How reducing the size of the Express Checkout button on donation pages impacted revenue and donor conversion
Experiment ID: #183960
NextAfter
Experiment Summary
Timeframe: 06/11/2024 - 06/26/2024
The team at Focus on the Family (FOTF) has been testing various elements of their donation pages to determine which factors could improve donor conversion and revenue. One element that we wanted to test was the Express Checkout button that appears in the donation form below the gift array. Users who click this button can choose to donate through Google Pay and the idea is that this makes the donation process easier and thus increases donor conversion. However, we wondered if this button could serve as a distraction during the donation process and actually negatively affect donor conversion.
FOTF first tested removing the Express Checkout button on their main donation page and the results were very flat. They then tested whether reducing the Express Checkout button’s size would drive a different outcome. This test found that the smaller button size led to a 21.3% increase in transactions, with a 95.7% level of confidence.
The purpose of this experiment is to see if that lift in transactions will occur when we test the smaller button on FOTF’s video series acquisition donation pages.
Research Question
We believe that reducing the size of the Express Checkout button for visitors to our video series acquisition donation pages will achieve an increase in donor conversion because the smaller button will provide less of a competition for the donor’s attention as they’re making their gift, and this means that the friction will be reduced.
Design
C: Control
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)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 6.9% | ||
| T1: | Treatment - Smaller Express Checkout Button | 6.9% | 0.0% | 0.1% |
This experiment has a required sample size of 5,752,275,599 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 results of this test were completely flat; we didn't see any significant changes in revenue or transactions between the control and treatment. This means that, even though we didn't see any statistically-significant improvement on these metrics, the smaller button didn't hurt our donor conversion or average gift. Because the smaller button saw a positive lift on Focus on the Family's other donation pages -- and did not harm their acquisition donation page conversion -- it's recommended that the smaller button treatment be rolled out on all of their donation pages.