Streamlined checkout yields more donations per visit

Test period: September 2025 through October 2025

Hypothesis:

Streamlining the checkout experience with a mobile-optimized flow are expected to give donors greater clarity and reduce friction, leading to higher conversion rates and faster donations. Simple visual cues, such as guided navigation and a clear donation summary, will help minimize drop-off, maintain donor momentum, and build confidence to complete the gift. Additionally, auto-selecting the default wallet responsively based on device is likely to further increase conversion. 

Design:

Control

• Multi-page checkout flow

Test

~2%

• Streamlined guided flow

Results:

Name	Control	Challenger
Checkout Conversion	Baseline	+1.93%*
Average gift size	Baseline	+1.65%
Donation volume	Baseline	+1.77%

Key learnings:

Testing confirmed that this streamlined, guided checkout redesign led to measurable improvements in donor engagement and helped reduce drop-off. By introducing a simple stepper, a donation summary, and a dynamic, mobile-optimized payment display, conversions increased by 1.93%, alongside improvements in average gift amount and total donations. These lifts can have a big impact, especially during high volume periods such as giving season.