How adding a goal thermometer to a campaign donation page affects donor conversion
Experiment ID: #147335
Luther Seminary
Experiment Summary
Timeframe: 05/01/2023 - 05/26/2023
Luther Seminary is running its bi-annual Working Preacher campaign. They wanted to test whether adding a goal thermometer to the donation page would increase donor conversion.
We added the thermometer to the treatment page from the start of the campaign and showed it to 50% of traffic. Users came to this donation page through email.
Research Question
We believe that adding a goal thermometer to a campaign donation page for Working Preacher subscribers will achieve a higher donor conversion rate because the goal thermometer on a donation page leverages psychological factors such as visual progress, social proof, competitiveness, accountability, and psychological commitment and engages potential donors on an emotional level and provides them with a compelling reason to contribute to the cause.
Design
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) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Campaign Focused Donation Page | 39.9% | $0.00 | ||
| T1: | Campaign Focused Donation Page - With Thermometer | 41.8% | 4.6% | 42.2% | $0.00 |
This experiment has a required sample size of 5,394 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 found that adding a goal thermometer to a donation page for Working Preacher subscribers resulted in a 4.6% increase in donations with a 42.1% level of confidence. While the experiment suggests that adding a goal thermometer may be effective in increasing donations, further testing is needed to confirm this.
We believe this did not validate as an increase in donor conversion because the Working Preacher subscribers are already comfortable and emotionally driven to support Working Preacher. Therefore they did not need the extra push that the thermometer provided.