The impact on one-click giving for dual ask gifts
Experiment ID: #1372
The Heritage Foundation
Experiment Summary
Timeframe: 12/16/2015 - 12/27/2015
The Heritage Foundation has a unique process where, after every online gift, the donor is immediately prompted to make a second gift to their sister organization, Heritage Action for America. All the donor has to do for this second gift is enter their donation amount since we already have their address and credit card information from the initial form. This secondary ask generally has a 5% to 8% conversion rate for donors making that second gift.
We had the opportunity to test a new feature in their giving system that allowed for one-click giving. Existing donors would only have to enter their zip code and credit card number to make a donation.  We decided to test this functionality out in their 2015 calendar year end campaign and monitor the impact on all aspects of the donation process.
Research Question
How will simplifying the giving process impact revenue and conversion?
Design
C: Standard Donation Form
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Standard Donation Form | 7.5% | ||
| T1: | One-click Giving | 0.71% | -90.4% | 100.0% |
This experiment has a required sample size of 88 in order to be valid. Since the experiment had a total sample size of 488, 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
Ă— 90.4% decrease in conversion rate
Ă— 0% increase in average gift
Key Learnings
Interestingly enough, the one-click giving process did not have any statistically significant impact on the initial donor conversion. Our hypothesis is that the decreased friction that came from the simplified form was balanced out but the confusion the process caused. While it was a simpler process; it was different than what the donors were use to. However, while the immediate conversion was not impacted, the follow on donation opportunity saw a 90.4% decrease in conversion with the one-click giving. Since the donors did not have to enter their address or credit card for the first form, they would have to enter it for the second form (due to system limitations). This added significant friction to the second step in the process that was enough to significantly impact the gifts made to Heritage Action.