How a Sticky Follow Button Impacts Site Follows
Experiment ID: #187466
CaringBridge
Experiment Summary
Timeframe: 07/26/2024 - 08/01/2024
On CaringBridge site profiles, we wanted to re-test a sticky follow button that stayed pinned to the page when a user scrolled down. This had previously been tested in Caring Bridge 1.o, but not yet in Caring Bridge 2.0.
Research Question
We believe that a sticky follow button that “pins” to the top of the page for users on a site profile will achieve an increase in site follows because it draws more attention to the button visually, but also highlights this as a primary call-to-action.
Design
C: Control
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T1: Sticky Follow Site
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 4.0% | ||
| T1: | Sticky Follow Site | 4.6% | 14.7% | 100.0% |
This experiment has a required sample size of 9,106 in order to be valid. Since the experiment had a total sample size of 60,015, 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:
0% increase in traffic
× 14.7% increase in conversion rate
× 0% increase in average gift
Key Learnings
The key learning from this experiment is that implementing a sticky follow button that stays pinned to the top of the page for users on a site profile led to a significant increase in site follows. The treatment version, which included the sticky follow button resulted in a 14.7% increase in Site Follows for All Traffic with a 100.0% statistical level of confidence. A takeaway from this experiment is more than just making an element more visually apparent, but what that communicates to the reader. Of all the actions that can be taken on a site profile, we're highlighting this is one that's important. This strategy can be applied to other features or buttons on the site to capture users' attention and encourage them to take the desired actions. Additionally, it is important to continue testing and iterating on design elements, language choices, and user experience to optimize engagement and achieve the desired outcomes.