Moody Radio

Does adding a countdown clock to a lower-third banner during a high-urgency campaign increase engagement and downstream donor conversion?

Experiment ID: #204687

Moody Radio

Experiment Summary

Ended On: 07/16/2026

During Moody Bible Institute’s fiscal year-end campaign, we tested adding a countdown clock to the website’s lower-third banner. The objective was to reinforce the campaign’s deadline by providing a highly visible, real-time reminder of how little time remained to give.

Rather than adding more copy, the countdown was intended to create a greater sense of urgency in a concise, attention-grabbing way, encouraging more visitors to engage with the appeal and ultimately complete a donation before the campaign ended.

Research Question

We believe including a countdown clock in the lower third will increase engagement and downstream donor conversion by creating urgency and motivating users to give before the deadline.

Design

C: Control
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T1: Treatment #1
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https://www.nextafter.com/wp-content/uploads/Treatment_1-4-372x79.png [thumb_372-width] => 372 [thumb_372-height] => 79 [single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Treatment_1-4-980x208.png [single_post_thumbnail-width] => 980 [single_post_thumbnail-height] => 208 [thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Treatment_1-4-32x7.png [thumb_32_32-width] => 32 [thumb_32_32-height] => 7 [thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Treatment_1-4-48x10.png [thumb_48_48-width] => 48 [thumb_48_48-height] => 10 [thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Treatment_1-4-64x14.png [thumb_64_64-width] => 64 [thumb_64_64-height] => 14 [thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Treatment_1-4-128x27.png [thumb_128_128-width] => 128 [thumb_128_128-height] => 27 [thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Treatment_1-4-122x26.png [thumb_122_67-width] => 122 [thumb_122_67-height] => 26 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272 [thumb_272_172-height] => 58 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Treatment_1-4-372x79.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 79 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Treatment_1-4-372x79.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 79 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Treatment_1-4-385x82.png [thumb_385_270-width] => 385 [thumb_385_270-height] => 82 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Treatment_1-4-416x88.png [thumb_416_241-width] => 416 [thumb_416_241-height] => 88 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Treatment_1-4-448x95.png [thumb_448_410-width] => 448 [thumb_448_410-height] => 95 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Treatment_1-4-896x190.png [thumb_448_410_retina-width] => 896 [thumb_448_410_retina-height] => 190 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Treatment_1-4-574x122.png [thumb_574_382-width] => 574 [thumb_574_382-height] => 122 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Treatment_1-4-776x165.png [thumb_776_395-width] => 776 [thumb_776_395-height] => 165 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Treatment_1-4.png [gform-image-choice-sm-width] => 300 [gform-image-choice-sm-height] => 64 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Treatment_1-4.png [gform-image-choice-md-width] => 400 [gform-image-choice-md-height] => 85 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Treatment_1-4.png [gform-image-choice-lg-width] => 600 [gform-image-choice-lg-height] => 127 ) ) )

Results

  Treatment Name Click Rate Relative Difference Confidence
C: Control 0.31%
T1: Treatment #1 0.64% 109.3% 96.1%

This experiment has a required sample size of 3,219 in order to be valid. Since the experiment had a total sample size of 7,149, 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:

    109.3% increase in traffic
Ă— 0% increase in conversion rate
Ă— 0% increase in average gift

Key Learnings

The key learnings from this experiment are that incorporating a countdown clock in the lower third of the website during a fundraising campaign significantly increased user engagement and downstream donor conversion. The treatment group, which had the countdown clock, experienced a 109.3% increase in clicks across all traffic, with a statistical confidence level of 96.1%, demonstrating that the addition of the countdown clock effectively created urgency and motivated users to donate before the deadline. Furthermore, both the control and treatment produced 7 gifts each, indicating that the treatment only had a 0.1% increase in transactions at a 0.1% LOC. In future experimentation, we should consider implementing similar tactics, such as countdown clocks, to create a sense of urgency and encourage user engagement. These types of visual cues can be powerful motivators for users to take action and participate in campaigns. Additionally, tracking and analyzing the impact of these elements on user behavior can provide valuable insights to optimize future fundraising strategies and improve overall campaign performance.


Experiment Documented by NextAfter

Question about experiment #204687

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