How a visual reminder of a daily 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: 08/23/2019 - 08/31/2019
Buckner International was running a fundraising campaign around their Shoes for Orphan Souls. The majority of the efforts were taking place via email but we decided to see if we could also drive additional traffic to the donation page by setting a daily goal and reporting on it via a sticky bar. This sticky bar would be shown throughout the Buckner website and would point to a Shoes donation page.
After setting up the advertising, we had the hypothesis that adding the sticky bar on to the donation page may serve as a visual reminder for those coming from the website and could also serve to motivate individuals coming from email. We decided to test this hypothesis for the duration of the campaign.
Research Question
Will the visual reminder of a daily goal increase overall conversion on the donation page?
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | No Banner | 9.1% | $0.00 | ||
| T1: | With Banner | 17.3% | 90.8% | 97.2% | $0.00 |
This experiment has a required sample size of 133 in order to be valid. Since the experiment had a total sample size of 316, 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
× 90.8% increase in conversion rate
× 0% increase in average gift
Key Learnings
The sticky bar was able to reinforce both the need and a tangible goal which resulted in a 90% increase in donor conversion rate for individuals that saw it on the donation page. It was also interesting to note that many of these visitors were coming from an email where this daily goal was not mentioned. It could be worth further testing to see if incorporating the daily goal into the email further improves donor conversion rate.
As a note, the recorded lift was observed for both desktop and tablet users. Mobile users (excluded from the stats above) did not experience any significant change in likelihood to make a gift.