Making your donate button clearer can lift your revenue | Experiment 1698 – with Tim Kachuriak is a FREE course courtesy of NextAfter
1 Lesson / 2 Minutes / FREE
In previous experiments with Dallas Theological Seminary, we had discovered that visitors to their primary donation page had a high motivation to give. Our concern was that the reason for only getting highly motivated donors was that we were losing potential donors earlier in the funnel.
We decided to run a test on the homepage to see if we could make it easier for potential donors to find the donation page. We created two treatments; both used the same visual emphasis but they tapped into differing visitor motivations. One button simply said “Donate” to provide clarity while the other read “Support DTS.”