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.
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.”
Which donation button treatment will drive the most traffic to the donation page?
|Treatment Name||Conv. Rate||Relative Difference||Confidence|
|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
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.