How removing friction and putting a donate button inline of site on a homepage can impact conversion Experiment ID: #8909
Timeframe: 3/21/2018 - 4/26/2018
On the Boys Town homepage, we hypothesized we might be able to increase the number of people getting to the donation page by increasing the visibility of the donate button, removing other links that potentially created friction. We developed a treatment that moved the donate button from the very top of the page to close to the primary navigation, removed social sharing links, and added an additional opportunity for people to support Boys Town through their Family Home program.
Would moving the donate button increase conversion?
|Treatment Name||Click Rate||Relative Difference||Confidence|
This experiment has a required sample size of 2,029 in order to be valid. Since the experiment had a total sample size of 8,149, 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:
36.6% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift
We were able to increase the number of people getting to the donation page by 36%. This increase in conversion didn’t have a direct impact on donor conversion or revenue yet. But now that we know we can increase conversion to the donation page by reducing friction on the homepage and putting the donate button more inline with a person’s sight, we will do testing on the donation page to help increase conversion of the additional people who are on that page.