Check out that mountain of awesome.
The chart shows the conversion rate for new signups for users that reach our "Thank You" page. Can you guess when we did the release?
When a donor gives through ActBlue, they have the opportunity to sign up for, what we call, "ActBlue Express" on the "Thank You" page. As "ActBlue Express" users are easier to convert and keep in touch with, the more the better.
What donors used to see was the callout you see at the left. Big buttons, as noticeable as can be. But still, nothing to do here. The buttons say "go someplace else and do something". Who knows what's going to happen? What a psychological barrier.
What the donors see now is the form at right. One field: password. "Password Confirmation" is so 2 years ago. It turns out, password is all we really need. Hopefully, we are able to then flesh out their user account with information we already have from the session and the contribution the user just made. It's so easy! It even has fewer words.
This created some problems elsewhere on the site, because this lite account creation tactic lacks some data that was necessary for creating valid users. So, what did we do? Changed what we think of as a "valid" user. The missing bits of info we now collect incrementally as those bits are needed. This might make some (and very few) user experiences a little more clunky. That's the sacrifice.... did I mention we boosted conversion rate five-fold?
As you can see the new one is much better.