Reminder Element button design

A more prominent donate button on the Reminder Element did not improve conversion.

What we tested

The Reminder Element shows a popup to supporters who either leave checkout form without donating or return after abandoning a previous donation attempt.

We tested whether making the Donate button on the Reminder more visually prominent — with a stronger, more emphasized style — would encourage more donors to convert.

The test ran across all visitor traffic, comparing the standard Reminder design against an updated version with a more highlighted call-to-action button.

Hypothesis

If we make the Reminder's donate button more visually emphasized, conversion from Reminder viewers to donors will increase by at least 4%, as a more prominent call-to-action is expected to better capture donor attention and intent.

Test setup

Duration	55 days
Timing	March–May 2023
Audience	~600,000 visitors
Group split	• 50% control (standard Reminder) • 50% test (emphasized button Reminder)
Key metrics	• Donation conversion rate (conversion from Reminder viewers to donors) • Average Revenue Per User (ARPU)

Key results

The emphasized button did not produce a meaningful improvement.

No statistically significant change in the overall donation conversion rate
No statistically significant change in ARPU across any segment

Segment insights

By OS

iOS users showed a statistically significant -4.99% drop in donation conversion in the test group
iOS users in the test group also showed a statistically significant 3.85% decrease in Average Revenue Per Paying User (ARPPU) for non-fee-covered donations
Windows, Android, Mac OS: no meaningful lift in either direction

Conclusion

The hypothesis was not confirmed. Making the Reminder button more visually prominent did not increase donation conversion — and for iOS users, it produced a statistically significant negative effect on both conversion and average donation amount.

We will not be rolling out this change. The test was stopped ahead of schedule after it became clear the emphasized button was not delivering the positive impact needed to justify further development.

What this means for you

Not every change improves performance — and that's exactly why we test. A design that looks more attention-grabbing doesn't always translate into more donations. Donor behavior varies across devices and platforms, and what works on one can hurt outcomes on another.

With Fundraise Up, only optimizations that show proven, statistically significant improvements are rolled out. Your Checkout and on-site features like Elements are continuously tested and refined, so you benefit from changes that are backed by real data — not assumptions.