How removing unnecessary elements on a donation page impacts donor conversion - NextAfter
Care Net

How removing unnecessary elements on a donation page impacts donor conversion

Experiment ID: #32781

Care Net

Experiment Summary

Timeframe: 06/22/2020 - 07/16/2020

On Care Net’s primary donation page, there are multiple elements on the form that aren’t required in order to make a gift. In an effort to increase donor conversion on the page, we hypothesized removing these elements from the form. These elements consisted of a comments field, an option to cover the credit card processing fee, and an option to give the gift on behalf of someone.

Research Question

Will removing unnecessary elements on a donation form increase donor conversion?

Design

C: Control
T1: Removed Steps

Results

  Treatment Name Conv. Rate Relative Difference Confidence
C: Control 26.1%
T1: Removed Steps 54.1% 107.2% 99.3%

This experiment has a required sample size of 23 in order to be valid. Since the experiment had a total sample size of 83, 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
× 107.2% increase in conversion rate
× 0% increase in average gift

Key Learnings

By removing elements on the giving form that weren’t necessary to make a donation, we increased donor conversion by 107%! These unnecessary elements were friction to the giving process and caused people to not complete their gift. While the elements that were removed would be nice to have on the donation page for the organization, they aren’t required to make a gift and the organization found other ways to acquire the information they would have received from those form fields. The significant increase in donor conversion overwhelmingly makes up the difference lost in removing the credit card transaction fee.


Experiment Documented by Courtney Gaines
Courtney Gaines is Vice President at NextAfter.

Question about experiment #32781

If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.