Reordering Checkout steps

Moving the payment step to the end led to a +33% lift in recurring donation conversion.

What we tested

We updated the order of steps in the donation checkout flow. Instead of asking for payment information early, donors were prompted to select their payment method and enter payment details at the very end.

This change was tested in both the Checkout Modal and Campaign Pages to evaluate its impact across different giving experiences.

Hypothesis

If we move the payment step to the end of the donation flow, conversion will increase by 1% because donors will feel more committed and confident by the time they reach payment — a pattern consistent with familiar e-commerce experiences.

Test setup

Duration	42 days
Timing	July-August 2024
Audience	14,000 visitors who saw the payment step
Group split	50% control (default flow), 50% test (payment last)
Key metrics	• Conversion rates (one-time and recurring) • Average revenue per user (ARPU) • Performance across devices and regions

Key results

The new flow showed consistent improvements:

+2.5% increase in donation conversion in Checkout Modal
+2.31% lift in ARPU in Campaign Pages
+33% increase in recurring donation conversion on Campaign Pages (desktop)

The result is statistically significant with a p-value < 0.001, meaning we can be more than 99.9% confident the improvement wasn’t due to chance.

2.5%

increase in donation conversion

2.31%

lift in ARPU

33%

increase in recurring donation conversion

Segment insights

Some donor segments showed especially strong results. Here’s how the change performed across different operating systems and countries in both Checkout Modal and Campaign Pages.

In Campaign Pages

MacOS users led the way, with a +3.25% lift in one-time donation conversion, followed by Windows, Android, and iOS.

Recurring donations on MacOS jumped by an impressive +64%, with Windows, other OS, Android, and iOS showing smaller but still meaningful gains.

By country

Donors in Canada showed strong performance:

+2.36% increase in one-time donation conversion
+3.7% lift in ARPU

Conclusion

Changing the placement of the payment step can make a meaningful difference. It’s a subtle shift, but one that builds commitment and reduces friction, leading to better outcomes for donors and nonprofits alike. In summary:

Asking for payment last increases donor commitment and conversion
Mobile and desktop audiences both responded positively
Recurring donations saw major improvement, particularly on desktop

This test is now informing product improvements across the platform, helping nonprofits raise more.

What this means for you

With Fundraise Up, your Checkout is already optimized to increase conversions and reduce friction. No guesswork, just results backed by real data and continuous testing.

→ Explore what Сheckout optimizations move better fundraising results