How an animated thermometer in an email affects donor conversion
Experiment ID: #8182
Hillsdale College
Experiment Summary
Timeframe: 09/22/2015 - 09/29/2015
Hillsdale ran a fundraising campaign in September 2015 to help raise money to increase enrollments in their free online courses. For many years, they had used animated thermometers on their donation pages to increase response. They decided to test animated thermometers as a progress bar towards the goal of new subscribers in this email in to see if they can increase donor conversion from the email.
They created an animated thermometer that displayed in the email as an image, posted on a external server. The night before the campaign was due to end, they inserted this thermometer into a treatment of the email, which used a smaller sample size to reduce server load.
They split their email file and ran a test to determine a winner.
Research Question
Will including an animated thermometer in an email increased conversion?
Design
C: Control
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.05% | ||
| T1: | Treatment 1 | 0.08% | 49.3% | 98.3% |
This experiment has a required sample size of 64,175 in order to be valid. Since the experiment had a total sample size of 448,699, and the level of confidence is above 95% the experiment results are valid.
Flux Metrics Affected
The Flux Metrics analyze the three primary metrics that affect revenue (traffic, conversion rate, and average gift). This experiment produced the following results:
0% increase in traffic
× 49.3% increase in conversion rate
× 0% increase in average gift
Key Learnings
The treatment, with the animated thermometer, produced a 49% increase in conversion. Previous testing had shown that a countdown clock in an email could increase donor conversion, but this experiment showed that displaying progress towards a goal could have the same, if not greater impact.
The thermometer works because it brings the visual impact of the proximity to the goal one step closer to the reader. Previously, they would read about the goal but have to click through to the landing page to get the impact. This brings it to them, and provides an animated element to draw them into the copy.
There are many technical ramifications to running this test that must be considered, but the net impact makes the case that it is well worth it.