The Heritage Foundation

How the navigational buttons impacts traffic driven to the donation page

Experiment ID: #1394

The Heritage Foundation

Experiment Summary

Timeframe: 09/26/2016 - 10/20/2016

We were able to statistically increase the volume of traffic sent to the donation page by 141% by adding a button to the main navigation. The button added to the secondary navigation did not statistically validate but seemed to indicate an increased volume too (it did not appear on mobile which limited its impact with the visitors).

However, while we were able to drive additional traffic, we were not able to significantly boost the number of donations made on that page. Since a navigation change like this would have proven a challenge to implement, it was decided that we would not implement the winner for such a minor lift to donations.

The biggest takeaway from this whole experiment was that simply presenting the donation opportunity was not enough with this audience. We will need to test more radical approaches to motivate them to give.

Research Question

Will including donation links in the main navigation drive additional traffic to the donation page and, if so, how will it convert?

Design

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T2: Orange Button

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Results

	Treatment Name	Conv. Rate	Relative Difference	Confidence
C:	Original	0.02%
T1:	Main Nav	0.04%	137.6%	100.0%
T2:	Orange Button	0.03%	73.1%	99.5%

This experiment has a required sample size of 56,496 in order to be valid. Since the experiment had a total sample size of 653,654, 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
× 137.6% increase in conversion rate
× 0% increase in average gift

Key Learnings

The Daily Signal website is a news site created by The Heritage Foundation as a purely educational outlet. There were email acquisition opportunities found throughout but donor conversion was not a central focus of the site. The only way to make a donation was by clicking on a simple Donate link found buried at the bottom of the site among 30 other links.

Recently, the development department was given the opportunity to introduce donor conversion opportunities to the audience. With the high volume of traffic to the site, we wanted to test the impact of simply adding a donation button to the main navigation. To ensure we adhered to branding guidelines, we developed two different treatments of the donation button; one in the main navigation and then the secondary navigation.

Experiment Documented by NextAfter

Question about experiment #1394

If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.