How adding a donor countdown on a sticky bar affects donor conversion rate during a high urgency campaign
Reasons to Believe
Experiment Summary
Timeframe: 04/26/2022 - 05/08/2022
RTB was running a recurring giving (Monthly Partner) campaign. Their goal was 100 new recurring donors by the end of the campaign. In order to bring awareness to the campaign, the used a sticky bar on their website to drive traffic to the Monthly Partner donation page. While they’ve been using “100 monthly donors” in their messaging, we hypothesized that breaking down the goal into a smaller, more achievable goal would drive more donations. We stated that “10 monthly donors” are needed today in order to provide a micro-goal. In addition to that change, we had the button have an active countdown on how many monthly donors were left in the daily goal.
Traffic to this page was primarily driven organically.
Research Question
We believe that adding a micro-goal and donor countdown on a sticky bar for site visitors will achieve a high donor conversion rate .
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Sticky Bar (No Countdown) | 50.0% | |||
| T1: | Sticky Bar (Daily Goal Counter) | 100.0% | 100.0% | 95.4% |
This experiment has a required sample size of 5 in order to be valid. Since the experiment had a total sample size of 10, 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
× 100.0% increase in conversion rate
× 0% increase in average gift
Key Learnings
This experiment resulted in a 100% increase in donor conversion with a level of confidence of 95%. However through most of the duration, the experiment was targeted to only the homepage (not site-wide), which gave us a smaller sample size than expected. Nonetheless, the experiment did validate and informs us that RTB’s audiences are more likely to respond to a smaller, achievable goal in a recurring donor campaign. The larger goal of 100 donors can potentially feel like a daunting goal that the donor cannot realistically contribute to.
After this experiment ran, we launched a site-wide pop up with both the micro goal and the donor countdown. This is worth retesting for a different high urgency campaign to see if we get the same type of response.