General vs Specific: Does a Tangible Ask Increase Sticky Button Conversions?
Experiment ID: #202835
Buckner International
Experiment Summary
Timeframe: 02/10/2026 - 03/11/2026
Buckner is a humanitarian ministry organization with many varying initiatives and campaigns. We’ve recently been evaluating how to convert visitors to their websites into donors, and decided on a sticky donate button design. However, we wanted to test if a specific campaign call-to-action would outperform a general donation ask in driving donation conversions through the sticky button.
We tested two versions of a persistent sticky button:
- Control: A heart icon with the text: “Donate”, leading to a general donation page supporting children and families
- Treatment: A shoe icon with the text: “Give Shoes”, leading to the Shoes for Orphan Souls donation page (one of Buckner’s most recognizable giving opportunities)
Shoes for Orphan Souls is an evergreen campaign that is also currently promoted with Meta Advertising. It has a strong correlation to Buckner’s brand and a clear cost-per-impact, at $15 for a pair of shoes for one child.
Our hypothesis centered on whether specificity, especially tied to this well-known and emotionally resonant program, would make the giving opportunity feel more compelling.
This test ran for 30 days with a 50/50 traffic split on their general homepage and blog pages, excluding any sensitive blog topics or resources that usually avoid donation asks.
Research Question
We believe that changing the sticky button ask from “Donate” to “Give Shoes” for website visitors will achieve more gifts and revenue because a specific, tangible ask makes the impact clearer and more motivating than a generic donation ask.
Design
C: Control - Donate
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Results
| Treatment Name | Revenue per Visitor | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control - Donate | $0.02 | $50.00 | ||
| T1: | Treatment - Give Shoes | $0.04 | 131.5% | 81.9% | $70.00 |
This experiment was validated using 3rd party testing tools. Based upon those calculations, a significant level of confidence was not met so these experiment results are not valid.
Key Learnings
We ran this test for 1 month, but the site traffic and sticky button conversion rates were too low for us to acquire enough samples for a valid result. The data we do have shows the specific treatment ask to Give Shoes was likely preferred over the control ask to Donate, but further testing is needed to see if this result is truly valid.
Key Learnings:
1.) Tangible framing may also influence gift amount - The treatment saw a higher average gift ($70 vs $50), suggesting that the specific impact framing anchored donors to give more generously, not just convert at higher rates. This suggests that reducing ambiguity at the first touchpoint may increase both conversion and gift size.
2.) Familiar, campaign based asks can outperform generic ones - Shoes for Orphan Souls is a well-known and emotionally resonant program. This test suggests that leading with a recognizable and mission-specific initiative can outperform general appeals, especially on high traffic entry points like a homepage, where they may be motivated to give to that campaign in the first place.
3.) The Sample size limits confidence, but the direction is strong enough to warrant future testing - With only 8 donations, this test lacks the volume needed for a firm conclusion. However, the consistency of the lift indicates that this is a promising direction worth retesting or scaling in a new way.
In future testing, we would need to increase the sample size by running the element on more pages, and also track clicks on each CTA button to see if the landing pages had any effect on the conversion rate.
We should also test alternate elements such as a slide-up element to see if that would increase visitor engagement and get more samples for a test like this.