How setting the donate button apart from other navigation visually can impact clicks to the donation page Experiment ID: #10764

EWTN

Experiment Summary

Timeframe: 9/17/2018 - 10/29/2018

On the National Catholic Register’s website, we hypothesized we might be able to increase the number of people we could get to the donation page by setting the donate button apart from the rest of the navigation on the website. To do this we created a treatment that made the donate button actually look like a button by putting a filled red box behind the word “Donate” and then putting it at the end of the top navigation.

Research Question

Can we increase the number of people getting to the donation page by visually setting apart the donate button on the homepage?

Design

C: Original
T1: Donate Button

Results

Treatment Name Click Rate Relative Difference Confidence Average Gift
C: Original 0.02% $0.00
T1: Donate Button 0.03% 7.1% 55.6% $0.00

This experiment has a required sample size of 6,416,741 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

By setting the donate link apart from the other navigation options visually, we weren’t able to positively or negatively impact conversion. Seeing the click rate of visitors from the homepage to the donation page causes us to hypothesize that the audience coming to NCR’s homepage isn’t coming to it looking for ways to give to NCR, but rather coming for the content/news on the site. Knowing this, we will need to find other ways to get people to the donation page within the site.


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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.