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Focus on the Family

How a sticky bar with a “donors needed” countdown affects donation rates during a high-urgency campaign

Experiment ID: #132578

Focus on the Family

Experiment Summary

Timeframe: 03/02/2023 - 03/11/2023

In the context of a high-urgency campaign focused specifically on obtaining recurring monthly donors, we wanted to know how a sticky bar that dynamically populated a “donors still needed” countdown timer to increase urgency would affect donation rates.

The countdown was designed to automatically update donor counts (recurring donors only). We wanted to know how this would perform against the “wiki-banner” containing a simplified donation form that they have traditionally used.

We set this test up as a multi-variant experiment testing to versions of copy in the “countdown sticky”, with the control and both treatments all receiving roughly 1/3 of the traffic.

Research Question

We believe that adding a sticky bar with a “donors still needed” countdown timer during a recurring donor high-urgency campaign will achieve donation rates because of increased urgency.

Design

C: Control
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T1: Sticky Bar 1
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T2: Sticky Bar 2
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Results

  Treatment Name Conv. Rate Relative Difference Confidence Average Gift
C: Control 0.10% $0.00
T1: Sticky Bar 1 0.10% -8.7% 30.8% $0.00
T2: Sticky Bar 2 0.11% 7.2% 24.7% $0.00

This experiment has a required sample size of 436,880 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

After running this experiment for eight days, treatment A produced an 8.7% decrease in recurring donations (with a 30.7% level of confidence) and a 2.1% increase in overall donations (14.7% level of confidence); while treatment B produced a 7.2% increase in monthly donations (with a 24.6% level of confidence) and a .78% increase in overall donations (5.5% level of confidence). Because of these flat results and the unlikelihood of this experiment validating, we decided to end the experiment after just over a week.

We believe the low level of confidence was likely a result of running two treatments, while the flat results indicate that the wiki-banner's ability to produce a micro-commitment by having the prospective donor begin the process before landing on the donation page was motivating more or at least as many people to give.

However, we did make a significant observation while analyzing these results: for direct traffic—which accounted for the majority of traffic—treatment A did produce a 50.7% lift in overall donations (86.6% level of confidence) while treatment B produced a 26.4% lift in donations (58.6% level of confidence).

Because of this observation, we do believe that the urgency created by presenting a countdown of 'donors still needed' does play a role in inspiring people to give by at the very least prompting them to make a lesser commitment in the form of a one-time gift.

Therefore, we are planning to follow this experiment up with an A/B test that tests the current wiki-banner w/ donation form against a treatment with the higher-urgency copy and countdown functionality to see if combining the two will produce a significant lift.


Experiment Documented by NextAfter

Question about experiment #132578

If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.