How adding tabs to an acquisition donation form affects conversion rate
Experiment ID: #78567
Luther Seminary
Experiment Summary
Timeframe: 12/06/2021 - 01/30/2022
For Luther Seminary’s acquisition offer, Reconnect: The Way Forward, we wanted to test the tabbed donation form on their instant donation page in order to increase the donor conversion rate. For this experiment, we kept all steps of the funnel identical in each test with the exception of changing the donation form to have a one-time donation tab and a monthly donation tab. In doing this, we removed the friction in the standard donation form that included asking the donor to check a box to make the gift recurring and asking if this donation was a change to the monthly gift they already provide.
This ebook was offered through paid Facebook advertising and the housefile email.
Research Question
We believe that adding tabs to a donation form for the users who downloaded the offer will achieve a higher donor conversion rate.
Design
C: Standard Donation Form
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Standard Donation Form | 3.3% | $0.00 | ||
| T1: | Tabbed Donation Form | 5.0% | 51.3% | 85.2% | $0.00 |
This experiment has a required sample size of 1,055 in order to be valid. Since the experiment had a total sample size of 1,145, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
Although this experiment did not reach the 95% level of confidence standard to be valid, we saw a directional lift in conversion rate on the tabbed donation form. We believe this happened because we removed the friction within the form causing the overall donation experience to be shorter and more organized for the donor. This concept can be tested on any acquisition donation page or main donation page, and we believe this will increase the donor conversion rate. Observations of the impact on other visitor segments in the experiment:
- Desktop visitors had a 58.9% increase in donations with an 85% level of confidence.
- Returning visitors had a 220.2% increase in donations with a 94% level of confidence.