How a radical redesign of the primary donation page impacts donor conversion Experiment ID: #9609


Experiment Summary

Timeframe: 10/10/2018 - 11/14/2018

In a previous experiment, we found that the donation microsite provided a better user experience than EWTN’s original donation page. To build upon these learnings, we proposed testing a radical redesign of the page that focused on EWTN’s value proposition. To do this, we removed the large hero image at the top of the page and put the image inline with the copy, strengthened our message of our copy, and removed the “other ways to give” content from the copy and put it in a dropdown at the top of the page.

Research Question

Would a radical redesign of the donation microsite impact donor conversion?


C: Original Copy
T1: New Value Prop


Treatment Name Conv. Rate Relative Difference Confidence
C: Original Copy 17.6%
T1: New Value Prop 19.7% 11.9% 97.8%

This experiment has a required sample size of 2,638 in order to be valid. Since the experiment had a total sample size of 7,235, 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
× 11.9% increase in conversion rate
× 0% increase in average gift

Key Learnings

By increasing the strength of the value proposition on the donation page, we were able to significantly increase the donors to the main donation page. Since this impacted the primary donation page, the lift to revenue in a given year will be well over six figures.

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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.