How adding security indicators on a giving form impacts donor conversion Experiment ID: #8835


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Experiment Summary

Timeframe: 2/7/2018 - 4/11/2018

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.


C: Control
T1: With Security Notification


Treatment Name Conv. Rate Relative Difference Confidence
C: Control 4.3%
T1: With Security Notification 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.

Experiment Documented by...

Courtney Gaines

Courtney is a Vice President 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.