How using clarity in the call-to-action can impact traffic to a donation page
Experiment ID: #2580
Care Net
Experiment Summary
Timeframe: 08/25/2017 - 10/11/2017
Care Net wanted to increase the volume of traffic going to their primary donation page. One of the ways to try and do this is to test the kind of copy that was being used on the “donate” button of their homepage. Their current donate button currently used value proposition focused language, “Save Babies Now”. They hypothesized that a treatment version with language that more directly reflected where the button would take them once they clicked on it might increase traffic to the donation page and ultimately have a positive impact on donations and revenue. They treatment button copy said “Support Care Net”.
Research Question
Which giving button copy would increase traffic to the donation page?
Design
C: Save Babies Now
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T1: Support Care Net Button
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) ) )
Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Save Babies Now | 0.83% | ||
| T1: | Support Care Net Button | 0.91% | 9.6% | 62.9% |
This experiment has a required sample size of 103,765 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 treatment copy had a slight increase in conversion, but the results weren’t statistically valid. The experiment ran for over a month and would need a more radical treatment with a larger sample size to validate.
Even though the test didn’t validate, we can hypothesize that with the slight increase in conversion from the button that said “Support Care Net”, the copy presented more clarity with the end-users action. They knew exactly where they would be taken if they clicked on the button. By saying “Save Babies Now” in the control, the copy may have been too vague and created a higher level of friction in the mind of the end-user – where would they be taken if they clicked on that button? What if they weren’t ready to “save a baby now”?
When we test copy in a call-to-action, it is good to keep in mind that clarity trumps persuasion.