How removing address fields on an acquisition page impacts name and donor conversion Experiment ID: #19071

Billy Graham Evangelistic Association

Experiment Summary

Timeframe: 8/16/2019 - 9/20/2019

Billy Graham Evangelical Association offered people a free eBook called Simply Sharing Jesus. The eBook acquisition form asked people to provide their name, email, and full address in order to get the eBook. Since this is strictly a digital offer, we hypothesized that asking for less information from people up front might improve name acquisition from the form. We developed a treatment that removed the address field from the form and only required a person’s name and email address. We used paid Facebook ads to push prospective names to the acquisition page and split the traffic 50/50 through Google Optimize.

Research Question

Would removing address fields from an acquisition form improve conversion?


C: With Address
T1: No Address


Treatment Name Conv. Rate Relative Difference Confidence
C: With Address 53.7%
T1: No Address 58.5% 9.0% 100.0%

This experiment has a required sample size of 814 in order to be valid. Since the experiment had a total sample size of 11,632, 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
× 9.0% increase in conversion rate
× 0% increase in average gift

Key Learnings

We increased name acquisition by 9%! By removing these fields and only asking for the most pertinent information required to get the offer, we decreased friction on the page to get the offer. In addition to this, this experiment also had an even greater impact on donor conversion. After a person signed up for the eBook, they were then presented with an instant donation ask. We found that by removing the address field from the initial step in the acquisition funnel we were able to increase donor conversion by 36%! The validity of those results was 86% , but the lift is directional and can tell us a lot:

  1. Asking for the right amount and kind of information at the appropriate step in an acquisition funnel can have a significant impact on name AND donor conversion.
  2. By delaying to ask for a person’s address will move more people through the initial funnel, increasing the number of people available to make a donation, and increasing the motivation of these people overall so that at the time of an ask, they were more likely to give.

Experiment Documented by...

Courtney Gaines

Courtney is a Vice 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.