How a pulling a donate button into the main navigation bar impacts clicks in mobile
Experiment ID: #187436
CaringBridge
CaringBridge offers free personal, protected websites for people to easily share updates and receive support and encouragement from their community during a health journey. Every 7 minutes, a CaringBridge website is created for someone experiencing a health event.
Experiment Summary
Ended On: 07/26/2024
For CaringBridge users in mobile, we noticed that the current mobile experience removed the donate button from the top navigation and instead it was placed with a hamburger dropdown menu. Unless a user opened this menu, they would not see the main donate button. Our hypothesis was that by pulling this donate button out of the hidden hamburger menu and making it more visible for mobile users, would generate more clicks and drive more traffic to the main donation page.
Research Question
We believe that pulling the main donate button out of the dropdown menu and into the primary navigation bar for mobile users will achieve an increase in clicks and traffic to the main donation page because it increases visibility of the call-to-action button and reduces the friction of having to “find” the donate button.. because it increases visibility of the call-to-action button and reduces the friction of having to “find” the donate button..
Design
C: Control
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) ) )
Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.01% | ||
| T1: | Treatment #1 | 0.31% | 3,409.9% | 100.0% |
This experiment has a required sample size of 1,371 in order to be valid. Since the experiment had a total sample size of 138,197, 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:
3,409.9% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
The key learning from this experiment is that making the main donate button more visible for mobile users, by pulling it out of the hidden hamburger menu and into the primary navigation bar, significantly increased clicks and traffic to the main donation page. The treatment saw a 3,409.9% increase in Clicks for All Traffic with a 100.0% statistical level of confidence, proving that the hypothesis was correct.
Donor Conversion Rate:
Control: 69,032 Samples | 148 Donations | .2% Conv Rate |
Treatment: 69,165 Samples | 145 Donations | .2 Conv Rate | -2.2 Difference | 15% Significance
What this reveals is that although this didn’t impact donor conversion, it is an effective way of driving more traffic to the page. In future, we can pivot our focus to improving conversion rate of the main donate page.
This experiment underscores the importance of testing and optimizing mobile user experiences to maximize engagement and conversions. It is crucial to continue monitoring user behavior, conducting A/B tests, and implementing changes based on data-driven insights to continually improve the effectiveness of the nonprofit’s digital presence and achieve its goals.