How adding a goal thermometer to a campaign donation page affects donor conversion rate
Experiment ID: #112291
Luther Seminary
Experiment Summary
Timeframe: 10/27/2022 - 10/31/2022
Luther Seminary ran their bi-annual Working Preacher campaign from October 1st – October 31st. We previously tested a countdown clock on the donation page for a majority of the campaign time, but we saw a valid decrease in donor conversion with the countdown clock.
We decided to test a goal thermometer for their $50,000 campaign goal on the last 4 days of the campaign. The thermometer started at $30,000 which is how much they had raised so far. The thermometer was set to grow every time someone made a donation on that page.
Research Question
We believe that adding a goal thermometer to a campaign donation page for Working Preacher users will achieve a higher donor conversion rate.
Design
C: Campaign Focused Donation Page
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Campaign Focused Donation Page | 54.4% | $0.00 | ||
| T1: | Campaign Focused Donation Page - Thermometer | 43.8% | -19.5% | 89.3% | $0.00 |
This experiment has a required sample size of 171 in order to be valid. Since the experiment had a total sample size of 230, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
The goal thermometer saw a 19.5% decrease in donor conversion rate with an 89.2% level of confidence. Similar to the countdown clock, we can see from this experiment that the Working Preacher audience did not respond better to seeing the goal thermometer on the donation page. We would like to test this concept further on another one of Luther Seminary's campaigns that's targeting a different audience so that we can try to understand if this type of "donor goal" experiment only performs negatively for the Working Preacher audience or for the Luther Seminary audience as a whole.