How bringing clarity to a donation form impacts donor conversion
Focus on the Family
Focus on the Family is a global Christian ministry dedicated to helping families thrive. We provide help and resources for couples to build healthy marriages that reflect God's design, and for parents to raise their children according to morals and values grounded in biblical principles.
Experiment Summary
Timeframe: 09/05/2019 - 10/08/2019
On the primary donation page for Focus on the Family, we hypothesized that we could bring clarity to the giving process on the actual donation form. To test into this we developed a treatment that broke the giving process into steps and conversationally communicated to the prospective donor what it is that they were supposed to do at each step.
Research Question
Will simplifying the donation process into steps help increase donor conversion?
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 13.2% | $0.00 | ||
| T1: | Simplified / Stepped Process | 14.7% | 10.7% | 95.7% | $0.00 |
This experiment has a required sample size of 4,620 in order to be valid. Since the experiment had a total sample size of 9,876, 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
× 10.7% increase in conversion rate
× 0% increase in average gift
Key Learnings
The simplified treatment increased donor conversion by almost 11%. The simplified version brought clarity to the giving process, decreased friction, and in turn increased the number of people who made a donation. While we assume a giving process is straight forward, we can’t assume people know exactly what to do. The process may also seem/feel overwhelming to a potential donor. This experiment reinforced that we need to very clearly communicate to people what to do on a donation form and communicate this in a way that is conversational and easy to understand.
This experiment has a significant impact on revenue for the organization. A 10% lift in donor conversion is a potential six figure lift in revenue annually!