The Impact on Donor Conversion of a Sticky Donate Button on Family Life’s Article Pages
FamilyLife
FamilyLife® has been committed to helping individuals find biblical help for their marriage and family relationships. Through the Weekend to Remember® marriage getaways, FamilyLife Today® radio broadcasts, The Art of Marriage® video event, and the many other resources and content, God has used FamilyLife to restore hope for millions of couples and transform their lives.
Experiment Summary
Timeframe: 03/16/2022 - 04/24/2022
FamilyLife receives a lot of traffic to their article pages. Prior testing with similar organizations found that by having a donate button that “sticks” to the side of the screen with a small animated element (like a heart) that scrolls with the user, we could increase donor conversion. (Focus on the Family had a 60% increase in this test). We hypothesized that by creating a sticky donate button using their brand colors and a small animated heart, we could increase donor conversion by reducing friction and creating appeal for donor engagement.
Research Question
We believe that a sticky donate button will increase donor conversion on FamilyLife’s article pages.
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 0.29% | $0.00 | ||
| T1: | Sticky Donate button | 0.38% | 33.2% | 95.8% | $0.00 |
This experiment has a required sample size of 28,406 in order to be valid. Since the experiment had a total sample size of 61,295, 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
× 33.2% increase in conversion rate
× 0% increase in average gift
Key Learnings
The addition of a sticky button to article pages increased donor conversion for all traffic by reducing friction and increasing appeal. However, due to a large donation made on the control version during the test, revenue results were skewed. Even with that large gift, revenue impact was unable to reach a high level of confidence.
Either way, we have shown that a sticky donate button on the article pages drives more traffic and donations for Family Life.