How “Yes/No” Autonomy Language on a CYE Sticky Bar Impacts Conversion Rate
MAF
Experiment Summary
Timeframe: 12/04/2023 - 12/31/2023
One simple but powerful way to encourage donors to take action is by giving them a small choice up front. In this test, the idea was to use “yes/no” language in a sticky bar at the top of the homepage. Rather than jumping straight to a donation ask, the message first invited visitors to make a micro‑decision—a quick yes or no—before leading into the giving opportunity.
Research Question
We believe that a yes/no CTA on the MAF homepage will increase conversion rate because users will be more likely to give when their autonomy is preserved and they are given a “micro-decision” at the top of the funnel before being asked to give.
Design
C: Control
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T1: Treatment 1
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 1.5% | ||
| T1: | Treatment 1 | 2.4% | 62.4% | 98.2% |
This experiment has a required sample size of 1,716 in order to be valid. Since the experiment had a total sample size of 4,993, 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
× 62.4% increase in conversion rate
× 0% increase in average gift
Key Learnings
The key learning from this experiment is that incorporating a yes/no CTA that provides users with a micro-decision at the top of the funnel significantly increased the donor conversion rate. The treatment group saw a 62.4% increase in donations with high statistical confidence. In future experimentation, it is important to continue exploring the impact of autonomy and micro-decision making on user behavior. This approach of giving users a sense of control and involvement in the donation process could be applied to other areas of the website or fundraising campaigns. Overall, this experiment's results highlight the value of providing users with autonomy and decision-making opportunities in driving conversions. By understanding and leveraging this psychology, future experimentation efforts can focus on creating more engaging and compelling user experiences.