Does adding a scroll delay on a sticky bar make an impact on donations?
Experiment ID: #193488
Hoover Institution
Experiment Summary
Timeframe: 12/02/2024 - 12/16/2024
The Hoover Institution is a public policy research center and think tank located at Stanford University in California, United States.
In the past, we’ve successfully tested using a sticky bar during a year-end campaign to help increase donor conversions on content offer donation pages. This year, we wanted to test whether the timing of when that bar shows up makes an impact. In this test, the control was displayed right when someone clicked onto that page; the treatment version had a 3 second delay and only showed up as people were reading the copy on the form.
Our hypothesis was that by timing the sticky bar, it would have more of an impact on donations if people had already started reading the copy on the donation page.
Research Question
We believe that delaying when a sticky bar renders for potential donors will achieve a change in donor conversion rates.
Design
C: Sticky bar
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Sticky bar | 4.0% | $57.71 | ||
| T1: | Time Delay | 4.3% | 8.1% | 57.3% | $54.54 |
This experiment has a required sample size of 29,601 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
Key learnings from this experiment include:
1. The treatment, which involved delaying when a sticky bar renders for potential donors, resulted in an 8.1% increase in Transactions for All Traffic.
2. The statistical level of confidence for this result was 57.3%, which is below the recommended threshold of 95%.
3. Due to the lower statistical confidence, the results cannot be considered valid and should not be used for future decision-making.
4. Future experiments should focus on ensuring a higher level of statistical confidence before drawing conclusions or implementing changes based on the results.
5. It is essential to continue testing different variations to determine the most effective strategies for increasing donor conversions, considering factors such as timing and messaging on donation pages.