WINNING VERSION
B
Poll Results - The Best Guesses:
Blank Box or Buttons? Which Format Increased Online Donations?
- Version B
- Version A
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 ...
Sign-up to get FREE gamified A/B tests and more valuable content delivered to you each week.
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
Other Tests You Might Enjoy
Share Your Thoughts
Test Run By and For
Test Run On
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)?
Good question, George. Perhaps WWF can share this info. How do you think the test set-up might have impacted things?
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 »
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 »
Great insight, Igor. Thanks for sharing.