How the donation button design impacts conversion rate
Experiment ID: #4740
Susan B. Anthony List
Experiment Summary
Timeframe: 05/19/2016 - 08/12/2016
To optimize the donation funnel for the Susan B. Anthony List organization, we did an analysis to discover the biggest opportunities. What we found was that there were not enough organic visitors getting to the donation page to do any testing in that area. We decided to move our efforts forward in the funnel to try to drive more people to the page.
We had the hypothesis that if we made the donation page easier to find and put it into “first person” language, we could drive more visitors to the donation page. We decided to create an experiment to test the idea.
Research Question
Which donation button will drive the most traffic to the donation page?
Design
C: Outline donate button
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T1: Solid donate button
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Outline donate button | 0.39% | $49.26 | ||
| T1: | Solid donate button | 0.39% | -0.7% | 4.7% | $50.90 |
This experiment has a required sample size of 43,265,018 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
The treatment had a nearly identical click through rate and donor conversion rate when compared to the control. The big take away from this experiment is that the button was not hard to find in the first place and that we did not add any significant value with the change in copy. Without those two factors influencing traffic, the treatment did nothing that would impact visitors making it to the donation page.