How an end-of-article call-to-action affects donor conversion rate Experiment ID: #8983

EWTN

Experiment Summary

Timeframe: 4/25/2018 - 5/11/2018

The National Catholic Register receives hundreds of thousands of visitors each month who want to read news articles and other content to give a Catholic perspective on today’s issues. Though the readers often told NCR that they valued the content, overall donor conversion had significant room for improvement. The only ways to donate were by clicking the donate button in the navigation, or by clicking banner ads that asked for donations throughout the site.

They wondered if it would improve conversion to add a donation call-to-action at the end of the content, right as the reader finished the article. They understood that more donation asks throughout the site would most likely increase conversion, but wanted to understand the impact of these end-of-article CTAs. They split their site traffic using Google’s Optimize tool and showed half of the visitors the end-of-article CTAs to understand the real impact of the additional asks.

Research Question

How will end-of-article call-to-actions affects donor conversion rate?

Design

C: No End-of-Article CTA
T1: With End-of-Article CTA

Results

Treatment Name Conv. Rate Relative Difference Confidence
C: No End-of-Article CTA 0.00%
T1: With End-of-Article CTA 0.02% 800.9% 100.0%

This experiment has a required sample size of 25,927 in order to be valid. Since the experiment had a total sample size of 173,008, 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
× 800.9% increase in conversion rate
× 0% increase in average gift

Key Learnings

The end-of-article calls-to-action produced an 800% lift in donor conversion. Though the overall number of donations was still small relative to site traffic, this showed great promise for getting a lot more traffic to the donation page, which had yet to be optimized. When amortized over a year, this produced a five-figure revenue increase that could be further increased through continued testing and optimization.


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Experiment Documented by...

Jeff Giddens

Jeff is a Senior Vice President 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.