How a sticky bar with a daily donor goal countdown impacts donor conversion on a high urgency campaign donation page
Experiment ID: #149672
FamilyLife
Experiment Summary
Timeframe: 05/01/2023 - 05/20/2023
During FamilyLife’s Spring Recurring Campaign, they rely on a daily donor countdown in sticky bars and website calls to action to increase urgency and drive traffic to their donation page. We hypothesized that reinforcing this countdown on the page itself would add urgency and increase donor conversion.
The message would indicate how many new monthly donors were still needed before midnight that night. When the number was reached, it would change to say, “We still need new monthly partners before 11:59pm to be here for you and other families in need.”
We split traffic evenly between both versions of the page and ran it for almost three weeks.
Research Question
We believe that a sticky bar with a daily donor goal countdown on the donation page will increase donor conversion during a high urgency campaign
Design
C: Control
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[date] => 2023-07-21 18:30:51
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) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 6.0% | $383.80 | ||
| T1: | Sticky Bar | 4.6% | -23.6% | 78.1% | $137.85 |
This experiment has a required sample size of 1,924 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
The key learning from this experiment is that adding a sticky bar with a daily donor goal countdown on the donation page did not increase donor conversion during the high urgency campaign. The treatment group actually saw a decrease in FamilyLife – Recurring Donations compared to the control group.
While we could not validate this decrease, it was a sharp enough decline in conversion that we ended the experiment early so we wouldn’t harm donor conversion during the critical campaign. It is possible that the message was more of a distraction than provided additional urgency to the page.