Will adding a sticky bar to a campaign donation page affect donor conversion?
Experiment ID: #191597
Moody Radio
Experiment Summary
Ended On: 10/07/2024
Moody Radio runs a Fall Share campaign each year. This campaign draws in a ton of traffic from ads, organic, and on-air listeners.
For this campaign, we wanted to see if adding a stickybar at the top of the campaign giving page would increase donor conversion
Research Question
We believe that adding a humanized sticky bar for the Fall Share campaign donation page will achieve a greater donor conversion rate because the need is reinforced on the page in a more eye catching way when somebody lands on the page.
Design
C: Control
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) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 10.1% | ||
| T1: | Treatment #1 | 8.9% | -11.8% | 70.9% |
This experiment has a required sample size of 4,673 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
The key learning from this experiment is that the addition of a humanized sticky bar to the Fall Share campaign donation page did not lead to an increase in donor conversion rate. In fact, the treatment group saw a decrease in donations compared to the control group.
However, we did see an in the average gift when the sticky bar was present. The control saw a $293 average gift while the treatment saw a $345 average gift!
Although we might not have increased overall transactions, by having the sticky bar present on the page we did see an increase in generosity. More testing needs to be done with this before it can be rolled out.