Impact of requiring mailing address on a course signup page Experiment ID: #9581

Care Net

Experiment Summary

Ended On: 10/26/2018

We have had great success with donor acquisition via mail and telemarketing. However, our main online acquisition path had no mailing address requirement. We wanted to see the impact on conversion by asking visitors to complete a second step in enrolling for Pro-life 101. Visitors to the landing page came from a pledge page that required their first name, last name, and email. The course landing page auto-filled the email field and had “one button” course activation. The variation was the same, but with a small “step 1 of 2” sentence over the form. When submitted, it launched a second page with a form requiring mailing address.

Regardless of whether people submitted the address form, they would already be enrolled in the course. We wanted to see how many people would not see the donation page because they abandoned the process on the address form.

Research Question

What is the impact of requiring an address on our course signup page?

Design

C: Control
T1: Second signup step - address

Results

Treatment Name Conv. Rate Relative Difference Confidence
C: Control 24.1%
T1: Second signup step - address 20.8% -13.8% 96.4%

This experiment has a required sample size of 1,214 in order to be valid. Since the experiment had a total sample size of 2,773, 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
× 13.8% decrease in conversion rate
× 0% increase in average gift

Key Learnings

While 37% of visitors abandoned the enrollment process on the address page, the addition of the “step 1 of 2” sentence over the email form increased conversion by 35%! This resulted in only a 13% decrease in signups making it to the donation page. When taking into account the revenue we can gain through having mailing addresses for our course signups, this slight decrease in instant donation is worthwhile.


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Experiment Documented by...

Kevin Peters

Kevin is the Chief Technology Officer 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.