How using a different donation platform impacts donor conversion Experiment ID: #9456

EWTN

Experiment Summary

Ended On: 9/25/2018

The donation microsite increased donor conversion by 161.5%. This increase in donor conversion can be attributed to a better user experience for the donor with the donation microsite. The microsite removed elements of friction from the page, enlarged the font of the form making it easier to read, removed unnecessary form fields, reduced the number of giving options, and created a greater sense of security to the donor. Just by using a different donation page experience, NCR will increase overall revenue to their organization. In fact, based on historical data, with an average gift of $61 and a 161.5% increase in donor conversion, the donation microsite could potentially bring in an additional 120% in revenue every month just from their primary donation page. Using the donation microsite for other initiatives outside of the primary donation page, the growth in revenue can be substantial.

Research Question

How would the donation microsite impact donor conversion?

Design

C: Original Donation Page
T1: Donation Microsite

Results

Treatment Name Conv. Rate Relative Difference Confidence
C: Original Donation Page 0.16%
T1: Donation Microsite 0.42% 161.5% 92.6%

This experiment has a required sample size of 3,157 in order to be valid. Since the experiment had a total sample size of 5,695, and the level of confidence is not above 95% the experiment results are not valid.

Key Learnings

The donation microsite increased donor conversion by 161.5%. This increase in donor conversion can be attributed to a better user experience for the donor with the donation microsite. The microsite removed elements of friction from the page, enlarged the font of the form making it easier to read, removed unnecessary form fields, reduced the number of giving options, and . With the use of the donation microsite, NCR can significantly increase overall revenue to the organization. In fact, based on historical data, with an average gift of $95 and a 161.5% increase in donor conversion, the donation microsite could potentially bring in an additional 120% in revenue every month.


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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.