How adding a countdown clock to a campaign donation page affects donor conversion rate
Experiment ID: #110891
Luther Seminary
Experiment Summary
Timeframe: 10/17/2022 - 10/27/2022
Luther Seminary was running its bi-annual Working Preacher campaign. They were sending traffic to this page via mainly campaign emails being sent to the Working Preacher contacts and donors. There was also a significant amount of direct traffic coming to this page from the Working Preacher website.
We wanted to test adding a countdown clock to the deadline of the campaign on October 31st to see if this would increase urgency and make more people likely to give.
Research Question
We believe that adding a countdown clock to a campaign donation page for Working Preacher contacts will achieve a higher donor conversion rate.
Design
C: Campaign Focused Donation Page
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T1: Campaign Focused Donation Page - Countdown Clock
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) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Campaign Focused Donation Page | 47.2% | $0.00 | ||
| T1: | Campaign Focused Donation Page - Countdown Clock | 37.7% | -20.2% | 95.0% | $0.00 |
This experiment has a required sample size of 205 in order to be valid. Since the experiment had a total sample size of 406, 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
× 20.2% decrease in conversion rate
× 0% increase in average gift
Key Learnings
The countdown clock resulted in a 20.2% decrease in donor conversion rate with a near-valid level of confidence of 94.9%. Also, revenue experienced a 40.8% decrease with a 99% level of confidence.
We believe this audience did not respond well to the countdown clock because we launched this experiment 14 days prior to the deadline therefore it did not give the audience enough urgency to give at that time. It actually deterred people from giving probably due to the fact that they still a one week to two weeks left to donate.
We would like to test this concept again for this audience but only show the countdown clock on the final days of the campaign to see if the urgency actually increases giving then.