How adding a recurring donor ticker affected a high urgency campaign
Dallas Theological Seminary
The DTS mission is, “to glorify God by equipping godly servant-leaders for the proclamation of His Word and the building up of the body of Christ worldwide.” They strive to help men and women fulfill the Great Commission and the Great Commandment, or more simply: Teach Truth. Love Well.
Experiment Summary
Timeframe: 09/15/2020 - 09/24/2020
With a specific goal set for a high urgency campaign, we wanted to test if adding a ticker to the donation page in a sticky bar to count the number of monthly donors would increase donor conversion.
Research Question
Will including the live total number of donors acquired towards the overall goal increase conversion rate on a donation page?
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 13.5% | ||
| T1: | Sticky bar | 12.5% | -7.7% | 42.2% |
This experiment has a required sample size of 7,945 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
While we did not reach the minimum level of confidence needed for validity of the experiment and saw a slight decrease in the number of transactions, we did notice that the average gift increased on the treatment, which is something we would want to test further to evaluate. We also hypothesized that the results could have been negatively influenced since the campaign met its monthly donor goal ahead of schedule, there may have been a reduced sense of need or urgency when visitors arrived on the page and saw the goal had already been met before they decided to contribute. For future tests, we want to launch the sticky bar earlier in the campaign to see how it affects motivation and we also want to test replacing the text-only version sticky bar with additional visuals like a progress bar or thermometer to further add clarity to the progress of the goal and what is being counted.