Reordering donation frequency buttons

What we tested

We changed the order in which donation frequency options appear in the Checkout Modal and Donation Form Element. Previously, frequencies were displayed left-to-right from least frequent to most frequent (e.g., Once → Monthly). In the test, the order was reversed — most frequent to least frequent (e.g., Monthly → Once).

The goal was to understand whether the position of a frequency option on screen influences a donor's choice, and whether placing the more frequent option on the left could increase recurring giving or overall conversion.

Hypothesis

If we reverse the order of donation frequency options — placing the more frequent option on the left — conversion rates will increase by at least 2%, because donors who intend to give monthly will find their preferred option faster and be more likely to complete the donation.

Test setup

Key results

No statistically significant differences were found between the control and test groups across any primary metrics.

• Windows, iOS, Android, and Mac OS all showed negligible differences in conversion and revenue metrics
• Mobile and desktop results were similarly flat
• One notable exception: Android mobile donors showed a statistically significant improvement in fee coverage rate of +1.44%, and mobile donors overall showed a +0.72% relative lift. However, these isolated results were not accompanied by meaningful conversion or revenue gains, and should be interpreted with caution.

Sub-analysis: default frequency position

The test data was also analyzed for a more specific scenario — cases where the more frequent frequency was also the default selection, meaning it moved from the right to the left position.

• Across 344,867 visitors per group, results again showed no statistically significant lift in donation conversion, ARPU, and ARPPU.
• One statistically significant negative result was observed: ARPPU for mobile users dropped by 3.84%. This is worth monitoring but is isolated and not accompanied by broader trends.

Conclusion

The hypothesis was not confirmed. Reversing the order of donation frequency options does not meaningfully influence donor behavior, conversion rates, or revenue. No improvements will be rolled out based on these results.

This test also gave us a useful structural insight: where a frequency option sits on screen appears to have little effect on which option a donor selects. Donor intent is likely driven by other factors — such as the default selection itself, visual emphasis, and organizational context.

What this means for you

Not every change moves the needle — and that's exactly why we test. This optimization showed that the position of frequency buttons is not a meaningful driver of donor conversion or giving levels.

With Fundraise Up, your Checkout is continuously refined through rigorous A/B testing. Only improvements that demonstrate real, statistically significant impact get rolled out. Everything else gets studied, documented, and used to make the next test smarter.

Your donors experience a Checkout that's always optimized — not based on assumptions, but on evidence.

→ Explore how an optimized recurring giving experience can improve your fundraising results