The Case Study of a Simple Fundraising Website

The case study has to do with a simple fundraising website, which really consists of an informational page and then a form that people were being driven to by TV, radio, print, online. So they tested a one column page with an image and actually adding the photographic image to the page resulted in about 1% less money donated. When they increased the font size on the form, they got a 2% bump in money donated. And when they reduced the number of things you had to fill out, this will probably be no surprise to anybody, they increased donations by 11%.