Removing exit points on donation pages boosts revenue

Test period: 07/25/2023 to 09/26/2023

Hypothesis:

If the log-in button in the header of donation pages is distracting donors and causing them to click away, then hiding this functionality will have no negative impact on the donor experience and may increase overall donations.

Design:

Control

• Page with share and login buttons in the header

Test

8.55%

• Page with login button removed from header, leaving only the share button

Results:

Name	Control	Challenger	Lift
Visitors	5153	5059	N/A
Overall donations	8.27%	8.97%	8.55%
Average donation amount	$98.23	$118.47	20.60%

Key learnings:

Our hypothesis was confirmed: removing the log-in button on Classy donation pages increased donations by 8.5%. The experiment showed that 2.5% of the control group used the log-in button, while a similar percentage clicked the share button when the log-in was absent.

The log-in button caused more people to abandon donations than the share button, so removing both could increase donations even further.