How a humanized sticky bar on a high-urgency campaign donation page impacts donor conversion
Experiment ID: #194315
International Mission Board
Experiment Summary
Timeframe: 12/30/2024 - 12/30/2024
During IMB’s CYE campaign, we implemented a humanized sticky bar on the donation page as part of the strategy for Email 16.
This sticky bar ran for a full day, with the test limited to users who accessed the donation page via a link embedded in Email 16.
The sticky bar treatment was shown to 50% of the page’s traffic, allowing us to evaluate its effectiveness in driving engagement and conversions in this specific segment of our audience.
The control featured no sticky bar.
The treatment sticky bar featured Chuck Anderson, sender of Email 16, and had the following copy: “There’s only one day remaining to support IMB missionaries through your year-end gift to the Lottie Moon Christmas Offering®. As a reminder, your gift will play a crucial role in sharing the joy and peace of Jesus with those who have yet to hear His name. – Chuck Anderson”
Research Question
We believe that the presence of the humanized sticky bar on the CYE Donation page for email 16 visitors will achieve an increase in donor conversion metrics because the personalized message boosts trust and creates a more personalized experience for the potential donor.
Design
C: Control
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[2048x2048] => https://www.nextafter.com/wp-content/uploads/Humanized_Stickybar.png
[2048x2048-width] => 789
[2048x2048-height] => 1161
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Humanized_Stickybar-700x700.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Humanized_Stickybar-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Humanized_Stickybar-34x50.png
[admin-width] => 34
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/Humanized_Stickybar.png
[full-width] => 789
[full-height] => 1161
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Humanized_Stickybar-372x547.png
[thumb_372-width] => 372
[thumb_372-height] => 547
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Humanized_Stickybar-425x625.png
[single_post_thumbnail-width] => 425
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Humanized_Stickybar-22x32.png
[thumb_32_32-width] => 22
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Humanized_Stickybar-33x48.png
[thumb_48_48-width] => 33
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Humanized_Stickybar-43x64.png
[thumb_64_64-width] => 43
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Humanized_Stickybar-87x128.png
[thumb_128_128-width] => 87
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Humanized_Stickybar-46x67.png
[thumb_122_67-width] => 46
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Humanized_Stickybar-104x153.png
[thumb_153_153-width] => 104
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Humanized_Stickybar-111x163.png
[thumb_130_163-width] => 111
[thumb_130_163-height] => 163
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Humanized_Stickybar-120x177.png
[thumb_232_177-width] => 120
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Humanized_Stickybar-442x650.png
[thumb_272_325-width] => 442
[thumb_272_325-height] => 650
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Humanized_Stickybar-235x346.png
[thumb_271_346-width] => 235
[thumb_271_346-height] => 346
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Humanized_Stickybar-184x271.png
[thumb_271_271-width] => 184
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Humanized_Stickybar-117x172.png
[thumb_272_172-width] => 117
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Humanized_Stickybar-313x461.png
[thumb_372_461-width] => 313
[thumb_372_461-height] => 461
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Humanized_Stickybar-340x500.png
[thumb_372_500-width] => 340
[thumb_372_500-height] => 500
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Humanized_Stickybar-183x270.png
[thumb_385_270-width] => 183
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Humanized_Stickybar-164x241.png
[thumb_416_241-width] => 164
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Humanized_Stickybar-279x410.png
[thumb_448_410-width] => 279
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Humanized_Stickybar-557x820.png
[thumb_448_410_retina-width] => 557
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Humanized_Stickybar-260x382.png
[thumb_574_382-width] => 260
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Humanized_Stickybar-268x395.png
[thumb_776_395-width] => 268
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Humanized_Stickybar.png
[gform-image-choice-sm-width] => 204
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Humanized_Stickybar.png
[gform-image-choice-md-width] => 272
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Humanized_Stickybar.png
[gform-image-choice-lg-width] => 408
[gform-image-choice-lg-height] => 600
)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 7.8% | $725.02 | ||
| T1: | Humanized Stickybar | 6.7% | -15.0% | 25.6% | $690.71 |
This experiment has a required sample size of 3,731 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 the humanized sticky bar featuring Chuck Anderson on the donation page for Email 16 visitors did not result in an increase in donor conversion metrics. In fact, the treatment saw a 15.0% decrease in transactions for all traffic with a statistical confidence level of 25.6%, indicating that the control group performed better.
It is important to note that the statistical confidence level is below the threshold of 95%, which means that these results are not considered valid and should not be used for future decision making.
In future experimentation, it is important to consider the impact of humanized elements like sticky bars on donor behavior. It may be beneficial to further test different variations of humanized elements or personalize them based on donor preferences to see if this can lead to an increase in conversions. Additionally, ensuring a longer experiment duration and a larger sample size can help in obtaining more reliable and valid results for future decision making.