How yes/no “autonomy” language on a pop-up impacts conversion rate during a high urgency campaign
The Navigators
Experiment Summary
Timeframe: 04/19/2024 - 04/27/2024
For The Navigators April Eagle Lake High Urgency campaign, we wanted to test using two buttons, both a yes and no option, on their homepage overlay/pop-up.
We hypothesized that providing the visitor with a micro-decision would lead to an increase in the donor conversion rate.
The control features the standard single call-to-action. Whereas, the treatment offers the call-to-action to donate as well as a “No, I’m not interested option.”
Research Question
We believe that including a yes and no option for homepage visitors will achieve an increase in donor conversion rate because the autonomy to make a micro-decision allows the visitor to feel in control before being asked for the gift.
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.24% | ||
| T1: | Treatment #1 | 0.72% | 193.8% | 97.3% |
This experiment has a required sample size of 1,651 in order to be valid. Since the experiment had a total sample size of 4,141, 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
× 193.8% increase in conversion rate
× 0% increase in average gift
Key Learnings
The key learning from this experiment is that providing visitors with a choice between a yes and no option on the homepage overlay significantly increased the donor conversion rate for The Navigators April Eagle Lake High Urgency campaign. The treatment, which featured both options, resulted in a 193.8% increase in donations compared to the control, with a statistical level of confidence of 97.2%. This demonstrates that giving visitors the autonomy to make a micro-decision before being asked for a donation can positively impact conversion rates.
In future experimentation, The Navigators should continue to test and implement strategies that offer visitors a choice or a sense of control in the donation process. This can include using two buttons with different options, adjusting language to frame the call-to-action as a choice rather than a directive, or incorporating interactive elements that engage visitors in decision-making. By leveraging the learnings from this experiment, The Navigators can optimize their donation process and ultimately drive higher conversion rates and engagement with their campaigns.