How a micro-goal slide in impacts donor conversion during an emergency over an alert banner
Experiment ID: #89776
Save the Children
Experiment Summary
Timeframe: 03/04/2022 - 03/09/2022
When emergency relief is needed somewhere around the world, Save the Children traditionally places an emergency alert banner on their site. The banner can’t be missed on the site because it takes up quite a bit of real estate, is bright red, and says “Emergency Alert”. Save has tested the copy that is on this banner in the past, but there hadn’t been significant testing around the tactical approach of driving urgency and conversion.
When the Ukraine crisis hit, Save saw an unprecedented amount of traffic to their website and wanted to see if they could find an another way to convert this high volume of traffic into donations. To test this, we developed a slide-in module that used a micro-goal of the number of donors needed this hour to help children in crisis. The micro-goal numbers in the slide in were dynamic and reset every hour. If a user clicked “donate now,” and then returned to the homepage within the hour, the number would be lower than what they saw previously. The slide in module was sticky and stayed in view when the user scrolled down the page and had the ability to be removed via clicking on the “x” in the top right corner, similar to the emergency banner. Both of these CTA’s drove to the same donation page for the control and treatment
Research Question
We believe that adding a micro goal for website visitors during an emergency will achieve an increase in donor conversion.
Design
C: Emergency Alert Banner
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) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Emergency Alert Banner | 3.7% | ||
| T1: | Micro-goal Slide-in Banner | 4.5% | 20.6% | 100.0% |
This experiment has a required sample size of 5,170 in order to be valid. Since the experiment had a total sample size of 54,886, and the level of confidence is above 95% the experiment results are valid.
Flux Metrics Affected
The Flux Metrics analyze the three primary metrics that affect revenue (traffic, conversion rate, and average gift). This experiment produced the following results:
0% increase in traffic
× 20.6% increase in conversion rate
× 0% increase in average gift
Key Learnings
The micro-goal slide in banner increase donor conversion in the five days that this ran by 21% (with a 99% LoC)! There was also a proportional decline in the number of undesignated purchases. This was of much interest, as users were directed to an undesignated form in both the variant and the control. Our assessment is that users shown the variant were better able to determine the slider was headed to a more general donation form – be it from a difference in copy (context/phrasing), the slider color, or slider location. The ability to identify form intent led variant users to seek out a form that matched their motivations (in this case, Ukraine), leading to an increase in emergency purchases and a decrease in undesignated purchases. As there was no difference in overall purchases, conversion rate, or revenue/visitor, there was possibly less potential friction for variant users. A few days into the test, there was a slight uptick in call center donors who requested their gifts be specifically designated for Ukraine. We shifted 100% of test traffic to the variant, as these users were more likely to give an emergency gift (potentially reducing call center calls). Shortly after, we shifted fundraising from Ukraine designated to CEF, which made it difficult to measure the impact of the shift.
We know that the emergency alert banner has worked in the past, but when users see a specific goal with a specific timeline/deadline, this increases the urgency of the ask and then increases the motivation and conversion of visitors.
Next steps: Additional testing is needed with this tactic and also the emergency alert banner to better identify if it was the micro goal or the slide in functionality or some other element that really led to the success of the variant.