How adding a clickable button to a high-urgency sticky bar impacts donor conversions and clicks
Experiment ID: #193971
CaringBridge
Experiment Summary
Ended On: 12/13/2024
During CaringBridge’s high-urgency appeal, we hypothesized that adding a clickable button with a clear CTA to the donation page would improve clicks and downstream donor conversion as well.
Research Question
We believe that adding a clickable button CTA for users on the CaringBridge site will achieve an increase in donor conversion because it makes the “next step” clear to the reader, rather than relying on the user to figure out that the underlined text is a hyperlink.
Design
C: Control
Array
(
[0] => Array
(
[ID] => 68608
[id] => 68608
[title] => Control.png
[filename] => Control-29.png
[filesize] => 23755
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-29.png
[link] => https://www.nextafter.com/experiments/how-adding-a-clickable-button-to-a-high-urgency-sticky-bar-impacts-donor-conversions-and-clicks/attachment/control-png-9410/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-png-9410
[status] => inherit
[uploaded_to] => 68607
[date] => 2024-12-13 15:23:39
[modified] => 2024-12-13 15:23:39
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1654
[height] => 72
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-29-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-29-300x13.png
[medium-width] => 300
[medium-height] => 13
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-29-768x33.png
[medium_large-width] => 640
[medium_large-height] => 28
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-29-1024x45.png
[large-width] => 640
[large-height] => 28
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-29-1536x67.png
[1536x1536-width] => 1536
[1536x1536-height] => 67
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-29.png
[2048x2048-width] => 1654
[2048x2048-height] => 72
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-29-600x400.png
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-29-600x600.png
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-29-700x700.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-29-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-29-50x2.png
[admin-width] => 50
[admin-height] => 2
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-29.png
[full-width] => 1654
[full-height] => 72
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-29-372x16.png
[thumb_372-width] => 372
[thumb_372-height] => 16
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-29-980x43.png
[single_post_thumbnail-width] => 980
[single_post_thumbnail-height] => 43
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-29-32x1.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 1
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-29-48x2.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 2
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-29-64x3.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 3
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-29-128x6.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 6
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-29-122x5.png
[thumb_122_67-width] => 122
[thumb_122_67-height] => 5
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-29-153x7.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 7
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-29-130x6.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 6
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-29-232x10.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 10
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-29-544x24.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 24
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-29-271x12.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 12
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-29-271x12.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 12
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-29-272x12.png
[thumb_272_172-width] => 272
[thumb_272_172-height] => 12
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-29-372x16.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 16
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-29-372x16.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 16
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-29-385x17.png
[thumb_385_270-width] => 385
[thumb_385_270-height] => 17
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-29-416x18.png
[thumb_416_241-width] => 416
[thumb_416_241-height] => 18
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-29-448x20.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 20
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-29-896x39.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 39
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-29-574x25.png
[thumb_574_382-width] => 574
[thumb_574_382-height] => 25
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-29-776x34.png
[thumb_776_395-width] => 776
[thumb_776_395-height] => 34
) ) [1] => Array
(
[ID] => 68610
[id] => 68610
[title] => Treatment_#1.png
[filename] => Treatment_1-13.png
[filesize] => 25975
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-13.png
[link] => https://www.nextafter.com/experiments/how-adding-a-clickable-button-to-a-high-urgency-sticky-bar-impacts-donor-conversions-and-clicks/attachment/treatment_1-png-3260/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => treatment_1-png-3260
[status] => inherit
[uploaded_to] => 68607
[date] => 2024-12-13 15:23:46
[modified] => 2024-12-13 15:23:46
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1655
[height] => 70
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-13-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-13-300x13.png
[medium-width] => 300
[medium-height] => 13
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-13-768x32.png
[medium_large-width] => 640
[medium_large-height] => 27
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-13-1024x43.png
[large-width] => 640
[large-height] => 27
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-13-1536x65.png
[1536x1536-width] => 1536
[1536x1536-height] => 65
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-13.png
[2048x2048-width] => 1655
[2048x2048-height] => 70
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-13-600x400.png
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-13-600x600.png
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-13-700x700.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-13-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-13-50x2.png
[admin-width] => 50
[admin-height] => 2
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-13.png
[full-width] => 1655
[full-height] => 70
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-13-372x16.png
[thumb_372-width] => 372
[thumb_372-height] => 16
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-13-980x41.png
[single_post_thumbnail-width] => 980
[single_post_thumbnail-height] => 41
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-13-32x1.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 1
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-13-48x2.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 2
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-13-64x3.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 3
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-13-128x5.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 5
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-13-122x5.png
[thumb_122_67-width] => 122
[thumb_122_67-height] => 5
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-13-153x6.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 6
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-13-130x5.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 5
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-13-232x10.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 10
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-13-544x23.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 23
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-13-271x11.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 11
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-13-271x11.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 11
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-13-272x12.png
[thumb_272_172-width] => 272
[thumb_272_172-height] => 12
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-13-372x16.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 16
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-13-372x16.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 16
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-13-385x16.png
[thumb_385_270-width] => 385
[thumb_385_270-height] => 16
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-13-416x18.png
[thumb_416_241-width] => 416
[thumb_416_241-height] => 18
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-13-448x19.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 19
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-13-896x38.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 38
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-13-574x24.png
[thumb_574_382-width] => 574
[thumb_574_382-height] => 24
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-13-776x33.png
[thumb_776_395-width] => 776
[thumb_776_395-height] => 33
) ) )
T1: Treatment #1
Array
(
[0] => Array
(
[ID] => 68608
[id] => 68608
[title] => Control.png
[filename] => Control-29.png
[filesize] => 23755
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-29.png
[link] => https://www.nextafter.com/experiments/how-adding-a-clickable-button-to-a-high-urgency-sticky-bar-impacts-donor-conversions-and-clicks/attachment/control-png-9410/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-png-9410
[status] => inherit
[uploaded_to] => 68607
[date] => 2024-12-13 15:23:39
[modified] => 2024-12-13 15:23:39
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1654
[height] => 72
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-29-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-29-300x13.png
[medium-width] => 300
[medium-height] => 13
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-29-768x33.png
[medium_large-width] => 640
[medium_large-height] => 28
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-29-1024x45.png
[large-width] => 640
[large-height] => 28
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-29-1536x67.png
[1536x1536-width] => 1536
[1536x1536-height] => 67
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-29.png
[2048x2048-width] => 1654
[2048x2048-height] => 72
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-29-600x400.png
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-29-600x600.png
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-29-700x700.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-29-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-29-50x2.png
[admin-width] => 50
[admin-height] => 2
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-29.png
[full-width] => 1654
[full-height] => 72
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-29-372x16.png
[thumb_372-width] => 372
[thumb_372-height] => 16
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-29-980x43.png
[single_post_thumbnail-width] => 980
[single_post_thumbnail-height] => 43
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-29-32x1.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 1
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-29-48x2.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 2
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-29-64x3.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 3
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-29-128x6.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 6
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-29-122x5.png
[thumb_122_67-width] => 122
[thumb_122_67-height] => 5
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-29-153x7.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 7
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-29-130x6.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 6
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-29-232x10.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 10
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-29-544x24.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 24
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-29-271x12.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 12
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-29-271x12.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 12
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-29-272x12.png
[thumb_272_172-width] => 272
[thumb_272_172-height] => 12
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-29-372x16.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 16
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-29-372x16.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 16
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-29-385x17.png
[thumb_385_270-width] => 385
[thumb_385_270-height] => 17
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-29-416x18.png
[thumb_416_241-width] => 416
[thumb_416_241-height] => 18
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-29-448x20.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 20
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-29-896x39.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 39
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-29-574x25.png
[thumb_574_382-width] => 574
[thumb_574_382-height] => 25
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-29-776x34.png
[thumb_776_395-width] => 776
[thumb_776_395-height] => 34
) ) [1] => Array
(
[ID] => 68610
[id] => 68610
[title] => Treatment_#1.png
[filename] => Treatment_1-13.png
[filesize] => 25975
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-13.png
[link] => https://www.nextafter.com/experiments/how-adding-a-clickable-button-to-a-high-urgency-sticky-bar-impacts-donor-conversions-and-clicks/attachment/treatment_1-png-3260/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => treatment_1-png-3260
[status] => inherit
[uploaded_to] => 68607
[date] => 2024-12-13 15:23:46
[modified] => 2024-12-13 15:23:46
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1655
[height] => 70
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-13-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-13-300x13.png
[medium-width] => 300
[medium-height] => 13
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-13-768x32.png
[medium_large-width] => 640
[medium_large-height] => 27
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-13-1024x43.png
[large-width] => 640
[large-height] => 27
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-13-1536x65.png
[1536x1536-width] => 1536
[1536x1536-height] => 65
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-13.png
[2048x2048-width] => 1655
[2048x2048-height] => 70
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-13-600x400.png
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-13-600x600.png
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-13-700x700.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-13-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-13-50x2.png
[admin-width] => 50
[admin-height] => 2
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-13.png
[full-width] => 1655
[full-height] => 70
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-13-372x16.png
[thumb_372-width] => 372
[thumb_372-height] => 16
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-13-980x41.png
[single_post_thumbnail-width] => 980
[single_post_thumbnail-height] => 41
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-13-32x1.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 1
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-13-48x2.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 2
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-13-64x3.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 3
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-13-128x5.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 5
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-13-122x5.png
[thumb_122_67-width] => 122
[thumb_122_67-height] => 5
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-13-153x6.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 6
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-13-130x5.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 5
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-13-232x10.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 10
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-13-544x23.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 23
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-13-271x11.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 11
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-13-271x11.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 11
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-13-272x12.png
[thumb_272_172-width] => 272
[thumb_272_172-height] => 12
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-13-372x16.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 16
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-13-372x16.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 16
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-13-385x16.png
[thumb_385_270-width] => 385
[thumb_385_270-height] => 16
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-13-416x18.png
[thumb_416_241-width] => 416
[thumb_416_241-height] => 18
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-13-448x19.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 19
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-13-896x38.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 38
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-13-574x24.png
[thumb_574_382-width] => 574
[thumb_574_382-height] => 24
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-13-776x33.png
[thumb_776_395-width] => 776
[thumb_776_395-height] => 33
) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.01% | ||
| T1: | Treatment #1 | 0.06% | 287.6% | 100.0% |
This experiment has a required sample size of 15,128 in order to be valid. Since the experiment had a total sample size of 106,915, 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:
0% increase in traffic
× 287.6% increase in conversion rate
× 0% increase in average gift
Key Learnings
The key learning from this experiment is that adding a clickable button with a clear call-to-action (CTA) to the donation page resulted in a significant increase in donor conversion rate. The treatment group, which received the clickable button CTA, saw a 287.6% increase in donations compared to the control group. Furthermore, the results were statistically significant at a 100.0% confidence level, indicating that the improvement was not due to chance.
In future experimentation, we should continue to prioritize clear CTAs and user-friendly design elements to guide our audience towards taking the desired action. This experiment highlights the importance of making the “next step” clear to the reader, as it can have a substantial impact on donor conversion rates. Going forward, we should consider testing different variations of CTAs, buttons, and other design elements to continuously optimize the donation page and enhance the user experience.