Does a sticky bar on premium pages about a match impact donation conversions
Experiment ID: #193329
Pathway to Victory
Experiment Summary
Timeframe: 11/25/2024 - 12/06/2024
Pathway to Victory is the broadcast ministry of First Dallas
During June and December PTV does match campaigns. December 2023 we tested a sticky bar on instant donation pages for content offers mentioning the match and that any gift will have double impact.
So this year we decided to test the same sticky bar but on premium book donation pages.
Research Question
We believe that by adding a sticky bar mentioning the match for web traffic will achieve a higher conversion rate because the match has shown to be a driver of response.
Design
C: Control
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[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Variation_1-1-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Variation_1-1-50x23.png
[admin-width] => 50
[admin-height] => 23
[full] => https://www.nextafter.com/wp-content/uploads/Variation_1-1.png
[full-width] => 2880
[full-height] => 1330
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Variation_1-1-372x172.png
[thumb_372-width] => 372
[thumb_372-height] => 172
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Variation_1-1-980x453.png
[single_post_thumbnail-width] => 980
[single_post_thumbnail-height] => 453
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Variation_1-1-32x15.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 15
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Variation_1-1-48x22.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 22
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Variation_1-1-64x30.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 30
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Variation_1-1-128x59.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 59
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Variation_1-1-122x56.png
[thumb_122_67-width] => 122
[thumb_122_67-height] => 56
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Variation_1-1-153x71.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 71
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Variation_1-1-130x60.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 60
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Variation_1-1-232x107.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 107
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Variation_1-1-544x251.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 251
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Variation_1-1-271x125.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 125
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Variation_1-1-271x125.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 125
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[thumb_272_172-width] => 272
[thumb_272_172-height] => 126
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[thumb_372_461-width] => 372
[thumb_372_461-height] => 172
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Variation_1-1-372x172.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 172
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[thumb_385_270-width] => 385
[thumb_385_270-height] => 178
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[thumb_416_241-width] => 416
[thumb_416_241-height] => 192
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[thumb_448_410-width] => 448
[thumb_448_410-height] => 207
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Variation_1-1-896x414.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 414
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Variation_1-1-574x265.png
[thumb_574_382-width] => 574
[thumb_574_382-height] => 265
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Variation_1-1-776x358.png
[thumb_776_395-width] => 776
[thumb_776_395-height] => 358
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Variation_1-1.png
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 139
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Variation_1-1.png
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 185
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Variation_1-1.png
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 277
)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 9.1% | $76.88 | ||
| T1: | Variation 1 | 8.5% | -6.9% | 95.6% | $60.92 |
This experiment has a required sample size of 15,819 in order to be valid. Since the experiment had a total sample size of 33,395, and the level of confidence is above 95% the experiment results are valid.
Flux Metrics Affected
The Flux Metrics analyze the three primary metrics that affect revenue (traffic, conversion rate, and average gift). This experiment produced the following results:
0% increase in traffic
× 6.9% decrease in conversion rate
× 20.8% decrease in average gift
26.2% decrease in revenue
Key Learnings
The key learning from this experiment is that adding a sticky bar mentioning the match for web traffic on premium book donation pages did not lead to a higher conversion rate. In fact, the treatment group saw a 6.9% decrease in Transactions for All Traffic compared to the control group, with a 95.6% statistical level of confidence. In future experimentation, it is important to carefully consider the context and placement of messaging about matching campaigns. It may be more effective to focus on other strategies or channels to promote matching campaigns, rather than relying solely on sticky bars on donation pages. Additionally, it is crucial to continue testing different approaches and analyzing results to better understand what resonates with donors and drives conversions.