What is the better donation cta for the hero image?
Experiment ID: #196998
Focus on the Family
Experiment Summary
Ended On: 05/05/2025
The ministry itself spans through several different mediums, such as podcasts, books, as well as children’s programming such as Adventures in Odyssey.
For this test we wanted to see if the current donation call to action (cta) for Raising Highly Capable Kids on the homepage slider is the best option to show when people who are coming to the site might not be familiar with the organization. We swapped the Highly Capable Kids slide with the Adventures in Odyssey slide.
Research Question
We believe that swapping the control doantion cta with an Adventures in Odyssey doantion ask for the homepage hero banner will achieve more transactions because more people will be familiar with AIO.
Design
C: Control
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 2.2% | ||
| T1: | Treatment 1 | 2.7% | 23.2% | 97.0% |
This experiment has a required sample size of 7,113 in order to be valid. Since the experiment had a total sample size of 17,431, 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
× 23.2% increase in conversion rate
× 0% increase in average gift
Key Learnings
The key learnings from this experiment are that swapping the donation call to action for Adventures in Odyssey in the homepage slider resulted in a significant increase in donations for all traffic, with a 22.2% improvement and a statistical confidence level of 96.3%. This outcome suggests that featuring Adventures in Odyssey, a more familiar and well-known program within the organization, resonated better with visitors and encouraged more donations. In future experimentation, we should consider the familiarity and popularity of different programs or campaigns when determining which call to action to feature prominently. By prioritizing content that is already well-known and loved by our audience, we can potentially increase engagement and drive more conversions. Additionally, we should continue to track and analyze the results of A/B tests to gather insights and optimize our strategies for maximizing donations and achieving our organizational goals.