How the order placement of the credit card fields impacts conversion on a primary donation page
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.
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average 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.