Americans for Prosperity

How simplifying the donation page after a petition impacted donor conversion rate

Experiment ID: #56298

Americans for Prosperity

Experiment Summary

Ended On: 04/01/2021

As a part of promoting an open letter (petition), Americans for Prosperity wanted to play with approaches that could increase donor conversion rate.

In reviewing the donation page copy, we theorized that shortening the page (by removing content that was a reiteration of what was on the petition page they just signed to get here) would be an easy first step to accomplishing that.

Research Question

We believe that simplifying the donation page for petition signers will achieve an increase in donor conversion rate.


C: Control
T1: Treatment #1


 Treatment NameConv. RateRelative DifferenceConfidence
C: Control 1.2%
T1: Treatment #1 2.0%71.9% 95.8%

This experiment has a required sample size of 1,724 in order to be valid. Since the experiment had a total sample size of 3,677, 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
× 71.9% increase in conversion rate
× 0% increase in average gift

Key Learnings

With a 95.7% level of confidence, we observed an increase of +71.9% in donor conversion rate with this simplified post-petition donation page.

Although we were a little short on overall samples and the minimum number of transactions we would normally like to see, this increase in donor conversion rate also yielded an increase in revenue by +87.4% (LoC: 97.1%), as well.

When possible, find ways to simplify your donation page — where the easiest place to do that being in duplicate content reiterating points already made earlier in the user experience.

Experiment Documented by Greg Colunga
Greg Colunga is Executive Vice President at NextAfter.

Question about experiment #56298

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