IFAW giving page testing

IFAW optimization testing strategy boosts online giving

Website optimization is among the most important and lucrative tactics available to drive revenue growth on the web. The benefits of optimization testing – realized in substantial increases in page conversion rate – impact the results of all campaigns and activities that point traffic to those pages, multiplying the benefit of the investment several times over.

The challenge

The International Fund for Animal Welfare (IFAW) needed to increase online giving by boosting conversion rates on donation pages. Faced with steep technical hurdles and limited in-house capacity, IFAW looked to Russ Reid to provide a testing platform solution as well as help IFAW develop a continual and iterative optimization process.

Russ Reid solution

Our initial step was to create a strategic testing road map in order to identify and prioritize critical opportunities. Based on the findings outlined in the road map, we established a strategic optimization testing plan. The following pages will detail two of these tests.

Test A: Increase conversion in main giving page

Our first priority was to increase conversion on the main giving page. So for this test, we proposed an alternative flow of the checkout form by removing the payment method selection – credit card or PayPal – from the “Donate Now” section.

The test hypothesis was that the payment method section was an unnecessary step in the checkout process and that the supporting monthly/single payment copy was causing confusion amongst potential donors – especially for those who would opt to give via credit card. Combining like steps into one section would reduce friction and create a more streamlined checkout process resulting in a lift in conversion rate.

Russ Reid worked with IFAW to launch an A/B split test, which ran for 26 days, and reached a confidence level of 98.1%.

Control:

orig

Test:

test

Test B: Increase online sustainers

A top priority for IFAW was to increase online sustainers (monthly donors). To meet this challenge, IFAW needed to find new ways of promoting sustainer giving across ifaw.org and other online channels.

So our next test involved redesigning the homepage widget to promote sustainer giving in place of the one-time gift ask. Using the widget space to promote sustainer giving would increase product awareness and funnel highly-motivated users to a sustainer-optimized giving page. The test hypothesis was that the redesigned sustainer widget would boost traffic to the giving page, generating an increase in sustainer sign-ups as well as one-time gift conversions.

Russ Reid worked with IFAW to launch a 50/50 A/B split test, which ran for an 18-day period, and reached a confidence level of 99.0%.

Outcome

Test A: Increase conversion in main giving page

The placement of the payment method selection within the “Payment details” area increased the donation conversion rate by 32.7%.

Test B: Increase online sustainers

• Sustainer homepage widget increased click-through-rate by 97.8%

• Widget increased traffic to donation form and generated 60% lift in conversions

• 25% of all conversions for the test treatment were sustainer sign-ups

Control:

control

 

Test:

test