The Fund for American Studies

How form formatting improved donor conversion rate

Experiment ID: #18702

The Fund for American Studies

Experiment Summary

Timeframe: 09/05/2019 - 09/14/2019

When The Fund for American Studies (TFAS) launched their new ebook offer, we used the typical form format for the instant donation page. When reviewing the field structuring and format, we theorized that two things may create friction in the donation process.

First, we believed that putting the donation amount above the contact or payment information would improve results.

Secondly, we believed that by increasing the size of the donation amount buttons (to make them both stand out and be more easily “clickable”) would improve results.

And finally, we believed that separating the form fields into “sections” that it would break up the first glance reaction to seeing the form fields as “a lot of work.”

Research Question

Will separating the form fields into sections make the form look less daunting to fill out?


  Treatment Name Conv. Rate Relative Difference Confidence
C: Control 0.00%
T1: Treatment - Simplified Form 4.1% 100.0% 97.8%

This experiment has a required sample size of 93 in order to be valid. Since the experiment had a total sample size of 244, and the level of confidence is above 95% the experiment results are valid.

Flux Metrics Affected

The Flux Metrics analyze the three primary metrics that affect revenue (traffic, conversion rate, and average gift). This experiment produced the following results:

    0% increase in traffic
× 100.0% increase in conversion rate
× 0% increase in average gift

Key Learnings

In an attempt to improve results for the campaign, we decided to roll this treatment version live even though we only secured 5 total transactions.

Although the experiment is statistically validated to lift donor conversion rate by +4% (97.7% LoC), we would normally prefer to have no less than a total of 50 transactions before declaring a victory.

Further experimentation may be advise, but we will look to see if by only using this variation, that we do indeed see an increase in donations for the new offer, as well.

Experiment Documented by Greg Colunga
Greg Colunga is Executive Vice President at NextAfter.

Question about experiment #18702

If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.