How removing unnecessary elements on a donation page impacts donor conversion
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
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 26.1% | $0.00 | ||
| T1: | Removed Steps | 54.1% | 107.2% | 99.3% | $0.00 |
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.