How adding a slideout donation appeal to an article page affects donation conversion rate compared to a “Dear Reader”
Experiment ID: #204484
Care Net
Experiment Summary
Timeframe: 04/29/2026 - 06/05/2026
Care Net provides support, training, and resources for people facing pregnancy decisions. Through its network and resources, Care Net equips people to offer practical help and gospel-centered support to help people choose life.
Care Net wanted to determine how to introduce a new donation appeal experience on article pages. At the time of the test, neither a bottom-of-article “Dear Care Net Reader” appeal nor an in-article slideout appeal was being used on the site. Because both options represented new approaches, this experiment was designed to determine which format would generate more donations from readers of the article.
The control tested an embedded “Dear Care Net Reader” donation appeal placed near the bottom of the article page. The treatment tested a slideout donation appeal that appeared while visitors were reading the article. Both versions asked readers to support Care Net’s work and connected the donation opportunity to the article content.
The purpose of the experiment was to determine whether a static embedded appeal or a more visible slideout appeal would be more effective as a new donation pathway on article pages. The slideout may have been more noticeable during the reading experience, while the embedded appeal may have felt more naturally integrated into the page.
Research Question
We believe that the slideout donation appeal would increase the donation conversion rate compared to the embedded bottom-of-article appeal because it would be more visible to article readers while they were actively engaged with the content.
Design
C: Control
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)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.17% | ||
| T1: | Treatment #1 | 0.26% | 51.9% | 67.7% |
This experiment has a required sample size of 20,773 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 the slideout donation appeal generated a 51.9% increase in donations compared to the embedded bottom-of-article appeal. This suggests that the more visible and attention-grabbing nature of the slideout appeal may have been more effective at encouraging donations among article readers. However, it's important to note that the confidence level for this result was only 67.7%, below the recommended 95% threshold. This means that the results cannot be considered statistically significant and should not be used as a basis for future decision-making. In future experiments, it would be valuable to continue testing different donation-appeal formats and placements to determine the most effective approach to increasing donations on article pages. By running experiments with larger sample sizes and achieving higher statistical confidence, Care Net can gather more reliable insights to inform its fundraising strategies.