Care Net

How does reinforcing the security of donation information with an impact statement beneath the donation button affect donation rates?

Experiment ID: #140789

Care Net

Experiment Summary

Timeframe: 03/16/2023 - 04/01/2023

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 hesitant or spend the majority of time in the “consideration” stage of a transaction at the button. This is where the momentum most often stops. How would adding a short statement that reinforces the security of the donation affect donation rates?

Research Question

We believe that including a more prevalent security-themed statement below the donate button will increase donations by anticipating security concerns and overcoming hesitancy at the point of completing the transaction.

Design

C: Control
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T1: Privacy Language
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[thumb_64_64-height] => 64 [thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Privacy_Language-13-67x128.png [thumb_128_128-width] => 67 [thumb_128_128-height] => 128 [thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Privacy_Language-13-35x67.png [thumb_122_67-width] => 35 [thumb_122_67-height] => 67 [thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Privacy_Language-13-80x153.png [thumb_153_153-width] => 80 [thumb_153_153-height] => 153 [thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Privacy_Language-13-86x163.png [thumb_130_163-width] => 86 [thumb_130_163-height] => 163 [thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Privacy_Language-13-93x177.png [thumb_232_177-width] => 93 [thumb_232_177-height] => 177 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Privacy_Language-13-341x650.png [thumb_272_325-width] => 341 [thumb_272_325-height] => 650 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Privacy_Language-13-182x346.png [thumb_271_346-width] => 182 [thumb_271_346-height] => 346 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Privacy_Language-13-142x271.png [thumb_271_271-width] => 142 [thumb_271_271-height] => 271 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Privacy_Language-13-90x172.png [thumb_272_172-width] => 90 [thumb_272_172-height] => 172 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Privacy_Language-13-242x461.png [thumb_372_461-width] => 242 [thumb_372_461-height] => 461 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Privacy_Language-13-263x500.png [thumb_372_500-width] => 263 [thumb_372_500-height] => 500 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Privacy_Language-13-142x270.png [thumb_385_270-width] => 142 [thumb_385_270-height] => 270 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Privacy_Language-13-127x241.png [thumb_416_241-width] => 127 [thumb_416_241-height] => 241 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Privacy_Language-13-215x410.png [thumb_448_410-width] => 215 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Privacy_Language-13-431x820.png [thumb_448_410_retina-width] => 431 [thumb_448_410_retina-height] => 820 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Privacy_Language-13-201x382.png [thumb_574_382-width] => 201 [thumb_574_382-height] => 382 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Privacy_Language-13-208x395.png [thumb_776_395-width] => 208 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Privacy_Language-13.png [gform-image-choice-sm-width] => 158 [gform-image-choice-sm-height] => 300 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Privacy_Language-13.png [gform-image-choice-md-width] => 210 [gform-image-choice-md-height] => 400 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Privacy_Language-13.png [gform-image-choice-lg-width] => 315 [gform-image-choice-lg-height] => 600 ) ) )

Results

  Treatment Name Conv. Rate Relative Difference Confidence Average Gift
C: Control 1.7% $40.06
T1: Privacy Language 0.73% -57.6% 80.2% $15.00

This experiment has a required sample size of 951 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

The key learnings from this experiment are: 1. The inclusion of a security-themed statement below the donate button had a negative impact on donation rates, with a significant decrease in donations for the treatment. 2. Although the results of this experiment are not statistically valid due to a level of confidence below 85%, the consistently negative trends observed across multiple metrics and segments indicate that caution should be taken when considering the implementation of a security-themed statement in future experimentation. Based on these learnings, it is recommended to further investigate and address the underlying drivers of hesitancy or concerns among potential donors. Future experimentation should focus on optimizing the donation process, simplifying the user experience, and building trust through other means such as social proof, testimonials, or transparency in how donations are used. Additionally, it may be valuable to conduct user research or surveys to better understand the reasons for hesitancy and gather feedback from potential donors. This qualitative data can provide insights into the specific concerns and help inform future experimentation and optimization efforts.


Experiment Documented by NextAfter

Question about experiment #140789

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