How removing decision friction impacts donor conversion
Experiment ID: #11244
The Missionary Oblates of Mary Immaculate
Experiment Summary
Timeframe: 04/02/2019 - 04/19/2019
The Missionary Oblates have a place on their website that allows people to submit a prayer request. After submitting their request, they are taken to a page with a donate button, along with 6 other options for premiums. In an earlier test where they tested the multiple options versus just one option – donate – they decreased donor conversion on the page. In analyzing the experiment they hypothesized that maybe the one option that they chose to offer wasn’t the right kind of offer. To continue to test into this, they hypothesized testing the multiple offers again versus one of the more popular offers – the Lourdes water. They also added value proposition to the page communicating the action they wanted people to take after submitting their prayer request and the benefit of that action and the offer.
Research Question
Can we increase conversion on the post-prayer request page by eliminating the number of offer options?
Design
C: Control
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)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 1.9% | $0.00 | ||
| T1: | Lourdes water and donation | 4.6% | 141.3% | 100.0% | $0.00 |
This experiment has a required sample size of 332 in order to be valid. Since the experiment had a total sample size of 5,546, 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
× 141.3% increase in conversion rate
× 0% increase in average gift
Key Learnings
We were able to significantly increase donor conversion on the page by 141%! By narrowing the decision process down for people to the one they were most likely to select and then communicating the benefit of that decision and offer, we were able to remove friction for this conversion process and increase motivation. The results of this experiment can have a significant revenue impact for the organization. With the volume of traffic on this page, the high conversion rate with the treatment in place and an average gift of $27, the roll-out of this experiment has the potential to bring in over $10k in additional revenue every month.