How a radical redesign on a product page can impact donor conversion and overall revenue
The Missionary Oblates of Mary Immaculate
The Missionary Oblates of Mary Immaculate are a Roman Catholic congregation of priests and brothers founded after the French Revolution by St. Eugene De Mazenod to work among the poor. Today there are nearly 4,000 missionaries working in more than 60 countries around the world.
Experiment Summary
Timeframe: 07/10/2017 - 08/15/2017
First, by removing the learn more button and seeing significantly more response, we confirm that the gifts themselves were self-explanatory and did not need explanation.
Second, by having multiple asks in a situation where it is unnecessary, people are less likely to make a decision.
Third, it is possible that when people click learn more, their mindset transitions from a giving mindset into a transaction mindset. When we move someone from a giving mindset into a transaction mindset by diving into the details, they realize that they could probably get the item somewhere else at better quality for significantly cheaper, instead of just quickly selecting a gift to go with their donation, much like grabbing a drink at the checkout line in a grocery store to enhance their overall experience.
Research Question
Would a radical redesign increase conversion on the page?
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 4.7% | ||
| T1: | Radical Redesign | 6.3% | 32.3% | 99.3% |
This experiment has a required sample size of 1,693 in order to be valid. Since the experiment had a total sample size of 6,450, 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
× 32.3% increase in conversion rate
× 0% increase in average gift
Key Learnings
The Missionary Oblates of Mary Immaculate offer religious gifts for people to get if they make a donation to their organization. The religious items are arranged on a product page that shows an image of the item, the name of it and the opportunity to either “Learn More” or “Add to Basket”. We hypothesized that we might be able to increase conversion by strengthening the value proposition for the page and removing an element of friction from the giving process by taking away the “Learn More” button. We developed a treatment that changed those two variables on the page and tested it against the control.