We all know that a good time to ask people to take an action is when they've just taken one already. But what messages and activities help prompt people to take follow up actions after signing a petition, such as sharing or making a donation? Digital mobilisation officer Shaan Jindal will share interesting findings from Friends of the Earth's experiments adding survey-style questions to the on-page user journey.

1. Testing surveys as part of
the on-page user journey
Increasing donations with a post-action questionnaire
Shaan Jindal, Digital Mobilisation Officer

2. A bit of background
• Wanted to maximise shares from a mass recruitment new year pledge
and ‘hero’ film.
• Testing by other organisations suggested a ‘micro journey’ could
deepen engagement and increase shares.
• Gave it a go!

3. Initial ‘micro journey’ testing
• Used a survey in between the landing page and the ‘thank you’ page
as our way of deepening engagement.
• Ran this test twice:
• First time on existing supporters as a trial run.
• Second time for people who came to the action via our ‘hero’ film.
• Made improvements to the questionnaire between tests

4. Control condition

5. Test condition

6. Questionnaire

7. Results and next steps
• Shares significantly decreased first time, not significantly different
the second time.
• Donations were unaffected by the first test, but conversion rates for
single donations were significantly greater in the second, though
the effect size and total number of donations was small. The
average donation was greater too.
• The questionnaire seemed to have an impact on donations, despite
donations being displayed a secondary ask.
• We decided to explore optimising for donations to investigate
further.

9. The current test
TY page (control) (condition 1)
Petition
TY page ‘one more thing framing’ (condition 3)
TY page inverted asks (condition 2)
Questionnaire
TY page ‘we need your help framing’ (condition 4)

10. Control (Condition 1) thank you page

11. Condition 2 thank you page

12. The current test
TY page (control) (condition 1)
Petition
TY page ‘one more thing framing’ (condition 3)
TY page inverted asks (condition 2)
Questionnaire
TY page ‘we need your help framing’ (condition 4)

13. Conditions 3 and 4

14. Questionnaire

15. Hypotheses
• Asking petition signers to complete a mini-questionnaire between
signing the petition and being asked to donate will increase the
chance of them donating.
• As the final question in the questionnaire asks what people are
already doing for the environment, the thank you page with the
phrasing ‘There’s one more thing you can do to help our planet:
donate’ framing will perform better than the ‘We rely on our
supporters to carry on during this difficult time’ framing.

16. Initial results (after one week)
• ~5000 people in each condition
• All donation focused variants performed better than control
• Questionnaire variants performed significantly better than inverted thank you
page. Suggests questionnaire is having an impact, not just swapped asks.
• Shares decreased on all non-control conditions (~35% -> ~20%)
• Average donation up from ~£11 to ~£15
• Single donations were greater in frequency in questionnaire variants and ‘we need your help’
variant had a higher average donation.
• Post-questionnaire regular donations are about the same in value but more frequent.
• Decided to switch to top performing variant: Questionnaire + ‘we need your help
framing’. Kept control running so as not to lose out on shares and to keep
investigating.

17. Initial results (conversion rates)
0.42
0.32
0.08
1.72
1.43
0.22
3.32
2.6
0.47
3.91
3.16
0.43
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
Donation Single Gift Regular Gift
Conversion
rate
(%)
Donation type
Conversion rates
Control (var 1) Inverted TY page asks(var 2) Qaire: 'one more thing' (var 3) Qaire: 'we need your help' (var 4)
Differences between
Qaire variants not
significant

18. Initial results (average donation)
0
2
4
6
8
10
12
14
16
18
Donation Single Gift Regular Gift
Donation
amount
(£)
Donation type
Average donation amount
Control (var 1) Inverted TY page asks(var 2) Qaire: 'one more thing' (var 3) Qaire: 'we need your help' (var 4)
Anomaly/error?
Not present in longer
term results

19. TY page (control) (condition 1)
Petition
TY page ‘one more thing framing’ (condition 3)
TY page inverted asks (condition 2)
Questionnaire
TY page ‘we need your help framing’ (condition 4)

20. Final results (3 months later)
• ~15000 in each condition.
• With a larger sample and with more time passing the effect size remained.
• Single and regular donations were both more frequent than the control.
• Average single and regular donations were about the same in both
conditions. Difference in average donations in initial findings have levelled
out.
• Shares: ~34% -> ~19%
• Exit rate from questionnaire: 19.27%
• Could’ve been kept low due to the ‘Before you go’ wording in the questionnaire title

21. Final results (conversion rates)
0.7
0.42
0.23
3.73
2.8
0.67
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
Donation Single Gift Regular Gift
Conversion
rate
(%)
Donation type
Conversion rates (longer term)
Control (var 1) Qaire: 'we need your help' (var 4)

22. Final results (average donation)
13.41
16.75
7.41
15.59
17.07
7.67
0
2
4
6
8
10
12
14
16
18
Donation Single Gift Regular Gift
Donation
amount
(£)
Axis Title
Average donation
Control (var 1) Qaire: 'we need your help' (var 4)

23. Concluding thoughts/takeaways
• Implementing a questionnaire could increase post-action donations, and more so than just
flipping the asks on the thank you page.
• Interestingly, there doesn’t seem to need to be a link between the thank you page and
questionnaire for the donation ask to have an effect.
• Possibly more impactful for single donations vs. regular donations
• However, this is at the sacrifice of post-action shares.
• There was no ‘door in the face’ effect that boosted shares.
• Important to investigate if benefits of questionnaire/donations outweigh higher risk for people
dropping off.
• Would be good to see how this works for different segments (e.g. existing vs. new supporters,
emailable/‘loyal’ supporters vs. social media supporters) etc. This test was run on a mixture of
new and old.
• Can’t overuse this on all petitions/for all petition signers. After testing on different segments it
could be something to use only for new or recently recruited supporters.
• Perhaps should’ve tested the difference between the two questionnaire variants for longer.

24. Total donations, with a big pinch of salt
1636.02
1222.75
303.81
6467.67
5411.19
582.92
0
1000
2000
3000
4000
5000
6000
7000
Donation Single Gift Regular Gift
Donation
(£)
Donation totals
Control (var 1) Qaire: 'we need your help' (var 4)

25. Questions?