How conveying value in the donate button affects traffic
Experiment ID: #1290
Hillsdale College
Experiment Summary
Timeframe: 05/08/2015 - 05/22/2015
Imprimis is the free monthly speech digest of Hillsdale College and is dedicated to educating citizens and promoting civil and religious liberty by covering cultural, economic, political, and educational issues. It has an audience of over 2.8 million so we saw this as a great opportunity to optimize the pathway to a donation.
Historically, the donate button was found at the top of the site with the text of “Donate Now.” We didn’t believe that really conveyed any value or ownership in their gift so we wanted to try two different treatments.
Research Question
Which call to action can drive the most visitors to the donation page: “Donate Now”, “Make my Gift”, or “Support Imprimis”?
Design
C: "Donate Now" Button
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T1: "Support Imprimis" Button
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Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | "Donate Now" Button | 0.00% | ||
| T1: | "Support Imprimis" Button | 0.25% | 100.0% | 100.0% |
| T2: | "Make My Gift" Button | 0.00% | 0.0% | 0.0% |
This experiment has a required sample size of 2,365 in order to be valid. Since the experiment had a total sample size of 20,077, 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:
100.0% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
None of the other buttons were able to drive a single visitor to the donation page. Upon further reflection, the “Support Imprimis” button was the only one that conveyed any value to the visitors. If they enjoy the publication, this is something that they would be interested in doing. The “Donate Now” and “Make my Gift” are actions that we want them to take but it is not necessarily providing any value or context to the visitor.