How adding a goal thermometer to a site interrupter impacts giving
Experiment ID: #150610
The Navigators
Experiment Summary
Timeframe: 05/15/2023 - 05/22/2023
The Navigators created a pushdown/sticky bar for their Eagle Lake campaign. This asset targeted the main homepage, and the button would take users to the instant donation page for the campaign. We ran a previous experiment where we tested the language on this pushdown/sticky bar but with a few days left in the campaign, we wanted to drive urgency. We wanted to test the impact of adding a thermometer in the pushdown itself. That way, people could see how close we were to our goal.
Research Question
We believe that adding a goal thermometor for site visitors will achieve an increase in donor conversion rate and average gift because people will be more driven by urgency and helping the organization meet their goal .
Design
C: Control - Pushdown
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) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control - Pushdown | 0.04% | |||
| T1: | Treatment - Impact + Thermometer | 0.19% | 351.1% | 96.6% |
This experiment has a required sample size of 4,044 in order to be valid. Since the experiment had a total sample size of 9,425, 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
× 351.1% increase in conversion rate
× 0% increase in average gift
Key Learnings
This experiment resulted in a valid 351% lift in donor conversion rate (with a level of confidence of 96%) and 664% valid increase in revenue (with a level of confidence of 98%. However, we did not reach the minimum of 50 transactions for this experiment. Given the urgent nature of this campaign, we stopped the experiment in order to roll out the treatment to 100% of the traffic. However, it is recommended that we retest this concept throughout an entire campaign, or consider testing this on the donation page itself.