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Scouts

How a one-column format donation page affects donor conversion rate

Experiment ID: #87480

Scouts

Experiment Summary

Timeframe: 03/03/2022 - 03/26/2022

Upon reviewing the existing Boy Scouts of America donation page layout and flow, we recognized an opportunity to conduct an experiment based on previous NextAfter experiments and learnings. Based on this library of experiments, we made several significant changes to the layout of this critical donation page.

We first removed the imagery to elevate the communication priority of the reinforcing copy on the page. Next, we refined the layout from a two-column layout to a single-column format, introducing a more linear flow we believe reduces cognitive load that leads to a higher percentage of donors completing the form and making a donation. We also emphasized the perceived security of this form by boxing the payment information fields and reinforcing trust with the use of a lock icon, a web standard that most online shoppers today are familiar with.

Research Question

We believe that reformatting the existing two-column donation form page layout to a single column for potential donors will reduce cognitive friction, increasing focus and improving donor conversion rate.

Design

C: Control
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T1: One-column Donation Page
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https://nextafter-1a91a.kxcdn.com/wp-content/uploads/One-column_Donation_Page-179x300.png [medium-width] => 179 [medium-height] => 300 [medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/One-column_Donation_Page-768x1287.png [medium_large-width] => 640 [medium_large-height] => 1073 [large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/One-column_Donation_Page-611x1024.png [large-width] => 611 [large-height] => 1024 [1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/One-column_Donation_Page-916x1536.png [1536x1536-width] => 916 [1536x1536-height] => 1536 [2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/One-column_Donation_Page-1222x2048.png [2048x2048-width] => 1222 [2048x2048-height] => 2048 [ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/One-column_Donation_Page-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/One-column_Donation_Page-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/One-column_Donation_Page-700x700.png [tp-image-grid-width] => 700 [tp-image-grid-height] => 700 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/One-column_Donation_Page-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/One-column_Donation_Page-30x50.png [admin-width] => 30 [admin-height] => 50 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/One-column_Donation_Page.png [full-width] => 2880 [full-height] => 4828 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/One-column_Donation_Page-372x624.png [thumb_372-width] => 372 [thumb_372-height] => 624 [single_post_thumbnail] => 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=> https://nextafter-1a91a.kxcdn.com/wp-content/uploads/One-column_Donation_Page-103x172.png [thumb_272_172-width] => 103 [thumb_272_172-height] => 172 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/One-column_Donation_Page-275x461.png [thumb_372_461-width] => 275 [thumb_372_461-height] => 461 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/One-column_Donation_Page-298x500.png [thumb_372_500-width] => 298 [thumb_372_500-height] => 500 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/One-column_Donation_Page-161x270.png [thumb_385_270-width] => 161 [thumb_385_270-height] => 270 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/One-column_Donation_Page-144x241.png [thumb_416_241-width] => 144 [thumb_416_241-height] => 241 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/One-column_Donation_Page-245x410.png [thumb_448_410-width] => 245 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/One-column_Donation_Page-489x820.png [thumb_448_410_retina-width] => 489 [thumb_448_410_retina-height] => 820 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/One-column_Donation_Page-228x382.png [thumb_574_382-width] => 228 [thumb_574_382-height] => 382 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/One-column_Donation_Page-236x395.png [thumb_776_395-width] => 236 [thumb_776_395-height] => 395 ) ) )

Results

 Treatment NameConv. RateRelative DifferenceConfidenceAverage Gift
C: Control 22.7%$0.00
T1: One-column Donation Page 51.4%126.3% 98.0%$0.00

This experiment has a required sample size of 22 in order to be valid. Since the experiment had a total sample size of 57, 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
× 126.3% increase in conversion rate
× 0% increase in average gift

Key Learnings

The redesigned single-column donation page layout produced a 126% lift in donor conversion rate. This experiment shows us that the single-column form layout reduces user friction, introducing a more linear user journey that produced a much more likely positive donation outcome.

This provides many future opportunities for experimentation for BSA, demonstrating conclusively that relatively simple to execute form optimizations can measurably reduce friction and increase donor conversion.

Additional observations of the impact of this experiment show that this CVR was improved across all core visitor segments:

  • Organic Search visitors had a 312.5% increase in donations with a 100% level of confidence.
  • Mobile visitors had a 414.3% increase in donations with a 97% level of confidence.
  • New visitors had a 108.0% increase in donations with an 89% level of confidence.
  • Returning visitors had a 180.0% increase in donations with a 90% level of confidence.
  • Referral visitors had a 40.0% increase in donations with a 93% level of confidence.

Experiment Documented by NextAfter

Question about experiment #87480

If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.