As mobile traffic continues to dominate online engagement, nonprofits must ensure that their digital experiences are not only accessible, but optimized, for the small screen. During the 2024 year-end campaign, we put this to the test by comparing a traditional donation page with a mobile-first design tailored to better serve mobile users. By emphasizing trust-building elements and reducing friction in the giving experience, we aimed to see whether a mobile-friendly approach could drive more donations. Here’s what we learned…
Research Question (Hypothesis):
If we improve the mobile experience of the donation page by presenting crucial trust-building and anxiety-reducing information in a mobile-friendly format, we will see a higher gift count by better serving the significant portion of mobile users.
We tested this by comparing the current default design with a mobile-first version shown to all page visitors.
Summary:
Key updates in the mobile-first variant included:
- Presenting the right-column statistics as a compelling infographic at the top of the form
- Placing security-related copy and icons adjacent to the “Give” button
- Highlighting endorsements from external organizations next to the “Give” button
Setup and Timeframe:
This test ran during the CYE/Christmas campaign in 2024. We tested the mobile-first design against their standard holiday donation page for all incoming site visitors.
Results:
Mobile device visitors only
Mobile-First Design Testing Insights
Our initial test of the mobile-first design showed a promising trend, with the updated version generating more donations (100 vs. 91) than the current standard. However, the difference was not statistically significant, so we cannot yet consider the result conclusive. This early signal suggests potential, and we recommend continued testing of the mobile-first approach to refine and validate its performance. Additional data is needed to determine the most effective arrangement of page elements for mobile users. Ultimately, this test indicates that adapting page design based on device type may positively influence performance, making it essential to keep optimizing the giving experience for mobile visitors.
If you're interested in running a similar mobile-first donation test on your site, let us know—we’d love to hear about it and help you explore what works best for your audience!
