How streamlining a mobile child sponsorship experience affects donor conversion Experiment ID: #11486

Compassion International

Experiment Summary

Ended On: 1/27/2019

Compassion International was examining its child sponsorship funnel and noticed that the mobile experience did not bring children who could be sponsored into the viewport. They wondered if this kept people from realizing that the page allowed them to sponsor children by forcing them to scroll. They developed a treatment that streamlined the “trust seals” into a horizontal row and removed the description of what happens during sponsorship. They launched an A/B test just on mobile to determine the impact.

Research Question

How will streamlining a mobile experience by removing text value proposition affect donor conversion?

Design

C: Original
T1: Streamlined

Results

Treatment Name Conv. Rate Relative Difference Confidence
C: Original 4.1%
T1: Streamlined 3.0% -26.1% 98.4%

This experiment has a required sample size of 2,327 in order to be valid. Since the experiment had a total sample size of 7,034, 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
× 26.1% decrease in conversion rate
× 0% increase in average gift

Key Learnings

The treatment reduced conversion by 26.1%. This suggests that there is value to forcing the user to read and absorb the trust seals and value proposition. It also suggests that “access” to the available children is not the issue that is holding conversion back on that page. It suggests that the user is not properly motivated or ready to sponsor unless


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Experiment Documented by...

Jeff Giddens

Jeff is the President 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.