How the style of popup influenced year end giving
Experiment ID: #8197
Buckner International
Experiment Summary
Timeframe: 12/29/2017 - 01/01/2018
During the last few days of December, Buckner International was running a popup across their website. Historically, we had always used an exit intent so that they would only see the ad when they were finished reading the content. However, given the importance of year end, we decided to test a standard popup that would appear when a visitor first arrived at the site.
Research Question
What style of popup will have the biggest influence on year end giving?
Design
C: Control
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T1: Exit Intent
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 4.7% | $575.00 | ||
| T1: | Exit Intent | 2.9% | -37.5% | 83.1% | $445.77 |
This experiment has a required sample size of 916 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
Neither of the treatments statistically validated for donation or clicks to the website. However, we did see a surprising trend. The exit intent got more clicks to the donation page than the popup did but the popup received more donations over time. This may be related to a greater number of people seeing the popup which then influenced their decision to give when they received an email later that day. This is something that will definitely need further testing downstream to validate.
For posterity-sake, here are the results of the number of clicks on the popup.
