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The Navigators

How a sticky slideout on content pages affects overall donor conversion

Experiment ID: #163230

The Navigators

Experiment Summary

Timeframe: 08/25/2023 - 11/15/2023

The Navigators wanted to take advantage of the traffic generated through their resource and blog pages. As people are being equipped/informed, we wanted to run a test where people would see a sticky donate button on the side that would prompt people to give. The treatment would slide out when someone scrolled halfway through the page. If they click “yes” they would be taken to a donation page to make their gift.

Research Question

We believe that adding an additional opportunity to give for site visitors will achieve an increase in donations because they are being prompted to give and reminded how The Navigators has helped them by using value proposition language.

Design

C: Control
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T1: Sticky Tab with Slideout
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https://www.nextafter.com/wp-content/uploads/Sticky_Tab_with_Slideout-768x356.png [medium_large-width] => 640 [medium_large-height] => 297 [large] => https://www.nextafter.com/wp-content/uploads/Sticky_Tab_with_Slideout-1024x474.png [large-width] => 640 [large-height] => 296 [1536x1536] => https://www.nextafter.com/wp-content/uploads/Sticky_Tab_with_Slideout-1536x711.png [1536x1536-width] => 1536 [1536x1536-height] => 711 [2048x2048] => https://www.nextafter.com/wp-content/uploads/Sticky_Tab_with_Slideout-2048x948.png [2048x2048-width] => 2048 [2048x2048-height] => 948 [tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Sticky_Tab_with_Slideout-700x700.png [tp-image-grid-width] => 700 [tp-image-grid-height] => 700 [post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Sticky_Tab_with_Slideout-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://www.nextafter.com/wp-content/uploads/Sticky_Tab_with_Slideout-50x23.png [admin-width] => 50 [admin-height] => 23 [full] => https://www.nextafter.com/wp-content/uploads/Sticky_Tab_with_Slideout-scaled.png [full-width] => 2560 [full-height] => 1186 [thumb_372] => https://www.nextafter.com/wp-content/uploads/Sticky_Tab_with_Slideout-372x172.png [thumb_372-width] => 372 [thumb_372-height] => 172 [single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Sticky_Tab_with_Slideout-980x454.png [single_post_thumbnail-width] => 980 [single_post_thumbnail-height] => 454 [thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Sticky_Tab_with_Slideout-32x15.png [thumb_32_32-width] => 32 [thumb_32_32-height] => 15 [thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Sticky_Tab_with_Slideout-48x22.png [thumb_48_48-width] => 48 [thumb_48_48-height] => 22 [thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Sticky_Tab_with_Slideout-64x30.png [thumb_64_64-width] => 64 [thumb_64_64-height] => 30 [thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Sticky_Tab_with_Slideout-128x59.png [thumb_128_128-width] => 128 [thumb_128_128-height] => 59 [thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Sticky_Tab_with_Slideout-122x56.png [thumb_122_67-width] => 122 [thumb_122_67-height] => 56 [thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Sticky_Tab_with_Slideout-153x71.png [thumb_153_153-width] => 153 [thumb_153_153-height] => 71 [thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Sticky_Tab_with_Slideout-130x60.png [thumb_130_163-width] => 130 [thumb_130_163-height] => 60 [thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Sticky_Tab_with_Slideout-232x107.png [thumb_232_177-width] => 232 [thumb_232_177-height] => 107 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Sticky_Tab_with_Slideout-544x252.png [thumb_272_325-width] => 544 [thumb_272_325-height] => 252 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Sticky_Tab_with_Slideout-271x126.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 126 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Sticky_Tab_with_Slideout-271x126.png [thumb_271_271-width] => 271 [thumb_271_271-height] => 126 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Sticky_Tab_with_Slideout-272x126.png [thumb_272_172-width] => 272 [thumb_272_172-height] => 126 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Sticky_Tab_with_Slideout-372x172.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 172 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Sticky_Tab_with_Slideout-372x172.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 172 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Sticky_Tab_with_Slideout-385x178.png [thumb_385_270-width] => 385 [thumb_385_270-height] => 178 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Sticky_Tab_with_Slideout-416x193.png [thumb_416_241-width] => 416 [thumb_416_241-height] => 193 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Sticky_Tab_with_Slideout-448x207.png [thumb_448_410-width] => 448 [thumb_448_410-height] => 207 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Sticky_Tab_with_Slideout-896x415.png [thumb_448_410_retina-width] => 896 [thumb_448_410_retina-height] => 415 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Sticky_Tab_with_Slideout-574x266.png [thumb_574_382-width] => 574 [thumb_574_382-height] => 266 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Sticky_Tab_with_Slideout-776x359.png [thumb_776_395-width] => 776 [thumb_776_395-height] => 359 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Sticky_Tab_with_Slideout-scaled.png [gform-image-choice-sm-width] => 300 [gform-image-choice-sm-height] => 139 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Sticky_Tab_with_Slideout-scaled.png [gform-image-choice-md-width] => 400 [gform-image-choice-md-height] => 185 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Sticky_Tab_with_Slideout-scaled.png [gform-image-choice-lg-width] => 600 [gform-image-choice-lg-height] => 278 ) ) )

Results

  Treatment Name Conv. Rate Relative Difference Confidence Average Gift
C: Control 0.23% $109.98
T1: Sticky Tab with Slideout 0.31% 36.5% 99.7% $97.04

This experiment has a required sample size of 30,159 in order to be valid. Since the experiment had a total sample size of 142,496, and the level of confidence is above 95% the experiment results are valid.

Flux Metrics Affected

The Flux Metrics analyze the three primary metrics that affect revenue (traffic, conversion rate, and average gift). This experiment produced the following results:

    0% increase in traffic
× 36.5% increase in conversion rate
× 11.8% decrease in average gift
20.4% increase in revenue

Key Learnings

The key learnings from this experiment are as follows:

1. The addition of a sticky donate button on the side of the resource and blog pages resulted in a significant increase in donations. The treatment group experienced a 36.5% increase in transactions compared to the control group, with a 99.7% level of confidence. This suggests that the prompt to give, along with the value proposition language, was effective in persuading visitors to make a donation.

2. The Sticky Donate Click rate increased by 10,3203% with a 100% level of confidence. This indicated that the presence of the sticky donate button garnered more attention and engagement from site visitors.

3. The Sticky Donate-Yes Button Click rate saw a 17% increase with a 100% level of confidence. This suggests that visitors were receptive to the call-to-action and were willing to proceed to the donation page.

4. Surprisingly, the Sticky Donate-No Button Click rate experienced a significant increase of 74,8344% with a 100% level of confidence. This may indicate that even if visitors chose not to donate, they were more engaged and actively responding to the prompt.

Based on these findings, it is evident that the addition of a sticky donate button can be an effective strategy to increase donations. The value proposition language used in the prompt seems to have resonated with site visitors and motivated them to support The Navigators.

Experiment Documented by Jeff Giddens
Jeff Giddens is President of NextAfter.

Question about experiment #163230

If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.