How Moving the Global Navigation Donate Button Onto Its Own Menu Line impacts donor conversion
Experiment ID: #99645
KCBI
Experiment Summary
Timeframe: 07/05/2022 - 07/24/2022
KCBI is a large Christian radio station in the DFW area with a worldwide listening audience. In a prior test, they’d found that the addition of a “monthly” donate button to their global site navigation menu increased donor conversion. However, there were some issues with that test that made the results unclear. We had several factors that changed in the experiment (the placement of the “give now button,” the wording on the buttons, and the addition of a monthly donate button) that clouded the results. In order to understand WHICH factor led to the increase in donor conversion, we decided to test simply moving the “give now” button out of the menu line with the other options and onto its own line. We believed this would give it prominence as it would stand on its own in the navigation bar.
Since this would only impact Desktop traffic, that is the only source of donors we examined.
Research Question
We believe that moving the “give now” button onto its own global navigation menu line will increase donor conversion
Design
C: Control
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[admin] => https://www.nextafter.com/wp-content/uploads/Moved_to_super_nav-2-50x6.jpg
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[gform-image-choice-md-width] => 400
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[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 74
)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 2.9% | $0.00 | ||
| T1: | Moved to super nav | 1.8% | -37.8% | 91.1% | $0.00 |
This experiment has a required sample size of 1,471 in order to be valid. Since the experiment had a total sample size of 2,256, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
While we didn't wait to reach a 95% or greater level of confidence, there was no period during the test or segment of donors where we were seeing a positive impact and it was clear that moving the button was having a directional decrease on conversion, so we ended the test.
This showed us that donors were not more likely to click the "give now" button when it was in its own menu. Next, we will test the language of the donate button, "give now" vs "donate now" to see which is the most converting.