How adding security indicators on a giving form impacts donor conversion
FamilyLife
FamilyLife® has been committed to helping individuals find biblical help for their marriage and family relationships. Through the Weekend to Remember® marriage getaways, FamilyLife Today® radio broadcasts, The Art of Marriage® video event, and the many other resources and content, God has used FamilyLife to restore hope for millions of couples and transform their lives.
Experiment Summary
Timeframe: 02/07/2018 - 04/11/2018
We hypothesized that we might be able to increase donor conversion on FamilyLife’s donation pages if we increased the perceived security near the credit card section of the donation page. To do this, we developed a treatment that added a blue box around the credit card information, added an image of a lock in this same section of the form and said, “Your information is secured”.
Research Question
Would we be able to increase donor conversion by increasing perceived security on donation pages.
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 4.3% | ||
| T1: | With Security Indicators | 4.6% | 7.0% | 72.5% |
This experiment has a required sample size of 36,231 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
After running this experiment for over two months, we weren’t able to validate it, but we did see directional lift in donor conversion of 7%. What this tells us is that there is a mental cost to people when making a donation and that when we can relieve some of that friction – in this case by visually telling them that their information is secure – that we can decrease friction and increase conversion on the page.