How adding a dollar goal to a sticky bar impacts giving
Experiment ID: #119842
Reasons to Believe
Experiment Summary
Timeframe: 12/15/2022 - 12/31/2022
During a high urgency campaign, RTB ran a sitewide sticky bar that prompted people to give towards their campaign. Mid-campaign the team noted that the stickybar did not state the dollar goal amount and adding this goal may motivate more people to contribute. In order to test this hypothesis we created an experiment where the control (the original sticky bar) did not have the goal amount and the treatment stated the goal amount for the site visitor.
Research Question
We believe that adding the monetary goal in a sticky bar for site visitors will achieve a higher donor conversion rate .
Design
C: Sticky Bar - Control
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Sticky Bar - Control | 0.44% | $0.00 | ||
| T1: | Sticky Bar - Treatment (1.9 Deadline) | 0.29% | -32.8% | 96.6% | $0.00 |
This experiment has a required sample size of 13,597 in order to be valid. Since the experiment had a total sample size of 31,940, 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
× 32.8% decrease in conversion rate
× 0% increase in average gift
Key Learnings
This experiment resulted in a valid 32% decrease in donor conversion rate with a level of confidence of 96%. This means that people were less likely to give when given the dollar amount in the sticky bar. This could be because this makes the experience more transactional for the site visitor. Additionally, it could be that the dollar amount was too large for the prospective donor and it made them feel like it was unattainable (and that their donation would not have an impact).