How a countdown clock affects the value proposition and revenue
Experiment ID: #2995
Human Coalition
Experiment Summary
Timeframe: 12/29/2015 - 01/20/2016
As part of their year-end campaign, Online for Life wanted to find a way to boost the conversion rate on their donation page.
In a previous test, we had learned that the addition of the “Every 26 seconds” clock on the donation page had increased donor conversion rate. Now, we wanted to test it against a treatment with a timer that counted down to the end of the year.
Our hypothesis was that people would be more motivated to give based on the urgency of the year-end. We ran a split A/B test. The control donation page had the”Every 26 seconds” clock and the treatment was the donation page with the year-end countdown clock.
Research Question
Which countdown clock would increase donor conversion rate?
Design
C: Every 26 Seconds Clock
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T1: Year-End Clock
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Every 26 Seconds Clock | 14.8% | $106.18 | ||
| T1: | Year-End Clock | 21.0% | 41.6% | 91.0% | $101.22 |
This experiment has a required sample size of 295 in order to be valid. Since the experiment had a total sample size of 443, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
The year-end countdown clock was able to increase the urgency of the ask and it also reinforced the value proposition of the donation page. This lead to the increase in conversion rate by 41.6%, but a decrease in average gift by 4.7%. However, overall, the addition of the year-end clock with messaging that supported it resulted in a 35% increase in revenue.
In the future, the countdown clock with financially focused messaging will be deployed towards the end of large year-end campaigns to increase revenue in the final days of giving.