Results: Which Format Worked Best For Increasing Donation Conversions?

Which Format Worked Best For Increasing Donation Conversions?

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Difference Between Versions:

Version A – Fillable field on donation form
Version B – Preset buttons on donation form


Key Performance Indicator (KPI): 

Donation form conversions


Test Goal:

Increase the number of people completing the donation form

 

Traffic Source:

All

 

Audience: 

 

Organization: 

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Test Run By

NextAfter

Test Run For

Caring Bridge

Test Run On

Optimizely

WINNING VERSION

A

Poll Results - The Best Guesses:

Which Format Worked Best For Increasing Donation Conversions?

  • Version B
  • Version A
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Test Details & Background:

CaringBridge is a not-for-profit social networking website service. It enables anyone facing medical issues to create a website, share health status updates with their network, post announcements and photos, set-up personal fundraisers, and manage tasks.

Since CaringBridge is funded by donor support, increasing online donations is key. For help, they’ve turned to NextAfter, the not-for-profit fundraising organization focussed on increasing donations and optimizing conversions.

This test was part of an on-going series, looking at ways to optimize CaringBridge’s main donation page.

Previous testing showed some interesting outcomes:

    1. Donor motivation on the main page was much different than those donors who gave money through the site’s “tribute” pages. Tributes are donations made in honor of a loved one. Most of the site’s revenue comes in through Tribute pages.
    2.  Site users who donated on the main page were motivated to support the website and its mission, rather than giving a tribute to a specific person, in need of support.
    3. The main donation page had a high average donation amount.

As well, in a previous study, the testing team looked at whether three or six donation buttons performed better. The team found six donation buttons worked best. Too few buttons hindered gift giving and donation conversions.

With these findings in mind, the testing team wondered if the six-array preset button format was truly optimal. They questioned whether the buttons were creating “decision friction,” making it difficult to choose a donation amount.

The team wanted to evaluate if an open field — allowing the donor to decide on their own gift amount — would work best.


 

Poll Results - The Best Guesses:

Which Format Worked Best For Increasing Donation Conversions?

  • Version B
  • Version A
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COMMENTS: Tell Us Your Thoughts.

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Deborah OBobbyCliff Recent comment authors
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Cliff
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Well I thought the preset button format would win. Form A looked a bit whealming but Form B with it press looked easy.

Bobby
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Bobby

The Presets potentially adds a layer of friction making the users decide. Whereby version A the user internally decides the amount.

A = Yes / No to $100, then decide amount.

B = Yes / No to each option, then decide amount.

A easier than B from the users perspective.

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