How changing the call-to-action on the homepage affects conversion rate
Experiment ID: #196874
Time of Grace
Experiment Summary
Timeframe: 04/29/2025 - 05/02/2025
Every month, Time of Grace has a banner on their homepage of the premium running that month, with the CTA “Get the Book”. For this experiment, we wanted to change the CTA to be more focused on donating rather than it being focused on the book.
Research Question
We believe that changing the CTA on the homepage banner for website visitors will achieve an increase in donor conversion rate because having the CTA be donation focused would give clarity and encourage users to give a donations.
Design
C: Control
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 2.5% | $90.63 | ||
| T1: | Donate CTA Banner | 5.0% | 102.3% | 89.4% | $55.00 |
This experiment has a required sample size of 425 in order to be valid. Since the experiment had a total sample size of 608, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
The key learning from this experiment is that changing the CTA on the homepage banner to focus on donations instead of a book led to a significant increase in donor conversion rate. The treatment showed a 102.3% increase in Transactions for All Traffic with an 89.4% statistical level of confidence, indicating that the change was effective in encouraging users to donate. In future experimentation, we should continue to explore the impact of donation-focused CTAs on user behavior and conversion rates. It would be beneficial to conduct additional tests with a larger sample size and over a longer period to validate the results and ensure consistency. Additionally, we can consider testing different variations of donation-focused CTAs to optimize and further enhance the impact on donor conversion rates.