How the kind of buttons used for gift amounts affects donor conversion Experiment ID: #5612

Jews for Jesus

Jews for Jesus exists to make the messiahship of Jesus an unavoidable issue to the Jewish people worldwide, utilizing creative evangelistic methods to reach the Jewish community and spread the good news of Jesus Christ.

Experiment Summary

Timeframe: 10/27/2016 - 11/3/2016

Jews for Jesus has done a lot of testing on their primary donation page to see if they can increase their conversion rate. Because the conversion rate on this page is already so high, they have been testing radical treatments. In an effort to continue to optimize the page but better understand specifically what motivates their donors, Jews for Jesus decided to test only one variable on the page at a time. Their first test using this approach was the buttons used to select a donation amount. The control used radio buttons and the treatment used larger buttons with the giving amount on them. All other elements and copy remained the same. They split the traffic between the two versions and tested it.

Research Question

What kind of donation amount buttons would increase donor conversion?

Design

C: Control
T1: Donation amount buttons

Results

Treatment Name Conv. Rate Relative Difference Confidence
C: Control 55.8%
T1: Donation amount buttons 68.6% 22.9% 96.0%

This experiment has a required sample size of 110 in order to be valid. Since the experiment had a total sample size of 238, 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
× 22.9% increase in conversion rate
× 0% increase in average gift

Key Learnings

The larger buttons with the donation amount on them had a 22.9% increase in donor conversion! While we have seen these buttons work well with donors on eAppeal landing pages, we weren’t sure how they would perform with Jews for Jesus’ highly motivated donors that come to their primary donation page. The radio buttons on the control creates friction to the giving process because of how small they are to select. By making the clickable buttons larger and putting the gift amount on them, we were able to reduce this friction on the page and convert more donors.


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Experiment Documented by...

Courtney Gaines

Courtney is the Senior Director of Optimization 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.