In 2013, Wikipedia needed to do some fundraising to help keep the company on its feet. The money raised would ensure that necessary aspects of the company, such as the servers, could continue to function. Those in charge of the fundraising campaign decided to do some split testing utilizing different banner designs to test visitor reactions. Let’s take a look at what they did, and how it affected their income.
Highlighting – Cyan vs Yellow
Image via Wikimedia Commons
Wikipedia started the testing trying to learn if there was a difference in the color used to highlight some of the text in the banner. Each of these banners were yellow, one with a cyan highlight, and the other with a brighter yellow highlight. These banners were tested in July and August, and they declared the yellow highlight the winner.
Total Donations: 4,337 4,418
Total Clicks: 7,127 7,226
Maximum Donation Amount: $500 $500
Average Donation Amount: $12.33 $12.53