How adding a thermometer to a sticky bar affects donor conversion rate
Experiment ID: #116302
Reasons to Believe
Experiment Summary
Timeframe: 11/29/2022 - 12/02/2022
During Giving Tuesday, RTB wanted to include a progress bar on the on-site sticky bar. We wanted to test adding this thermometer in order to determine if it motivates more people to give through the sticky bar. The results of this experiment also determined if the organization would invest time and labor to manually update a thermometer in the sticky bar during the rest of the calendar year end experiment. If we saw significant gains by adding the thermometer, we would invest the time in manually updating the thermometer.
This sticky bar was live across the RTB site. Traffic was primarily driven organically.
Research Question
We believe that adding a thermometer to a sticky bar for site visitors will achieve an increase in donor conversion rate .
Design
C: Sticky Bar - No Thermometer
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Sticky Bar - No Thermometer | 1.2% | $0.00 | ||
| T1: | Sticky Bar - With Thermometer | 0.70% | -42.4% | 73.5% | $0.00 |
This experiment has a required sample size of 2,769 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 initially believed that the thermometer would provide a visual representation of the organization’s goal and would motivate more people to give. Results indicate that the thermometer did not have a significant impact. The experiment resulted in a 42% decrease in donor conversion rate but with only a level of confidence of 73%. There weren’t many transactions through this experiment because it only ran for a couple dates for Giving Tuesday. However, we determined that because we saw a decrease (though invalid), we would not move forward in adding this feature in the rest of the campaign. It’s probable that the goal seemed too large to the site visitor and ultimately made the goal feel unattainable by seeing such a large amount in the thermometer.