While HSI is typically diligent about A/B testing, Ledsinger reported that in this case the organization didn’t test right away. Understanding that mobile devices were becoming increasingly prevalent, it decided to take the risk and roll with the new forms. To see the versions:
- The “old” 2012 version — not mobile-optimized
- HSI’s first 2013 redesigned version
- The current mobile-optimized version, launched in late 2013
HSI’s big risk translated into a big payoff. The new forms are cleaner and less busy — ensuring that constituents can pursue their courses of action (donation or engagement) with as little impediment as possible. Stay tuned for future updates!
But wait — there’s more!
HSI isn’t the only organization improving its results with mobile optimization. Last summer, Ducks Unlimited improved the mobile experience for its constituents and within five months saw an increase in people using mobile devices (including tablets) to make donations. In fact, it has seen half of its Web traffic and a whopping 25 percent to 35 percent of online donations coming from mobile users.
But of course, you can’t stop with creating emails that are mobile-optimized and donate forms that use responsive design. Google is now optimizing mobile search based on whether or not your forms are optimized (not to mention the thousands of other variables that contributed to Google’s search algorithm! Does your website use responsive design?).
As always, we want to hear from you — what are your wins? Where are your obstacles to creating mobile-optimized emails, forms, etc.? Email Karin at firstname.lastname@example.org or Jeff at Jregen@weta.org
(Special thanks to Tracy Lea at Engaging Networks and Elise Ledsinger at Humane Society International.)
Karin Kirchoff is vice president at MINDset Direct. Reach her at email@example.com. Jeff Regen is vice president of development at WETA TV 26 and Classical WETA 90.9 FM. reach him at firstname.lastname@example.org