Emojis for the win? ????

Some of our team's best test ideas have come from their everyday observations made out in the “wild.”

President of NextAfter, Jeff Giddens, was buying a hat and noticed the team logo on the “Add to Cart” button.?

Thinking it was a fun element, he wondered how this concept might impact donor behavior.

Let’s see what happens when an organization adds an image that builds affinity to a donate button??

Hypothesis

Using a small American flag to build affinity for membership renewal prospects will achieve an increase in the conversion rate.

Why might this work?

The flag image will be a visual reminder to help align the prospect’s motivation with the intended action.

Control

Treatment

Results

Using the small American flag on the membership renewal page increased the conversion rate by 170.4%.

Some tips for testing this (and other) ideas

1. Including visual elements that align with the organization’s values can have a significant impact on conversion rates — What visual cue or supporting copy would work best for your audience?
2. Personalized and motivational messaging can help create a sense of belonging and purpose, potentially leading to higher conversion rates.
3. It may be beneficial to continue testing different visual elements and messaging strategies throughout to optimize the page further.
4. Consider incorporating similar elements in other areas of the website or marketing materials to maintain consistency in messaging and branding for better results.

If you enjoyed this case study, you can join over 65,000 other innovative nonprofit fundraisers and get the latest experiments and other online fundraising ideas in your inbox each week!