How does limiting the number of
choices in a giving array affect
conversion and average gift? Experiment #245
onlineforlife.org Limiting Decision Friction
Control
Background:
•  Partner: The Heritage
Foundation
•  Main Donation Page
•  Giving form presents seven
varying options starting at
$5
•  Recurring giving is
preselected by default
Limiting Decision Friction
Treatment
Treatment Changes:
•  The copy is identical to the
control
•  The giving options were limited to
three starting at $50; $50 was
the default value
•  One-time gift was preselected by
default
Limiting Decision Friction
Which donation array prompts the greatest revenue per visitor?
Control – 7 Button
Test – 3 Button
5.5% increase in conv. rate
48.5% increase in average gift
56.7% increase in revenue
Limiting Decision Friction
56.7% increase in revenue
Version
Rev. / Visitor
C: 7-Button Array
$17.66
T1: 3-Button Array
$27.67
Relative Diff
Stat Confidence
56.7%
97.0%
Key Learning:
✓ The more decisions that you put between the donor and the completion
of the donation process, the more friction you introduce into your donor
funnel.