How adding a donor countdown to a CYE sticky bar affects donor conversion rate
Experiment ID: #80931
The Fund for American Studies
Experiment Summary
Timeframe: 12/23/2021 - 01/04/2022
During the last leg of the CYE campaign, TFAS wanted to drive more donations from the homepage. We wanted to see if seeing a smaller goal with a donor countdown on the sticky bar would drive a higher donor conversion rate. The control would have the standard language used while the treatment would have a daily donor countdown in the button. Amounts for the daily goal count were based on the previous year’s daily gift numbers.
Research Question
We believe that adding a daily donor countdown on a stickybar for website visitors during the calendar year-end will achieve an increase in donor conversion rate.
Design
C: Stickbar copy - Without countdown
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Stickbar copy - Without countdown | 1.9% | $0.00 | ||
| T1: | Stickbar copy - With countdown | 2.5% | 32.1% | 67.8% | $0.00 |
This experiment has a required sample size of 4,478 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
In this experiment, we achieved a 30% lift with a 67% level of confidence. Given that this experiment ran for only over a week this should be retested during a longer time frame to allow for validation. While it appears there is a higher lift in revenue in the control, there is an outlier gift of $10k in the control. There are several gifts between $1k-$5k but the client assured us that most of these gifts were new donors and we could keep these in the data set without counting them as outliers. With only removing the $10k gift, revenue is flat between the control and treatment. There is data to imply that this could be a good experiment to retest later especially as we see a 169% increase in donations through mobile with a level of confidence of 93%. Observations of the impact on other visitor segments in the experiment:
- Email visitors had a 100.0% decrease in donations with a 98% level of confidence.
- Paid Social visitors had a 299.2% increase in donations with a 96% level of confidence.
- Mobile visitors had a 169.4% increase in donations with a 93% level of confidence.
- Female visitors had a 207.9% increase in donations with an 86% level of confidence.
- Male visitors had a 142.8% increase in donations with a 90% level of confidence.
- 65+ visitors had a 6.7% increase in donations with a 96% level of confidence.