The checkout flow is one of the examples where we’ve deployed multiple A/B experiments to optimize for conversion. Keep scrolling for more information.

The checkout flow is one of the examples where we’ve deployed multiple A/B experiments to optimize for conversion. Keep scrolling for more information.

Our literature review pointed to social proof as a way to encourage donations. For that, we tested a recent-donation message in the checkout.

Earlier social media experiments showed that individual stories brought in more donations. We tested carrying that into the checkout flow.

We wanted to increase our transparency with users after reviewing our NPS scores. For that, we developed a callout button to explain where monthly donations were distributed.

Next, we tested how to nudge the donation amount. Based on our target audience and overall financial metrics, we signaled $20 as the preferred choice.

Finally, we looked into the payment ecosystem of recurring donations. Pix was the most common choice and had 5% lower churn, so we made it the default selection.