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CaringBridge

How adding a sticky navigation bar on mobile affects clicks on Donate button

Experiment ID: #197357

CaringBridge

Experiment Summary

Timeframe: 05/17/2025 - 05/20/2025

For CaringBridge, their mobile navigation bar consisted of multiple buttons where there was minimal space and all the buttons looked very small and stuck together. For this test, we wanted to change the layout of the navigation bar. We added a space above the original navigation bar and added the donate and search button on the extra space above the nav bar. The stacked part with the search button and donate button was sticky, so users could see it while scrolling through. We wanted to test if doing this would affect clicks to the donate button for mobile users.

Research Question

We believe that adding a stacked navigation bar for mobile users will achieve an increase in clicks to the donate button because adding that stacked bar would increase clarity among the buttons and look cleaner.

Design

C: Control
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T1: Treatment 1
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Results

  Treatment Name Click Rate Relative Difference Confidence
C: Control 0.13%
T1: Treatment 1 0.22% 72.4% 100.0%

This experiment has a required sample size of 15,274 in order to be valid. Since the experiment had a total sample size of 311,310, 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:

    72.4% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift

Key Learnings

The key learnings from this experiment are:
  1. Adding a stacked navigation bar for mobile users led to a significant increase in clicks to the donate button (72.4% increase). This indicates that making the donate button more prominent and easily accessible can positively impact user engagement with this feature.
  2. The navigation search button also saw a substantial increase in clicks (676% increase). This suggests that improving the visibility and usability of buttons in the navigation bar can drive higher interaction rates across multiple features.
In future experimentation, we should consider the following:
  1. Continue to prioritize the visibility and accessibility of key features, such as the donate button, by strategically placing them in the navigation bar where they are easily noticeable and clickable.
  2. Use A/B testing and other experimentation methods to iteratively optimize the layout and design of the mobile navigation bar to enhance user experience and drive engagement with important features.
  3. Consider applying similar strategies to other areas of the website or app to improve overall user interaction and achieve organizational goals, such as increasing donations or promoting specific actions.

Experiment Documented by Tristan Amaya

Question about experiment #197357

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