The Navigators
How adding clarity and impact to the homepage slide impacts user engagement and donor conversion metrics
Experiment ID: #184257
The Navigators
Experiment Summary
Timeframe: 07/01/2024 - 07/17/2024
The Navigators homepage gets a lot of organic traffic. Therefore, we wanted to use this as leverage for the acquisition of new emails and donors to the organization.
The control homepage offered little to no detail about what resource was being offered in the header image. So we wanted to test how adding clarity around what the offer is and the impact the offer will have in an individual’s life would affect click-through rate and other conversion metrics.
Additionally, we wanted to unlock which offer The Navigators audience would engage with best.
We ran an A/B/C split test with the variates based on content offers:
Version A – Control – Discipleship 101
Version B – Praying the Names & Attributes of God eBook
Version C – How to Memorize Scripture eBook
Research Question
We believe that utilizing a new content offer for homepage visitors will achieve an increase in visitor engagement on the homepage as well as donor conversion metrics because the additional clarity and impact of the content offer will garner more attention from visitors.
Design
C: Control - Discipleship
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Results
This experiment has a required sample size of 358 in order to be valid. Since the experiment had a total sample size of 7,926, 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:
124.8% increase in traffic
× 0% increase in conversion rate
× 8.6% increase in average gift
144.1% increase in revenue
Key Learnings
The A/B/C test conducted on The Navigators’ homepage with three different content offers – Discipleship 101, Praying the Names & Attributes of God, and How to Memorize Scripture – resulted in an impactful outcome.
Treatment 1, which featured the content offer “Praying the Names & Attributes of God,” showed a significant increase in visitor engagement and donor conversion metrics. Specifically, there was a 124.8% increase in Hero CTA button clicks for All Traffic at a 99.9% level of confidence. As well as a 254.1% lift in Hero Button Clicks on Treatment 2 which featured “How to Memorize Scripture: with a level of confidence of 99.9%.
These results indicate that both treatment versions outperformed the control in terms of Hero Button Clicks 99.9% of the time.
We also wanted to see what the downstream revenue looked like for these offers. We used new appeal codes for this test so that we could accurately pull these results.
Revenue from each content offer is below:
Discipleship 101
Praying the Names & Attributes of God
How to Memorize Scripture
The key learnings from this experiment are that both treatment versions outperformed the control in terms of hero button clicks, but in terms of downstream revenue, Treatment 1 (Praying the Names & Attributes of God) outperformed Treatment 2 and the control.
In future experimentation, we plan to capitalize on this learning by leaning into the best performing offer – Praying the Names & Attributes – and test into the styling of the homepage slide using this single offer.
Note – VWO counts email acquisition and transactions based on anyone who saw the test and then completed the applicable action. That does not mean that the action was attributed to the test.