KCBI
Does adding animation to a sticky bar increase donor conversion?
Experiment ID: #194639
KCBI
Experiment Summary
Ended On: 01/14/2025
Each year KCBI utilizes sticky bars for a Giving Tuesday direct ask. In the past we’ve tested into different elements to add to it and what copy should be used to make it most effective. Last year we learned that having a specific goal for Giving Tuesday to set it apart from CYE was helpful in getting people to convert. This year we wanted to see if animating the copy text to show different value propositions instead of just one could potentially increase the donor conversion rate.
Research Question
We believe that animating the sticky bar for Giving Tuesday will achieve a higher donor conversion rate because having the animation will draw eyes to the sticky bar and having the message rotate leans into having more value proposition of why a donor should donate on the element itself.
Design
C: Control
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence |
---|
C: | Control | 2.1% | | |
T1: | Treatment 1 | 4.1% | 96.0% | 96.3% |
This experiment has a required sample size of
568 in order to be valid. Since the experiment had a total sample size of
1,305, 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
× 96.0% increase in conversion rate
× 0% increase in average gift
Key Learnings
The key learning from this experiment is that animating the sticky bar for Giving Tuesday resulted in a significant increase in donor conversion rate compared to a static sticky bar. The treatment showed a 64.9% increase in donations for all traffic, indicating that the animation drew more attention and potentially communicated more value propositions to donors.
It’s not recommended to use this tactic as the ‘normal’ moving forward, but it is something to consider using for a short period of time as the novelty effect will wear off.