How bringing clarity to the donation form impacts donor conversion Experiment ID: #23993

Billy Graham Evangelistic Association

Experiment Summary

Timeframe: 7/22/2020 - 8/13/2020

Billy Graham Evangelistic Association offers a free evangelism guide called Simply Sharing Jesus. After a person signs up for this offer, the confirmation page is a donation page where people can also become a donor, instantly. The instant donor conversion on this page was healthy, but we hypothesized that the donation form and process may be causing friction to the conversion process. We hypothesized that if we clearly communicated to people exactly what they needed to do by making steps within the form, that we might be able to increase donor conversion on the page. We split the traffic 50/50 to test this.

Research Question

Can we bring clarity to the donation process by adding steps to the donation form and communicating with people what they need to do?

Design

C: Control
T1: Stepped Form

Results

Treatment Name Conv. Rate Relative Difference Confidence Average Gift
C: Control 3.8% $0.00
T1: Stepped Form 4.9% 31.1% 97.9% $0.00

This experiment has a required sample size of 2,326 in order to be valid. Since the experiment had a total sample size of 6,484, 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
× 31.1% increase in conversion rate
× 0% increase in average gift

Key Learnings

The stepped donation process increased donor conversion by 31%! This significant increase in donor conversion reinforces the hypothesis that there WAS friction on the donation form. When people can see the steps they need to take to make a gift, and are told how to do it, we can increase donor conversion on the page. The increase in donations was so significant that it resulted in a 19% increase in overall revenue for the organization from this page.


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.