How removing friction and putting a donate button inline of site on a homepage can impact conversion Experiment ID: #8909

Boys Town

Experiment Summary

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.

Research Question

Would moving the donate button increase conversion?

Design

C: Control
T1: Treatment

Results

Treatment Name Click Rate Relative Difference Confidence
C: Control 3.2%
T1: Treatment 4.4% 36.6% 99.5%

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

Key Learnings

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.


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Experiment Documented by...

Courtney Gaines

Courtney is the Senior Director of Optimization 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.