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Optimization Wins: New Online Forms Improve Conversions by 5.9 Percent

Rob Winikates

I wear a lot of hats at NGP VAN, but my highest priority is being obsessed with conversion rates. That’s why today, I'm excited to share a big development: according to our most recent analysis, NGP VAN customers are enjoying 5.9 percent higher conversion rates on their online forms.  I'm pretty excited about this. Actually, I'm downright giddy. 

Here's a look at the new features that make our online forms lean, mean, converting machines.

Mobile responsiveness

Today's reality is that more than half of all emails are opened on mobile devices. With supporters accessing donation pages not only at their desks, but also from their couches and on-the-go, the mobile experience is becoming the primary method by which users are interacting with donation pages. That's why new forms adapt to any size screen, making giving more convenient.


Email domain suggestions

Typo in an email address? Forms now offer domain suggestions and make it simple to correct errors. Research shows that validation can reduce incorrect submissions by 50% - that can mean half as many hard bounces.


Smart occupation and employer fields

Compliance reporting just got easier. Now, online forms autosuggest top occupations and fill in the employer if the donor is unemployed or retired. These smarter fields now cover more than 2/3 of occupation and employer data!


Inline validation

Make a mistake? The autocorrect struggle is real, but it shouldn't impact your form conversions. Forms now alert supporters of any issues immediately rather than when they try to submit. That amounts to more successful submissions, less errors, and happier users.


Credit card auto-advance

Forms now auto-advance from the credit card field to the expiration date field because, well, it's just the right thing to do.


Single field expiration date

Expiration date fields are now single text-input instead of two select lists, because fewer clicks can mean more dollars.


City/State autofill

Why bother entering city and state when all you need is a zip code? Auto-population of the city and state fields based on zip code reduces form completion time and makes giving easier - it just makes sense.


Better buttons

Contribution buttons are now big, friendly, touchable targets your supporters will love to push/click. 


If you’re already an NGP VAN client, you probably already have the new forms turned on. Need a hand? Reach out to your Account Executive or support@ngpvan.com for help.

Take it from a conversion geek: these are our most beautiful, most functional, and best converting forms ever. See for yourself and then schedule a time to talk with us about how you can make more money online using NGP VAN.

What are you waiting for? Contact us for a demo today.

Topics: Digital, Fundraising, Design