How setting the donate button apart in the primary navigation impacts traffic to donation page. Experiment ID: #9407

EWTN

Experiment Summary

Ended On: 8/29/2018

On the EWTN homepage, the donation link is currently hidden within the middle of the navigation and out of the eye path on the side of the screen. For this experiment, we moved the “Donate” link to the far-right side of the desktop navigation and changed the color of the button to draw attention to it. We tested this against the control navigation where the “Donate” link is the eighth option in the navigation and not set apart from the other options on the page.

Research Question

Will setting the donate button apart from the rest of the navigation by placement and color increase traffic to the donation page?

Design

C: Control
T1: Treatment button

Results

Treatment Name Click Rate Relative Difference Confidence
C: Control 0.12%
T1: Treatment button 0.14% 18.9% 98.0%

This experiment has a required sample size of 197,792 in order to be valid. Since the experiment had a total sample size of 557,550, 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:

    18.9% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift

Key Learnings

The treatment increased conversion by 19%. This means that by simply setting the donate button apart from the rest of the navigation by placement and color, we were able to get 19% more people to visit the donation page increasing the potential of more donors and revenue to EWTN.


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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.