How removing a step in the donation pathway impacts donor conversion
Live Action
Experiment Summary
Timeframe: 07/13/2020 - 08/27/2020
After a prospective donor clicks the primary donation button on Live Action’s website, they are taken to a page that communicates all of the ways to give. From there the prospective donor has to click on the giving widget at the top of the ways to give page to get to the actual donation page. We hypothesized that this additional step in the donation pathway was causing friction. To test this, we simply removed the in-between page
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 26.2% | ||
| T1: | Redirect donation page | 20.9% | -20.2% | 97.0% |
This experiment has a required sample size of 494 in order to be valid. Since the experiment had a total sample size of 1,220, 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
× 20.2% decrease in conversion rate
× 0% increase in average gift