How increasing perceived security on a donate button affects conversion
CaringBridge
CaringBridge offers free personal, protected websites for people to easily share updates and receive support and encouragement from their community during a health journey. Every 7 minutes, a CaringBridge website is created for someone experiencing a health event.
Experiment Summary
Timeframe: 07/14/2017 - 08/15/2017
CaringBridge had performed extensive testing on their “tribute” donation form, which produced the majority of their online fundraising revenue. One experiment was able to increase the conversion rate on the page by increasing perceived security, adding a box around the credit card information. However, this box left the donate button outside of the box. Their team wondered if this was leaving conversions on the table due to the button being perceived as “insecure”.
They launched a version of the page that moved the donate button into the “secure box” and launched an A/B test to determine a winner.
Research Question
Will moving the donate button inside the secure box increase conversions?
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Donate button out of box | 40.0% | ||
| T1: | Donate button in box | 38.7% | -3.4% | 64.7% |
This experiment has a required sample size of 10,179 in order to be valid. Unfortunately, the required sample size was not met and a level of confidence above 95% was not met so the experiment results are not valid.
Key Learnings
This test failed to produce a valid result in either direction. While the secure box produced a lift, simply moving the donate button inside the box was not enough of a difference-maker to affect conversion positively or negatively.