Focus on the Family

How adding a donor goal sticky bar to the donation page impacts donations

Experiment ID: #194131

Focus on the Family

Experiment Summary

Timeframe: 12/19/2024 - 12/28/2024

For this test we wanted to see if adding a sticky bar that contains a donor goal would increase the appeal to give as well as convey the message that we’re wanting to send to the users. By adding a sticky bar on the family donation page we found that it will increase conversions. Below is what we found for the SOHL audience

Research Question

We believe that adding a sticky bar to the sohl donation page for the CYE campagin will achieve a higher donor conversion rate because the sticky bar will reinforce the need as well as add exclusivity to the page.

Design

C: Control
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T1: Variation 1
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Results

 Treatment NameRevenue per VisitorRelative DifferenceConfidenceAverage Gift
C: Control $74.72$319.09
T1: Variation 1 $146.0395.4% 83.6%$484.55

This experiment was validated using 3rd party testing tools. Based upon those calculations, a significant level of confidence was not met so these experiment results are not valid.

Key Learnings

The key learnings from this experiment are that adding a sticky bar containing a donor goal to the sohl donation page for the CYE campaign resulted in a significant increase in revenue for all traffic. However, the statistical level of confidence was below 95%, which means the results cannot be considered valid for future decision-making.

In future experimentation, it is important to ensure that the statistical level of confidence is at least 95% before drawing any conclusions or making decisions based on the results. It may be beneficial to conduct further tests or experiments to confirm the effectiveness of adding a sticky bar to the donation page. Additionally, it could be helpful to explore other strategies or elements that could potentially increase donor conversion rates.


Experiment Documented by NextAfter

Question about experiment #194131

If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.