How Adding a Countdown Affects Donor Conversion on a Wikibanner
Experiment ID: #178154
NextAfter
Experiment Summary
Timeframe: 05/07/2024 - 05/20/2024
Focus on the Family is running its SeeLife campaign.. which drives more traffic to the homepage than usual. With this increased traffic we wanted to see if we could get donors to give on the homepage by having a wiki banner on the top of the homepage.
We have tested this before with previous campaigns. However, with this one we wanted to see what was more appealing to their donor audience, a total campaign goal countdown or a daily goal countdown.
Research Question
We believe that adding a countdown on the homepage wiki banner for prospective donors will achieve a higher donor conversion rate because the countdown adds appeal and exclusivity to the value proposition as to why somebody should give a gift.
Design
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 1.2% | $146.83 | ||
| T1: | campaign goal | 1.5% | 27.0% | 94.2% | $153.72 |
| T2: | donor count | 1.6% | 35.4% | 98.6% | $137.90 |
This experiment has a required sample size of 9,431 in order to be valid. Since the experiment had a total sample size of 28,781, 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
Ă— 35.4% increase in conversion rate
Ă— 6.1% decrease in average gift
27.2% increase in revenue
Key Learnings
The key learnings from this experiment indicate that adding a countdown on the homepage wiki banner for prospective donors significantly increased donor conversion rates. Specifically, the treatment group experienced a 35.4% increase in Transactions - One-Time for All Traffic with a high statistical level of confidence of 98.6%. This suggests that the countdown added appeal and exclusivity to the value proposition, motivating more donors to give.
Moreover, Transactions overall saw a substantial 287% increase with a statistical confidence level of 97%. This highlights the effectiveness of incorporating a countdown in driving donor engagement and ultimately increasing donations.
In future experimentation, it is important to continue leveraging the use of countdowns in fundraising campaigns to capitalize on the sense of urgency and exclusivity they create.
Ultimately, the results of this experiment provide valuable insights that can guide future fundraising strategies and help maximize donation opportunities for the Focus on the Family organization.
____
Additional Notes
The tactic of adding a campaign goal counter to the homepage giving widget was effective at increasing conversions—likely due to the increased visibility of the need for donations. It also provides a level of social proof as donors can see that others are giving together to achieve a shared goal.
The more effective treatment, however, was the daily donor goal. While this treatment also increased the visibility of the need and adds the social proof aspect, it also reframes the goal to be more tangible and achievable to the donor. A potential donor may feel that their donation is a drop in the bucket of a 39,000 donor goal. But being of 675 donors needed today may feel more accessible and attainable.