How reducing friction in an instant donation form impacted donor conversion
Experiment ID: #128668
American Cornerstone Institute
Experiment Summary
Timeframe: 02/13/2023 - 02/25/2023
The donation page software we were using rolled out a new update which changed the donation page template to offer express checkout options and allowed returning donors to “sign in” to complete their donation. We were curious if these changes to the donation page template were introducing unnecessary friction into the process and since these changes were automatically rolled out across all donation pages, we wanted to verify if the new template was helping or hurting donation page conversion. We developed a treatment that hid the express checkout and login options and kept all other elements of the donation page and form identical. We split traffic 50/50 and ran the experiment for one week.
Research Question
We believe that removing friction for instant donation page visitors will achieve an increase in donor response because reducing the form length makes it feel like less work for the visitor and improves cognitive momentum.
Design
C: Control
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)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 4.1% | $0.00 | ||
| T1: | Remove the "express checkout" | 5.8% | 41.0% | 99.7% | $0.00 |
This experiment has a required sample size of 1,267 in order to be valid. Since the experiment had a total sample size of 6,023, 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
× 41.0% increase in conversion rate
× 0% increase in average gift
Key Learnings
After running the experiment for one week, we observed an overall 41% increase in donations with a 99.7% statistical level of confidence so the results are valid. Our hypothesis was correct that the newly implemented donation page template was hindering donation page conversion by increasing friction on the form. Additionally, we saw a 366% increase in revenue on the treatment version.
The key takeaway from this experiment is that reducing friction, such as login and express checkout options, and making the donation process simpler helped increase cognitive momentum in the process and improved donor conversion. To further validate the results, we should continue to test this same concept on other donation page placements outside of instant donation pages, including the main donation page and high urgency campaigns where visitor motivation may differ.