How a different donation experience impacts donor conversion Experiment ID: #9450


Experiment Summary

Ended On: 9/24/2018

EWTN has used the same donation page for years. In an effort to optimize the giving experience and donor conversion, we launched a new donation microsite. While keeping the same content and copy on the page, we tested the two different experiences against each other.

Research Question

Would the donation microsite increase donor conversion?


C: Original Donation Page
T1: Donation Microsite


Treatment Name Conv. Rate Relative Difference Confidence
C: Original Donation Page 14.3%
T1: Donation Microsite 14.8% 3.5% 40.8%

This experiment has a required sample size of 38,844 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

While the donation microsite removed elements of friction in the giving process, it had no significant impact on donor conversion. When transitioning a donation platform to a new experience, this is good news. This allows us to now test other factors on this page to potentially improve the existing experience.

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Experiment Documented by...

Courtney Gaines

Courtney is the Senior Director of Optimization 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.