How a sticky bar placement on the top of a page increased clickthrough rate Experiment ID: #13529

The Heritage Foundation

Founded in 1973, The Heritage Foundation is a research and educational institution—a think tank—whose mission is to formulate and promote conservative public policies based on the principles of free enterprise, limited government, individual freedom, traditional American values, and a strong national defense.

Experiment Summary

Timeframe: 3/29/2019 - 3/31/2019

We decided to see if we could promote The Heritage Guide to the Constitution offer for a premium gift with a sticky bar on the digital guide website. What we didn’t know is whether the sticky bar placement at the top or the bottom of the page would generate more traffic.

Research Question

Does the placement of a sticky bar on top or on bottom of the digital Guide website generate more clicks to the donation page / offer?

Design

C: Control
T1: Treatment #1

Results

Treatment Name Click Rate Relative Difference Confidence
C: Control 0.76%
T1: Treatment #1 1.6% 108.3% 96.9%

This experiment has a required sample size of 1,314 in order to be valid. Since the experiment had a total sample size of 3,162, 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:

    108.3% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift

Key Learnings

With a 95% level of confidence, we were able to prove that the sticky bar placed at the top of the page generated 108% more clicks than when the sticky bar was placed at the bottom of the page.


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Experiment Documented by...

Greg Colunga

Greg is Executive Vice President 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.