How a countdown timer impacts donations on a CYE donation page
Experiment ID: #194295
Pathway to Victory
Experiment Summary
Timeframe: 12/29/2024 - 12/30/2024
Pathway to Victory is the broadcast ministry of First Baptist Dallas.
For PTV’s calendar year-end campaign, we tested the countdown timer feature provided by the donation platform Anedot.
For this test, we specifically targeted email subscribers.
Our hypothesis is that the timer would help to drive urgency and therefore increase donations to the campaign.
Research Question
We believe that by adding a countdown timer on the donation page for email subscribers will achieve an increase in donation because the timer represents urgency to the deadline.
Design
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)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 29.5% | $478.56 | ||
| T1: | Treatment | 17.0% | -42.3% | 97.3% | $141.25 |
This experiment has a required sample size of 90 in order to be valid. Since the experiment had a total sample size of 216, 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
× 42.3% decrease in conversion rate
× 70.5% decrease in average gift
83.0% decrease in revenue
Key Learnings
The A/B experiment conducted for the Pathway to Victory year-end campaign aimed to test the effectiveness of adding a countdown timer on the donation page for email subscribers to increase donations. The hypothesis was that the timer would create a sense of urgency and lead to a higher donation rate.
However, after running the experiment for 1 day, it was found that the treatment (with the countdown timer) experienced a 42.3% decrease in transactions for all traffic compared to the control group. The results were statistically significant at a 97.3% confidence level, indicating that the control group performed better.
Key Learnings:
1. **Countdown Timer Decreased Transactions:** Contrary to the hypothesis, the presence of a countdown timer did not increase donations, but instead led to a decrease in transactions. This suggests that the timer may have deterred potential donors or created a negative impact on the donation process.
2. **Importance of Testing:** The results highlight the importance of conducting experiments and A/B testing before implementing changes, even if the changes seem promising. In this case, testing revealed that the countdown timer did not have the intended effect.
3. **Understand Audience Preferences:** It is crucial to understand the preferences and behaviors of the target audience before implementing changes. In this case, the audience of Pathway to Victory may not have responded positively to the countdown timer approach.
4. **Optimize Messaging:** While urgency can be a powerful motivator for donations, the manner in which it is communicated is important. Future experimentation should focus on optimizing messaging to create urgency without detracting from the donation experience.
How to Use What Was Learned:
1. **Iterate and Test:** Use the learnings from this experiment to iterate on future campaigns and continue testing different strategies. Experiment with variations in messaging, design, and calls to action to find what resonates best with the audience.
2. **Collect Feedback:** Gather feedback from donors and subscribers to understand their preferences and solicit suggestions for improvement. Implement feedback loops to continuously refine donation strategies.
3. **Monitor Performance:** Keep a close eye on donation metrics and performance indicators to quickly identify any negative trends. Adjust strategies accordingly to optimize donation outcomes.
Overall, the key takeaway from this experiment is that while the addition of a countdown timer did not yield the desired results, it provided valuable insights that can be used to refine future experimentation and donation strategies for Pathway to Victory.