Moody Radio
How a goal thermometer on a high-urgency campaign donation page impacts donor conversion metrics
Experiment ID: #197997
Moody Radio
Experiment Summary
Timeframe: 06/10/2025 - 06/30/2025
During Today in the Word’s Fiscal Year-End Campaign, we tested the impact of adding a goal thermometer on donor conversion.
The goal of this test was to leverage social proof by emphasizing a shared, communal objective to meet a specific financial need for the ministry. Ultimately, the goal was to drive an increase in both transactions and revenue.
Research Question
We believe that the addition of a goal thermometer for FYE donation page visitors will achieve an increase in donor conversion metrics because is creates a sense of social proof by visibly showing real-time progress toward the goal and highlighting that others are actively contributing, we foster a sense of community and shared purpose..
Design
C: Control
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)
)
)
Results
| |
Treatment Name |
Conv. Rate |
Relative Difference |
Confidence |
Average Gift |
| C: |
Control
|
8.2% |
|
|
$76.15 |
| T1: |
Thermometer
|
8.0% |
-1.5% |
10.8%
|
$84.73 |
This experiment has a required sample size of
385,481 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
The key learnings from this experiment are that while the treatment version with the goal thermometer led to a decrease in transactions for all traffic, it resulted in 1.5% decrease at a 10.8%level of confidence, which is below the threshold of 95% for validity. These results indicate that Today in the Word's audience didn't respond negatively or positively to the presence of the thermometer.
However, revenue saw a 9.6% increase at a 100% level of confidence, indicating that the goal thermometer was effective at motivating donors to give larger amounts. Therefore, we should find ways to incorporate thermometers during other Today in the Word campaigns.
In future experimentation, it would be beneficial to further explore the impact of the goal thermometer on revenue and donor behavior. It may also be helpful to consider other factors that could have influenced the results, such as the messaging and design of the goal thermometer. Additionally, conducting the experiment for a longer period of time and with a larger sample size could provide more reliable insights.
Overall, the key takeaway from this experiment is that the goal thermometer can be a valuable tool for driving increased revenue and encouraging larger donations, even if it does not directly impact the number of transactions.