How removing the footer on a donation page affects the conversation rate
Experiment ID: #195175
Alliance Defending Freedom
Experiment Summary
Timeframe: 02/07/2025 - 03/18/2025
Alliance Defending Freedom is one of the leading Christian law firms committed to protecting religious freedom, free speech, marriage and family, parental rights, and the sanctity of life.
We ran this test on the donation page for one of their grant programs. Traffic came to this page through house file email.
We want to see if removing the footer would stop people from bouncing off the donation page and increase the conversion rate.
Research Question
Removing the footer on a donation page will achieve an increase in the conversion rate because people won’t get distracted by the many page options to visit and allow them to focus on the purpose of the page–to donate.
Design
C: Control
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)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 22.2% | $2.03 | ||
| T1: | Treatment 1 | 38.1% | 71.4% | 89.7% | $44.02 |
This experiment has a required sample size of 64 in order to be valid. Since the experiment had a total sample size of 87, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
The key learning from this experiment is that removing the footer on the donation page led to a significant increase in transactions for all traffic. The 70.9% increase in conversions shows that the hypothesis that removing the footer would increase the conversion rate was supported by the data. However, since the statistical level of confidence is below 95%, these results cannot be considered fully valid. Further testing would be necessary to confirm that removing the footer consistently leads to higher conversion rates. In future experimentation, it would be beneficial to continue testing the impact of removing the footer on different pages or across different campaigns to see if this trend holds true. Additionally, it would be important to consider other elements on the page that may impact conversion rates and test those as well to optimize donation pages further.