How a slide up CTA with a daily donor goal impacts donor conversion
Buckner International
Buckner International is a global ministry dedicated to the transformation and restoration of the lives we serve. We are a Christ-centered organization that delivers redemptive ministry to the most vulnerable from the beginning to the ending of life.
Experiment Summary
Timeframe: 09/26/2022 - 10/31/2022
Buckner International is a Christian nonprofit that has been serving children and families for more than one hundred years. They wanted to find ways of getting more visitors to become monthly donors. They had used sticky bars before and found success with these at acquiring donors from visitors to their website. They hypothesized that using a different style message, one that slid up from the bottom of the page, and that included a daily donor goal would increase donor conversion. They hoped that this message would, if not leading to more monthly donors acquired, at least lead to more donors acquired.
They used a bright yellow color design to catch the eye and a low appeal threshold of just $15/month.
Research Question
We believe that a slide-up CTA with a daily donor goal will increase donor conversion
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.03% | ||
| T1: | Treatment #1 | 0.06% | 99.0% | 68.0% |
This experiment has a required sample size of 39,886 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
After running the experiment for just over a month, we were unable to validate an impact on donor conversion from the slide-up. Our sample size of gifts was just too small. We do however want to test micro goals presented in either sticky bars or slide up CTAs during future campaigns, particularly during seasons of high urgency when we are more likely to get enough data to validate the result.
It is possible that a transition to iDonate that took place during this test may have caused us to be unable to track donations made on the main donation page that were influenced by the popup rather than made through the popup.