How an empty thermometer affects donor conversion
Experiment ID: #5858
Hillsdale College
Experiment Summary
Timeframe: 12/13/2016 - 12/15/2016
Hillsdale College started their calendar year-end campaign with the intent to launch a thermometer on their donation page once they achieved a critical mass of donations toward their goal. Previous testing had shown that the ideal time to introduce a thermometer to maximize conversion was when the goal was at least halfway met. However, the team wondered if putting the empty thermometer on the page would disincentivize visitors from giving.
They launched a treatment with the empty thermometer and closely monitored the results to determine a winner.
Research Question
How will an empty thermometer affect donor conversion?
Design
C: Control
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 43.6% | $85.81 | ||
| T1: | Empty Thermometer | 46.0% | 5.5% | 51.5% | $76.66 |
This experiment has a required sample size of 3,349 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
The page with the empty thermometer failed to reach statistical validity, which showed that it did not disincentivize donors from giving. However, Hillsdale chose to remove the empty thermometer from the page to maximize the “reveal” of the thermometer once significant progress had been made toward the goal. This result may have been clouded by the fact that these donors were the first to respond to the campaign, and tended to have the highest motivation.