How the function of the form elements affects conversion (and the “most beautiful form in the world”)
Experiment ID: #4911
The Heritage Foundation
Founded in 1973, The Heritage Foundation is a research and educational institution—a think tank—whose mission is to formulate and promote conservative public policies based on the principles of free enterprise, limited government, individual freedom, traditional American values, and a strong national defense.
Experiment Summary
Timeframe: 08/03/2016 - 09/12/2016
In an effort to continue to iterate on the general donation form used throughout the Heritage properties, we developed a test that would incorporate the modern web technique of adaptive placeholders. The goal of this technique is to visually condense the form by using placeholder labels inside of the text fields but to then move those same placeholders to the top of the field once a visitor focuses on it so the purpose of the field is clear. This is a technique that was taken from some of the larger eCommerce sites like Hotwire.com.
Research Question
Will a most condensed donation form that utilized more modern labeling techniques increase overall donor conversion?
Design
C: Form with Labels Above Fields
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T1: Adaptive Placeholders
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) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Form with Labels Above Fields | 2.8% | ||
| T1: | Adaptive Placeholders | 2.7% | -3.0% | 15.9% |
This experiment has a required sample size of 289,274 in order to be valid. Unfortunately, the required sample size was not met and a level of confidence above 95% was not met so the experiment results are not valid.
Key Learnings
The new form with adaptive placeholders did not produce any statistically significant results. While the form was more condensed, it looks like it was not a significant enough change to increase donor conversion.