How does reinforcing the security of a donation with visual cues affect donation rates?
Care Net
Experiment Summary
Timeframe: 03/01/2023 - 03/18/2023
Care Net is an organization that provides support and resources to women and men considering abortion.
They have been acquiring donors online for many years now but have seen the number of donations/donor conversion rate drop over the last several months.
Many donors feel hesitancy or spend the majority of time in the “consideration” stage of a transaction at or near the button. This is where the momentum most often stops. How would adding a security “lock” icon to the button affect donation rates?
Research Question
We believe that including more prevalent security-themed enhancements will increase donations by anticipating security concerns and overcoming hesitancy at the point of completing the transaction.
Design
Results
| Treatment Name | Revenue per Visitor | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | $56.19 | $252.85 | ||
| T1: | Lock Icons | $125.16 | 122.8% | 82.0% | $633.90 |
This experiment was validated using 3rd party testing tools. Based upon those calculations, a significant level of confidence was not met so these experiment results are not valid.
Key Learnings
The key learning from this experiment is that adding a security “lock” icon to the donation button resulted in a significant increase in revenue for all traffic. While the treatment showed a 122.8% increase in revenue, the statistical level of confidence was only at 82.0%. This means that the results cannot be considered valid but can be considered directional with potential for future iterations.
However, the positive impact observed in this experiment suggests that including more prevalent security-themed enhancements may be effective in addressing donor hesitancy and increasing donation rates. Therefore, it would be advisable to continue testing and experimenting with different security enhancements in future campaigns to further validate their impact on donor conversion rates.
It is important to note that future experiments should consider a longer testing period to gather more data and increase the statistical level of confidence. This will ensure that the results are more reliable and can be used for making informed decisions.
Overall, the key learning is that security-themed enhancements have the potential positively increase average gifts and overall revenue. Further experimentation is needed to verify these findings and determine the most effective security enhancements to implement in future campaigns.