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First Baptist Dallas

How a sticky bar on instant donation pages impacted gift conversions

Experiment ID: #165330

First Baptist Dallas

Experiment Summary

Timeframe: 11/29/2023 - 12/20/2023

Pathway to Victory is the broadcast ministry of First Baptist Dallas.

For calendar year end, we decided to test adding a sticky bar to donation pages for acquisition offers to see if it would increase conversions and revenue. The copy for the sticky bar mentioned that only 1% of people who request resources donate to PTV. We also mentioned the CYE match that is in place.

Research Question

We believe that by adding a sticky bar for donation pages following acquisition offers will achieve a higher conversion rate because there is added need in that such a small amount of people that receive free resources donate and that there is appeal because of the match.

Design

C: Control
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T1: Variation 1
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Results

 Treatment NameConv. RateRelative DifferenceConfidenceAverage Gift
C: Control 2.3%$23.94
T1: Variation 1 3.4%50.0% 98.0%$32.41

This experiment has a required sample size of 1,666 in order to be valid. Since the experiment had a total sample size of 4,682, 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
× 50.0% increase in conversion rate
× 35.4% increase in average gift
103.0% increase in revenue

Key Learnings

The key learning from this experiment is that adding a sticky bar to donation pages following acquisition offers significantly increased the conversion rate and revenue. The treatment group saw a 50.0% increase in Transactions for All Traffic, indicating that the sticky bar was successful in encouraging more visitors to donate.

Furthermore, the statistical levels of confidence were high, with a 98.0% confidence level for the increase in Transactions for All Traffic, a 97% confidence level for the increase in Revenue, a 97% confidence level for the increase in Transactions, and a 100% confidence level for the increase in Revenue for All Traffic.

Based on these results, it is evident that the sticky bar effectively conveyed the message that only 1% of people who request resources donate to PTV, creating a sense of urgency and the desire to contribute. Additionally, the mention of the CYE match likely provided an added incentive for visitors to donate.

In future experimentation, it is recommended to continue using sticky bars on donation pages following acquisition offers, as it has proven to be a successful strategy in increasing conversions and revenue. Additionally, it may be beneficial to explore other ways to communicate the low donation rate and the impact of the CYE match to further motivate visitors to take action.

Overall, this experiment highlights the importance of targeted messaging and the potential impact of utilizing persuasive elements in fundraising campaigns.

Experiment Documented by NextAfter

Question about experiment #165330

If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.