Donor Form Optimization
The Challenge

Data from the Moore Neuro-Fundraising® Lab suggested donation pages without images convert more traffic than pages with images.


We created a test with our human-services clients to see which donation page would perform better.


Donation pages without images had higher conversion rates and lower bounce rates (both key indicators of improvement of donation page performance).



Key takeaways:
  • No header image donation pages won
  • Higher conversion rate
  • More gifts and revenue generated
  • Lower bounce rate
    • Page load speed increases with less content to load
    • The donation form is the first thing visible (primarily an influence on mobile) so you don’t have to scroll to get to what you want on the page.