How a dynamic donor countdown on a sticky bar impacts conversion during a campaign
Focus on the Family
Focus on the Family is a global Christian ministry dedicated to helping families thrive. We provide help and resources for couples to build healthy marriages that reflect God's design, and for parents to raise their children according to morals and values grounded in biblical principles.
Experiment Summary
Timeframe: 07/27/2020 - 08/04/2020
In the final week of Focus on the Family’s summer campaign, they wanted to see if they would increase donor conversion on the donation page by adding a sticky bar to the top of the page that reinforce the need. On this sticky bar was also a dynamic countdown of how many donors were needed that day (this changed every day). They ran this test for a week against the control that didn’t have the sticky bar on it.
Research Question
Can we increase donor motivation at the end of a campaign by adding a sticky bar to the donation page to reinforce the value prop?
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Without Sticky Bar | 23.2% | ||
| T1: | With Sticky Bar | 25.9% | 11.6% | 76.0% |
This experiment has a required sample size of 1,948 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
While we weren’t able to validate the results, we did see a directional lift in giving when the sticky bar was present on the page. The sticky bar increased motivation of the prospective donor by reminding them of the need and creating urgency around the goal of the number of donors needed to meet the need. This tactic has proven to work well for this organization and could be implemented in future campaigns without having a negative impact on giving.