How using a countdown clock on a donation page in the final days of a high urgency campaign affects donor conversion rates
Experiment ID: #194250
American Cornerstone Institute
Experiment Summary
Timeframe: 12/27/2024 - 01/01/2025
The American Cornerstone Institute ran a high-urgency campaign for the final month of the year. Within this campaign, they wanted to test the impact of including a countdown clock on the donation for the final 4 days of the campaign.
They conducted an A/B test, split 50/50, with two versions of the donation page: the control version without a countdown clock and the treatment version with a countdown clock. Their hypothesis was that the countdown clock would create a sense of urgency, encouraging more users to make a donation before the deadline (When the countdown clock ran out).
Research Question
We believe that adding a countdown clock to the donation page will increase the donation conversion rate because it creates urgency by highlighting the time remaining until the deadline.
Design
C: Control
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)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 35.0% | $89.07 | ||
| T1: | Variation 1 | 32.7% | -6.6% | 59.0% | $56.94 |
This experiment has a required sample size of 3,218 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 learning from this experiment is that the inclusion of a countdown clock on the donation page did not have the intended impact of increasing donation conversion rates. In fact, the treatment group, which had the countdown clock, experienced a 6.6% decrease in transactions compared to the control group. It is crucial to note that the statistical level of confidence for this result was only 59.0%, which is below the standard threshold of 85% for results to be considered valid. Therefore, these results should not be used for future decision-making. In future experimentation, it is essential to consider the statistical significance of the results before drawing any conclusions. Additionally, it may be beneficial to test the effectiveness of different strategies to create urgency or incentivize donations, such as limited-time offers or matching donation challenges, to see what resonates best with donors. Conducting further A/B tests with a larger sample size and varying durations may provide more conclusive insights for future fundraising campaigns.