Optimize, Test, Repeat

Second, conduct A/B split testing of your donation page. Commonly used in Web development, marketing and traditional advertising, A/B testing evaluates the performance of two variations of the same content, based on a metric that defines success. The A/B test presents each version of your online giving experience in equal rotations. You then can determine which version is more successful and select that version for ongoing use. Set up your test(s) with Experiments in Google Analytics. (Pro tip: Don’t forget to turn on Ecommerce if you want to track revenue for your experiment for each test, not just conversion.)