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Welcome to Part One of our 60 Tests in 60 Minutes series! For the next few weeks, we’ll be sharing some of our favorite tests—things that worked, things that didn’t, and some things we’re still curious about. Amazed? Inspired? Short on time? Learn about ALLLLL the tests during our 60 Tests in 60 Minutes webinar next week to give you some food for thought as you put together those year-end campaign strategies.

Today we’re talking about that critical element: the donation form.

Test 1: IRC and the Mobile-Optimized Buttons

The International Rescue Committee asked: Do optimizations on buttons targeted for the mobile experience increase conversion rate? The new buttons streamlined the user experience, with larger, centered amounts and less text.

Original Ask Array (Control)Streamlined Ask Array (Test)

The new buttons significantly increased conversion rate +39%! across all devices, with an even higher increase on desktop. 

If your donation form is busy with a lot of text on the buttons, this might be worth trying out!

Test 2: PPFA and the Missing Donation Form Copy

Next up, Planned Parenthood asked: Does a main donation form without copy convert more donors than standard length donation form copy? They hypothesized that an extremely stripped down form would perform better, especially on mobile.

With copy (Control)Without copy (Test)

Conversions and revenue were consistently higher for the control in this test (the version with more copy)—it had +9% revenue per page visitor. The shift was especially pronounced on mobile, disproving the hypothesis that a streamlined, no-copy donation form would perform better on smaller device types.

There seems to be a place where the donation form is too streamlined. Donors still want to have information about the organization on the donation form, so it’s worth doing some testing to see where they point may be for your organization.

That’s it for today. We’ll be rolling out more testing results in the coming weeks. And don’t forget to join us for our upcoming webinar next week!

Note: Thanks to our clients IRC and PPFA for allowing us to share these results with you!


Johanna Levy is a Senior Account Executive at M+R based in New York City. When she’s not planning fundraising campaigns, you can find her drinking iced coffee at the beach.