How using value-focused language on a broadcast call-to-action button impacts clicks.
Experiment ID: #6913
Focus on the Family
Experiment Summary
Timeframe: 08/28/2018 - 09/04/2018
On Focus on the Family’s broadcast pages, we found that we could increase traffic to the donation page by using value focused copy on the call-to-action buttons for the broadcast resource. That said, we also found that even though we were able to increase traffic to the page, we actually saw a decrease in donor conversion. We hypothesized that the original experiment didn’t provide enough clarity to the end reader which is why we saw the decrease in donor conversion. To build upon these learnings, we wanted to test adding more clarity to the buttons by telling them “for a gift of any amount” they could/would get the resource. We tested two versions of this approach, “For a Gift of Any Amount, Get Your Resource Here” and “Get Your Resource For a Gift of Any Amount Here”. These two buttons were tested against the current “Give Now” button.
Research Question
Which button would increase traffic to the donation page and increase donor conversion?
Design
C: Give Now Button
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T2: Get Your Resource For a Gift of Any Amount Here
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Give Now Button | 2.0% | ||
| T1: | For a Gift of Any Amount, Get Your Resource Here | 2.7% | 31.2% | 99.9% |
| T2: | Get Your Resource For a Gift of Any Amount Here | 3.0% | 48.8% | 100.0% |
This experiment has a required sample size of 2,950 in order to be valid. Since the experiment had a total sample size of 37,747, 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
× 48.8% increase in conversion rate
× 0% increase in average gift
Key Learnings
We increased traffic to the donation page with both treatments so we know that we can increase donation page traffic by continuing to use value focused copy. We saw a more significant increase in traffic (49%) when we led with the offer rather than leading with the donation copy (31%). While increased traffic is great, we ultimately want to increase donor conversion. Tracking for this experiment wasn’t reporting accurately. We have since corrected this tracking and relaunched the test.