How adding a humanized sticky bar to a donation page impacts donor conversion rate
Texas Public Policy Foundation
Experiment Summary
Timeframe: 06/15/2023 - 07/03/2023
TPPF’s Keep Texas Texan petition is producing a low instant donor conversion rate after users sign the petition. In an effort to increase donor conversion rate on the donation page, we decided to run a test where we would would humanize the experience for the prospective donor. So, we added a humanized sticky bar with their CEO’s picture and a message directing the reader’s attention to the donation opportunity below and reminding them of the impact that they can make. We believe this message coming from a person and prominent figure in the organization will lead to more donations.
Research Question
We believe that adding a humanized sticky bar for donation page visitors will achieve a higher donor conversion rate.
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 0.44% | $25.00 | ||
| T1: | Treatment | 1.2% | 164.8% | 63.5% |
This experiment has a required sample size of 1,188 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
The key learning from this experiment is that adding a humanized sticky bar with the picture of a prominent member of the organization and a personal message from that person can significantly increase the donor conversion rate – the power of personal touch. The treatment version of the donation page, which included the humanized sticky bar, saw a 164.8% increase in donations compared to the control version.
However, the statistical level of confidence is only 63.5% which is below the recommended threshold of 85%. This means that the results cannot be considered valid and should not be used for future decision making. This experiment had to end after 15 days, preventing the necessary data to reach validation. It also recorded only 4 total donations between the two variants, which is below the recommended 50 transactions to reach confident results.