How a humanized sticky bar on a campaign donation page affects donor conversion
Experiment ID: #156005
Luther Seminary
Experiment Summary
Timeframe: 06/13/2023 - 07/01/2023
This ministry client was running a campaign for their fiscal year-end. We’ve seen humanized sticky bars increase donor conversion for other organizations when used for high-urgency campaigns, so we decided to test this on their main campaign donation page which received traffic from their housefile list and Facebook ads.
The sticky bar included a message from Jake Hennes, someone who the file is very familiar with and who they receive cultivation emails from often. We wanted the urgent, important message to come from someone they recognize. Jake is also the one who sent a majority of the campaign emails.
Research Question
We believe that adding a humanized sticky bar to a campaign donation page for users who are familiar with this organization will achieve a higher donor conversion rate because Jake is a familiar face to these subscribers which will increase the humanization of the donation ask.
Design
C: Control
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[large] => https://www.nextafter.com/wp-content/uploads/Sticky_Bar_-_Direct-42-1024x202.png
[large-width] => 640
[large-height] => 126
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Sticky_Bar_-_Direct-42.png
[1536x1536-width] => 1387
[1536x1536-height] => 274
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Sticky_Bar_-_Direct-42.png
[2048x2048-width] => 1387
[2048x2048-height] => 274
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Sticky_Bar_-_Direct-42.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 138
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Sticky_Bar_-_Direct-42-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Sticky_Bar_-_Direct-42-50x10.png
[admin-width] => 50
[admin-height] => 10
[full] => https://www.nextafter.com/wp-content/uploads/Sticky_Bar_-_Direct-42.png
[full-width] => 1387
[full-height] => 274
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Sticky_Bar_-_Direct-42-372x73.png
[thumb_372-width] => 372
[thumb_372-height] => 73
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Sticky_Bar_-_Direct-42-980x194.png
[single_post_thumbnail-width] => 980
[single_post_thumbnail-height] => 194
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Sticky_Bar_-_Direct-42-32x6.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 6
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Sticky_Bar_-_Direct-42-48x9.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 9
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Sticky_Bar_-_Direct-42-64x13.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 13
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Sticky_Bar_-_Direct-42-128x25.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 25
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Sticky_Bar_-_Direct-42-122x24.png
[thumb_122_67-width] => 122
[thumb_122_67-height] => 24
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Sticky_Bar_-_Direct-42-153x30.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 30
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Sticky_Bar_-_Direct-42-130x26.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 26
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Sticky_Bar_-_Direct-42-232x46.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 46
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Sticky_Bar_-_Direct-42-544x107.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 107
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Sticky_Bar_-_Direct-42-271x54.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 54
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Sticky_Bar_-_Direct-42-271x54.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 54
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Sticky_Bar_-_Direct-42-272x54.png
[thumb_272_172-width] => 272
[thumb_272_172-height] => 54
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Sticky_Bar_-_Direct-42-372x73.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 73
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Sticky_Bar_-_Direct-42-372x73.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 73
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Sticky_Bar_-_Direct-42-385x76.png
[thumb_385_270-width] => 385
[thumb_385_270-height] => 76
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Sticky_Bar_-_Direct-42-416x82.png
[thumb_416_241-width] => 416
[thumb_416_241-height] => 82
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Sticky_Bar_-_Direct-42-448x89.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 89
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Sticky_Bar_-_Direct-42-896x177.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 177
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Sticky_Bar_-_Direct-42-574x113.png
[thumb_574_382-width] => 574
[thumb_574_382-height] => 113
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Sticky_Bar_-_Direct-42-776x153.png
[thumb_776_395-width] => 776
[thumb_776_395-height] => 153
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Sticky_Bar_-_Direct-42.png
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 59
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Sticky_Bar_-_Direct-42.png
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 79
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Sticky_Bar_-_Direct-42.png
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 119
)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 16.9% | $67.26 | ||
| T1: | Sticky Bar - Direct | 21.2% | 25.6% | 78.1% | $55.75 |
This experiment has a required sample size of 636 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 key learnings from this experiment are as follows: 1. The addition of a humanized sticky bar featuring a familiar face can significantly impact donor conversion rates, especially for users who are already familiar with the organization. 2. The treatment resulted in a 25.6% increase in donations for all traffic, suggesting that the humanization of the donation ask through the use of a familiar face resonates positively with donors. 3. Female visitors, in particular, showed a significant increase in donations, with a whopping 956% increase and a 95% level of confidence. This suggests that the humanized sticky bar was especially effective in engaging and persuading female donors. 4. While the results of the experiment showed promising improvements in donor conversion rates, it is important to note that the statistical level of confidence was below the recommended threshold of 85%, but due to the volume of gifts and difference in donor conversion, we believe this concept should be used in future campaigns.