How we increased the amount of finalized donations by 20%

Barncancerfonden is a Swedish NGO whose vision is to eradicate childhood cancer. For them it is of utmost importance to raise donations for their cause, it is their primary KPI. They have both a monthly subscription that you can sign up for, and one time donations. Their website also contains a lot of information around this subject which, among other things, can be scientific articles about progress being made in the field and articles on how to deal with childhood cancer.

Since it is such an important cause and they need every donation that they can possibly get. It’s super important that we optimize the journey and the funnel for how users give donations. This way we ensure that they are not losing any potential donors because of friction that can be tested and fixed. And conversion optimization is crucial for this work.

We will now present to you one of the A/B tests that we have produced and executed for Barncancerfonden. You will get to see a three step process of how we did it, what we did and the outcome of the A/B test.

Step 1: Localizing the problem.

When analyzing the website we found that there was not an easy way to access the page from which you donate. There is one way through the menu and then on the homepage they have some CTA’s which lead there. But if you start scrolling and moving around on the website to for example an article, not only is the header part not sticky but there is no easy way to seamlessly move over to the donation process.

So imagine you’re on their website and reading an article about the progress being made within the field. You’re now more invested in the cause and you start thinking about maybe donating. But where do you do that? It has to be somewhere on the site? So you now have to actively start the search process in which you have to find your way to the donation page. If you don’t find it straight away the probability of you leaving the website is high, or the friction is increased and you’re not as motivated anymore.

Step 2. How do we solve this problem?

We simply make the header sticky and then we add a CTA which says “Donate” and leads to the donation page. This means that the CTA will always be visible and close at hand for when the user is ready to donate. It will also act as a constant reminder that you can donate and that it is easy to donate, there is a quick way.

Step 3. What was the result?

For this test our primary KPI’s were “Clicks into the donation page” and “Finalized donations”. The result we saw was a 42% uplift in the amount of users who reached the donation page, with a statistical significance of 99%. However the most outstanding uplift was for the amount of finalized donations which got a 20% uplift in the variant, here we also had a statistical significance of 99%. So we can with absolute certainty say that the execution in the variant is significantly better at driving traffic into the donations page which in turn makes users more likely to place a donation. An amazing result.

Do you want to learn how you can use A/B testing to increase conversion?