World Vision UK |
Fewer people giving up halfway: redesigning World Vision UK’s child sponsorship forms
People were starting to sponsor a child through World Vision UK and not finishing. Box UK redesigned the forms field by field, and completions and monthly donations rose.
In short
World Vision UK supporters sponsor more than 120,000 children, and for most new supporters the online form is where that starts. Too many people were abandoning the sponsorship and donation forms partway through, and the forms gave little choice over where money went.
- Box UK analysed the existing site and every field in the journey.
- New wireframes were developed with World Vision’s sponsorship, marketing and technical teams.
- Supporters were given more choice over where their money goes.
- Several rounds of testing refined the forms before launch.
- Form completions and monthly donations both rose.
Customer background
World Vision is a Christian relief, development and advocacy organisation working to overcome poverty and injustice. Through its child sponsorship scheme, supporters are linked with children in communities in need. Globally, supporters sponsor 3.4 million children in almost 100 countries; more than 120,000 of those sponsorships come from the UK.
For World Vision UK, the online sponsorship form is where a supporter’s intention becomes a monthly commitment.
The challenge
World Vision UK was seeing a high drop-off rate on its child sponsorship and online donation forms. People were starting to sponsor a child and not finishing. The forms also didn’t give supporters much choice over how their money was directed.
Every abandoned form was a sponsorship, and a monthly income, that didn’t happen.
Our approach
Our UX designers analysed the existing site and every form field in the sponsorship and donation journey, looking for the points where people hesitated or gave up.
We worked with World Vision UK’s sponsorship, marketing and technical teams to design new wireframes for a clearer journey, then ran several rounds of user acceptance testing to refine it.
Delivery
World Vision UK’s site already ran on Box UK’s Amaxus CMS, so the new forms could be built into the live site without a rebuild. The changes were designed to match the site’s existing styling and layout, so the forms sat naturally alongside the rest of the site.
Several rounds of user acceptance testing came before launch. Each round fed changes back into the forms, so problems were caught before supporters saw them.
After launch, Box UK continued to host and support the site, and went on to improve the Email Sponsored Child and Gift Aid forms.
The outcome
- Higher form completion and more monthly donations.
- A simpler sponsorship process for supporters.
- Further improvements to the Email Sponsored Child and Gift Aid forms followed.
Frequently asked questions
Usually because the form asks for too much, isn’t clear about what happens next, or doesn’t let them give the way they want. Field-by-field analysis shows where people drop off.
Find the fields and steps where people leave, simplify or remove them, and test the new version with real users before launch. That was the approach for World Vision UK.
They can, because every completed sponsorship becomes a regular monthly gift.
What this means
for your organisation
If you’re a charity or membership body, your online forms are where good intentions turn into income, and where many of them are lost. A few changes in the right places can matter more than a full redesign.
If your forms have a drop-off problem, send us a few lines about them. We’ll tell you where we’d look first.
Talk to one of our digital experts
Federica Monticelli
UX Designer
Want to make your digital experiences feel effortless?
Federica blends Italian flair with British UX rigour to craft interfaces that feel effortless and intuitive. With a background in psychology and user experience, she’s passionate about understanding what makes users tick – and turning those insights into beautifully functional designs. Ready to turn user behaviour into better design?
Or call us on 020 7439 1900
Related case studies
-
Delivering with CRO
Read more: Delivering with CROHow CRO programmes improved conversion for clients across sectors
-
World Vision Micro
Read more: World Vision Micro$2M raised through microfinance to transform lives in developing countries.
-
Have a project you’d like to discuss?
Give us a call on 020 7439 1900 or fill in the form and we will get back to you.