How the kind of language used for the donate button impacts conversion. Experiment ID: #10857

EWTN

Experiment Summary

Ended On: 11/14/2018

ChurchPop didn’t have a donate button on the homepage of their website. Instead of testing no donate button vs adding a donate button since we know that we would increase the number of people going to the donate page by adding a button that takes people to it, we tested the kind of language used for the button. For the control, we used language that we typically see used for homepage buttons that take people to a donation page, “Donate”. We tested this against “Support ChurchPop”.

Research Question

What kind of copy on the donate CTA would increase traffic to the donation page?

Design

C: Donate
T1: Support ChurchPop

Results

Treatment Name Click Rate Relative Difference Confidence
C: Donate 0.05%
T1: Support ChurchPop 0.08% 64.1% 100.0%

This experiment has a required sample size of 53,063 in order to be valid. Since the experiment had a total sample size of 1,459,645, 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:

    64.1% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift

Key Learnings

We were able to increase traffic to the donation page with the treatment by 64%. The treatment provided clarity to the action of the button. People knew that by clicking the button they would not only be supporting or donating to something, but also who they were supporting and donating to. By knowing the kind of language to use to increase traffic to a donation page can also have a significant impact on donations and 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.