“Stepless” mobile Checkout

Showing all fields on one screen in mobile Checkout reduced donation conversion.

What we tested

We built a new stepless version of Checkout for mobile devices, removing redirects and combining all steps into a single screen, to create a faster donation experience.

This experiment ran exclusively on mobile within the Checkout Modal, with certain scenarios excluded to avoid disruption:

When country-specific features like Gift Aid or BACS were enabled
When employer matching was active

Hypothesis

If we move from a step-by-step donation flow to a single-page checkout, then conversion will increase by 3%, because donors will see all necessary information and actions in one place.

Test setup

Duration	13 days
Timing	January 2025
Audience	103,000 mobile visitors to Checkout Modal
Group split	50% control (standard Checkout), 50% test (stepless Checkout)
Key metrics	• Conversion to open Checkout • Conversion to donation • Average donation amount • Average revenue per user (ARPU)

Key results

While more users started the checkout process, fewer completed it.

+3.76% increase in visitors who opened Checkout
-5.38% decrease in conversion to donor
+29% improvement in Checkout load speed
Lower average donation amount and ARPU

3.76%

increase in Checkout opened

5.38%

decrease in donor conversion

29%

in Checkout load speed

Additional insights

The faster load time encouraged more visitors to start Checkout, especially on iOS. However, this didn’t lead to more donations. In fact, conversion dropped.

Conclusion

Not every experiment leads to an uplift, and that’s an important part of the innovation process. While the stepless Checkout improved load time and increased entry into the donation flow, it didn’t translate into stronger giving outcomes.

We ended the test early to avoid negative impact, and more importantly, to capture insights that inform future improvements.

Every test, even those that don’t move the needle in the expected direction, brings us closer to what works best for donors, and ultimately helps nonprofits raise more.

What this means for you

With Fundraise Up, you’re using the most optimized Checkout, refined through constant testing, not guesswork. Every experiment, even the ones that don't succeed, gives us insights to improve what does. That’s how we ensure your fundraising tools are always ahead of the curve.

→ Explore what actually moves better fundraising results