How adding a humanized sticky bar to a donation page impacts donor conversion rate
Reasons to Believe
Experiment Summary
Timeframe: 12/08/2022 - 12/16/2022
RTB was running a calendar year end campaign and in our efforts 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 president’s picture and message so as to remind the prospective donor that they are giving to people and remind them of the impact of their gift.
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 | 8.8% | |||
| T1: | Sticky Bar - Treatment | 18.5% | 109.9% | 96.2% |
This experiment has a required sample size of 97 in order to be valid. Since the experiment had a total sample size of 210, 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
× 109.9% increase in conversion rate
× 0% increase in average gift
Key Learnings
Results indicate that our hypothesis was correct. We saw a valid 109% lift in donor conversion rate with a level of confidence of 96%. This means that a sticky bar (that had no CTA link or button) that has a personal message from a person (in this case their President), reminds the page visitor that they’re not just giving to an organization but to people. Additionally, the reminder of the impact of their gift motivated more people to take action.
Notable changes to other metrics due to the experiment:
- Revenue experienced a 166.6% increase with a 96% level of confidence.
Observations of the impact on other visitor segments in the experiment:
- Desktop visitors had a 60.7% increase in donations with an 87% level of confidence.
- Mobile visitors had a 400.0% increase in donations with a 91% level of confidence.
- Returning visitors had a 240.5% increase in donations with a 99% level of confidence.