How setting apart the donate button from the rest of the navigation impacts conversion Experiment ID: #9453

EWTN

Experiment Summary

Ended On: 9/25/2018

On the Catholic News Agency’s website, the option to donate is equally weighted among the other navigation options. It is also placed in the middle of the nine other options in the navigation. We hypothesized that the donate option was getting lost in it’s original place. We also hypothesized that by making it look more like a button by adding a color behind the word, we might be able to increase the amount of people getting to the donation page. We developed a treatment that moved the donate option to the end of the navigation options and made it look more like a button.

Research Question

Would setting the donate button apart from the rest of the navigation impact conversion?

Design

C: Original
T1: Donate Button

Results

Treatment Name Click Rate Relative Difference Confidence
C: Original 0.01%
T1: Donate Button 0.02% 169.2% 100.0%

This experiment has a required sample size of 79,063 in order to be valid. Since the experiment had a total sample size of 1,337,034, 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:

    169.2% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift

Key Learnings

By simply pulling the donate link out from the rest of the navigation and putting it on the end and then setting it apart visually by making it look more like a button, we significantly increased the number of people getting to the donation page from the CNA homepage. This 169% increase in clicks from the donation link leads to more people seeing the donation page and potentially increasing the number of people who make a donation – ultimately increasing revenue for the organization.


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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.