How a homepage donation ask impacted donor conversion
Experiment ID: #6311
The Heritage Foundation
Experiment Summary
Timeframe: 02/10/2017 - 03/16/2017
At the launch of the new Heritage.org redesign, we wanted to find a way to add emphasis to the Donate and Renew buttons that were commonly found in the navigation. The belief was that the navigation would be too hard to find which would result in a reduction in donors coming from the homepage.
To alleviate this potential drop in traffic, we created a treatment that overlaid a donation ask with value proposition copy on the primary banner. The goal was to create an easier to find pathway for visitors to give a gift.
Research Question
Will adding value proposition and additional calls to action to the homepage increase overall donor conversion?
Design
C: Original
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Original | 0.29% | ||
| T1: | Callout Box | 0.32% | 11.4% | 73.6% |
This experiment has a required sample size of 217,469 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 additional callout and buttons were able to drive 20% more traffic to the various donation pages. However, the increased traffic did not statistically increase the overall donor conversion on those pages.