How highlighting urgency on a donation page affects donor conversion
Experiment ID: #2852
Harvest Ministries
Experiment Summary
Timeframe: 12/08/2015 - 12/10/2015
Harvest Ministries prepared an appeal for their year end campaign that offered a book, “The Biggest Story”, as a premium. They had prepared an email that told a personal story, made a financial ask with a call-to-action button, and then followed up with some information about the premium.
The premium was featured on the landing page, but with no information about the deadline to receive it by Christmas. They wanted to test the impact of adding in language with the deadline in a special callout box.
Research Question
Will increasing urgency on the landing page improve conversion?
Design
C: Standard Page
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Standard Page | 10.8% | ||
| T1: | Urgency Callout | 12.6% | 16.8% | 95.0% |
This experiment has a required sample size of 2,407 in order to be valid. Since the experiment had a total sample size of 4,845, 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
× 16.8% increase in conversion rate
× 0% increase in average gift
Key Learnings
Though it was just a small change, this tells us that our donors must be reminded of any relevant urgency at each step of the donation funnel. Even though the email treatment highlighted the deadline to receive it by Christmas, an additional 16.7% of people gave when it was also called out on the page.