How calling out the steps to take to make a donation impacted donor conversion rates.
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
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 3.9% | $0.00 | ||
| T1: | Steps to take to make a donation | 3.2% | -16.7% | 68.0% | $0.00 |
This experiment has a required sample size of 6,311 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
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.