How the kind of language used for the donate button impacts conversion. Experiment ID: #10857
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”.
What kind of copy on the donate CTA would increase traffic to the donation page?
|Treatment Name||Click Rate||Relative Difference||Confidence|
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
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.