How replacing an “emergency” banner with an “emergency” slide-in affects conversion rates
Experiment ID: #131899
Save the Children
Experiment Summary
Timeframe: 03/04/2022 - 03/09/2022
Adding an emergency slider with a clear CTA to the homepage will outperform the emergency banner because it moves the page and dynamically loads an equivalent goal.
Numbers in the slide-in module are dynamic and reset every hour. If a user clicks “donate now” and then returns to the homepage within the hour, the number will be lower than what they saw previously. The slide-in module is sticky and stays in view when the user scrolls down the page and can be removed by clicking on the “x” in the top right corner, similar to the emergency banner. Both of these CTA’s are driving to an undesignated GAF form. Copy approved by legal.
Research Question
We believe that adding an emergency slider with a clear CTA to the homepage for potential donors will achieve a greater response than the emergency banner because it moves the page and dynamically loads an equivalent goal.
Design
C: Standard Emergency Banner
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T1: Emergency Slider
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[thumb_385_270-width] => 224
[thumb_385_270-height] => 270
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[thumb_416_241-width] => 200
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[thumb_448_410-width] => 339
[thumb_448_410-height] => 410
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[thumb_448_410_retina-width] => 679
[thumb_448_410_retina-height] => 820
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[thumb_574_382-width] => 316
[thumb_574_382-height] => 382
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[thumb_776_395-width] => 327
[thumb_776_395-height] => 395
) ) [1] => Array
(
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[filesize] => 936067
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[link] => https://www.nextafter.com/experiments/how-replacing-an-emergency-banner-with-an-emergency-slide-in-affects-conversion-rates/attachment/emergency_slider-png-23/
[alt] =>
[author] => 0
[description] =>
[caption] =>
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[status] => inherit
[uploaded_to] => 50341
[date] => 2024-02-09 03:24:25
[modified] => 2024-02-09 03:24:25
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[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
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[height] => 1170
[sizes] => Array
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[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Emergency_Slider-2-600x600.png
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[thumb_372-height] => 480
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[thumb_48_48-width] => 37
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[thumb_122_67-width] => 52
[thumb_122_67-height] => 67
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[thumb_153_153-width] => 118
[thumb_153_153-height] => 153
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[thumb_130_163-width] => 126
[thumb_130_163-height] => 163
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[thumb_232_177-width] => 137
[thumb_232_177-height] => 177
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[thumb_272_325-width] => 503
[thumb_272_325-height] => 650
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[thumb_271_346-height] => 346
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[thumb_271_271-width] => 210
[thumb_271_271-height] => 271
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[thumb_272_172-width] => 133
[thumb_272_172-height] => 172
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[thumb_372_461-width] => 357
[thumb_372_461-height] => 461
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[thumb_372_500-width] => 372
[thumb_372_500-height] => 480
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[thumb_385_270-width] => 209
[thumb_385_270-height] => 270
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[thumb_416_241-width] => 187
[thumb_416_241-height] => 241
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[thumb_448_410-width] => 317
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Emergency_Slider-2-635x820.png
[thumb_448_410_retina-width] => 635
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Emergency_Slider-2-296x382.png
[thumb_574_382-width] => 296
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Emergency_Slider-2-306x395.png
[thumb_776_395-width] => 306
[thumb_776_395-height] => 395
) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Standard Emergency Banner | 9.5% | ||
| T1: | Emergency Slider | 9.7% | 1.8% | 49.8% |
This experiment has a required sample size of 233,956 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
Notable Results & Recommendations:
• Overall increase in donor conversion on the homepage for the variant (2%) at a non-statistically valid level of confidence (50%).
• Overall increase in RPV on the homepage for the variant (4%) at a non-statistically valid level of confidence (80%).
• Undesignated donor conversion was lower for the variant (-11%) at a statistically valid level of confidence (99.8%).
• Undesignated RPV declined for the variant (-5%) at a non-statistically valid level of confidence (81%).
• Emergency donor conversion was higher for the variant (21%) at a statistically valid level of confidence (99.9%).
• Emergency RPV was higher for the variant (14%) at a statistically valid level of confidence (98%).
• A few days into the test, there was an uptick in call center donors who requested their gifts be assigned explicitly to Ukraine.
• We shifted 100% of test traffic to the variant, as these users were more likely to give an emergency gift (potentially reducing call center calls). Shortly after, we shifted from Ukraine designated CEF, which made it difficult to measure the impact of the shift.