How a donation platform can impact donor conversion Experiment ID: #11214

The Missionary Oblates of Mary Immaculate

The Missionary Oblates of Mary Immaculate are a Roman Catholic congregation of priests and brothers founded after the French Revolution by St. Eugene De Mazenod to work among the poor. Today there are nearly 4,000 missionaries working in more than 60 countries around the world.

Experiment Summary

Timeframe: 10/30/2018 - 1/3/2019

The Missionary Oblates of Mary Immaculate transitioned their donation platform in an effort to more efficiently create and change donation pages and for a better user experience. To test the impact of the new platform against the old platform we tested them against each other. The content on the donation pages remained the same and consistent so that we could isolate the platform itself. 

Research Question

What kind of impact would the donation microsite have on donor conversion?

Design

C: Control
T1: Donation Microsite

Results

Treatment Name Conv. Rate Relative Difference Confidence Average Gift
C: Control 19.2% $0.00
T1: Donation Microsite 22.8% 18.4% 99.2% $0.00

This experiment has a required sample size of 1,018 in order to be valid. Since the experiment had a total sample size of 3,773, 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
× 18.4% increase in conversion rate
× 0% increase in average gift

Key Learnings

Through the donation microsite, we were able to increase overall donor conversion on the primary donation page by 18.4%. As we dug into this a bit more, we noticed that the most significant lift came for mobile. Almost 64% of the traffic coming to your primary donation page was on mobile. The experience prior to the microsite was not optimized for this audience. Now, with the microsite, donor conversion on mobile devices has increased 64.3%! 

What kind of impact can this have?

Looking back over the past 12 months, mobile traffic to the main donation page resulted in 393 donors with $12.8K in revenue.

Assuming the mobile conversion rate holds at 16% (which is the current mobile conversion rate on the microsite), this lift represents 62 more donors and $2k in additional revenue just on mobile alone on this one page. This projection doesn’t include desktop traffic and the dozens other donation pages the Missionary Oblates have. 

By simply creating a better user experience through a new donation page we were able to significantly increase donor conversion and overall revenue for the organization.

 

Again, this experiment has just been running on your main donation page. When the donation microsite rolls out to all of the acquisition pages, we think we’ll see even bigger lifts.


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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.