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Care Net

How highlighting the “Give Monthly” button in a nav bar affects recurring donation conversion rate

Experiment ID: #199755

Care Net

Experiment Summary

Timeframe: 09/17/2025 - 10/29/2025

This experiment tested whether making the “Give Monthly” option more visually prominent in the site navigation would increase recurring donations. In the control, the top navigation bar included a “Give Monthly” button, while the “Donate” button was visually emphasized with a teal background. In the treatment, the “Give Monthly” button was replaced with a prominent orange navigation button positioned directly beside the teal “Donate” button.
The rationale was that recurring giving may have been under-emphasized in the existing navigation. By increasing visual contrast and giving “Give Monthly” a more button-like treatment, the team hypothesized that visitors would be more likely to notice the recurring giving option and select it. This test was run across all site traffic, measuring both recurring donation conversion rate and total transaction conversion rate.

Research Question

If the “Give Monthly” button is visually emphasized as an orange button in the main navigation, then all website visitors will be more likely to complete a recurring donation, because the recurring giving option will be more noticeable and appear as a primary action alongside the standard donate button.

Design

C: Control
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T1: Treatment
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640 [medium_large-height] => 63 [large] => https://www.nextafter.com/wp-content/uploads/Treatment-13.png [large-width] => 640 [large-height] => 63 [1536x1536] => https://www.nextafter.com/wp-content/uploads/Treatment-13.png [1536x1536-width] => 912 [1536x1536-height] => 90 [2048x2048] => https://www.nextafter.com/wp-content/uploads/Treatment-13.png [2048x2048-width] => 912 [2048x2048-height] => 90 [tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Treatment-13-700x700.png [tp-image-grid-width] => 700 [tp-image-grid-height] => 700 [post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Treatment-13-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://www.nextafter.com/wp-content/uploads/Treatment-13-50x5.png [admin-width] => 50 [admin-height] => 5 [full] => https://www.nextafter.com/wp-content/uploads/Treatment-13.png [full-width] => 912 [full-height] => 90 [thumb_372] => https://www.nextafter.com/wp-content/uploads/Treatment-13-372x37.png [thumb_372-width] => 372 [thumb_372-height] => 37 [single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Treatment-13.png [single_post_thumbnail-width] => 912 [single_post_thumbnail-height] => 90 [thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Treatment-13-32x3.png [thumb_32_32-width] => 32 [thumb_32_32-height] => 3 [thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Treatment-13-48x5.png [thumb_48_48-width] => 48 [thumb_48_48-height] => 5 [thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Treatment-13-64x6.png [thumb_64_64-width] => 64 [thumb_64_64-height] => 6 [thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Treatment-13-128x13.png [thumb_128_128-width] => 128 [thumb_128_128-height] => 13 [thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Treatment-13-122x12.png [thumb_122_67-width] => 122 [thumb_122_67-height] => 12 [thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Treatment-13-153x15.png [thumb_153_153-width] => 153 [thumb_153_153-height] => 15 [thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Treatment-13-130x13.png [thumb_130_163-width] => 130 [thumb_130_163-height] => 13 [thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Treatment-13-232x23.png [thumb_232_177-width] => 232 [thumb_232_177-height] => 23 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Treatment-13-544x54.png [thumb_272_325-width] => 544 [thumb_272_325-height] => 54 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Treatment-13-271x27.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 27 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Treatment-13-271x27.png [thumb_271_271-width] => 271 [thumb_271_271-height] => 27 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Treatment-13-272x27.png [thumb_272_172-width] => 272 [thumb_272_172-height] => 27 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Treatment-13-372x37.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 37 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Treatment-13-372x37.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 37 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Treatment-13-385x38.png [thumb_385_270-width] => 385 [thumb_385_270-height] => 38 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Treatment-13-416x41.png [thumb_416_241-width] => 416 [thumb_416_241-height] => 41 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Treatment-13-448x44.png [thumb_448_410-width] => 448 [thumb_448_410-height] => 44 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Treatment-13-896x88.png [thumb_448_410_retina-width] => 896 [thumb_448_410_retina-height] => 88 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Treatment-13-574x57.png [thumb_574_382-width] => 574 [thumb_574_382-height] => 57 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Treatment-13-776x77.png [thumb_776_395-width] => 776 [thumb_776_395-height] => 77 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Treatment-13.png [gform-image-choice-sm-width] => 300 [gform-image-choice-sm-height] => 30 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Treatment-13.png [gform-image-choice-md-width] => 400 [gform-image-choice-md-height] => 39 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Treatment-13.png [gform-image-choice-lg-width] => 600 [gform-image-choice-lg-height] => 59 ) ) )

Results

  Treatment Name Conv. Rate Relative Difference Confidence Average Gift
C: Control 0.25% $126.10
T1: Treatment 0.11% -55.3% 83.2% $315.85

This experiment has a required sample size of 7,148 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

What happened: Emphasizing the “Give Monthly” button as an orange button did not increase in recurring donation conversion rate. In this test, the treatment produced fewer recurring donations than the control, a decrease from 0.25% to 0.11%. It also produced fewer total transactions, decreasing from 2.0% to 1.7%. However, these results are directional only. The experiment did not reach the required sample size and did not exceed 95% confidence, so the results are not statistically valid.   Why we think it happened One possible interpretation is that making “Give Monthly” more visually prominent may have introduced friction or confusion in the navigation. Visitors may have perceived the orange button as competing with the primary “Donate” button rather than clarifying the giving path. Another possibility is that recurring giving requires more motivation and context than a navigation button alone can provide. Visitors may need to understand the value, impact, or benefits of monthly giving before they are ready to choose that option. Because the results were not statistically valid, these explanations should be treated as hypotheses for future testing rather than conclusions.

Experiment Documented by NextAfter

Question about experiment #199755

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