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

Blank Box or Buttons? Which Format Increased Online Donations?

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Difference Between Versions:

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

Version B – Buttons featuring fixed amounts donors could select.

Key Performance Indicator (KPI): 

Transactions, revenue, Revenue Per Visitor (RPV)

Test Goal:

Increase donations

Traffic Source: 

Organic, direct, search, referral, paid, social and email

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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)




Winner: Version B

World Wildlife Fund (WWF), the international wilderness preservation organization, wildly increased conversions with the clickable button design format.

Compared to the version requiring donors to input their contribution amount, the winning button design increased:

  • Transactions 30.7%
  • Total revenue 15.6%
  • Revenue per visitor 14.7%


Why did the button design work so much better?
Click here to find out

You’ll get an insightful analysis and valuable takeaways you can apply to your own work.

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