The impact of reinforcing the security of the email address field Experiment ID: #12373

Alliance Defending Freedom

Alliance Defending Freedom is an alliance-building legal organization that advocates for the right of people to freely live out their faith.

Experiment Summary

Timeframe: 2/14/2019 - 3/4/2019

Alliance Defending Freedom had been running a statement of belief acquisition offer on their blog for well over a year. In experiments with similar nonprofits, we had discovered that adding visual security indicators to the credit card section of a donation form increased donor conversion. Our hypothesis was that this was due to isolating and reducing the mental friction associate with the area of the form that created the most anxiety. With this observation, we theorized that adding the same treatment to the email field of an acquisition form would yield similar results.

Research Question

Will adding visual security indicators around the email address field increase overall email acquisition?


C: Control
T1: Email Security


Treatment Name Conv. Rate Relative Difference Confidence
C: Control 3.1%
T1: Email Security 2.5% -19.5% 100.0%

This experiment has a required sample size of 5,690 in order to be valid. Since the experiment had a total sample size of 37,138, 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
× 19.5% decrease in conversion rate
× 0% increase in average gift

Key Learnings

We observed a statistically significant decrease of 19.5% with the addition of security indicators to the email address field. When we dug deeper into the metrics we discovered that this was primarily isolated to the mobile traffic. These visitors saw a 29% decrease (99.9% level of statistical confidence) while the desktop users did not see any significant change in their conversion.

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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.