How a more modern donation form user experience affects donor conversion
Experiment ID: #3552
Hillsdale College
Experiment Summary
Timeframe: 03/16/2016 - 03/23/2016
The donation form for Hillsdale has gone through a series of iterations to land at its current state. The form is not highly styled but it is laid out in such a way that we felt it would be easiest for donors to fill out. With the recent shifts taking place online with regards to user experience, we realized that the form was not as modern looking as many of the other options out there.
We decided to try improving the user experience by giving the form some more modern touches. This included minimizing the visual size of the form by removing the labels from above the fields. Then, so that users would know what information was required for each field, we implemented a technique known as adaptive placeholders. Adaptive placeholders sit in the field until a user focuses on the field, at which point the placeholder floats up above the field. You can see this form in action here.
We then tested this new form against the our original control.
Research Question
Will a form that we believe produces a better user experience positively impact donor conversion?
Design
C: Old Form
Array
(
[0] => Array
(
[ID] => 12582
[id] => 12582
[title] => Old_Form.png
[filename] => Old_Form.png
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Old_Form.png
[link] => https://www.nextafter.com/experiments/how-a-more-modern-donation-form-user-experience-affects-donor-conversion/attachment/old_form-png/
[alt] =>
[author] => 1
[description] =>
[caption] =>
[name] => old_form-png
[status] => inherit
[uploaded_to] => 12581
[date] => 2021-02-25 01:25:17
[modified] => 2021-02-25 01:25:17
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1440
[height] => 3244
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Old_Form-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Old_Form-133x300.png
[medium-width] => 133
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Old_Form-768x1730.png
[medium_large-width] => 640
[medium_large-height] => 1442
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Old_Form-455x1024.png
[large-width] => 455
[large-height] => 1024
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Old_Form-682x1536.png
[1536x1536-width] => 682
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Old_Form-909x2048.png
[2048x2048-width] => 909
[2048x2048-height] => 2048
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Old_Form-600x400.png
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Old_Form-600x600.png
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Old_Form.png
[tp-image-grid-width] => 311
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Old_Form-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Old_Form-22x50.png
[admin-width] => 22
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Old_Form.png
[full-width] => 1440
[full-height] => 3244
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Old_Form-372x838.png
[thumb_372-width] => 372
[thumb_372-height] => 838
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Old_Form-277x625.png
[single_post_thumbnail-width] => 277
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Old_Form-14x32.png
[thumb_32_32-width] => 14
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Old_Form-21x48.png
[thumb_48_48-width] => 21
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Old_Form-28x64.png
[thumb_64_64-width] => 28
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Old_Form-57x128.png
[thumb_128_128-width] => 57
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Old_Form-30x67.png
[thumb_122_67-width] => 30
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Old_Form-68x153.png
[thumb_153_153-width] => 68
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Old_Form-72x163.png
[thumb_130_163-width] => 72
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Old_Form-79x177.png
[thumb_232_177-width] => 79
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Old_Form-289x650.png
[thumb_272_325-width] => 289
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Old_Form-154x346.png
[thumb_271_346-width] => 154
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Old_Form-120x271.png
[thumb_271_271-width] => 120
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Old_Form-76x172.png
[thumb_272_172-width] => 76
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Old_Form-205x461.png
[thumb_372_461-width] => 205
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Old_Form-222x500.png
[thumb_372_500-width] => 222
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Old_Form-120x270.png
[thumb_385_270-width] => 120
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Old_Form-107x241.png
[thumb_416_241-width] => 107
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Old_Form-182x410.png
[thumb_448_410-width] => 182
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Old_Form-364x820.png
[thumb_448_410_retina-width] => 364
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Old_Form-170x382.png
[thumb_574_382-width] => 170
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Old_Form-175x395.png
[thumb_776_395-width] => 175
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 12583
[id] => 12583
[title] => Pretty_Form.png
[filename] => Pretty_Form.png
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Pretty_Form.png
[link] => https://www.nextafter.com/experiments/how-a-more-modern-donation-form-user-experience-affects-donor-conversion/attachment/pretty_form-png/
[alt] =>
[author] => 1
[description] =>
[caption] =>
[name] => pretty_form-png
[status] => inherit
[uploaded_to] => 12581
[date] => 2021-02-25 01:28:24
[modified] => 2021-02-25 01:28:24
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1440
[height] => 3067
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Pretty_Form-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Pretty_Form-141x300.png
[medium-width] => 141
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Pretty_Form-768x1636.png
[medium_large-width] => 640
[medium_large-height] => 1363
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Pretty_Form-481x1024.png
[large-width] => 481
[large-height] => 1024
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Pretty_Form-721x1536.png
[1536x1536-width] => 721
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Pretty_Form-962x2048.png
[2048x2048-width] => 962
[2048x2048-height] => 2048
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Pretty_Form-600x400.png
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Pretty_Form-600x600.png
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Pretty_Form.png
[tp-image-grid-width] => 329
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Pretty_Form-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Pretty_Form-23x50.png
[admin-width] => 23
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Pretty_Form.png
[full-width] => 1440
[full-height] => 3067
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Pretty_Form-372x792.png
[thumb_372-width] => 372
[thumb_372-height] => 792
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Pretty_Form-293x625.png
[single_post_thumbnail-width] => 293
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Pretty_Form-15x32.png
[thumb_32_32-width] => 15
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Pretty_Form-23x48.png
[thumb_48_48-width] => 23
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Pretty_Form-30x64.png
[thumb_64_64-width] => 30
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Pretty_Form-60x128.png
[thumb_128_128-width] => 60
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Pretty_Form-31x67.png
[thumb_122_67-width] => 31
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Pretty_Form-72x153.png
[thumb_153_153-width] => 72
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Pretty_Form-77x163.png
[thumb_130_163-width] => 77
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Pretty_Form-83x177.png
[thumb_232_177-width] => 83
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Pretty_Form-305x650.png
[thumb_272_325-width] => 305
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Pretty_Form-162x346.png
[thumb_271_346-width] => 162
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Pretty_Form-127x271.png
[thumb_271_271-width] => 127
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Pretty_Form-81x172.png
[thumb_272_172-width] => 81
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Pretty_Form-216x461.png
[thumb_372_461-width] => 216
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Pretty_Form-235x500.png
[thumb_372_500-width] => 235
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Pretty_Form-127x270.png
[thumb_385_270-width] => 127
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Pretty_Form-113x241.png
[thumb_416_241-width] => 113
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Pretty_Form-193x410.png
[thumb_448_410-width] => 193
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Pretty_Form-385x820.png
[thumb_448_410_retina-width] => 385
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Pretty_Form-179x382.png
[thumb_574_382-width] => 179
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Pretty_Form-185x395.png
[thumb_776_395-width] => 185
[thumb_776_395-height] => 395
) ) )
T1: Pretty Form
Array
(
[0] => Array
(
[ID] => 12582
[id] => 12582
[title] => Old_Form.png
[filename] => Old_Form.png
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Old_Form.png
[link] => https://www.nextafter.com/experiments/how-a-more-modern-donation-form-user-experience-affects-donor-conversion/attachment/old_form-png/
[alt] =>
[author] => 1
[description] =>
[caption] =>
[name] => old_form-png
[status] => inherit
[uploaded_to] => 12581
[date] => 2021-02-25 01:25:17
[modified] => 2021-02-25 01:25:17
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1440
[height] => 3244
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Old_Form-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Old_Form-133x300.png
[medium-width] => 133
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Old_Form-768x1730.png
[medium_large-width] => 640
[medium_large-height] => 1442
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Old_Form-455x1024.png
[large-width] => 455
[large-height] => 1024
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Old_Form-682x1536.png
[1536x1536-width] => 682
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Old_Form-909x2048.png
[2048x2048-width] => 909
[2048x2048-height] => 2048
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Old_Form-600x400.png
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Old_Form-600x600.png
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Old_Form.png
[tp-image-grid-width] => 311
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Old_Form-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Old_Form-22x50.png
[admin-width] => 22
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Old_Form.png
[full-width] => 1440
[full-height] => 3244
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Old_Form-372x838.png
[thumb_372-width] => 372
[thumb_372-height] => 838
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Old_Form-277x625.png
[single_post_thumbnail-width] => 277
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Old_Form-14x32.png
[thumb_32_32-width] => 14
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Old_Form-21x48.png
[thumb_48_48-width] => 21
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Old_Form-28x64.png
[thumb_64_64-width] => 28
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Old_Form-57x128.png
[thumb_128_128-width] => 57
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Old_Form-30x67.png
[thumb_122_67-width] => 30
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Old_Form-68x153.png
[thumb_153_153-width] => 68
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Old_Form-72x163.png
[thumb_130_163-width] => 72
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Old_Form-79x177.png
[thumb_232_177-width] => 79
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Old_Form-289x650.png
[thumb_272_325-width] => 289
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Old_Form-154x346.png
[thumb_271_346-width] => 154
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Old_Form-120x271.png
[thumb_271_271-width] => 120
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Old_Form-76x172.png
[thumb_272_172-width] => 76
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Old_Form-205x461.png
[thumb_372_461-width] => 205
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Old_Form-222x500.png
[thumb_372_500-width] => 222
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Old_Form-120x270.png
[thumb_385_270-width] => 120
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Old_Form-107x241.png
[thumb_416_241-width] => 107
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Old_Form-182x410.png
[thumb_448_410-width] => 182
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Old_Form-364x820.png
[thumb_448_410_retina-width] => 364
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Old_Form-170x382.png
[thumb_574_382-width] => 170
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Old_Form-175x395.png
[thumb_776_395-width] => 175
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 12583
[id] => 12583
[title] => Pretty_Form.png
[filename] => Pretty_Form.png
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Pretty_Form.png
[link] => https://www.nextafter.com/experiments/how-a-more-modern-donation-form-user-experience-affects-donor-conversion/attachment/pretty_form-png/
[alt] =>
[author] => 1
[description] =>
[caption] =>
[name] => pretty_form-png
[status] => inherit
[uploaded_to] => 12581
[date] => 2021-02-25 01:28:24
[modified] => 2021-02-25 01:28:24
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1440
[height] => 3067
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Pretty_Form-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Pretty_Form-141x300.png
[medium-width] => 141
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Pretty_Form-768x1636.png
[medium_large-width] => 640
[medium_large-height] => 1363
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Pretty_Form-481x1024.png
[large-width] => 481
[large-height] => 1024
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Pretty_Form-721x1536.png
[1536x1536-width] => 721
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Pretty_Form-962x2048.png
[2048x2048-width] => 962
[2048x2048-height] => 2048
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Pretty_Form-600x400.png
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Pretty_Form-600x600.png
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Pretty_Form.png
[tp-image-grid-width] => 329
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Pretty_Form-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Pretty_Form-23x50.png
[admin-width] => 23
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Pretty_Form.png
[full-width] => 1440
[full-height] => 3067
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Pretty_Form-372x792.png
[thumb_372-width] => 372
[thumb_372-height] => 792
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Pretty_Form-293x625.png
[single_post_thumbnail-width] => 293
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Pretty_Form-15x32.png
[thumb_32_32-width] => 15
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Pretty_Form-23x48.png
[thumb_48_48-width] => 23
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Pretty_Form-30x64.png
[thumb_64_64-width] => 30
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Pretty_Form-60x128.png
[thumb_128_128-width] => 60
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Pretty_Form-31x67.png
[thumb_122_67-width] => 31
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Pretty_Form-72x153.png
[thumb_153_153-width] => 72
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Pretty_Form-77x163.png
[thumb_130_163-width] => 77
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Pretty_Form-83x177.png
[thumb_232_177-width] => 83
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Pretty_Form-305x650.png
[thumb_272_325-width] => 305
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Pretty_Form-162x346.png
[thumb_271_346-width] => 162
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Pretty_Form-127x271.png
[thumb_271_271-width] => 127
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Pretty_Form-81x172.png
[thumb_272_172-width] => 81
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Pretty_Form-216x461.png
[thumb_372_461-width] => 216
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Pretty_Form-235x500.png
[thumb_372_500-width] => 235
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Pretty_Form-127x270.png
[thumb_385_270-width] => 127
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Pretty_Form-113x241.png
[thumb_416_241-width] => 113
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Pretty_Form-193x410.png
[thumb_448_410-width] => 193
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Pretty_Form-385x820.png
[thumb_448_410_retina-width] => 385
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Pretty_Form-179x382.png
[thumb_574_382-width] => 179
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Pretty_Form-185x395.png
[thumb_776_395-width] => 185
[thumb_776_395-height] => 395
) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Old Form | 3.0% | ||
| T1: | Pretty Form | 0.91% | -69.7% | 99.9% |
This experiment has a required sample size of 335 in order to be valid. Since the experiment had a total sample size of 1,956, and the level of confidence is above 95% the experiment results are valid.
Flux Metrics Affected
The Flux Metrics analyze the three primary metrics that affect revenue (traffic, conversion rate, and average gift). This experiment produced the following results:
0% increase in traffic
× 69.7% decrease in conversion rate
× 21.1% increase in average gift
63.3% decrease in revenue
Key Learnings
This experiment result was heartbreaking. We were so certain that the more modern form would create a much better user experience which would lead to more donations. At a minimum, we expected it to have no significant impact. We never thought it would so dramatically reduce the conversion rate of the page!
Our hypothesis for this result is that the new user experience was a distraction for donor. It was far different than they were use to which made it more work to give a gift. These two factors ultimately led to abandonment of the donation process which reduced conversion rate by 69.7%