The Missionary Oblates of Mary Immaculate

How calling out the steps to take to make a donation impacted donor conversion rates.

Experiment ID: #32029

The Missionary Oblates of Mary Immaculate

The Missionary Oblates of Mary Immaculate are a Roman Catholic congregation of priests and brothers founded after the French Revolution by St. Eugene De Mazenod to work among the poor. Today there are nearly 4,000 missionaries working in more than 60 countries around the world.

Experiment Summary

Timeframe: 06/08/2020 - 09/09/2020

The Missionary Oblates of Mary Immaculate serve poor and needy people in the United States and more than 70 countries around the world. As part of one of their acquisition offers which offered a download of a Lift the Spirit eBook, we wanted to test whether adding a visual call out for the different parts of a donation form impacted conversion results.

In this test, we added ‘Step 1, step 2, etc’ to each section of the donation form (gift array, billing info, etc) to test whether a guided process made an impact.

Research Question

We believe that adding visual ‘steps’ for donors will achieve a change in conversion rates.

Design

C: Control
T1: Control (with Frequency Buttons)

Results

  Treatment Name Conv. Rate Relative Difference Confidence Average Gift
C: Control 3.9% $0.00
T1: Control (with Frequency Buttons) 42.6% 1,004.7% 100.0% $0.00

This experiment has a required sample size of 9 in order to be valid. Since the experiment had a total sample size of 3,287, 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
× 1,004.7% increase in conversion rate
× 0% increase in average gift

Key Learnings

Adding in the ‘steps’ for a donor to follow during their donation process led to a decrease in conversion rates of 16.7%. While the sample size for this experiment is not large–due to it coming from an acquisition experiment–there was a 68% level of confidence, indicating that continued testing and refinement would be needed in the future.


Experiment Documented by NextAfter

Question about experiment #32029

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