How a softer ask on a sticky bar impacts click rate and downstream donor metrics
Experiment ID: #199871
American Cornerstone Institute
Experiment Summary
Ended On: 09/26/2025
For Dr. Carson’s birthday this year, we tested the language on their website sticky bars to see which message resonated more with the audience: a direct ask like “Make my gift” or a softer invitation like “Sign the card.”
The test ran for about three weeks, with traffic split evenly between the two versions.
Research Question
We believe that the softer language on the sticky bar for homepage visitors will achieve an increase in clicks and downstream metrics because it leads to a larger pool of warm prospects who are more likely to donate once on the page to sign his card.
Design
C: Control
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)
)
)
Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.92% | ||
| T1: | Treatment #1 | 4.8% | 425.7% | 100.0% |
This experiment has a required sample size of 140 in order to be valid. Since the experiment had a total sample size of 20,271, 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:
425.7% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
The key learnings from this experiment are that using softer language on the sticky bar for homepage visitors, such as "Sign the card", resulted in a significant increase in clicks compared to a direct ask like "Make my gift". The treatment version saw a 425.7% increase in clicks for all traffic with a 100.0% statistical level of confidence, indicating that the softer approach resonated better with the audience.
More importantly, though, we wanted to see the downstream metrics on this test to measure the true impact of it.
Control:
- 21 gifts, $1,594
- $75 Average gift
Treatment:
- 31 gifts, $876
- $28 Average gift
These results indicated a 46.7% lift in transactions (82.8% LOC), which is encouraging to see, but they also indicate a substantial drop in average gift.
In future experimentation, we should continue to test the use of softer language and invitations in our calls to action. By creating a more inviting and inclusive message, we can attract a larger pool of warm prospects and potentially increase the likelihood of donations. It is important to remember that the tone and language used in our communications can have a significant impact on audience engagement and conversion rates. By leveraging these learnings, we can optimize our messaging to better connect with our audience and drive meaningful actions.