How ordering the donation process into steps impacts donor conversion Experiment ID: #19786


Experiment Summary

Timeframe: 1/16/2020 - 2/3/2020

On EWTN’s primary donation page, we hypothesized that we might be able to bring clarity to the donation process if we broke the form into steps. To do this, we developed a treatment donation page that had headers on each action of the donation process that communicated which step it was and what they needed to do in that section. For example, before the gift array options, the header said, “Step 1: Choose the amount you would like to give.” We tested this against the control in a 50/50 split.

Research Question

Can we increase donor conversion by ordering the steps in the donation process?


C: Control
T1: Stepped Form


Treatment Name Conv. Rate Relative Difference Confidence Average Gift
C: Control 15.6% $0.00
T1: Stepped Form 12.0% -23.2% 99.9% $0.00

This experiment has a required sample size of 701 in order to be valid. Since the experiment had a total sample size of 3,868, 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
× 23.2% decrease in conversion rate
× 0% increase in average gift

Key Learnings

To our surprise, the stepped/ordered approach decreased overall donor conversion by 23%. As we dug into the data a bit more, we noticed that the most significant audience that saw the decrease was for returning donors. This finding helps to explain the overall drop in conversion and brings some understanding to the results we saw. Our hypothesis on this decrease in donor conversion is because returning visitors make up a large percentage of the traffic to this page. The change to the donation form may have caused friction for these people because it was different from what they were used to. So instead of brining clarity to the donation process, we caused some anxiety and friction to a process they already knew.

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.