How an animated donate button impacts conversion
Experiment ID: #52772
Save the Children
Experiment Summary
Timeframe: 02/02/2021 - 02/19/2021
With the high volume of traffic to the Save the Children website, we wanted to discover new ways to increase traffic to the donation page from the donate button in the primary navigation. To do this, we hypothesized that drawing more attention to the button might increase the number of people who would see the button and ultimately click and give. We set up a treatment version of the donate button that was animated. The animation was subtle with a motion going across the button coming from a heart icon. We tested this button against the control.
Research Question
Can we increase donor conversion with an animated donation button in the primary navigation?
Design
C: Control
Array
(
[0] => Array
(
[ID] => 57896
[id] => 57896
[title] => Control.png
[filename] => Control-244.png
[filesize] => 23741
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-244.png
[link] => https://www.nextafter.com/experiments/how-an-animated-donate-button-impacts-conversion/attachment/control-png-6833/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-png-6833
[status] => inherit
[uploaded_to] => 57893
[date] => 2024-02-09 03:12:19
[modified] => 2024-02-09 03:12:19
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 308
[height] => 152
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-244-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-244-300x148.png
[medium-width] => 300
[medium-height] => 148
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-244.png
[medium_large-width] => 308
[medium_large-height] => 152
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-244.png
[large-width] => 308
[large-height] => 152
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-244.png
[1536x1536-width] => 308
[1536x1536-height] => 152
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-244.png
[2048x2048-width] => 308
[2048x2048-height] => 152
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-244.png
[ab-block-post-grid-landscape-width] => 308
[ab-block-post-grid-landscape-height] => 152
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-244.png
[ab-block-post-grid-square-width] => 308
[ab-block-post-grid-square-height] => 152
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-244.png
[tp-image-grid-width] => 308
[tp-image-grid-height] => 152
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-244-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-244-50x25.png
[admin-width] => 50
[admin-height] => 25
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-244.png
[full-width] => 308
[full-height] => 152
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-244.png
[thumb_372-width] => 308
[thumb_372-height] => 152
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-244.png
[single_post_thumbnail-width] => 308
[single_post_thumbnail-height] => 152
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-244-32x16.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 16
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-244-48x24.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 24
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-244-64x32.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 32
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-244-128x63.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 63
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-244-122x60.png
[thumb_122_67-width] => 122
[thumb_122_67-height] => 60
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-244-153x76.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 76
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-244-130x64.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 64
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-244-232x114.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 114
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-244.png
[thumb_272_325-width] => 308
[thumb_272_325-height] => 152
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-244-271x134.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 134
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-244-271x134.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 134
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-244-272x134.png
[thumb_272_172-width] => 272
[thumb_272_172-height] => 134
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-244.png
[thumb_372_461-width] => 308
[thumb_372_461-height] => 152
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-244.png
[thumb_372_500-width] => 308
[thumb_372_500-height] => 152
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-244.png
[thumb_385_270-width] => 308
[thumb_385_270-height] => 152
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-244.png
[thumb_416_241-width] => 308
[thumb_416_241-height] => 152
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-244.png
[thumb_448_410-width] => 308
[thumb_448_410-height] => 152
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-244.png
[thumb_448_410_retina-width] => 308
[thumb_448_410_retina-height] => 152
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-244.png
[thumb_574_382-width] => 308
[thumb_574_382-height] => 152
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-244.png
[thumb_776_395-width] => 308
[thumb_776_395-height] => 152
) ) [1] => Array
(
[ID] => 57897
[id] => 57897
[title] => Animated_Button.png
[filename] => Animated_Button-1.png
[filesize] => 26444
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Button-1.png
[link] => https://www.nextafter.com/experiments/how-an-animated-donate-button-impacts-conversion/attachment/animated_button-png-8/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => animated_button-png-8
[status] => inherit
[uploaded_to] => 57893
[date] => 2024-02-09 03:12:23
[modified] => 2024-02-09 03:12:23
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 328
[height] => 148
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Button-1-150x148.png
[thumbnail-width] => 150
[thumbnail-height] => 148
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Button-1-300x135.png
[medium-width] => 300
[medium-height] => 135
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Button-1.png
[medium_large-width] => 328
[medium_large-height] => 148
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Button-1.png
[large-width] => 328
[large-height] => 148
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Button-1.png
[1536x1536-width] => 328
[1536x1536-height] => 148
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Button-1.png
[2048x2048-width] => 328
[2048x2048-height] => 148
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Button-1.png
[ab-block-post-grid-landscape-width] => 328
[ab-block-post-grid-landscape-height] => 148
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Button-1.png
[ab-block-post-grid-square-width] => 328
[ab-block-post-grid-square-height] => 148
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Button-1.png
[tp-image-grid-width] => 328
[tp-image-grid-height] => 148
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Button-1-150x148.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 148
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Button-1-50x23.png
[admin-width] => 50
[admin-height] => 23
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Button-1.png
[full-width] => 328
[full-height] => 148
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Button-1.png
[thumb_372-width] => 328
[thumb_372-height] => 148
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Button-1.png
[single_post_thumbnail-width] => 328
[single_post_thumbnail-height] => 148
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Button-1-32x14.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 14
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Button-1-48x22.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 22
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Button-1-64x29.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 29
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Button-1-128x58.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 58
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Button-1-122x55.png
[thumb_122_67-width] => 122
[thumb_122_67-height] => 55
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Button-1-153x69.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 69
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Button-1-130x59.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 59
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Button-1-232x105.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 105
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Button-1.png
[thumb_272_325-width] => 328
[thumb_272_325-height] => 148
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Button-1-271x122.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 122
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Button-1-271x122.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 122
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Button-1-272x123.png
[thumb_272_172-width] => 272
[thumb_272_172-height] => 123
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Button-1.png
[thumb_372_461-width] => 328
[thumb_372_461-height] => 148
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Button-1.png
[thumb_372_500-width] => 328
[thumb_372_500-height] => 148
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Button-1.png
[thumb_385_270-width] => 328
[thumb_385_270-height] => 148
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Button-1.png
[thumb_416_241-width] => 328
[thumb_416_241-height] => 148
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Button-1.png
[thumb_448_410-width] => 328
[thumb_448_410-height] => 148
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Button-1.png
[thumb_448_410_retina-width] => 328
[thumb_448_410_retina-height] => 148
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Button-1.png
[thumb_574_382-width] => 328
[thumb_574_382-height] => 148
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Button-1.png
[thumb_776_395-width] => 328
[thumb_776_395-height] => 148
) ) )
T1: Animated Button
Array
(
[0] => Array
(
[ID] => 57896
[id] => 57896
[title] => Control.png
[filename] => Control-244.png
[filesize] => 23741
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-244.png
[link] => https://www.nextafter.com/experiments/how-an-animated-donate-button-impacts-conversion/attachment/control-png-6833/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-png-6833
[status] => inherit
[uploaded_to] => 57893
[date] => 2024-02-09 03:12:19
[modified] => 2024-02-09 03:12:19
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 308
[height] => 152
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-244-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-244-300x148.png
[medium-width] => 300
[medium-height] => 148
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-244.png
[medium_large-width] => 308
[medium_large-height] => 152
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-244.png
[large-width] => 308
[large-height] => 152
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-244.png
[1536x1536-width] => 308
[1536x1536-height] => 152
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-244.png
[2048x2048-width] => 308
[2048x2048-height] => 152
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-244.png
[ab-block-post-grid-landscape-width] => 308
[ab-block-post-grid-landscape-height] => 152
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-244.png
[ab-block-post-grid-square-width] => 308
[ab-block-post-grid-square-height] => 152
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-244.png
[tp-image-grid-width] => 308
[tp-image-grid-height] => 152
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-244-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-244-50x25.png
[admin-width] => 50
[admin-height] => 25
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-244.png
[full-width] => 308
[full-height] => 152
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-244.png
[thumb_372-width] => 308
[thumb_372-height] => 152
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-244.png
[single_post_thumbnail-width] => 308
[single_post_thumbnail-height] => 152
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-244-32x16.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 16
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-244-48x24.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 24
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-244-64x32.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 32
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-244-128x63.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 63
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-244-122x60.png
[thumb_122_67-width] => 122
[thumb_122_67-height] => 60
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-244-153x76.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 76
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-244-130x64.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 64
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-244-232x114.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 114
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-244.png
[thumb_272_325-width] => 308
[thumb_272_325-height] => 152
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-244-271x134.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 134
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-244-271x134.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 134
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-244-272x134.png
[thumb_272_172-width] => 272
[thumb_272_172-height] => 134
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-244.png
[thumb_372_461-width] => 308
[thumb_372_461-height] => 152
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-244.png
[thumb_372_500-width] => 308
[thumb_372_500-height] => 152
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-244.png
[thumb_385_270-width] => 308
[thumb_385_270-height] => 152
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-244.png
[thumb_416_241-width] => 308
[thumb_416_241-height] => 152
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-244.png
[thumb_448_410-width] => 308
[thumb_448_410-height] => 152
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-244.png
[thumb_448_410_retina-width] => 308
[thumb_448_410_retina-height] => 152
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-244.png
[thumb_574_382-width] => 308
[thumb_574_382-height] => 152
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-244.png
[thumb_776_395-width] => 308
[thumb_776_395-height] => 152
) ) [1] => Array
(
[ID] => 57897
[id] => 57897
[title] => Animated_Button.png
[filename] => Animated_Button-1.png
[filesize] => 26444
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Button-1.png
[link] => https://www.nextafter.com/experiments/how-an-animated-donate-button-impacts-conversion/attachment/animated_button-png-8/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => animated_button-png-8
[status] => inherit
[uploaded_to] => 57893
[date] => 2024-02-09 03:12:23
[modified] => 2024-02-09 03:12:23
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 328
[height] => 148
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Button-1-150x148.png
[thumbnail-width] => 150
[thumbnail-height] => 148
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Button-1-300x135.png
[medium-width] => 300
[medium-height] => 135
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Button-1.png
[medium_large-width] => 328
[medium_large-height] => 148
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Button-1.png
[large-width] => 328
[large-height] => 148
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Button-1.png
[1536x1536-width] => 328
[1536x1536-height] => 148
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Button-1.png
[2048x2048-width] => 328
[2048x2048-height] => 148
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Button-1.png
[ab-block-post-grid-landscape-width] => 328
[ab-block-post-grid-landscape-height] => 148
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Button-1.png
[ab-block-post-grid-square-width] => 328
[ab-block-post-grid-square-height] => 148
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Button-1.png
[tp-image-grid-width] => 328
[tp-image-grid-height] => 148
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Button-1-150x148.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 148
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Button-1-50x23.png
[admin-width] => 50
[admin-height] => 23
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Button-1.png
[full-width] => 328
[full-height] => 148
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Button-1.png
[thumb_372-width] => 328
[thumb_372-height] => 148
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Button-1.png
[single_post_thumbnail-width] => 328
[single_post_thumbnail-height] => 148
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Button-1-32x14.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 14
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Button-1-48x22.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 22
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Button-1-64x29.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 29
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Button-1-128x58.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 58
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Button-1-122x55.png
[thumb_122_67-width] => 122
[thumb_122_67-height] => 55
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Button-1-153x69.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 69
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Button-1-130x59.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 59
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Button-1-232x105.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 105
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Button-1.png
[thumb_272_325-width] => 328
[thumb_272_325-height] => 148
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Button-1-271x122.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 122
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Button-1-271x122.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 122
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Button-1-272x123.png
[thumb_272_172-width] => 272
[thumb_272_172-height] => 123
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Button-1.png
[thumb_372_461-width] => 328
[thumb_372_461-height] => 148
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Button-1.png
[thumb_372_500-width] => 328
[thumb_372_500-height] => 148
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Button-1.png
[thumb_385_270-width] => 328
[thumb_385_270-height] => 148
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Button-1.png
[thumb_416_241-width] => 328
[thumb_416_241-height] => 148
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Button-1.png
[thumb_448_410-width] => 328
[thumb_448_410-height] => 148
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Button-1.png
[thumb_448_410_retina-width] => 328
[thumb_448_410_retina-height] => 148
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Button-1.png
[thumb_574_382-width] => 328
[thumb_574_382-height] => 148
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Button-1.png
[thumb_776_395-width] => 328
[thumb_776_395-height] => 148
) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 1.9% | ||
| T1: | Animated Button | 2.0% | 4.0% | 64.3% |
This experiment has a required sample size of 245,028 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 animated donation button ran for three weeks. While the goal was to increase donor conversion from the animated donate button – which we weren’t able to do with valid results, we did see a significant lift in clicks from it (11%). Essentially, more people clicked to the page but only a minimal amount more donated.
When analyzing the donor conversion, we saw a higher conversion rate from site visitors if they landed on the donation page and saw the animated button versus landing on the homepage.
We also saw the greatest increase in conversion from mobile users. This is most likely due to the button being much more visible on the small device.
After running this experiment and seeing that it was likely not going to validate, we came away with two questions:
- Will the subtle animation be a novelty feature that will fade with time?
- Can we present the subtle animation to people when they are at a point in their experience when they are more likely to convert? This question leads us to our next experiment for this feature where we will trigger the animated donate button at a higher motivation point in their conversion pathway so we can not only get more people to the donation page, but get more people to give.