How should we present an ask on the homepage for Spring Share?
Experiment ID: #196245
Moody Radio
Experiment Summary
Ended On: 03/31/2025
In previous catalytic campaigns for Moody we have found that adding a specific ask on the homepage will convert donors better than relying on the donate buttons that are in the navigation.
During CYE, we tested a sticky bar vs. a lower third slide up and saw that having the lower third increased transactions and revenue. We wanted to see if this same result would hold true outside of CYE, where the motivation is vastly different.
Research Question
We believe that having a lowe third slide up for the homepage during the Spring Share campagin will achieve more transactions because the ask is a newer element that can be more visible to users on the page and the lower third sticky bar allows the user to start their gift on the page rather than going straight to the donation page.
Design
C: Control
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)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 2.4% | ||
| T1: | Treatment #1 | 3.2% | 33.1% | 95.5% |
This experiment has a required sample size of 3,298 in order to be valid. Since the experiment had a total sample size of 6,896, and the level of confidence is above 95% the experiment results are valid.
Flux Metrics Affected
The Flux Metrics analyze the three primary metrics that affect revenue (traffic, conversion rate, and average gift). This experiment produced the following results:
0% increase in traffic
× 33.1% increase in conversion rate
× 0% increase in average gift
Key Learnings
The key learning from this experiment is that implementing a lower third slide up on the homepage during the Spring Share campaign significantly increased donations compared to the control group. The treatment group saw a 33.1% increase in donations for all traffic with a 95.5% statistical level of confidence, indicating that the lower third slide up was a more effective way to encourage users to donate.
Moving forward, we should consider implementing lower third slide ups or similar prominent calls-to-action on our homepage during fundraising campaigns. This can help increase visibility of the donation ask and prompt users to start their gift directly on the page, potentially leading to higher conversion rates and donation amounts. Additionally, we should continue to conduct A/B testing and experiments to optimize our donation strategy and improve the overall effectiveness of our fundraising campaigns.