How reducing the giving process from 2 pages to 1 page impacts donor conversion rate
Experiment ID: #122615
The Navigators
Experiment Summary
Timeframe: 01/04/2023 - 01/27/2023
In a previous experiment, the Navigators successfully increased donor conversion rate by reducing the number of steps in the giving process from 3 to 2. Our hypothesis was that we would reduce even more friction in the giving process by consolidating the experience into a single page. Unfortunately, the organization’s current giving platform was not able to accommodate a single step giving experience. Therefore, we used a completely different platform for this experiment’s treatment. We kept the control as-is in its current platform and the treatment on a new platform as a single-page experience.
We only ran this experiment in one ebook offer funnel and most of the traffic was driven by paid Facebook ads.
Research Question
We believe that reducing the giving experience to one step for ebook downloaders will achieve an increase in donor conversion rate .
Design
C: Control - 2 page process
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control - 2 page process | 3.3% | $0.00 | ||
| T1: | Treatment - 1 page process | 1.5% | -55.3% | 100.0% | $0.00 |
This experiment has a required sample size of 537 in order to be valid. Since the experiment had a total sample size of 6,240, 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
× 55.3% decrease in conversion rate
× 0% increase in average gift
Key Learnings
This experiment resulted in a valid decrease in donor conversion rate. We saw a 55% decrease in donor conversion rate with a level of confidence of 99%. This was an unexpected result given the previous experiment's results. Our hypothesis is that making the treatment page on the new platform may not look similar enough to the organization's webpages. We will re-run this test on another offer and design the page to more closely match the aesthetics of the control.