Will a campaign countdown or a daily countdown resonate better with users
Experiment ID: #196069
NextAfter
Experiment Summary
Timeframe: 03/21/2025 - 03/26/2025
Focus on the Family is a well known global ministry.
Right now, FOTF is in the middle of a recurring donor drive. To support this campaign, we wanted to add some elements to parts of the website that receives a lot of traffic.
For this test, we wanted to see if we could improve on our tried and true campaign wiki that sits at the top of the homepage by replacing the campaign goal to a daily goal.
Research Question
We believe that replacing the campaign goal with a daily goal for the campagin wiki will achieve more transactions because by breaking the donor goal into the day we can make the numbers small which can lead to an increased buy in from users.
Design
C: Control - Wiki with Recurring Donor Countdown
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T1: Treatment - Wiki with Daily Recurring Donor Countdown
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Results
| Treatment Name | Revenue per Visitor | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control - Wiki with Recurring Donor Countdown | $0.01 | $1.07 | ||
| T1: | Treatment - Wiki with Daily Recurring Donor Countdown | $0.01 | -12.0% | 33.5% | $1.02 |
This experiment was validated using 3rd party testing tools. Based upon those calculations, a significant level of confidence was not met so these experiment results are not valid.
Key Learnings
Key Learnings:
– The hypothesis that replacing the campaign goal with a daily goal would lead to more transactions did not hold true in this experiment.
– The treatment, which displayed a daily goal instead of a campaign goal, resulted in a 12.0% decrease in Total Transactions for All Traffic compared to the control group.
– The statistical level of confidence for this result was 0.0%, indicating that the results are not reliable and should not be used for future decision making.
Future Experimentation:
– When designing future experiments, it is important to carefully evaluate the potential impact of changes to the website, such as replacing a campaign goal with a daily goal.
– It is essential to ensure that experiments are run for a sufficient duration and with a large enough sample size to generate statistically significant results.
– Since the results of this experiment are inconclusive, further testing may be needed to determine the effectiveness of displaying a daily goal versus a campaign goal for donor drives.
– It is important to continue testing and iterating on website elements to optimize for user engagement and donation conversions.