🧪 A/B Testing Brief: Optimizing Donation CTA

Conversions

Client: HelpHarvest

Goal: Increase donations by optimizing the call-to-action (CTA) button text.

Test Duration: 21 days

Traffic Split: 50% A / 50% B

Sample Size: 24,381 total unique visitors (12,176 for A, 12,205 for B)

Conversion Metric: % of visitors who complete a donation (any amount) within 5 minutes of landing.

🎯 Hypothesis

Changing the CTA from a generic phrase (“Donate Now”) to a specific emotional prompt (“Feed a Family Today”) will improve conversion rate by increasing urgency and relatability.

🧪 Test Variants

Variant	CTA Button Text	Page Design	Other Elements
A (Control)	Donate Now	Standard	No changes
B (Test)	Feed a Family Today	Same	No changes

📊 Results Summary

Metric	Variant A (Control)	Variant B (Test)	Change
Visitors	12,176	12,205	—
Donations	514	652	+138
Conversion Rate	4.22%	5.34%	+26.5%
Avg. Donation Amount	$42.90	$41.20	−$1.70
Total Revenue	$22,041	$26,857	+$4,816

📈 Key Insights

• “Feed a Family Today” outperformed the generic “Donate Now” CTA by 26.5% in conversion rate, suggesting that empathy-based action phrases resonate more.

• Although average donation size was slightly lower in Variant B, the higher volume of donations resulted in significantly more revenue overall.

• Heatmap data showed slightly more hover and scroll activity around the CTA area on Variant B, indicating more engagement.

🛠 Recommendations

• Roll out “Feed a Family Today” as the new default CTA across all donation pages.

• For future testing:– Try adding suggested donation tiers under the CTA.– Test variations like “Help One Child Tonight” or “Provide 3 Meals Now” for even more specific micro-impact framing.

• Use the emotional CTA in email footers, SMS asks, and paid search landing pages.

✅ Final Decision

Winner: Variant BImplementation: Rolled out site-wide on June 1