How a countdown clock affects donor conversion rate
Experiment ID: #3081
Human Coalition
Experiment Summary
Timeframe: 12/29/2015 - 01/28/2016
As part of their year-end campaign, Online for Life wanted to find a way to boost the conversion rate on their donation page.
In a previous test, we had learned that the addition of the “Every 26 seconds” clock on the donation page had increased donor conversion rate. Now, we wanted to it against a treatment with a timer that counted down to the end of the year.
Our hypothesis was that people would be more motivated to give based on the urgency of the year-end. We ran a split A/B test. The control donation page had the”Every 26 seconds” clock and the treatment was the donation page with the year-end countdown clock.
Research Question
Which countdown clock would increase donor conversion rate?
Design
C: Every 26 Seconds Clock
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T1: Year-End Clock
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Every 26 Seconds Clock | 43.6% | $127.19 | ||
| T1: | Year-End Clock | 34.9% | -19.8% | 78.6% | $98.79 |
This experiment has a required sample size of 246 in order to be valid. Unfortunately, the required sample size was not met and a level of confidence above 95% was not met so the experiment results are not valid.
Key Learnings
We didn’t reach a large enough sample size to validate the test. We were wrong in our hypothesis, but did learn that the “Every 26 seconds” clock had a greater sense of urgency and supported and reinforced the value proposition creating a stronger message. The strong value proposition not only convinced people to give a gift, but to give a higher gift amount as well. That is reflective in the increase of average gift.
Taking these learnings, the “Every 26 seconds” clock will be tested again on general donation pages.