let us help
Subscribe
CaringBridge

How a pulling a donate button into the main navigation bar impacts clicks in mobile

Experiment ID: #187436

CaringBridge

Experiment Summary

Ended On: 07/26/2024

For CaringBridge users in mobile, we noticed that the current mobile experience removed the donate button from the top navigation and instead it was placed with a hamburger dropdown menu. Unless a user opened this menu, they would not see the main donate button. Our hypothesis was that by pulling this donate button out of the hidden hamburger menu and making it more visible for mobile users, would generate more clicks and drive more traffic to the main donation page.

Research Question

We believe that pulling the main donate button out of the dropdown menu and into the primary navigation bar for mobile users will achieve an increase in clicks and traffic to the main donation page because it increases visibility of the call-to-action button and reduces the friction of having to “find” the donate button.. because it increases visibility of the call-to-action button and reduces the friction of having to “find” the donate button..

Design

C: Control
Array ( [0] => Array ( [ID] => 66217 [id] => 66217 [title] => Control.png [filename] => Control-224.png [filesize] => 99986 [url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-224.png [link] => https://www.nextafter.com/experiments/how-a-pulling-a-donate-button-into-the-main-navigation-bar-impacts-clicks-in-mobile/attachment/control-png-8950/ [alt] => [author] => 0 [description] => [caption] => [name] => control-png-8950 [status] => inherit [uploaded_to] => 61215 [date] => 2024-08-29 16:31:48 [modified] => 2024-08-29 16:31:48 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png [width] => 498 [height] => 770 [sizes] => Array ( [thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-224-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-224-194x300.png [medium-width] => 194 [medium-height] => 300 [medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-224.png [medium_large-width] => 498 [medium_large-height] => 770 [large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-224.png [large-width] => 498 [large-height] => 770 [1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-224.png [1536x1536-width] => 498 [1536x1536-height] => 770 [2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-224.png [2048x2048-width] => 498 [2048x2048-height] => 770 [ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-224-600x400.png [ab-block-post-grid-landscape-width] => 600 [ab-block-post-grid-landscape-height] => 400 [ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-224-600x600.png [ab-block-post-grid-square-width] => 600 [ab-block-post-grid-square-height] => 600 [tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-224-700x700.png [tp-image-grid-width] => 700 [tp-image-grid-height] => 700 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-224-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-224-32x50.png [admin-width] => 32 [admin-height] => 50 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-224.png [full-width] => 498 [full-height] => 770 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-224-372x575.png [thumb_372-width] => 372 [thumb_372-height] => 575 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-224-404x625.png [single_post_thumbnail-width] => 404 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-224-21x32.png [thumb_32_32-width] => 21 [thumb_32_32-height] => 32 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-224-31x48.png [thumb_48_48-width] => 31 [thumb_48_48-height] => 48 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-224-41x64.png [thumb_64_64-width] => 41 [thumb_64_64-height] => 64 [thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-224-83x128.png [thumb_128_128-width] => 83 [thumb_128_128-height] => 128 [thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-224-43x67.png [thumb_122_67-width] => 43 [thumb_122_67-height] => 67 [thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-224-99x153.png [thumb_153_153-width] => 99 [thumb_153_153-height] => 153 [thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-224-105x163.png [thumb_130_163-width] => 105 [thumb_130_163-height] => 163 [thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-224-114x177.png [thumb_232_177-width] => 114 [thumb_232_177-height] => 177 [thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-224-420x650.png [thumb_272_325-width] => 420 [thumb_272_325-height] => 650 [thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-224-224x346.png [thumb_271_346-width] => 224 [thumb_271_346-height] => 346 [thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-224-175x271.png [thumb_271_271-width] => 175 [thumb_271_271-height] => 271 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-224-111x172.png [thumb_272_172-width] => 111 [thumb_272_172-height] => 172 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-224-298x461.png [thumb_372_461-width] => 298 [thumb_372_461-height] => 461 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-224-323x500.png [thumb_372_500-width] => 323 [thumb_372_500-height] => 500 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-224-175x270.png [thumb_385_270-width] => 175 [thumb_385_270-height] => 270 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-224-156x241.png [thumb_416_241-width] => 156 [thumb_416_241-height] => 241 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-224-265x410.png [thumb_448_410-width] => 265 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-224.png [thumb_448_410_retina-width] => 498 [thumb_448_410_retina-height] => 770 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-224-247x382.png [thumb_574_382-width] => 247 [thumb_574_382-height] => 382 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-224-255x395.png [thumb_776_395-width] => 255 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-224.png [gform-image-choice-sm-width] => 194 [gform-image-choice-sm-height] => 300 [gform-image-choice-md] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-224.png [gform-image-choice-md-width] => 259 [gform-image-choice-md-height] => 400 [gform-image-choice-lg] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-224.png [gform-image-choice-lg-width] => 388 [gform-image-choice-lg-height] => 600 ) ) [1] => Array ( [ID] => 66219 [id] => 66219 [title] => Treatment_#1.png [filename] => Treatment_1-92.png [filesize] => 109778 [url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-92.png [link] => https://www.nextafter.com/experiments/how-a-pulling-a-donate-button-into-the-main-navigation-bar-impacts-clicks-in-mobile/attachment/treatment_1-png-3075/ [alt] => [author] => 0 [description] => [caption] => [name] => treatment_1-png-3075 [status] => inherit [uploaded_to] => 61215 [date] => 2024-08-29 16:31:54 [modified] => 2024-08-29 16:31:54 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png [width] => 502 [height] => 758 [sizes] => Array ( [thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-92-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-92-199x300.png [medium-width] => 199 [medium-height] => 300 [medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-92.png [medium_large-width] => 502 [medium_large-height] => 758 [large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-92.png [large-width] => 502 [large-height] => 758 [1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-92.png [1536x1536-width] => 502 [1536x1536-height] => 758 [2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-92.png [2048x2048-width] => 502 [2048x2048-height] => 758 [ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-92-600x400.png [ab-block-post-grid-landscape-width] => 600 [ab-block-post-grid-landscape-height] => 400 [ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-92-600x600.png [ab-block-post-grid-square-width] => 600 [ab-block-post-grid-square-height] => 600 [tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-92-700x700.png [tp-image-grid-width] => 700 [tp-image-grid-height] => 700 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-92-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-92-33x50.png [admin-width] => 33 [admin-height] => 50 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-92.png [full-width] => 502 [full-height] => 758 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-92-372x562.png [thumb_372-width] => 372 [thumb_372-height] => 562 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-92-414x625.png [single_post_thumbnail-width] => 414 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-92-21x32.png [thumb_32_32-width] => 21 [thumb_32_32-height] => 32 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-92-32x48.png [thumb_48_48-width] => 32 [thumb_48_48-height] => 48 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-92-42x64.png [thumb_64_64-width] => 42 [thumb_64_64-height] => 64 [thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-92-85x128.png [thumb_128_128-width] => 85 [thumb_128_128-height] => 128 [thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-92-44x67.png [thumb_122_67-width] => 44 [thumb_122_67-height] => 67 [thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-92-101x153.png [thumb_153_153-width] => 101 [thumb_153_153-height] => 153 [thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-92-108x163.png [thumb_130_163-width] => 108 [thumb_130_163-height] => 163 [thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-92-117x177.png [thumb_232_177-width] => 117 [thumb_232_177-height] => 177 [thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-92-430x650.png [thumb_272_325-width] => 430 [thumb_272_325-height] => 650 [thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-92-229x346.png [thumb_271_346-width] => 229 [thumb_271_346-height] => 346 [thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-92-179x271.png [thumb_271_271-width] => 179 [thumb_271_271-height] => 271 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-92-114x172.png [thumb_272_172-width] => 114 [thumb_272_172-height] => 172 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-92-305x461.png [thumb_372_461-width] => 305 [thumb_372_461-height] => 461 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-92-331x500.png [thumb_372_500-width] => 331 [thumb_372_500-height] => 500 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-92-179x270.png [thumb_385_270-width] => 179 [thumb_385_270-height] => 270 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-92-160x241.png [thumb_416_241-width] => 160 [thumb_416_241-height] => 241 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-92-272x410.png [thumb_448_410-width] => 272 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-92.png [thumb_448_410_retina-width] => 502 [thumb_448_410_retina-height] => 758 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-92-253x382.png [thumb_574_382-width] => 253 [thumb_574_382-height] => 382 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-92-262x395.png [thumb_776_395-width] => 262 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-92.png [gform-image-choice-sm-width] => 199 [gform-image-choice-sm-height] => 300 [gform-image-choice-md] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-92.png [gform-image-choice-md-width] => 265 [gform-image-choice-md-height] => 400 [gform-image-choice-lg] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-92.png [gform-image-choice-lg-width] => 397 [gform-image-choice-lg-height] => 600 ) ) )
T1: Treatment #1
Array ( [0] => Array ( [ID] => 66217 [id] => 66217 [title] => Control.png [filename] => Control-224.png [filesize] => 99986 [url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-224.png [link] => https://www.nextafter.com/experiments/how-a-pulling-a-donate-button-into-the-main-navigation-bar-impacts-clicks-in-mobile/attachment/control-png-8950/ [alt] => [author] => 0 [description] => [caption] => [name] => control-png-8950 [status] => inherit [uploaded_to] => 61215 [date] => 2024-08-29 16:31:48 [modified] => 2024-08-29 16:31:48 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png [width] => 498 [height] => 770 [sizes] => Array ( [thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-224-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-224-194x300.png [medium-width] => 194 [medium-height] => 300 [medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-224.png [medium_large-width] => 498 [medium_large-height] => 770 [large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-224.png [large-width] => 498 [large-height] => 770 [1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-224.png [1536x1536-width] => 498 [1536x1536-height] => 770 [2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-224.png [2048x2048-width] => 498 [2048x2048-height] => 770 [ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-224-600x400.png [ab-block-post-grid-landscape-width] => 600 [ab-block-post-grid-landscape-height] => 400 [ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-224-600x600.png [ab-block-post-grid-square-width] => 600 [ab-block-post-grid-square-height] => 600 [tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-224-700x700.png [tp-image-grid-width] => 700 [tp-image-grid-height] => 700 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-224-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-224-32x50.png [admin-width] => 32 [admin-height] => 50 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-224.png [full-width] => 498 [full-height] => 770 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-224-372x575.png [thumb_372-width] => 372 [thumb_372-height] => 575 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-224-404x625.png [single_post_thumbnail-width] => 404 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-224-21x32.png [thumb_32_32-width] => 21 [thumb_32_32-height] => 32 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-224-31x48.png [thumb_48_48-width] => 31 [thumb_48_48-height] => 48 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-224-41x64.png [thumb_64_64-width] => 41 [thumb_64_64-height] => 64 [thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-224-83x128.png [thumb_128_128-width] => 83 [thumb_128_128-height] => 128 [thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-224-43x67.png [thumb_122_67-width] => 43 [thumb_122_67-height] => 67 [thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-224-99x153.png [thumb_153_153-width] => 99 [thumb_153_153-height] => 153 [thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-224-105x163.png [thumb_130_163-width] => 105 [thumb_130_163-height] => 163 [thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-224-114x177.png [thumb_232_177-width] => 114 [thumb_232_177-height] => 177 [thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-224-420x650.png [thumb_272_325-width] => 420 [thumb_272_325-height] => 650 [thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-224-224x346.png [thumb_271_346-width] => 224 [thumb_271_346-height] => 346 [thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-224-175x271.png [thumb_271_271-width] => 175 [thumb_271_271-height] => 271 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-224-111x172.png [thumb_272_172-width] => 111 [thumb_272_172-height] => 172 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-224-298x461.png [thumb_372_461-width] => 298 [thumb_372_461-height] => 461 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-224-323x500.png [thumb_372_500-width] => 323 [thumb_372_500-height] => 500 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-224-175x270.png [thumb_385_270-width] => 175 [thumb_385_270-height] => 270 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-224-156x241.png [thumb_416_241-width] => 156 [thumb_416_241-height] => 241 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-224-265x410.png [thumb_448_410-width] => 265 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-224.png [thumb_448_410_retina-width] => 498 [thumb_448_410_retina-height] => 770 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-224-247x382.png [thumb_574_382-width] => 247 [thumb_574_382-height] => 382 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-224-255x395.png [thumb_776_395-width] => 255 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-224.png [gform-image-choice-sm-width] => 194 [gform-image-choice-sm-height] => 300 [gform-image-choice-md] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-224.png [gform-image-choice-md-width] => 259 [gform-image-choice-md-height] => 400 [gform-image-choice-lg] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-224.png [gform-image-choice-lg-width] => 388 [gform-image-choice-lg-height] => 600 ) ) [1] => Array ( [ID] => 66219 [id] => 66219 [title] => Treatment_#1.png [filename] => Treatment_1-92.png [filesize] => 109778 [url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-92.png [link] => https://www.nextafter.com/experiments/how-a-pulling-a-donate-button-into-the-main-navigation-bar-impacts-clicks-in-mobile/attachment/treatment_1-png-3075/ [alt] => [author] => 0 [description] => [caption] => [name] => treatment_1-png-3075 [status] => inherit [uploaded_to] => 61215 [date] => 2024-08-29 16:31:54 [modified] => 2024-08-29 16:31:54 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png [width] => 502 [height] => 758 [sizes] => Array ( [thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-92-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-92-199x300.png [medium-width] => 199 [medium-height] => 300 [medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-92.png [medium_large-width] => 502 [medium_large-height] => 758 [large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-92.png [large-width] => 502 [large-height] => 758 [1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-92.png [1536x1536-width] => 502 [1536x1536-height] => 758 [2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-92.png [2048x2048-width] => 502 [2048x2048-height] => 758 [ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-92-600x400.png [ab-block-post-grid-landscape-width] => 600 [ab-block-post-grid-landscape-height] => 400 [ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-92-600x600.png [ab-block-post-grid-square-width] => 600 [ab-block-post-grid-square-height] => 600 [tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-92-700x700.png [tp-image-grid-width] => 700 [tp-image-grid-height] => 700 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-92-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-92-33x50.png [admin-width] => 33 [admin-height] => 50 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-92.png [full-width] => 502 [full-height] => 758 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-92-372x562.png [thumb_372-width] => 372 [thumb_372-height] => 562 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-92-414x625.png [single_post_thumbnail-width] => 414 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-92-21x32.png [thumb_32_32-width] => 21 [thumb_32_32-height] => 32 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-92-32x48.png [thumb_48_48-width] => 32 [thumb_48_48-height] => 48 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-92-42x64.png [thumb_64_64-width] => 42 [thumb_64_64-height] => 64 [thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-92-85x128.png [thumb_128_128-width] => 85 [thumb_128_128-height] => 128 [thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-92-44x67.png [thumb_122_67-width] => 44 [thumb_122_67-height] => 67 [thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-92-101x153.png [thumb_153_153-width] => 101 [thumb_153_153-height] => 153 [thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-92-108x163.png [thumb_130_163-width] => 108 [thumb_130_163-height] => 163 [thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-92-117x177.png [thumb_232_177-width] => 117 [thumb_232_177-height] => 177 [thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-92-430x650.png [thumb_272_325-width] => 430 [thumb_272_325-height] => 650 [thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-92-229x346.png [thumb_271_346-width] => 229 [thumb_271_346-height] => 346 [thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-92-179x271.png [thumb_271_271-width] => 179 [thumb_271_271-height] => 271 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-92-114x172.png [thumb_272_172-width] => 114 [thumb_272_172-height] => 172 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-92-305x461.png [thumb_372_461-width] => 305 [thumb_372_461-height] => 461 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-92-331x500.png [thumb_372_500-width] => 331 [thumb_372_500-height] => 500 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-92-179x270.png [thumb_385_270-width] => 179 [thumb_385_270-height] => 270 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-92-160x241.png [thumb_416_241-width] => 160 [thumb_416_241-height] => 241 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-92-272x410.png [thumb_448_410-width] => 272 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-92.png [thumb_448_410_retina-width] => 502 [thumb_448_410_retina-height] => 758 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-92-253x382.png [thumb_574_382-width] => 253 [thumb_574_382-height] => 382 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-92-262x395.png [thumb_776_395-width] => 262 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-92.png [gform-image-choice-sm-width] => 199 [gform-image-choice-sm-height] => 300 [gform-image-choice-md] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-92.png [gform-image-choice-md-width] => 265 [gform-image-choice-md-height] => 400 [gform-image-choice-lg] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-92.png [gform-image-choice-lg-width] => 397 [gform-image-choice-lg-height] => 600 ) ) )

Results

  Treatment Name Click Rate Relative Difference Confidence
C: Control 0.01%
T1: Treatment #1 0.31% 3,409.9% 100.0%

This experiment has a required sample size of 1,371 in order to be valid. Since the experiment had a total sample size of 138,197, 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:

    3,409.9% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift

Key Learnings

The key learning from this experiment is that making the main donate button more visible for mobile users, by pulling it out of the hidden hamburger menu and into the primary navigation bar, significantly increased clicks and traffic to the main donation page. The treatment saw a 3,409.9% increase in Clicks for All Traffic with a 100.0% statistical level of confidence, proving that the hypothesis was correct.

Donor Conversion Rate:

Control: 69,032 Samples | 148 Donations | .2% Conv Rate |

Treatment: 69,165 Samples | 145 Donations | .2 Conv Rate | -2.2 Difference | 15% Significance

What this reveals is that although this didn't impact donor conversion, it is an effective way of driving more traffic to the page. In future, we can pivot our focus to improving conversion rate of the main donate page.

This experiment underscores the importance of testing and optimizing mobile user experiences to maximize engagement and conversions. It is crucial to continue monitoring user behavior, conducting A/B tests, and implementing changes based on data-driven insights to continually improve the effectiveness of the nonprofit's digital presence and achieve its goals.

Experiment Documented by NextAfter

Question about experiment #187436

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