let us help
Subscribe
CaringBridge

How changing the color of the call to action button on tribute widgets affects conversion rate

Experiment ID: #198430

CaringBridge

Experiment Summary

Timeframe: 07/02/2025 - 07/07/2025

For CaringBridge, their website primarily contains their purple brand color. That is the case for the call to action buttons for the tribute widgets as well. That can potentially cause the button to be blended in with the other elements on the website and not be entirely visible for users. For this test, we wanted to test how changing the button to blue would affect tribute donations. This was tested on all of site tribute widgets.

Research Question

We believe that changing the tribute widget call to action color for profile visitors will achieve an increase in tribute donor conversion rate because changing the color would provide more visibility to the button and provide more clarity as to what the button is for.

Design

C: Control
Array ( [0] => Array ( [ID] => 719431 [id] => 719431 [title] => Control.png [filename] => Control-50.png [filesize] => 49377 [url] => https://www.nextafter.com/wp-content/uploads/Control-50.png [link] => https://www.nextafter.com/experiments/how-changing-the-color-of-the-call-to-action-button-on-tribute-widgets-affects-conversion-rate/attachment/control-png-10609/ [alt] => [author] => 0 [description] => [caption] => [name] => control-png-10609 [status] => inherit [uploaded_to] => 719339 [date] => 2025-07-14 19:11:22 [modified] => 2025-07-14 19:11:22 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://www.nextafter.com/wp-includes/images/media/default.png [width] => 670 [height] => 218 [sizes] => Array ( [thumbnail] => https://www.nextafter.com/wp-content/uploads/Control-50-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://www.nextafter.com/wp-content/uploads/Control-50-300x98.png [medium-width] => 300 [medium-height] => 98 [medium_large] => https://www.nextafter.com/wp-content/uploads/Control-50.png [medium_large-width] => 640 [medium_large-height] => 208 [large] => https://www.nextafter.com/wp-content/uploads/Control-50.png [large-width] => 640 [large-height] => 208 [1536x1536] => https://www.nextafter.com/wp-content/uploads/Control-50.png [1536x1536-width] => 670 [1536x1536-height] => 218 [2048x2048] => https://www.nextafter.com/wp-content/uploads/Control-50.png [2048x2048-width] => 670 [2048x2048-height] => 218 [tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Control-50-700x700.png [tp-image-grid-width] => 700 [tp-image-grid-height] => 700 [post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Control-50-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://www.nextafter.com/wp-content/uploads/Control-50-50x16.png [admin-width] => 50 [admin-height] => 16 [full] => https://www.nextafter.com/wp-content/uploads/Control-50.png [full-width] => 670 [full-height] => 218 [thumb_372] => https://www.nextafter.com/wp-content/uploads/Control-50-372x121.png [thumb_372-width] => 372 [thumb_372-height] => 121 [single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Control-50.png [single_post_thumbnail-width] => 670 [single_post_thumbnail-height] => 218 [thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Control-50-32x10.png [thumb_32_32-width] => 32 [thumb_32_32-height] => 10 [thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Control-50-48x16.png [thumb_48_48-width] => 48 [thumb_48_48-height] => 16 [thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Control-50-64x21.png [thumb_64_64-width] => 64 [thumb_64_64-height] => 21 [thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Control-50-128x42.png [thumb_128_128-width] => 128 [thumb_128_128-height] => 42 [thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Control-50-122x40.png [thumb_122_67-width] => 122 [thumb_122_67-height] => 40 [thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Control-50-153x50.png [thumb_153_153-width] => 153 [thumb_153_153-height] => 50 [thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Control-50-130x42.png [thumb_130_163-width] => 130 [thumb_130_163-height] => 42 [thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Control-50-232x75.png [thumb_232_177-width] => 232 [thumb_232_177-height] => 75 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Control-50-544x177.png [thumb_272_325-width] => 544 [thumb_272_325-height] => 177 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Control-50-271x88.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 88 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Control-50-271x88.png [thumb_271_271-width] => 271 [thumb_271_271-height] => 88 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Control-50-272x89.png [thumb_272_172-width] => 272 [thumb_272_172-height] => 89 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Control-50-372x121.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 121 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Control-50-372x121.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 121 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Control-50-385x125.png [thumb_385_270-width] => 385 [thumb_385_270-height] => 125 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Control-50-416x135.png [thumb_416_241-width] => 416 [thumb_416_241-height] => 135 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Control-50-448x146.png [thumb_448_410-width] => 448 [thumb_448_410-height] => 146 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Control-50.png [thumb_448_410_retina-width] => 670 [thumb_448_410_retina-height] => 218 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Control-50-574x187.png [thumb_574_382-width] => 574 [thumb_574_382-height] => 187 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Control-50.png [thumb_776_395-width] => 670 [thumb_776_395-height] => 218 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Control-50.png [gform-image-choice-sm-width] => 300 [gform-image-choice-sm-height] => 98 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Control-50.png [gform-image-choice-md-width] => 400 [gform-image-choice-md-height] => 130 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Control-50.png [gform-image-choice-lg-width] => 600 [gform-image-choice-lg-height] => 195 ) ) [1] => Array ( [ID] => 719432 [id] => 719432 [title] => Change_tribute_CTA_button_color.png [filename] => Change_tribute_CTA_button_color-8.png [filesize] => 51421 [url] => https://www.nextafter.com/wp-content/uploads/Change_tribute_CTA_button_color-8.png [link] => https://www.nextafter.com/experiments/how-changing-the-color-of-the-call-to-action-button-on-tribute-widgets-affects-conversion-rate/attachment/change_tribute_cta_button_color-png-9/ [alt] => [author] => 0 [description] => [caption] => [name] => change_tribute_cta_button_color-png-9 [status] => inherit [uploaded_to] => 719339 [date] => 2025-07-14 19:11:30 [modified] => 2025-07-14 19:11:30 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://www.nextafter.com/wp-includes/images/media/default.png [width] => 662 [height] => 244 [sizes] => Array ( [thumbnail] => https://www.nextafter.com/wp-content/uploads/Change_tribute_CTA_button_color-8-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://www.nextafter.com/wp-content/uploads/Change_tribute_CTA_button_color-8-300x111.png [medium-width] => 300 [medium-height] => 111 [medium_large] => https://www.nextafter.com/wp-content/uploads/Change_tribute_CTA_button_color-8.png [medium_large-width] => 640 [medium_large-height] => 236 [large] => https://www.nextafter.com/wp-content/uploads/Change_tribute_CTA_button_color-8.png [large-width] => 640 [large-height] => 236 [1536x1536] => https://www.nextafter.com/wp-content/uploads/Change_tribute_CTA_button_color-8.png [1536x1536-width] => 662 [1536x1536-height] => 244 [2048x2048] => https://www.nextafter.com/wp-content/uploads/Change_tribute_CTA_button_color-8.png [2048x2048-width] => 662 [2048x2048-height] => 244 [tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Change_tribute_CTA_button_color-8-700x700.png [tp-image-grid-width] => 700 [tp-image-grid-height] => 700 [post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Change_tribute_CTA_button_color-8-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://www.nextafter.com/wp-content/uploads/Change_tribute_CTA_button_color-8-50x18.png [admin-width] => 50 [admin-height] => 18 [full] => https://www.nextafter.com/wp-content/uploads/Change_tribute_CTA_button_color-8.png [full-width] => 662 [full-height] => 244 [thumb_372] => https://www.nextafter.com/wp-content/uploads/Change_tribute_CTA_button_color-8-372x137.png [thumb_372-width] => 372 [thumb_372-height] => 137 [single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Change_tribute_CTA_button_color-8.png [single_post_thumbnail-width] => 662 [single_post_thumbnail-height] => 244 [thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Change_tribute_CTA_button_color-8-32x12.png [thumb_32_32-width] => 32 [thumb_32_32-height] => 12 [thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Change_tribute_CTA_button_color-8-48x18.png [thumb_48_48-width] => 48 [thumb_48_48-height] => 18 [thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Change_tribute_CTA_button_color-8-64x24.png [thumb_64_64-width] => 64 [thumb_64_64-height] => 24 [thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Change_tribute_CTA_button_color-8-128x47.png [thumb_128_128-width] => 128 [thumb_128_128-height] => 47 [thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Change_tribute_CTA_button_color-8-122x45.png [thumb_122_67-width] => 122 [thumb_122_67-height] => 45 [thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Change_tribute_CTA_button_color-8-153x56.png [thumb_153_153-width] => 153 [thumb_153_153-height] => 56 [thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Change_tribute_CTA_button_color-8-130x48.png [thumb_130_163-width] => 130 [thumb_130_163-height] => 48 [thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Change_tribute_CTA_button_color-8-232x86.png [thumb_232_177-width] => 232 [thumb_232_177-height] => 86 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Change_tribute_CTA_button_color-8-544x201.png [thumb_272_325-width] => 544 [thumb_272_325-height] => 201 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Change_tribute_CTA_button_color-8-271x100.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 100 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Change_tribute_CTA_button_color-8-271x100.png [thumb_271_271-width] => 271 [thumb_271_271-height] => 100 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Change_tribute_CTA_button_color-8-272x100.png [thumb_272_172-width] => 272 [thumb_272_172-height] => 100 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Change_tribute_CTA_button_color-8-372x137.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 137 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Change_tribute_CTA_button_color-8-372x137.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 137 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Change_tribute_CTA_button_color-8-385x142.png [thumb_385_270-width] => 385 [thumb_385_270-height] => 142 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Change_tribute_CTA_button_color-8-416x153.png [thumb_416_241-width] => 416 [thumb_416_241-height] => 153 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Change_tribute_CTA_button_color-8-448x165.png [thumb_448_410-width] => 448 [thumb_448_410-height] => 165 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Change_tribute_CTA_button_color-8.png [thumb_448_410_retina-width] => 662 [thumb_448_410_retina-height] => 244 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Change_tribute_CTA_button_color-8-574x212.png [thumb_574_382-width] => 574 [thumb_574_382-height] => 212 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Change_tribute_CTA_button_color-8.png [thumb_776_395-width] => 662 [thumb_776_395-height] => 244 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Change_tribute_CTA_button_color-8.png [gform-image-choice-sm-width] => 300 [gform-image-choice-sm-height] => 111 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Change_tribute_CTA_button_color-8.png [gform-image-choice-md-width] => 400 [gform-image-choice-md-height] => 147 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Change_tribute_CTA_button_color-8.png [gform-image-choice-lg-width] => 600 [gform-image-choice-lg-height] => 221 ) ) )
T1: Change tribute CTA button color
Array ( [0] => Array ( [ID] => 719431 [id] => 719431 [title] => Control.png [filename] => Control-50.png [filesize] => 49377 [url] => https://www.nextafter.com/wp-content/uploads/Control-50.png [link] => https://www.nextafter.com/experiments/how-changing-the-color-of-the-call-to-action-button-on-tribute-widgets-affects-conversion-rate/attachment/control-png-10609/ [alt] => [author] => 0 [description] => [caption] => [name] => control-png-10609 [status] => inherit [uploaded_to] => 719339 [date] => 2025-07-14 19:11:22 [modified] => 2025-07-14 19:11:22 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://www.nextafter.com/wp-includes/images/media/default.png [width] => 670 [height] => 218 [sizes] => Array ( [thumbnail] => https://www.nextafter.com/wp-content/uploads/Control-50-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://www.nextafter.com/wp-content/uploads/Control-50-300x98.png [medium-width] => 300 [medium-height] => 98 [medium_large] => https://www.nextafter.com/wp-content/uploads/Control-50.png [medium_large-width] => 640 [medium_large-height] => 208 [large] => https://www.nextafter.com/wp-content/uploads/Control-50.png [large-width] => 640 [large-height] => 208 [1536x1536] => https://www.nextafter.com/wp-content/uploads/Control-50.png [1536x1536-width] => 670 [1536x1536-height] => 218 [2048x2048] => https://www.nextafter.com/wp-content/uploads/Control-50.png [2048x2048-width] => 670 [2048x2048-height] => 218 [tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Control-50-700x700.png [tp-image-grid-width] => 700 [tp-image-grid-height] => 700 [post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Control-50-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://www.nextafter.com/wp-content/uploads/Control-50-50x16.png [admin-width] => 50 [admin-height] => 16 [full] => https://www.nextafter.com/wp-content/uploads/Control-50.png [full-width] => 670 [full-height] => 218 [thumb_372] => https://www.nextafter.com/wp-content/uploads/Control-50-372x121.png [thumb_372-width] => 372 [thumb_372-height] => 121 [single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Control-50.png [single_post_thumbnail-width] => 670 [single_post_thumbnail-height] => 218 [thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Control-50-32x10.png [thumb_32_32-width] => 32 [thumb_32_32-height] => 10 [thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Control-50-48x16.png [thumb_48_48-width] => 48 [thumb_48_48-height] => 16 [thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Control-50-64x21.png [thumb_64_64-width] => 64 [thumb_64_64-height] => 21 [thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Control-50-128x42.png [thumb_128_128-width] => 128 [thumb_128_128-height] => 42 [thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Control-50-122x40.png [thumb_122_67-width] => 122 [thumb_122_67-height] => 40 [thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Control-50-153x50.png [thumb_153_153-width] => 153 [thumb_153_153-height] => 50 [thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Control-50-130x42.png [thumb_130_163-width] => 130 [thumb_130_163-height] => 42 [thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Control-50-232x75.png [thumb_232_177-width] => 232 [thumb_232_177-height] => 75 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Control-50-544x177.png [thumb_272_325-width] => 544 [thumb_272_325-height] => 177 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Control-50-271x88.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 88 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Control-50-271x88.png [thumb_271_271-width] => 271 [thumb_271_271-height] => 88 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Control-50-272x89.png [thumb_272_172-width] => 272 [thumb_272_172-height] => 89 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Control-50-372x121.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 121 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Control-50-372x121.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 121 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Control-50-385x125.png [thumb_385_270-width] => 385 [thumb_385_270-height] => 125 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Control-50-416x135.png [thumb_416_241-width] => 416 [thumb_416_241-height] => 135 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Control-50-448x146.png [thumb_448_410-width] => 448 [thumb_448_410-height] => 146 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Control-50.png [thumb_448_410_retina-width] => 670 [thumb_448_410_retina-height] => 218 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Control-50-574x187.png [thumb_574_382-width] => 574 [thumb_574_382-height] => 187 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Control-50.png [thumb_776_395-width] => 670 [thumb_776_395-height] => 218 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Control-50.png [gform-image-choice-sm-width] => 300 [gform-image-choice-sm-height] => 98 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Control-50.png [gform-image-choice-md-width] => 400 [gform-image-choice-md-height] => 130 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Control-50.png [gform-image-choice-lg-width] => 600 [gform-image-choice-lg-height] => 195 ) ) [1] => Array ( [ID] => 719432 [id] => 719432 [title] => Change_tribute_CTA_button_color.png [filename] => Change_tribute_CTA_button_color-8.png [filesize] => 51421 [url] => https://www.nextafter.com/wp-content/uploads/Change_tribute_CTA_button_color-8.png [link] => https://www.nextafter.com/experiments/how-changing-the-color-of-the-call-to-action-button-on-tribute-widgets-affects-conversion-rate/attachment/change_tribute_cta_button_color-png-9/ [alt] => [author] => 0 [description] => [caption] => [name] => change_tribute_cta_button_color-png-9 [status] => inherit [uploaded_to] => 719339 [date] => 2025-07-14 19:11:30 [modified] => 2025-07-14 19:11:30 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://www.nextafter.com/wp-includes/images/media/default.png [width] => 662 [height] => 244 [sizes] => Array ( [thumbnail] => https://www.nextafter.com/wp-content/uploads/Change_tribute_CTA_button_color-8-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://www.nextafter.com/wp-content/uploads/Change_tribute_CTA_button_color-8-300x111.png [medium-width] => 300 [medium-height] => 111 [medium_large] => https://www.nextafter.com/wp-content/uploads/Change_tribute_CTA_button_color-8.png [medium_large-width] => 640 [medium_large-height] => 236 [large] => https://www.nextafter.com/wp-content/uploads/Change_tribute_CTA_button_color-8.png [large-width] => 640 [large-height] => 236 [1536x1536] => https://www.nextafter.com/wp-content/uploads/Change_tribute_CTA_button_color-8.png [1536x1536-width] => 662 [1536x1536-height] => 244 [2048x2048] => https://www.nextafter.com/wp-content/uploads/Change_tribute_CTA_button_color-8.png [2048x2048-width] => 662 [2048x2048-height] => 244 [tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Change_tribute_CTA_button_color-8-700x700.png [tp-image-grid-width] => 700 [tp-image-grid-height] => 700 [post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Change_tribute_CTA_button_color-8-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://www.nextafter.com/wp-content/uploads/Change_tribute_CTA_button_color-8-50x18.png [admin-width] => 50 [admin-height] => 18 [full] => https://www.nextafter.com/wp-content/uploads/Change_tribute_CTA_button_color-8.png [full-width] => 662 [full-height] => 244 [thumb_372] => https://www.nextafter.com/wp-content/uploads/Change_tribute_CTA_button_color-8-372x137.png [thumb_372-width] => 372 [thumb_372-height] => 137 [single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Change_tribute_CTA_button_color-8.png [single_post_thumbnail-width] => 662 [single_post_thumbnail-height] => 244 [thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Change_tribute_CTA_button_color-8-32x12.png [thumb_32_32-width] => 32 [thumb_32_32-height] => 12 [thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Change_tribute_CTA_button_color-8-48x18.png [thumb_48_48-width] => 48 [thumb_48_48-height] => 18 [thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Change_tribute_CTA_button_color-8-64x24.png [thumb_64_64-width] => 64 [thumb_64_64-height] => 24 [thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Change_tribute_CTA_button_color-8-128x47.png [thumb_128_128-width] => 128 [thumb_128_128-height] => 47 [thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Change_tribute_CTA_button_color-8-122x45.png [thumb_122_67-width] => 122 [thumb_122_67-height] => 45 [thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Change_tribute_CTA_button_color-8-153x56.png [thumb_153_153-width] => 153 [thumb_153_153-height] => 56 [thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Change_tribute_CTA_button_color-8-130x48.png [thumb_130_163-width] => 130 [thumb_130_163-height] => 48 [thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Change_tribute_CTA_button_color-8-232x86.png [thumb_232_177-width] => 232 [thumb_232_177-height] => 86 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Change_tribute_CTA_button_color-8-544x201.png [thumb_272_325-width] => 544 [thumb_272_325-height] => 201 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Change_tribute_CTA_button_color-8-271x100.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 100 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Change_tribute_CTA_button_color-8-271x100.png [thumb_271_271-width] => 271 [thumb_271_271-height] => 100 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Change_tribute_CTA_button_color-8-272x100.png [thumb_272_172-width] => 272 [thumb_272_172-height] => 100 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Change_tribute_CTA_button_color-8-372x137.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 137 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Change_tribute_CTA_button_color-8-372x137.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 137 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Change_tribute_CTA_button_color-8-385x142.png [thumb_385_270-width] => 385 [thumb_385_270-height] => 142 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Change_tribute_CTA_button_color-8-416x153.png [thumb_416_241-width] => 416 [thumb_416_241-height] => 153 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Change_tribute_CTA_button_color-8-448x165.png [thumb_448_410-width] => 448 [thumb_448_410-height] => 165 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Change_tribute_CTA_button_color-8.png [thumb_448_410_retina-width] => 662 [thumb_448_410_retina-height] => 244 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Change_tribute_CTA_button_color-8-574x212.png [thumb_574_382-width] => 574 [thumb_574_382-height] => 212 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Change_tribute_CTA_button_color-8.png [thumb_776_395-width] => 662 [thumb_776_395-height] => 244 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Change_tribute_CTA_button_color-8.png [gform-image-choice-sm-width] => 300 [gform-image-choice-sm-height] => 111 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Change_tribute_CTA_button_color-8.png [gform-image-choice-md-width] => 400 [gform-image-choice-md-height] => 147 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Change_tribute_CTA_button_color-8.png [gform-image-choice-lg-width] => 600 [gform-image-choice-lg-height] => 221 ) ) )

Results

  Treatment Name Conv. Rate Relative Difference Confidence Average Gift
C: Control 0.22% $54.51
T1: Change tribute CTA button color 0.22% 2.8% 38.3% $52.00

This experiment has a required sample size of 4,599,363 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 learnings from this experiment are:

  1. Changing the tribute widget call to action color from purple to blue resulted in a 2.8% increase in Donations - Tribute for All Traffic, but with a low statistical confidence level of 38.3%. This indicates that the change may have had a positive impact on donor conversion, but the results are  inconclusive.
  2. However, Revenue - Tribute experienced a significant 19% decrease with a high level of confidence (100%). This indicates that while the number of donations may have increased, the total revenue generated from tributes decreased.
In future experimentation, it is important to consider the following:
  1. The impact of changes on multiple metrics: While an increase in donations is positive, it is essential to also consider the impact on overall revenue. It's important to strike a balance between increasing donations and maintaining or increasing revenue.
  2. Statistical confidence level: Results with a low statistical confidence level like the one in this experiment should not be relied upon for decision-making. It's crucial to ensure that any conclusions drawn are statistically significant to make informed decisions.
  3. Further testing: To validate the impact of changing the tribute widget call to action color, additional testing with a larger sample size and longer duration may be necessary. This will help in drawing more reliable and conclusive results.
Overall, this experiment highlights the importance of considering multiple metrics, statistical confidence levels, and the need for further testing before making any significant changes based on experiment results.

Experiment Documented by NextAfter

Question about experiment #198430

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