Don’t put a “Donate Now” button at the top of your donation page | Exp. 2107 – with Tim Kachuriak is a FREE course courtesy of NextAfter
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Leading up to their Republican presidential debates, Heritage Action for America ran a money bomb campaign to create more awareness around the event. This campaign was a two week long series with multiple emails all driving to the same landing page.
Previous experiments had proven that longer copy is better at communicating the value proposition to the donor. However, we had a hypothesis that we may be able to create a shortcut for some donors that did not need as much convincing. The idea was to put a “Donate Now” button in the top right of the page that would jump the potential donors to the donation form at the bottom thus reducing friction.