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)
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 Checkout Modal
Mobile users showed a +4.3% overall lift in conversion:
- +4.6% on iOS
- +3.7% on Android
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
Discover more insights
Smart suggested amounts in Campaign Pages
An updated AI model for suggested amounts increased average gift size by 4.2%.
Payment options in Campaign Pages
A simplified payment step with fewer options maintained strong conversion performance.
“Stepless” mobile Checkout
Showing all fields on one screen in mobile Checkout reduced donation conversion.
New timing for abandoned donation emails
Sending an email reminder 1 hour after checkout abandonment led to a 5.7% increase in conversion.
Stripe Link in Checkout
Adding Stripe Link to Checkout led to minimal engagement.
AI-personalized exit screen in Checkout
Testing a new AI-generated exit confirmation screen showed no improvement.
Upsell 4‑weekly instead of monthly
A four-weekly recurring plan upsell increased the average recurring donation amount by 7%.
Reordering donation frequency buttons
Reversing the order of donation frequency options in Checkout showed no meaningful impact.
See how data-backed features drive better fundraising results
Talk to our digital fundraising experts about how Fundraise Up can elevate your organization’s donor revenue.
Request a demo