a single source, nothing corroborates it

Move the payment onto the page they landed on

Sending someone to a separate page to pay adds a step at the exact moment they are most likely to stop. Embedding the form on the page itself supplied the larger share of one measured uplift, and one tap wallet buttons placed above the card fields both convert better and supply the name and address, so those fields can come off entirely.

The method

1. 01

   Embed the payment form on the homepage itself instead of linking out to a separate donate page.

2. 02

   Put one-tap PayPal and mobile wallet buttons at the very top of the checkout page, above the card form.

What it returned

• 20

  In a three-arm test the embedded form supplied 20 of the 35 percentage points of uplift, with the visual redesign contributing the other 15.

• $1.3M

  Express PayPal plus Apple Pay and Google Pay produced an extra $1.3M a year, a 14% rise in online donations, and Apple or Google Pay now carries 20% of online gifts. The wallets also supply the name and email, so those fields can be dropped entirely.

Sources

• How GiveDirectly increased donations by over $3 million/year through experimentationOlivia Chen · lennysnewsletter.com · Homepage design and interactivity matter · 2024-12-03