How yes/no “autonomy” language on a sticky bar impacts conversion rate during a high urgency campaign
Experiment ID: #177557
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 pushdown/sticky bar.
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. because the autonomy to make a micro-decision allows the visitor to feel in control before being asked for the gift.
Design
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)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.04% | ||
| T1: | Treatment #1 | 0.05% | 19.5% | 23.2% |
This experiment has a required sample size of 504,780 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
The key learnings from this experiment are that providing visitors with a yes and no option on the homepage pushdown/sticky bar can lead to an increase in the donor conversion rate. The treatment version, which included both options, saw a 19.5% increase in donations for all traffic. However, the statistical level of confidence was only 23.2%, which is below the accepted threshold of 95%. While these results are not considered valid, it does suggest that The Navigators audience responds well to having autonomy and micro-decisions in the donation process. In future experimentation, we should continue to explore the use of two-button options on our homepage pushdown/sticky bar to gauge how it impacts donor conversion rates. It's important to conduct further tests with a larger sample size to ensure statistically significant results that can be used for future decision-making. Additionally, we should consider refining the language used in both the control and treatment versions to see how messaging impacts visitor responses. Ultimately, the key takeaway is that providing visitors with the autonomy to make a micro-decision can positively influence their willingness to donate.