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The Heritage Foundation

How a high contrast donate button in the main navigation of a website affects conversion and revenue

Experiment ID: #169315

The Heritage Foundation

Experiment Summary

Timeframe: 02/05/2024 - 03/07/2024

After successfully testing the addition of a red donate button in the main navigation on the homepage of heritage.org we decided to run the test side wide to Heritage.org visitors in a 50/50 split. The test excluded the homepage from results. This experiment validated several times and ran for over a month, but for logistical reasons it was kept running. While there was lift among all website visitor types, (Email, Social, Search, Returning, and NEw Visitors, etc), the largest lift came from organic traffic to the home page, which created a 55% lift in transactions.

Research Question

We believe that adding a high contrast donate button to the main navigation for heritage.org visitors will achieve a lift in transactions and revenue because it helps website visitors visual interpret the webpages hiearchy of purpose and breaks down their decision process to decide to give a gift.

Design

C: Control
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T1: Red Donate Button Header
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https://www.nextafter.com/wp-content/uploads/Red_Donate_Button_Header-122x48.jpg [thumb_122_67-width] => 122 [thumb_122_67-height] => 48 [thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Red_Donate_Button_Header-153x60.jpg [thumb_153_153-width] => 153 [thumb_153_153-height] => 60 [thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Red_Donate_Button_Header-130x51.jpg [thumb_130_163-width] => 130 [thumb_130_163-height] => 51 [thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Red_Donate_Button_Header-232x91.jpg [thumb_232_177-width] => 232 [thumb_232_177-height] => 91 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Red_Donate_Button_Header-544x214.jpg [thumb_272_325-width] => 544 [thumb_272_325-height] => 214 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Red_Donate_Button_Header-271x107.jpg [thumb_271_346-width] => 271 [thumb_271_346-height] => 107 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Red_Donate_Button_Header-271x107.jpg [thumb_271_271-width] => 271 [thumb_271_271-height] => 107 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Red_Donate_Button_Header-272x107.jpg [thumb_272_172-width] => 272 [thumb_272_172-height] => 107 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Red_Donate_Button_Header-372x146.jpg [thumb_372_461-width] => 372 [thumb_372_461-height] => 146 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Red_Donate_Button_Header-372x146.jpg [thumb_372_500-width] => 372 [thumb_372_500-height] => 146 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Red_Donate_Button_Header-385x151.jpg [thumb_385_270-width] => 385 [thumb_385_270-height] => 151 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Red_Donate_Button_Header-416x164.jpg [thumb_416_241-width] => 416 [thumb_416_241-height] => 164 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Red_Donate_Button_Header-448x176.jpg [thumb_448_410-width] => 448 [thumb_448_410-height] => 176 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Red_Donate_Button_Header-896x353.jpg [thumb_448_410_retina-width] => 896 [thumb_448_410_retina-height] => 353 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Red_Donate_Button_Header-574x226.jpg [thumb_574_382-width] => 574 [thumb_574_382-height] => 226 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Red_Donate_Button_Header-776x305.jpg [thumb_776_395-width] => 776 [thumb_776_395-height] => 305 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Red_Donate_Button_Header.jpg [gform-image-choice-sm-width] => 300 [gform-image-choice-sm-height] => 118 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Red_Donate_Button_Header.jpg [gform-image-choice-md-width] => 400 [gform-image-choice-md-height] => 157 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Red_Donate_Button_Header.jpg [gform-image-choice-lg-width] => 600 [gform-image-choice-lg-height] => 236 ) ) )

Results

  Treatment Name Revenue per Visitor Relative Difference Confidence Average Gift
C: Control $0.02 $69.31
T1: Red Donate Button Header $0.03 24.9% 85.2% $75.60

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

The key learnings from this experiment are as follows: 1. Adding a high contrast donate button to the main navigation for heritage.org visitors resulted in a significant increase in revenue for all traffic, specifically a 24.9% increase. This indicates that the addition of the donate button had a positive impact on user engagement and conversion rates. 2. The treatment also led to a 55% lift in transactions from organic traffic to the home page, showing that the donate button was particularly effective in capturing the attention of visitors coming through this channel. 3. Although the results showed a high level of statistical confidence (85.2%), further testing is recommended to ensure the validity of the findings. The statistical confidence level of 95% was not reached in this experiment. 4. It is important to note that the treatment resulted in a 4% increase in bounce rate. While this may be a concern, it could also indicate that the donate button led to more engaged visitors who explored the website further before exiting. In future experimentation, it would be beneficial to conduct additional tests to validate the impact of the donate button on revenue and transaction rates. It may also be worth exploring different variations of the donate button, such as varying the placement or color, to determine the most effective design for encouraging donations. Overall, the results of this experiment suggest that the addition of a prominent donate button to the main navigation can potentially improve user engagement and increase revenue for Heritage Foundation.

Experiment Documented by NextAfter

Question about experiment #169315

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