How removing gift attribution information from the footer of the website impacts donor conversion
Experiment ID: #68890
Save the Children
Experiment Summary
Timeframe: 06/15/2021 - 07/20/2021
In the footer of the Save the Children website, there is an image and copy that communicates to website visitors what percentage of their gift goes towards the mission. This is placed above third party trust logos and shown across the entire Save the Children website. As internal discussion came up around what the actual percentage is that they can communicate to people about their gift going directly to the mission, they wondered how important that information actually is in the footer of the site. To test this, they simply removed the image of the chart showing the percentage and also the copy next to it that read, “When you give, 85% of every dollar goes straight to our mission. Find out more.” They tested this for five weeks.
Research Question
What is the image of removing the gift attribution information from the footer of the website?
Design
C: With gift attribution in footer
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | With gift attribution in footer | 6.3% | ||
| T1: | Without gift attribution in footer | 6.8% | 7.2% | 97.9% |
This experiment has a required sample size of 23,011 in order to be valid. Since the experiment had a total sample size of 63,739, 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
× 7.2% increase in conversion rate
× 0% increase in average gift
Key Learnings
By removing the gift attribution image and copy from the footer of the website, donor conversion increased by 7%. This experiment highlights that this information isn't a critical factor in a person's decision to give - at least not having it in the footer of the website. In fact, from this experiment, we could believe that having the information in the footer of the website was actually causing friction in the giving process prior to removing it. From this experiment, a couple of scenarios could be true:
- The percentage of a person's gift going directly towards the mission may have actually decreased a person's motivation to give. This visual reminder, and maybe even education to the web visitor, may have caused them to question why it is only 85%. Most people assume all of their gift is going directly towards the mission. So for prospective donors, this information didn't enhance their likelihood to give.
- This information wasn't just present in the footer of the homepage or informational pages, it was also present on the donation pages. So for the donor who had decided to make a gift, by showing this information at a point on the page that is close to the final call-to-action in their donation process may have caused friction in that pathway
This doesn't mean that this information isn't important or healthy to communicate to donors and prospective donors. But it does highlight how we should communicate this information and where in an effort to help improve donor conversion and not harm it.