How adding value proposition to a high urgency campaign website sticky bar impacted donations
Experiment ID: #142764
Illinois Policy Institute
Experiment Summary
Timeframe: 03/27/2023 - 03/31/2023
The Illinois Policy Institute was running a high urgency campaign through the end of March. To alert website visitors and get more people to the campaign donation page, we’re testing two sticky bars: One that is very brief and simply alerts users of an urgent matching gift and campaign deadline, and the other includes more value proposition copy, appealing to issues that the user likely cares about and telling them how they can learn more about a way to help – while also pointing out the urgency of a deadline.
Which angle will produce more donations?
Research Question
We believe that adding value proposition to sticky bar copy promoting a key fundraising opportunity for website visitors will achieve an increase in donations because the value proposition will appeal more to potential donors and motivate them to learn more and make a gift through the donation page.
Design
C: Sticky bar
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) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Sticky bar | 0.07% | $0.00 | ||
| T1: | Sticky bar 2 | 0.27% | 304.6% | 94.4% | $0.00 |
This experiment has a required sample size of 3,082 in order to be valid. Since the experiment had a total sample size of 5,898, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
The key learning from this experiment is that adding value proposition to the sticky bar copy can lead to a significant increase in donations. The treatment version that included more value proposition copy saw a 304.6% increase in donations, with a statistical level of confidence of 94.4%.
All donations completed in this experiment were completed by desktop visitors and returning visitors. It is clear that the treatment sticky bar (with value prop) spoke more effectively to visitors through appeal and motivation. A “matching gift” does not mean as much to our audience as improving certain issues that they are passionate about.
Future sticky bars run for high urgency campaigns should include value proposition language, as that’s what our audience wants to hear. It may also be worth testing variations of the treatment version to further optimize the messaging and achieve an even greater increase in donations.