Will a side by side layout work better for a donation page?
Experiment ID: #196087
Moody Radio
Experiment Summary
Ended On: 03/24/2025
Moody Radio runs a Spring Share fundraiser each year where tons of traffic from digital channels as well as on-air listeners are directed to a donation form.
For this test, we wanted to see if changing the layout of the form had the potential to increase donor conversion on the form
Research Question
We believe that changing the form to be a 2 column layout for the Spring Share doantion page will achieve more donor conversions because the new layout has the potential to make the form easier to read and fill out.
Design
C: Control
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) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 10.7% | ||
| T1: | Treatment #1 | 9.9% | -7.3% | 61.2% |
This experiment has a required sample size of 11,583 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 key learning from this experiment is that changing the form layout to a 2-column format for the Spring Share donation page did not lead to an increase in donor conversion. In fact, the treatment group saw a 7.3% decrease in donations for all traffic compared to the control group. However, when you narrow down the results by traffic we can see that the mobile experience for this test is what caused the overall decrease. Looking at desktop-only results we are seeing a 9.6% increase in conversion at a 57% LoC. While not valid, the results of the desktop do not have a negative impact on conversion.
In future experimentation, it is important to ensure that the statistical level of confidence is at least 95% in order to draw reliable conclusions. Additionally, it would be beneficial to conduct further research to understand why the 2-column layout did not perform as expected. This could involve gathering feedback from users, conducting usability tests, or A/B testing other elements of the donation form to identify factors that may impact donor conversion rates.