How a dynamic thermometer on the donation page impacts donor conversion rate
Experiment ID: #193554
Reasons to Believe
Experiment Summary
Ended On: 12/03/2024
For RTB’s Giving Day, we hypothesized that including a dynamic thermometer showing the progress of the $15,000 goal during this one-day appeal would help generate greater urgency and improve donor conversion rate.
Research Question
We believe that a dynamic thermometer for users on the Giving Day donation page will achieve an increase in donor conversion because it helps underscore the urgency of this single-day appeal and helps the donor better visual their role in reaching the goal.
Design
C: Control
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T1: Treatment 1
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 3.8% | ||
| T1: | Treatment 1 | 20.8% | 441.7% | 93.8% |
This experiment has a required sample size of 28 in order to be valid. Since the experiment had a total sample size of 50, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
Key learnings from this experiment include:
1. The addition of a dynamic thermometer showing the progress of the fundraising goal on the donation page had a significant impact on donor conversion rates, with a 80.6% increase in donations for all traffic.
2. Despite the positive outcome, the statistical confidence level of 62.9% is below the commonly accepted threshold of 95%, which means that the results may not be considered completely reliable.
3. It is important to recognize that while the treatment was successful in this particular instance, the results should not be used as a basis for future decision-making due to the low statistical confidence level.
In future experimentation, it is crucial to ensure that the sample size is sufficient to provide a higher level of statistical confidence before making any conclusions or implementing changes based on the results of the experiment. Additionally, it may be beneficial to conduct further tests or iterations of the dynamic thermometer feature to validate its impact on donor conversion rates before making it a permanent fixture on the donation page.