Avila Foundation

How a pulsing heart sticky donate button affected donations on homepage

Experiment ID: #155981

Avila Foundation

Experiment Summary

Timeframe: 06/13/2023 - 07/03/2023

Avila is an organization that aims to draw Christians worldwide into deeper union with Christ through mystagogically oriented spiritual education and formation.

In an effort to increase donations from the Spiritual Directions Homepage we decided to test adding a side sticky donate button with a pulsing heart.

Research Question

We believe that by adding a side donate button for homepage visitors will achieve higher conversion in donors because the side button has a pulsing sacred heart and is eye catching.

Design

C: Control
T1: Sticky Donate

Results

 Treatment NameConv. RateRelative DifferenceConfidenceAverage Gift
C: Control 0.17%$21.67
T1: Sticky Donate 0.51%193.6% 91.2%$28.89

This experiment has a required sample size of 2,339 in order to be valid. Since the experiment had a total sample size of 3,510, and the level of confidence is not above 95% the experiment results are not valid.

Key Learnings

The key learnings from this experiment are:

1. The treatment version with the side donate button featuring a pulsing sacred heart significantly increased donations, with a 193.6% increase for all traffic.

2. The treatment version had a higher level of confidence (91.2%) compared to the control version, indicating that the results are approaching validity.

3. When looking at specific visitor segments, the treatment version showed a significant increase in donations for desktop visitors (5903% increase with 97% confidence level) and email visitors (9% increase with 96% confidence level).

4. The changes made in the treatment version, including the addition of the side donate button with a pulsing sacred heart, seem to have a positive impact on donor conversion.

To use these learnings in future experimentation, it would be beneficial to conduct further tests to validate the findings and increase the level of confidence. This could involve testing different versions of the side donate button, such as variations in size, color, or animation. Additionally, exploring other elements on the homepage that could be modified, such as placement or wording of the donate button, could provide further insights into increasing donations. It’s also important to consider the specific characteristics of different visitor segments and tailor the donation strategy accordingly, as seen with the significant increase in donations for desktop and email visitors in this experiment.

When results of the blog page experiment is combined with the blog pages results of the same test (https://app.winstonknows.com/experiment/6142) we find a 66% increase in donations with a 94% level of confidence


Experiment Documented by NextAfter

Question about experiment #155981

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