Multi-step forms: Donating is as easy as 1-2-3-4!

We are constantly testing and tweaking our system to optimize performance aka help thousands of candidates and organizations raise more money. Most of the time the improvements go unnoticed (except the extra $ ;). Not today!

Introducing multi-step! Anyone who doesn’t have Express cookied on their computer will see a brand-new four-step contribution form. Take a look at the new shiny-ness:

And yes, it’s bringing in a 25.86% increase in conversion rates with 99% significance. It’s a nice bump. We typically see the novelty effect in these sorts of changes to forms, so it probably will be less of an increase long-term as donors get used to the new form. Still, it should be a solid improvement. Oh, and it works on mobile to boot.

Express and Express Lane users will continue using ActBlue their usual way. This change is for new folks. If you’re a regular ActBlue user you probably have an Express account, but you can open any contribution form in an incognito browser to take a look at the new multi-step version.

Multi-step is now rolled out site-wide, so no need to do anything, just enjoy our holiday gift to you.

Here are a few more shots of the new layout:

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