How adding urgency in a pop up during fiscal year end impacts donor conversion rate
Reasons to Believe
Experiment Summary
Ended On: 07/11/2023
During RTB’s high urgency campaign they wanted to drive urgency on the site by implementing a pop up to give during the last few days of the campaign. In order to drive the urgency we developed a treatment that used urgency language to drive fast action among prospective donors.
Research Question
We believe that adding language that communicates urgency for site visitors will achieve an increase in donor conversion rate because the time-bound offer will drive donors to give now as opposed to later .
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.31% | ||
| T1: | Treatment #1 | 0.19% | -37.2% | 59.1% |
This experiment has a required sample size of 14,616 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 implementing language that communicates urgency did not lead to an increase in donor conversion rate for the nonprofit’s high urgency campaign. On the contrary, the treatment actually resulted in a decrease in donations.
Based on these results, it is important for the nonprofit to not use this specific urgency language approach in future experimentation or campaigns. It is crucial to carefully consider and evaluate the potential impact of implementing such techniques, as they may not always have the intended effect.
In future experimentation, it is recommended to explore other strategies or approaches to drive urgency and increase donor conversion rate. A thorough analysis of the target audience, their motivations, and the messaging that resonates best with them is essential for designing effective campaigns. It is also important to consider conducting further experiments with larger sample sizes and higher levels of statistical confidence to obtain more reliable results.