Testing forms alone can drive millions more in revenue from the already-existing progressions you are seeing. I saw this firsthand with an organization in NYC where my strategy led to an increase in more than $2.5M from the optimization alone in 12 months.
Donation form conversion rates are a number every digital team needs to know every step of the way. On top of this, never being satisfied that you’ve found the optimal layout for any given form is where every mindset should settle.
The simplest tweaks can take your form from a 15% to a 25% conversion rate. Really focusing on every element can increase that rate to 30-40%. When you get to end of year campaigns, running at optimal layouts, you can often see rates as high as 70-80%. I’m speaking from firsthand experience.
Assuming you have convincing content that has driven an increase in users considering becoming a donor, there are a few levers to focus on to finish the conversion.