We run optimization tests on our forms constantly, but it’s rare that we see winners as big as our recent mobile test.
At this point we’re running around 40% of all donations made on mobile devices. Anything we can do to keep that number going up, the better, given the massive transition in traffic from desktop to mobile.
In this test, when donors landed on a form, some were moved directly to the point on a form where they’d choose an amount to give — skipping past the contribution blurb they would normally read first, as you can see below. Others got the normal form with the headline and blurb up top.
The forms that skipped over the blurb won by a landslide. The result was a statistically significant increase of 5.2% conversions on the variation (p < 0.05). It was such a big winner that we automatically rolled it out sitewide.
Most of our tests see a tiny bump, but any increase in conversions makes a big difference when we’re running tens of millions of contributions through our forms each month. And a 5.2% bump? That’s real money.
There were more than 250k new mobile contributions made sitewide in July, with an average contribution size of about $30. That means our mobile form test resulted in about 400k extra dollars. Like I said, real money.
We previously tested a contribution form without a blurb on both desktop and mobile versions to our email list. The results were abysmal, which is why we ran this sitewide test to mobile donors specifically.
By nature, our mobile users are seeking ways to save them time and enhance their convenience when they’re making contributions. And that’s what this switch gives them.