Improving User Experience with UNICEF Landing Page A/B Testing
Project Goal
We conducted an A/B test on the UNICEF landing page (LP) to improve user experience and increase donation rates. The goal of this test was to analyze the impact of different design and content variations on conversion rates.
Current Situation and Test Initiation
First, we examined the original landing page design. The existing design featured predominantly dark color tones, and the benefits that donors provide to children were not clearly highlighted. Additionally, the call-to-action (CTA) button was smaller and less impactful, which could influence users’ decisions to donate.
New Variant Design
In the A/B test, we compared the original design with a new variant. The new LP variant included the following improvements:
- Color Selection: Lighter and warmer colors were used to create a more positive impact on users.
- Clarifying the Impact of Donations: The benefits donors provide to children were positioned more clearly and legibly on the page.
- Enhanced CTA Button: The new variant featured a larger CTA button with the phrase “Donate Now, Bring Hope to Children,” aiming to establish a stronger emotional connection.
Test Process and Results
The A/B test was conducted over 30 days in September, comparing the performance of both landing page versions:
- Old LP Version: Achieved a conversion rate of 2.72%.
- New LP Version: Achieved a conversion rate of 3.57%.
The new variant demonstrated a 31.62% improvement compared to the old version, making it significantly more successful in terms of conversion rate.
Statistical Results
The statistical analysis yielded a P-Value below 0.10, meaning that the hypothesis that the new landing page variant outperforms the original version could not be rejected. This result is considered a reliable finding in social sciences with a 90% confidence level.
Conclusion and Implementation
With its higher conversion rate and improved user experience, the new landing page variant proved to be a more effective solution. Following the success of this test, we updated the new LP design as the current page and aimed to achieve higher long-term donation goals.
Key Takeaways and Learnings
The A/B test reaffirmed the importance of enhancing user experience and increasing donation rates for UNICEF. We observed that design and content modifications, especially emotionally driven CTA improvements, significantly impact conversion rates. This finding provides valuable insights that will guide our future digital marketing strategies.
