How moving the donate button down to the same line as the rest of the menu increased donations and revenue
Experiment ID: #18101
The Missionary Oblates of Mary Immaculate
Experiment Summary
Timeframe: 07/02/2019 - 08/02/2019
We wanted to make adjustments to the homepage to get more people to the donate page
Research Question
We wanted to know if moving the donate button down to the same line as the rest of the menu would have an impact on transactions and revenue.
Design
C: Control
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[date] => 2022-10-24 21:48:01
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(
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[thumb_776_395-height] => 395
) ) )
Results
| Treatment Name | Revenue per Visitor | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | $2.57 | $24.07 | ||
| T1: | Variant 1 | $4.58 | 78.3% | 98.5% | $35.57 |
This experiment was validated using 3rd party testing tools. Based upon those calculations, a significant level of confidence was met so these 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
× 20.6% increase in conversion rate
× 47.8% increase in average gift
78.3% increase in revenue
Key Learnings
By making this change to the homepage we found that it increased donations and revenue.