2682.png
[medium_large-width] => 640
[medium_large-height] => 2235
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Required_Cell_Phone-1-293x1024.png
[large-width] => 293
[large-height] => 1024
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Required_Cell_Phone-1-440x1536.png
[1536x1536-width] => 440
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Required_Cell_Phone-1-586x2048.png
[2048x2048-width] => 586
[2048x2048-height] => 2048
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Required_Cell_Phone-1-600x400.png
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Required_Cell_Phone-1-600x600.png
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Required_Cell_Phone-1.png
[tp-image-grid-width] => 200
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Required_Cell_Phone-1-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Required_Cell_Phone-1-14x50.png
[admin-width] => 14
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Required_Cell_Phone-1.png
[full-width] => 1007
[full-height] => 3517
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Required_Cell_Phone-1-372x1299.png
[thumb_372-width] => 372
[thumb_372-height] => 1299
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Required_Cell_Phone-1-179x625.png
[single_post_thumbnail-width] => 179
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Required_Cell_Phone-1-9x32.png
[thumb_32_32-width] => 9
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Required_Cell_Phone-1-14x48.png
[thumb_48_48-width] => 14
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Required_Cell_Phone-1-18x64.png
[thumb_64_64-width] => 18
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Required_Cell_Phone-1-37x128.png
[thumb_128_128-width] => 37
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Required_Cell_Phone-1-19x67.png
[thumb_122_67-width] => 19
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Required_Cell_Phone-1-44x153.png
[thumb_153_153-width] => 44
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Required_Cell_Phone-1-47x163.png
[thumb_130_163-width] => 47
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Required_Cell_Phone-1-51x177.png
[thumb_232_177-width] => 51
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Required_Cell_Phone-1-186x650.png
[thumb_272_325-width] => 186
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Required_Cell_Phone-1-99x346.png
[thumb_271_346-width] => 99
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Required_Cell_Phone-1-78x271.png
[thumb_271_271-width] => 78
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Required_Cell_Phone-1-49x172.png
[thumb_272_172-width] => 49
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Required_Cell_Phone-1-132x461.png
[thumb_372_461-width] => 132
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Required_Cell_Phone-1-143x500.png
[thumb_372_500-width] => 143
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Required_Cell_Phone-1-77x270.png
[thumb_385_270-width] => 77
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Required_Cell_Phone-1-69x241.png
[thumb_416_241-width] => 69
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Required_Cell_Phone-1-117x410.png
[thumb_448_410-width] => 117
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Required_Cell_Phone-1-235x820.png
[thumb_448_410_retina-width] => 235
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Required_Cell_Phone-1-109x382.png
[thumb_574_382-width] => 109
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Required_Cell_Phone-1-113x395.png
[thumb_776_395-width] => 113
[thumb_776_395-height] => 395
) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | No Phone Number Field | 2.1% | ||
| T1: | Required Cell Phone | 1.2% | -42.6% | 95.5% |
This experiment has a required sample size of 1,589 in order to be valid. Since the experiment had a total sample size of 3,349, 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
× 42.6% decrease in conversion rate
× 0% increase in average gift
Key Learnings
The donation form that required a cell phone decreased the number of members acquired by 42.6%. Any form field added to a page will create a certain amount of friction in the visitor’s mind, even if it was option. In this case, the visitors’ sensitivity to giving out their cell phone number is high. By requiring that piece of information, we added a certain amount of “cost” to the offer (in this case, membership) that was higher than the perceived value in many visitors’ minds. This led to a reduction in the conversion on the page.