How communicating the impact of paying for credit card fees on a donation page influenced donor conversion
Experiment ID: #91050
KCBI
Experiment Summary
Timeframe: 04/12/2022 - 06/10/2022
KCBI is a large Christian radio station in the DFW area with a worldwide listening audience. For their main donation page, they wanted to test the impact of asking donors to cover the credit card fees associated with their online gift.
The first test they performed was a test of removing the option to pay for fees altogether. That test resulted in 20% decrease in donor conversion with a 82% level of confidence. Our hypothesis was that having an option to cover fees on their donation page may have been giving donors more clarity about what their gift was going towards and thus removing it altogether reduced donor conversion. As a result of this test, they decided they wanted to test the language used on the page to explain the value impact of covering credit card fees. Our hypothesis was that by communicating trust and appreciation of the donor’s desire to have a greater impact with their gift, we could cause more to choose to cover the fee and increase donor conversion. Their current fees option had a vague promise that covering fees would, “maximize your donation.” Our variation instead clarified the impact of covering fees on the outreaches donor’s cared about (giving bibles, providing ultrasounds, biblical resources, etc) and recognized the donors for their desire to do those very things.
Research Question
We believe that communicating trust and goodwill towards the donor and clarifying the impact of covering credit card fees on the donation page will increase donor conversion.
Design
C: Control
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T1: Credit Card language treatment
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 17.4% | $0.00 | ||
| T1: | Credit Card language treatment | 15.4% | -11.6% | 97.1% | $0.00 |
This experiment has a required sample size of 2,602 in order to be valid. Since the experiment had a total sample size of 6,472, 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
× 11.6% decrease in conversion rate
× 0% increase in average gift
Key Learnings
The experiment ran during and after a major high urgency campaign which muddied the results of the test. On no traffic segment did the new fee language improve conversion. We may test this again in the future to be sure, but for now we will continue with offering the option to cover credit card fees so that donors can "maximize their donation." It is possible that the greater length of the treatment distracted donors by adding friction.