How Clear Call-to-Action Buttons Boosted Broadcast Episode Engagement by 62%
Experiment ID: #204173
NextAfter
Experiment Summary
Timeframe: 06/22/2026 - 07/20/2026
An organization’s daily broadcast pages receive a high volume of general organic traffic. Each daily episode features a high-value resource, typically a book authored by the guest in that episode. Viewers are invited to receive this featured resource as a thank-you gift when making a donation of at least the minimum amount.
Historically, episode cards did not have explicit call-to-action buttons, requiring users to click on the card title or image to watch / listen to the episode and explore the featured resource. We wanted to add these buttons (titled “listen or watch now” and “get the featured resource”) as a way to provide clarity and direct pathways for interaction to increase overall episode engagement.
Research Question
We believe that adding two prominent, action oriented buttons directly on each episode card for general broadcast page visitors will achieve an increase in clicks and episode engagement because providing explicit, visual pathways reduces decision friction, clearly defines the available options, and guides users to the next step.
Design
C: Control
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Results
| Treatment Name | Revenue per Visitor | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | $0.61 | $63.00 | ||
| T1: | Add Featured Resource Buttons to Items | $0.72 | 17.8% | 73.8% | $66.00 |
This experiment was validated using 3rd party testing tools. Based upon those calculations, a significant level of confidence was not met so these experiment results are not valid.
Key Learnings
The most successful outcome from this experiment was the 62% increase in clicks on episode cards (776 vs 1,298) at a 100% level of confidence. While we did not successfully validate the total revenue or donations, they trended strongly and positively across the board, making this an overall win. Here are some key takeaways: 1.) Clear Visual CTAs lower Cognitive Friction: Passive design elements (like a hyperlinked text title or clickable thumbnail image) place the cognitive burden on the visitor to figure out how to interact. By introducing explicit, high contrast buttons, we eliminated this ambiguity. This simple, visual guide resulted in an incredible 62% increase, confirming that users are highly responsive to direct prompts to engage. 2.) Device Behavior Trends: -Mobile Users: Exhibited higher button click rates for each option. Mobile visitors are highly thumb-driven and rely heavily on clear button target rather than small inline text links -Desktop users: Produced higher gift counts. This suggests that while mobile is great for quick browsing and initial engagement, desktop remains the preferred environment for completing multi-step donation forms where entering payment details feels more "secure" and physically easier. Next Steps and Future Implications: The organization plans to roll this treatment out on all broadcast pages. The next opportunity lies in optimizing the donation page and conversion funnel, in hopes of validating an increase in revenue and transactions.