How embedding a donation form impacts donations
Experiment ID: #198103
Dallas Theological Seminary
Experiment Summary
Timeframe: 06/17/2025 - 08/05/2025
Dallas Theological Seminary recently switched donation platforms. The new default donation page has the “Give Now” button embedded and when the button is clicked the form pops up. We wanted to test embedding the form and skipping the button on the page.
Research Question
We believe that embedding the donation form for donation page visitors will achieve more donations because there are fewer steps to give.
Design
C: Control
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 7.8% | ||
| T1: | Treatment 1 | 10.7% | 36.9% | 99.0% |
This experiment has a required sample size of 773 in order to be valid. Since the experiment had a total sample size of 2,667, 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
× 36.9% increase in conversion rate
× 0% increase in average gift
Key Learnings
The key learnings from this experiment indicate that embedding the donation form directly on the page, rather than requiring donors to click a separate button, resulted in a significant increase in donations. Specifically, the treatment group experienced a 36.9% increase in Transactions for All Traffic with a 99.0% level of confidence. Additionally, One-Time Donations saw a 400% increase, and Revenue increased by 231%, both with high levels of confidence.
These results suggest that reducing the number of steps for donors can increase conversion rates. Future experiments should focus on streamlining the donation process and making it seamless. This could involve optimizing the donation form, testing layouts, or exploring other ways to reduce giving barriers. The goal is to create a frictionless donor experience that boosts donations for the nonprofit.