Results: Blank Box or Buttons? Which Format Increased Online Donations?

Blank Box or Buttons? Which Format Increased Online Donations?

Loading ... Loading ...

Difference Between Versions:

Version A Blank box where users could input the amount they chose to contribute.

Version BButtons featuring fixed amounts donors could select.


Key Performance Indicator (KPI): 

Donations


Test Goal:

Increase donations

 

Traffic Source: 

All: direct, search, referral, organic, paid, affiliate, email list, and social

Sign-up to get FREE gamified A/B tests and more valuable content delivered to you each week.

I agree to the Terms & Conditions.

Become a More Successful Digital Marketer

Pro Members get exclusive access to the full library of Archived Tests, helpful resources, plus personally connect with industry experts to get your specific questions answered. Get the Pro Advantage

Get Your A/B Test Featured!

Have your A/B test showcased. You'll get a great case study write-up, your logo prominently featured, linkbacks to your site, and social media promo, giving you valuable, free brand exposure. Submit Your Test
This week’s Featured Test is brought to you by:

Test Run By and For

World Wildlife Fund

Test Run On

Visual Website Optimizer (VWO)

WINNING VERSION

B

Poll Results - The Best Guesses:

Blank Box or Buttons? Which Format Increased Online Donations?

  • Version B
  • Version A
Loading ... Loading ...

Test Details:

World Wildlife Fund (WWF), conducted this wildly successful donation form test to increase monthly donor contributions.


Background & Testing Goal:

When it comes to soliciting charitable donations, there are certain assumed industry “best practices.”

One belief is people will donate more if given the freedom to select their own donation amount.

A previously conducted donation study by the charitable organization, Oxfam, examined this idea and found interesting results.

As an experienced testing team WWF, knew that what works well on one site doesn’t always apply to a different site.

So, the team decided to test the effectiveness of two different donation form formats.

 

 

 

 

Poll Results - The Best Guesses:

Blank Box or Buttons? Which Format Increased Online Donations?

  • Version B
  • Version A
Loading ... Loading ...
oh_snap-mobile

Sign-up to get FREE gamified A/B tests and more valuable content delivered to you each week.

I agree to the Terms & Conditions.

Become a More Successful Digital Marketer

Pro Members get exclusive access to the full library of Archived Tests, helpful resources, plus personally connect with industry experts to get your specific questions answered. Get the Pro Advantage

Get Your A/B Test Featured!

Have your A/B test showcased. You'll get a great case study write-up, your logo prominently featured, linkbacks to your site, and social media promo, giving you valuable, free brand exposure. Submit Your Test
archived_tests-paywall_image jpg

5
COMMENTS: Tell Us Your Thoughts.

avatar
2 Comment threads
3 Thread replies
0 Followers
 
Most reacted comment
Hottest comment thread
4 Comment authors
GabyBy: Deborah O'MalleyIgor MateskiDeborahGeorge Recent comment authors
  Subscribe  
newest oldest most voted
Notify of
George
Guest

That’s great, thanks.

I’d be curious to know if that was a Split URL test or they were able to make the changes with the built-in HTML editor on VWO (I reckon it’s the former)?

Deborah
Guest
Deborah

Good question, George. Perhaps WWF can share this info. How do you think the test set-up might have impacted things?

Gaby
Guest

George – thanks for your question. We split the visitors to 2 URLs. This was done more for the sake of seeing all of the results. We wanted to know how many donations we got at each amount and how many thank-you gifts people selected; potential donors could see which gifts were offered at each donation amount, so we thought that was a secondary reason the test variant won (with $15 as the preselected amount, potential donors would have immediately seen which thank-you gifts they might get). In any case, it’s now the best practice to offer a small array… Read more »

Igor Mateski
Guest

Refreshing. Whichtestwon was fun. This first teat was simple for me. Supervised thinking. Don’t just ask me for money. Give me some guidance, so I don’t have to think so much. I’d also test a drop-down with the largest sum on top of the drop-down and see how that works. This would be more work for the donor, but I’d speculate that with a drop-down they feel they have more control over the process. This would go back to the ideal user persona and test if donors are leaning toward having control and more sophisticated ux vs an idea of… Read more »

Other Tests You Might Enjoy

Test Run By and For

World Wildlife Fund

Test Run On

Visual Website Optimizer (VWO)