One Column vs Two Column Donation Form (WEB)
Experiment ID: #3657
Jewish Voice Ministries
Experiment Summary
Timeframe: 03/31/2016 - 04/11/2016
We are looking for ways to simplify our donation form to increase donations and revenue. This form was inspired by a form we found at another nonprofits website. Their form designed exactly the same was their highest performing form. We went with this design to see if it would outperform our current design.
Research Question
Will a simpler form give us more donations?
Design
C: Original
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Original | 57.7% | $180.87 | ||
| T1: | Variation #1 | 54.1% | -6.3% | 69.6% | $104.29 |
This experiment has a required sample size of 1,450 in order to be valid. Unfortunately, the required sample size was not met and a level of confidence above 95% was not met so the experiment results are not valid.
Key Learnings
Although this form looked really nice and was modern in design, it failed to do better than our normal form. In fact, revenue for our regular form was double what this form pulled in.
A few things we see:
- The picture could be distracting for people who just want to donate (causing friction)
- A new form with this many changes could have made regular donors less apt to donate (anxiety)
- The form was not simple enough. There might have been too much friction.
- We did not add enough value. Although we added our value proposition and text that is known to convert, it did not add enough value.