How a higher contrast donation button impacts clicks and overall giving
Experiment ID: #178032
International Mission Board
Experiment Summary
Timeframe: 05/03/2024 - 05/29/2024
In an effort to push more traffic to IMB’s Home Donation Page, we tested using a higher contrast button to attract visitor’s attention.
This type of test has resulted in a lift in donor conversion metrics for other clients, so we were excited to see how it performed.
Our goal was that by using a higher contrast button color, more visitors would click the button to be directed to the donation page, therefore, increasing giving.
Research Question
We believe that using a higher contrast button on the donate button for homepage visitors will achieve an increase in clicks and overall giving because the higher contrast button would attract the visitors attention quicker therefore reducing friction on the page.
Design
C: Control
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T1: High Contrast Donate Button
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 0.78% | $0.00 | ||
| T1: | High Contrast Donate Button | 0.75% | -4.4% | 27.3% | $1,380.88 |
This experiment has a required sample size of 497,002 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
The key learning from this experiment is that using a higher contrast button on the donate button for homepage visitors resulted in a 4.3% increase in transactions for all traffic. However, the statistical level of confidence was only 27.3%, which means that these results are not considered valid and should not be used for future decision making.
In future experimentation, it is important to ensure that the sample size is sufficient to achieve a higher level of statistical confidence. Additionally, it may be beneficial to run the experiment for a longer period of time to gather more data and potentially increase the validity of the results.
Overall, while the initial results show promise, it is essential to rely on statistically significant data to make informed decisions about implementing changes to the website.