How presenting a donation page instantly after an acquisition offer impacts donor conversion
Boys Town
Experiment Summary
Ended On: 07/12/2018
Boys Town offers a resource for parents on tween discipline. After a person signs up for the offer they get a confirmation page that tells them they have successfully signed up for the resource and it’s on it’s way to their email inbox. On that confirmation page, we also ask people if they’d considering supporting Boys Town and have a button that goes to a donation page that says, “Support Boys Town”. In an effort to potentially convert more of these highly engaged names into donors, we proposed having a donation form on the confirmation page. We also added value proposition for why a person should support Boys Town. We split the traffic going to both versions of the confirmation page.
Research Question
Would having a donation form on the confirmation page increase donor conversion?
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Donate button | 0.03% | ||
| T1: | Donation page | 0.13% | 349.4% | 96.5% |
This experiment has a required sample size of 6,050 in order to be valid. Since the experiment had a total sample size of 14,013, 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
× 349.4% increase in conversion rate
× 0% increase in average gift
Key Learnings
Having the donation form on the confirmation page increased donor conversion by 349%! While the donor numbers were low to create such a significant lift, we can learn a lot from this experiment, apply the results to other acquisition efforts for the organization, and build on the learnings from the test. By presenting the donation form instantly after a person gets an offer, we:
1. Removed a step out of the donation process – eliminating an element of friction in the giving process
2. Gave them an opportunity to give when they are most engaged
3. Communicated with people the “why” for their gift These elements helped increase motivation and ultimately conversion.