Will Adding 3rd Party Validation Images Strengthen Trust on the Donation Page?
Experiment ID: #196292
NextAfter
Experiment Summary
Timeframe: 04/01/2025 - 04/21/2025
For this test, we wanted to see if we could increase transactions on the main episodic donation page by adding 3rd party validator images. These included organizations that partners with the organization.
We added these partnership icons to the bottom of the page right under the donate button where they could reinforce trust right when the user is about to click submit.
Below is what we found.
Research Question
We believe that adding 3rd party validation images on the episodic donation page for users to see when they are about to click “donate” will achieve more transactions because the images will reinforce trust and credibility.
Design
C: Control
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T1: Treatment 1
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 24.7% | $188.40 | ||
| T1: | Treatment 1 | 21.0% | -15.0% | 95.1% | $219.36 |
This experiment has a required sample size of 979 in order to be valid. Since the experiment had a total sample size of 1,975, 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
× 15.0% decrease in conversion rate
× 16.4% increase in average gift
1.1% decrease in revenue
Key Learnings
The key learning from this experiment is that adding 3rd party validation images on the episodic donation page did not increase transactions as hypothesized. In fact, it resulted in a 15.0% decrease in transactions for all traffic with a statistical level of confidence at 95.1%.
In future experimentation, it is important to carefully consider the potential impact of changes to the donation page before implementing them. It is possible that the placement of the images may not have been optimal, as the user as to scroll past the donate button to even see the images, especially on mobile.
We also looked at these results from a new vs. returning user and found that the majority of traffic to this page was from new visitors. Our hypothesis would be that new visitors would be more moved by adding the 3rd party images that those who are returning. However, the data says new visitors are 19% less likely to give at a 98% LoC when the images are added. The majority of new visitors are coming in from a mobile or tablet device where the user would have to scroll past the point of decision, the donate button, to see the images.