How an urgent popup with a sponsorship goal and a 24-hour countdown impacted sponsorship conversion on children sponsorship pages.
Prison Fellowship International
Experiment Summary
Timeframe: 11/23/2022 - 12/06/2022
In an effort to increase sponsorship conversions on children sponsorship pages for a child sponsorship organization, we’re testing a popup that sets a daily sponsorship goal counting down from three and includes a countdown (hours, minutes, seconds) for the day. It also includes value prop as part of an urgent message. This popup does not include a CTA and does not redirect to another page when clicked. It’s tested to add urgency and motivation while a potential sponsor is already scrolling the children sponsorship pages. We’re running the popup only on pages that catalog the children available for sponsorship.
We believe that the popup will act as a special nudge to get people who are already considering sponsoring a child to convert into sponsors.
Research Question
We believe that an urgent popup noting a daily sponsorship goal and a 24-hour countdown clock for people visiting child sponsorship pages will achieve an increase in sponsorship conversions because the popup will create urgency and motivation, and stand as a special nudge to get people interested in sponsoring to sponsor.
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 0.42% | $0.00 | ||
| T1: | Popup #1 | 0.35% | -16.8% | 38.0% | $0.00 |
This experiment has a required sample size of 58,997 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
After running for two weeks, the experiment did not gain much traction. The treatment resulted in a 16.8% decrease in child sponsorships with a 37.9% level of confidence. This tells us that the popup did not carry much weight in visitors’ decisions to sponsor a child. The logic here is that they are already on the children page, so their intent is already established. Whether they saw the urgent popup or not, their mind was already made up when they reached the page.
We have another experiment running in which the popup appears on all website pages except for the children pages, and includes a call-to-action button that takes users to the child sponsorship page. In this case, we hypothesize that the popup will convince people who did not come to the website with the intent to sponsor a child to click the popup CTA, redirecting them to the child sponsorship page and converting them into a sponsor.
We will keep an eye on the experiment and see how it compares to this one in regards to motivation, urgency, and conversion.