How putting a countdown clock in the body copy of an email appeal impacts conversion
Experiment ID: #8289
Care Net
Experiment Summary
Timeframe: 12/27/2017 - 01/31/2018
During Care Net’s year-end campaign, they wanted to see if they could increase motivation of their email file to click through to their donation page towards the end of the campaign by increasing urgency in the email appeal. To do this, they inserted an animated countdown clock in the body of their email copy and tested this against the control version that didn’t have the clock. The clock counted down to the end of the year and informed the end reader that their time was running out to make their year-end donation. All other copy remained the same. They split their file in half and tested this approach
Research Question
Will a countdown clock increase conversion?
Design
C: Without countdown clock
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Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Without countdown clock | 0.37% | ||
| T1: | With countdown clock | 0.57% | 54.5% | 76.8% |
This experiment has a required sample size of 8,901 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
White we weren’t able to validate the experiment, there was a definite directional lift with the treatment of 54%. By adding a countdown clock to the copy, we were able to increase urgency to the message and motivate more people to click-through to the donation page. This tactic will be implemented moving forward for high-urgency campaigns in an effort to not only get significantly more people to click through to the donation page, but potentially give to their organization.