How adding additional value proposition to navigation giving buttons impacts recurring donor conversion
Care Net
Experiment Summary
Timeframe: 01/18/2024 - 02/23/2024
Care Net tested into adding a “Give Monthly” button in their main navigation next to their main donate button. While this increased clarity, we wondered if we could increase the appeal of giving while adding even more clarity by adding additional copy below the main button text.
For the Donate button, we added the text, “Save a baby today.” For the Give Monthly button, we added the text, “Save babies 365 days a year.”
Research Question
We believe that adding statements below the main donate and give monthly buttons for the site navigation will achieve an increase in recurring donations because it increases the appeal and clarity of giving on a recurring basis.
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.06% | ||
| T1: | Treatment #1 | 0.10% | 67.0% | 78.1% |
This experiment has a required sample size of 36,380 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 adding statements below the main donate and give monthly buttons in the site navigation can potentially increase recurring donations by making the appeal and clarity of giving on a recurring basis more prominent. The treatment, which added the text “Save a baby today” below the Donate button and “Save babies 365 days a year” below the Give Monthly button, resulted in a 67.0% increase in donations for all traffic.
However, the statistical level of confidence for this result was 78.1%, which is below the commonly accepted threshold of 95% for valid results. Therefore, while the treatment showed a promising outcome, it cannot be considered statistically significant and should not be used for future decision making.
In future experimentation, it may be beneficial to further test the impact of adding additional copy below the main donation buttons to confirm if it consistently leads to increased donations. It is important to ensure that any findings have a higher level of statistical confidence before implementing changes based on the results. Additionally, exploring different variations of the copy or placement of the text could help optimize the impact on donation rates.