How the location of a success indicator affects donor conversion
Experiment ID: #1551
Dallas Theological Seminary
Experiment Summary
Timeframe: 06/23/2015 - 07/01/2015
The donation page is the most critical step in online fundraising. Any improvement in the conversion rate on the page, even minor, will lead to increased revenue. During Dallas Theological Seminary’s fiscal year end campaign, we wanted to see if the placement of the campaign progress meter would affect the conversion rate on the form.
Our goal was to gain insight into the donor’s thought sequence but determining where an element that shows process towards a goal should be placed, right at the top of the form or after the impact of a donation has been stated?
Research Question
Which design treatment will produce the highest conversion rate?
Design
C: Thermometer at Top
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T1: Thermometer in the Middle
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) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Thermometer at Top | 24.6% | ||
| T1: | Thermometer in the Middle | 12.9% | -47.7% | 91.5% |
This experiment has a required sample size of 84 in order to be valid. Since the experiment had a total sample size of 131, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
This experiment was able to statistically validate but given the short timeframe and the relatively low sample size, we would want to run this experiment again to be certain of these results. The increased motivation of donors towards the end of a fiscal year end campaign may have impacted the overall performance of the test.