Can Introducing a Slide-Up Prompt Donations from Prospective Donors?
Experiment ID: #197984
WUNC
Experiment Summary
Timeframe: 05/02/2025 - 06/09/2025
This experiment was conducted for WUNC, an NPR member station serving listeners across North Carolina. The goal was to explore whether introducing a slide-up donation prompt on the station’s “Ways to Listen” page could increase conversions.
To do this, the team developed a new web asset specifically for this high-traffic page. The slide-up was designed to engage users with a subtle, timely prompt that encourages giving—without interrupting their browsing experience. By targeting a page that typically serves an informational (rather than fundraising) purpose, the test aims to uncover a new opportunity to engage potential donors in a low-friction, high-visibility context.
Research Question
We believe that adding a slide-up donation prompt to the high-traffic “Ways to Listen” page will increase conversions by reaching engaged users at a moment of intent without disrupting their experience.
Design
C: Control
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.07% | ||
| T1: | Treatment #1 | 0.27% | 297.3% | 81.9% |
This experiment has a required sample size of 3,208 in order to be valid. Unfortunately, the required sample size was not met and a level of confidence above 95% was not met so the experiment results are not valid.
Key Learnings
Conclusion & Next Steps The slide-up treatment increased conversions from 0.07% to 0.27%, a 297% relative lift. While the confidence level of 81.9% does not meet the threshold for statistical significance, the notable increase suggests that the slide-up is an effective way to engage visitors on the “Ways to Listen” page—a section typically focused on information rather than fundraising. Key Learnings:
- The “Ways to Listen” page presents an untapped opportunity to introduce donation asks in a non-intrusive way.
- Visitors on this page are open to engaging with donation prompts when presented subtly through slide-ups.
- Even a simple slide-up design can significantly improve conversion rates over no prompt.
- Design Test: Introduce a more humanized slide-up featuring a photo of a popular WUNC host to build trust and emotional connection.
- Messaging Test: Experiment with different copy that emphasizes the listener’s impact or the value of WUNC’s programming to increase motivation.
- CTA Test: Try varying calls to action (e.g., “Support WUNC,” “Join Our Community,” “Help Keep Us On Air”) to find the most compelling phrasing.