{"id":30554,"date":"2024-11-14T09:14:27","date_gmt":"2024-11-14T17:14:27","guid":{"rendered":"https:\/\/pro-migration.local\/?post_type=research&p=30554"},"modified":"2025-04-29T14:59:16","modified_gmt":"2025-04-29T21:59:16","slug":"referring-to-fees-as-costs-has-no-meaningful-impact-on-conversion-rates","status":"publish","type":"research","link":"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/c\/research\/referring-to-fees-as-costs-has-no-meaningful-impact-on-conversion-rates\/","title":{"rendered":"Referring to fees as ‘costs’ has no meaningful impact on conversion rates"},"content":{"rendered":"\n

Fundraising tool:<\/strong> Campaign Studio
Test period:<\/strong> 08-29-2024 to 09-23-2024<\/p>\n\n\n\n

Hypothesis:<\/h3>\n\n\n\n

Framing the request as ‘covering transaction costs’ rather than ‘covering transaction fees’ will lead to higher donor conversion rates and an increase in the total amount of fees covered during checkout.<\/p>\n\n\n\n

<\/div>\n\n\n\n

Test design:<\/h3>\n\n\n\n
\n
\n
\n

\"\" Control<\/p>\n<\/div>\n\n\n\n

    \n
  • Toggle with \u2018transaction fees\u2019 language<\/li>\n<\/ul>\n\n\n\n
    \"\"<\/figure>\n<\/div>\n\n\n\n
    \n
    \n

    \"\" Test<\/p>\n\n\n\n

    \"\"<\/figure>\n\n\n\n

    1.1% conversion lift<\/p>\n<\/div>\n\n\n\n

      \n
    • Toggle with \u2018transaction costs\u2019 language<\/li>\n<\/ul>\n\n\n\n
      \"\"<\/figure>\n<\/div>\n<\/div>\n\n\n\n
      <\/div>\n\n\n\n

      Test results:<\/h3>\n\n\n\n
      Name<\/td>Control<\/td>Challenger<\/td>Lift<\/td><\/tr>
      Visitors<\/td>7266<\/td>7358<\/td>N\/A<\/td><\/tr>
      Overall donations<\/td>1244<\/td>1274<\/td>N\/A<\/td><\/tr>
      Fee coverage rate<\/td>70.8%<\/td>71.2%<\/td>0.6%<\/mark><\/strong><\/td><\/tr><\/tbody><\/table>
      \"\" Test results did not reach statistical significance<\/figcaption><\/figure>\n\n\n\n
      <\/div>\n\n\n\n

      Key learnings:<\/h3>\n\n\n\n

      Our hypothesis was disproven: Donors showed no significant preference between covering ‘fees’ or ‘costs’ when supporting the causes they care about. In every comparison, conversion rates, average gift sizes, and the likelihood of donors opting to cover fees remained consistent regardless of the terminology used. This suggests that reframing fees as ‘costs’ does not significantly impact donor behavior in these areas.<\/p>\n\n\n\n

      <\/div>\n\n\n\n
      \n

      So what:<\/strong> The current \u2018fees\u2019 language will remain in use, as conversion and fee coverage showed no difference between terms.<\/p>\n<\/div>\n","protected":false},"template":"","class_list":["post-30554","research","type-research","status-publish","hentry"],"acf":[],"yoast_head":"\nFundraising A\/B Test: 'Costs' vs. 'Fees' Language | GoFundMe Pro<\/title>\n<meta name=\"description\" content=\"Discover insights from our latest A\/B test on the impact of 'donation costs' vs. 'donation fees' on nonprofit donation forms.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/c\/research\/referring-to-fees-as-costs-has-no-meaningful-impact-on-conversion-rates\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Referring to 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