onlineforlife.org
Increasing Choice Increases Donor Conversion Rate
Increasing Choices Increases Conversion Control Treatment
Increasing Choices Increases Conversion
• Adding choices reduces friction
• Lower suggested amounts could possibly lower average gift, so conversion increase must outweigh perceived revenue loss
Treatment
Increasing Choices Increases Conversion
• The number of gifts given below the initial ask suggests that $70 might be too high
• Forcing users to enter a lower amount introduces decision friction
Control
Increasing Choices Increases Conversion Control Treatment
104.4% increase in conversion rate.
Increasing Choices Increases Conversion
104.4% increase in donor conversion
Version Conv. Rate Relative Diff Stat Confidence
Control 0.96% Treatment 2.0% 104.4% 99.4% Key Learning:
By increasing the amount of suggested giving levels, we reduce decision friction and increase the conversion rate on the donation page, with no valid (or significant) difference in average gift.
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