How the design of a donation page and value proposition affect donor conversion Experiment ID: #8808

Leadership Institute

Experiment Summary

Timeframe: 3/26/2018 - 4/9/2018

Leadership Institute saw less than optimal conversion on their donation pages. A review of their main donation page, as well as the donation page for one of their program websites showed that they had minimal value proposition copy, a wide layout, and a two-column form that required a CAPTCHA to complete. They built a new donation microsite that radically streamlined and reordered the donation process, added value proposition copy, removed the required CAPTCHA.

They split traffic between their two main donation pages to determine the impact of this new donation microsite on giving.

Research Question

How will a radical redesign of the donation template affect donations?

Design

C: Control
T1: New Page

Results

Treatment Name Conv. Rate Relative Difference Confidence Average Gift
C: Control 3.0% $50.00
T1: New Page 7.1% 134.7% 95.8% $93.75

This experiment has a required sample size of 223 in order to be valid. Since the experiment had a total sample size of 470, 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
× 134.7% increase in conversion rate
× 87.5% increase in average gift
340.1% increase in revenue

Key Learnings

The new donation microsite resulted in more than twice as many donations across the two primary pages. Since this was a radical redesign, it’s not clear how each individual element contributed to the lift. But the lift is statistically valid and the opportunity cost is clear.

The new donation microsite also enables future optimization testing, which should begin immediately across multiple donation pages.


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Experiment Documented by...

Jeff Giddens

Jeff is a Senior 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.