How visually changing the “Give Monthly” button impacts traffic to the donation page
Experiment ID: #31559
NextAfter
Experiment Summary
Timeframe: 05/26/2020 - 06/12/2020
On this organization’s website, they present two options for people to give, “Donate” and “Give Monthly”. We hypothesized that we could increase traffic to the monthly donation page by visually setting off the “Give Monthly” button. To do this, we created a subtle animation on the “Give Monthly” button that used a heart icon that pulsed once and the effect would then ripple across the rest of the button. We split the traffic 50/50 and ran this experiment across the website’s entire navigation.
Research Question
Would subtle animation on the Give Monthly donate button increase traffic to the monthly giving page?
Design
C: Control
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T1: Pulsing Monthly Button
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Results
| Treatment Name | Click Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 0.25% | $0.00 | ||
| T1: | Pulsing Monthly Button | 0.31% | 20.3% | 99.3% | $0.00 |
This experiment has a required sample size of 80,708 in order to be valid. Since the experiment had a total sample size of 307,742, 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:
20.3% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
The subtle animation on the “Give Monthly” donate button increase traffic to the monthly giving page by 19%! We weren’t able to validate this experiment off of monthly donations because the conversion rate on the page is too low to validate.
The subtle animation on the treatment caught people’s eye causing them to click through to the donation page. We hypothesize that this tactic may be a novelty. We will continue to monitor it’s effectiveness and retest the approach again in two months to see if the novelty has worn off, or if the subtle animation really is a longer term tactic to increase clicks to the donation page.