How a direct call to action influences clicks on a sticky-bar Experiment ID: #9085

NextAfter

Experiment Summary

Ended On: 6/11/2018

In this experiment, we were launching a t-shirt design contest for the 2018 NIO Summit. We placed a sticky bar on the homepage of www.niosummit.com to let visitors know about the contest. We tested two different calls to actions: Enter Your Design vs Learn More

Research Question

Will a softer call-to-action drive more traffic to the landing page?

Design

C: Enter Your Design
T1: Learn More

Results

Treatment Name Click Rate Relative Difference Confidence
C: Enter Your Design 2.3%
T1: Learn More 3.5% 53.4% 80.1%

This experiment has a required sample size of 1,449 in order to be valid. Unfortunately, the required sample size was not met and a level of confidence above 95% was not met so the experiment results are not valid.

Key Learnings

The “Learn More” call-to-action drove 53.4% more traffic to the landing page, although the experiment did not reach the 95% level of confidence we would have liked. Nevertheless, this is a strong indicator that a softer call-to-action for general traffic on the homepage is more effective at increasing clicks.


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Experiment Documented by...

Nathan Hill

Nathan is an Optimization Evangelist 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.