How visually emphasizing the donate button affects traffic Experiment ID: #1698

Dallas Theological Seminary

The DTS mission is, “to glorify God by equipping godly servant-leaders for the proclamation of His Word and the building up of the body of Christ worldwide.” They strive to help men and women fulfill the Great Commission and the Great Commandment, or more simply: Teach Truth. Love Well.

Experiment Summary

Timeframe: 7/9/2015 - 7/20/2015

In previous experiments with Dallas Theological Seminary, we had discovered that visitors to their primary donation page had a high motivation to give. Our concern was that the reason for only getting highly motivated donors was that we were losing potential donors earlier in the funnel.

We decided to run a test on the homepage to see if we could make it easier for potential donors to find the donation page. We created two treatments; both used the same visual emphasis but they tapped into differing visitor motivations.  One button simply said “Donate” to provide clarity while the other read “Support DTS.”

Research Question

Which donation button treatment will drive the most traffic to the donation page?

Design

C: Donate
T1: Purple Donate
T2: Purple Support DTS

Results

Treatment Name Conv. Rate Relative Difference Confidence
C: Donate 0.23%
T1: Purple Donate 0.66% 189.8% 96.7%
T2: Purple Support DTS 0.59% 160.1% 94.1%

This experiment has a required sample size of 3,003 in order to be valid. Since the experiment had a total sample size of 6,483, 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
× 189.8% increase in conversion rate
× 860.0% increase in average gift
2,682.3% increase in revenue

Key Learnings

Both of the purple buttons were able to significantly increase traffic to the donation page. Of these two buttons, the “Donate” button provided the additional clarity necessary to increase not only traffic to the page but also the subsequent donor conversion. We need to make it easy for donors to find the path we want them to take by being both clear in the messaging and visually emphasizing the path we want them to take.


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Experiment Documented by...

Kevin Peters

Kevin is the Chief Technology Officer at NextAfter. If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.