How implementing a goal thermometer on a high urgency campaign donation page impacted donations
Experiment ID: #141705
Illinois Policy Institute
Experiment Summary
Timeframe: 03/22/2023 - 03/31/2023
As part of a March high urgency campaign for the Illinois Policy Institute, we want to test the impact of adding a goal thermometer on the campaign donation page. The goal is to reach a $50,000 matching gift. The thermometer syncs with GA to track up-to-date campaign revenue, so donation page visitors will see how much money has been raised towards the campaign goal at the time they’re visiting the page.
We’re curious to see what kind of impact the visible progress and end goal seen through the thermometer will impacted donations.
Research Question
We believe that implementing a goal thermometer for donation page visitors amidst a high urgency campaign will achieve an increase in donations because page visitors will be motivated to help contribute to and reach the end goal of the campaign.
Design
C: Control
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 18.6% | $0.00 | ||
| T1: | Variant 1 | 20.0% | 7.8% | 34.9% | $0.00 |
This experiment has a required sample size of 5,747 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 treatment (showing the thermometer) resulted in a 7.8% increase in donations but with a level of confidence of only 34.8%. The treatment produced 64 donations to the control’s 54. Revenue saw a 9% increase through the treatment with a level of confidence of 65.4%. The increases cannot confidently be rolled out for future high urgency campaigns, but it’s definitely worth testing again to see if the experiment can reach a confident result.
It’d be interesting to see how the campaign goal factors into results. Would a campaign that nearly reaches the campaign goal be more motivating for users to give? In this case, the total revenue of the campaign was less than half the matching gift goal. So perhaps users weren’t as motivated to give because they felt the goal was out of reach. The goal for the next campaign could be adjusted based on historical results to be more achievable.
Interestingly, the experiment produced contrasting results through desktop and mobile. Desktop saw a 24.3% decrease in donations from the treatment (86% loc) compared to a 58.7% increase in donation on mobile (91% loc). We should test this concept again, hopefully during a campaign that lasts longer than 11 days.