Care Net

How the order placement of the credit card fields impacts conversion on a primary donation page

Experiment ID: #38386

Care Net

Experiment Summary

Timeframe: 11/11/2020 - 12/03/2020

On Care Net’s primary donation page, we have been focused on optimizing the donation form in an effort to increase donor conversion. Through past research studies, and in working with many different non-profit organizations, we have found that the order in which information is acquired on the donation form varies greatly. To better understand the optimal order placement of the form fields on the page – specifically the credit card section – we decided to test it with Care Net. Care Net’s primary donation page asks for the credit card information immediately after they ask for the gift amount. This piece of information would be the second step in the donation pathway. We hypothesized that we may be able to increase donor conversion if we asked for that piece of information at the very end.

Research Question

We believe that moving the credit card form fields later in the donation pathway for donors and prospective donors will achieve an increase in donor conversion on the page.


C: Control
T1: Credit Card


 Treatment NameConv. RateRelative DifferenceConfidenceAverage Gift
C: Control 11.1%$0.00
T1: Credit Card 15.0%35.8% 95.1%$0.00

This experiment has a required sample size of 553 in order to be valid. Since the experiment had a total sample size of 1,130, 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
× 35.8% increase in conversion rate
× 0% increase in average gift

Key Learnings

By moving the credit card section to the very end of the giving form, we increased donor conversion by 36% on desktop devices. There was little to no impact on mobile devices.

Notable changes to other metrics due to the experiment:

  • Revenue experienced a 112.2% increase with a 95% level of confidence.

Observations of the impact on other visitor segments in the experiment:

  • 25-34 visitors had a 700.0% increase in donations with a 98% level of confidence.

What we can learn from this is that people are more likely to complete to the donation process when the higher perceived “cost” information is placed later on the form. By that point in the giving process a person has already put in all of their personal information and more highly committed to making the gift creating less anxiety in providing their credit card information.

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

Question about experiment #38386

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