How adding additional options to a donation form affects conversion Experiment ID: #867

Media Research Center

The Media Research Center (MRC) is the nation’s premier media watchdog. The sole mission is to expose and neutralize the propaganda arm of the Left: the national news media.

Experiment Summary

Timeframe: 5/29/2013 - 6/14/2013

Paypal offers the ability to accepted additional forms of payment but at the expense of taking the potential out of a contextualized donation experience. Before adding the Paypal button to the page, MRC wanted to ensure that by adding the additional payment option, it would increase the number of gifts collected.

Research Question

Will a Paypal button increase the number of gifts made to the donation page?

Design

C: No Paypal
T1: With Paypal

Results

Treatment Name Conv. Rate Relative Difference Confidence
C: No Paypal 9.3%
T1: With Paypal 3.2% -65.3% 98.4%

This experiment has a required sample size of 150 in order to be valid. Since the experiment had a total sample size of 373, 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
× 65.3% decrease in conversion rate
× 0% increase in average gift

Key Learnings

The additional payment button decreased the number actual donations. The increased number of options seems to have led to additional distractions and, for those that did go to Paypal, the lack of value proposition prevented completion of their gift.


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Experiment Documented by...

Tim Kachuriak

Tim is the Chief Innovation & Optimization Officer at NextAfter. If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.