KIVA is a non-profit microfinance organization with a mission to connect people through lending to alleviate poverty. They hired an agency Conversionvoodoo to help with their website conversion. Through focus groups they learned that people had questions. They were confused about how the money gets transferred, if they’ll see the impact of their loan, and particularly about if Kiva is a company they can trust.
Adding an FAQ section on the homepage to address visitor concerns leads to more donations.
The version B had a converion rate increase of +11.5% at over 95% confidence.
CRO101: Understand and address the concerns of your visitors. Interestingly in this case the FAQ is adding on the homepage as opposed to a separate FAQ section.