How count-based urgency and percentage-based urgency affect conversion
Experiment ID: #10339
CaringBridge
Experiment Summary
Timeframe: 12/10/2018 - 01/02/2019
CaringBridge had been running sticky bar challenges throughout their year-end campaign, and had found a “power hour” method that created recurring urgency by setting hourly goals and inspiring donors to help reach them. As they neared the end of the campaign, they had a $25,000 matching gift they wanted to leverage to generate revenue, but decided to test the “donor-based” goal (with a number of donations displayed) against the traditional “goal-based” thermometer, which showed a percentage of the $25k gift remaining to be matched.
Their hypothesis was that while thermometers have been tested to convey urgency, they might make the goal too abstract or “out of reach” for one single donor. They didn’t want to go about “business as usual” without testing it.
Research Question
How will count-based urgency affect revenue, as opposed to percentage-based urgency?
Design
C: Countdown
Array
(
[0] => Array
(
[ID] => 65937
[id] => 65937
[title] => Countdown.jpg
[filename] => Countdown-5.jpg
[filesize] => 22817
[url] => https://www.nextafter.com/wp-content/uploads/Countdown-5.jpg
[link] => https://www.nextafter.com/experiments/how-count-based-urgency-and-percentage-based-urgency-affect-conversion/attachment/countdown-jpg-11/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => countdown-jpg-11
[status] => inherit
[uploaded_to] => 15583
[date] => 2024-08-23 18:38:01
[modified] => 2024-08-23 18:38:01
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 319
[height] => 239
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/Countdown-5-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Countdown-5-300x225.jpg
[medium-width] => 300
[medium-height] => 225
[medium_large] => https://www.nextafter.com/wp-content/uploads/Countdown-5.jpg
[medium_large-width] => 319
[medium_large-height] => 239
[large] => https://www.nextafter.com/wp-content/uploads/Countdown-5.jpg
[large-width] => 319
[large-height] => 239
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Countdown-5.jpg
[1536x1536-width] => 319
[1536x1536-height] => 239
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Countdown-5.jpg
[2048x2048-width] => 319
[2048x2048-height] => 239
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Countdown-5-700x700.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Countdown-5-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Countdown-5-50x37.jpg
[admin-width] => 50
[admin-height] => 37
[full] => https://www.nextafter.com/wp-content/uploads/Countdown-5.jpg
[full-width] => 319
[full-height] => 239
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Countdown-5.jpg
[thumb_372-width] => 319
[thumb_372-height] => 239
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Countdown-5.jpg
[single_post_thumbnail-width] => 319
[single_post_thumbnail-height] => 239
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Countdown-5-32x24.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 24
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Countdown-5-48x36.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 36
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Countdown-5-64x48.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 48
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Countdown-5-128x96.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 96
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Countdown-5-89x67.jpg
[thumb_122_67-width] => 89
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Countdown-5-153x115.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 115
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Countdown-5-130x97.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 97
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Countdown-5-232x174.jpg
[thumb_232_177-width] => 232
[thumb_232_177-height] => 174
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Countdown-5.jpg
[thumb_272_325-width] => 319
[thumb_272_325-height] => 239
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Countdown-5-271x203.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 203
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Countdown-5-271x203.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 203
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Countdown-5-230x172.jpg
[thumb_272_172-width] => 230
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Countdown-5.jpg
[thumb_372_461-width] => 319
[thumb_372_461-height] => 239
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Countdown-5.jpg
[thumb_372_500-width] => 319
[thumb_372_500-height] => 239
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Countdown-5.jpg
[thumb_385_270-width] => 319
[thumb_385_270-height] => 239
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Countdown-5.jpg
[thumb_416_241-width] => 319
[thumb_416_241-height] => 239
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Countdown-5.jpg
[thumb_448_410-width] => 319
[thumb_448_410-height] => 239
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Countdown-5.jpg
[thumb_448_410_retina-width] => 319
[thumb_448_410_retina-height] => 239
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Countdown-5.jpg
[thumb_574_382-width] => 319
[thumb_574_382-height] => 239
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Countdown-5.jpg
[thumb_776_395-width] => 319
[thumb_776_395-height] => 239
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Countdown-5.jpg
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 225
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Countdown-5.jpg
[gform-image-choice-md-width] => 319
[gform-image-choice-md-height] => 239
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Countdown-5.jpg
[gform-image-choice-lg-width] => 319
[gform-image-choice-lg-height] => 239
)
)
[1] => Array
(
[ID] => 65938
[id] => 65938
[title] => Thermometer.jpg
[filename] => Thermometer-5.jpg
[filesize] => 19162
[url] => https://www.nextafter.com/wp-content/uploads/Thermometer-5.jpg
[link] => https://www.nextafter.com/experiments/how-count-based-urgency-and-percentage-based-urgency-affect-conversion/attachment/thermometer-jpg-30/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => thermometer-jpg-30
[status] => inherit
[uploaded_to] => 15583
[date] => 2024-08-23 18:38:02
[modified] => 2024-08-23 18:38:02
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 375
[height] => 207
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/Thermometer-5-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Thermometer-5-300x166.jpg
[medium-width] => 300
[medium-height] => 166
[medium_large] => https://www.nextafter.com/wp-content/uploads/Thermometer-5.jpg
[medium_large-width] => 375
[medium_large-height] => 207
[large] => https://www.nextafter.com/wp-content/uploads/Thermometer-5.jpg
[large-width] => 375
[large-height] => 207
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Thermometer-5.jpg
[1536x1536-width] => 375
[1536x1536-height] => 207
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Thermometer-5.jpg
[2048x2048-width] => 375
[2048x2048-height] => 207
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Thermometer-5-700x700.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Thermometer-5-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Thermometer-5-50x28.jpg
[admin-width] => 50
[admin-height] => 28
[full] => https://www.nextafter.com/wp-content/uploads/Thermometer-5.jpg
[full-width] => 375
[full-height] => 207
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Thermometer-5-372x205.jpg
[thumb_372-width] => 372
[thumb_372-height] => 205
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Thermometer-5.jpg
[single_post_thumbnail-width] => 375
[single_post_thumbnail-height] => 207
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Thermometer-5-32x18.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 18
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Thermometer-5-48x26.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 26
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Thermometer-5-64x35.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 35
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Thermometer-5-128x71.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 71
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Thermometer-5-122x67.jpg
[thumb_122_67-width] => 122
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Thermometer-5-153x84.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 84
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Thermometer-5-130x72.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 72
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Thermometer-5-232x128.jpg
[thumb_232_177-width] => 232
[thumb_232_177-height] => 128
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Thermometer-5.jpg
[thumb_272_325-width] => 375
[thumb_272_325-height] => 207
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Thermometer-5-271x150.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 150
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Thermometer-5-271x150.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 150
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Thermometer-5-272x150.jpg
[thumb_272_172-width] => 272
[thumb_272_172-height] => 150
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Thermometer-5-372x205.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 205
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Thermometer-5-372x205.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 205
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Thermometer-5.jpg
[thumb_385_270-width] => 375
[thumb_385_270-height] => 207
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Thermometer-5.jpg
[thumb_416_241-width] => 375
[thumb_416_241-height] => 207
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Thermometer-5.jpg
[thumb_448_410-width] => 375
[thumb_448_410-height] => 207
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Thermometer-5.jpg
[thumb_448_410_retina-width] => 375
[thumb_448_410_retina-height] => 207
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Thermometer-5.jpg
[thumb_574_382-width] => 375
[thumb_574_382-height] => 207
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Thermometer-5.jpg
[thumb_776_395-width] => 375
[thumb_776_395-height] => 207
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Thermometer-5.jpg
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 166
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Thermometer-5.jpg
[gform-image-choice-md-width] => 375
[gform-image-choice-md-height] => 207
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Thermometer-5.jpg
[gform-image-choice-lg-width] => 375
[gform-image-choice-lg-height] => 207
)
)
)
T1: Thermometer
Array
(
[0] => Array
(
[ID] => 65937
[id] => 65937
[title] => Countdown.jpg
[filename] => Countdown-5.jpg
[filesize] => 22817
[url] => https://www.nextafter.com/wp-content/uploads/Countdown-5.jpg
[link] => https://www.nextafter.com/experiments/how-count-based-urgency-and-percentage-based-urgency-affect-conversion/attachment/countdown-jpg-11/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => countdown-jpg-11
[status] => inherit
[uploaded_to] => 15583
[date] => 2024-08-23 18:38:01
[modified] => 2024-08-23 18:38:01
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 319
[height] => 239
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/Countdown-5-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Countdown-5-300x225.jpg
[medium-width] => 300
[medium-height] => 225
[medium_large] => https://www.nextafter.com/wp-content/uploads/Countdown-5.jpg
[medium_large-width] => 319
[medium_large-height] => 239
[large] => https://www.nextafter.com/wp-content/uploads/Countdown-5.jpg
[large-width] => 319
[large-height] => 239
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Countdown-5.jpg
[1536x1536-width] => 319
[1536x1536-height] => 239
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Countdown-5.jpg
[2048x2048-width] => 319
[2048x2048-height] => 239
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Countdown-5-700x700.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Countdown-5-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Countdown-5-50x37.jpg
[admin-width] => 50
[admin-height] => 37
[full] => https://www.nextafter.com/wp-content/uploads/Countdown-5.jpg
[full-width] => 319
[full-height] => 239
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Countdown-5.jpg
[thumb_372-width] => 319
[thumb_372-height] => 239
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Countdown-5.jpg
[single_post_thumbnail-width] => 319
[single_post_thumbnail-height] => 239
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Countdown-5-32x24.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 24
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Countdown-5-48x36.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 36
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Countdown-5-64x48.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 48
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Countdown-5-128x96.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 96
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Countdown-5-89x67.jpg
[thumb_122_67-width] => 89
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Countdown-5-153x115.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 115
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Countdown-5-130x97.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 97
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Countdown-5-232x174.jpg
[thumb_232_177-width] => 232
[thumb_232_177-height] => 174
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Countdown-5.jpg
[thumb_272_325-width] => 319
[thumb_272_325-height] => 239
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Countdown-5-271x203.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 203
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Countdown-5-271x203.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 203
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Countdown-5-230x172.jpg
[thumb_272_172-width] => 230
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Countdown-5.jpg
[thumb_372_461-width] => 319
[thumb_372_461-height] => 239
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Countdown-5.jpg
[thumb_372_500-width] => 319
[thumb_372_500-height] => 239
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Countdown-5.jpg
[thumb_385_270-width] => 319
[thumb_385_270-height] => 239
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Countdown-5.jpg
[thumb_416_241-width] => 319
[thumb_416_241-height] => 239
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Countdown-5.jpg
[thumb_448_410-width] => 319
[thumb_448_410-height] => 239
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Countdown-5.jpg
[thumb_448_410_retina-width] => 319
[thumb_448_410_retina-height] => 239
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Countdown-5.jpg
[thumb_574_382-width] => 319
[thumb_574_382-height] => 239
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Countdown-5.jpg
[thumb_776_395-width] => 319
[thumb_776_395-height] => 239
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Countdown-5.jpg
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 225
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Countdown-5.jpg
[gform-image-choice-md-width] => 319
[gform-image-choice-md-height] => 239
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Countdown-5.jpg
[gform-image-choice-lg-width] => 319
[gform-image-choice-lg-height] => 239
)
)
[1] => Array
(
[ID] => 65938
[id] => 65938
[title] => Thermometer.jpg
[filename] => Thermometer-5.jpg
[filesize] => 19162
[url] => https://www.nextafter.com/wp-content/uploads/Thermometer-5.jpg
[link] => https://www.nextafter.com/experiments/how-count-based-urgency-and-percentage-based-urgency-affect-conversion/attachment/thermometer-jpg-30/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => thermometer-jpg-30
[status] => inherit
[uploaded_to] => 15583
[date] => 2024-08-23 18:38:02
[modified] => 2024-08-23 18:38:02
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 375
[height] => 207
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/Thermometer-5-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Thermometer-5-300x166.jpg
[medium-width] => 300
[medium-height] => 166
[medium_large] => https://www.nextafter.com/wp-content/uploads/Thermometer-5.jpg
[medium_large-width] => 375
[medium_large-height] => 207
[large] => https://www.nextafter.com/wp-content/uploads/Thermometer-5.jpg
[large-width] => 375
[large-height] => 207
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Thermometer-5.jpg
[1536x1536-width] => 375
[1536x1536-height] => 207
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Thermometer-5.jpg
[2048x2048-width] => 375
[2048x2048-height] => 207
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Thermometer-5-700x700.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Thermometer-5-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Thermometer-5-50x28.jpg
[admin-width] => 50
[admin-height] => 28
[full] => https://www.nextafter.com/wp-content/uploads/Thermometer-5.jpg
[full-width] => 375
[full-height] => 207
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Thermometer-5-372x205.jpg
[thumb_372-width] => 372
[thumb_372-height] => 205
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Thermometer-5.jpg
[single_post_thumbnail-width] => 375
[single_post_thumbnail-height] => 207
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Thermometer-5-32x18.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 18
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Thermometer-5-48x26.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 26
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Thermometer-5-64x35.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 35
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Thermometer-5-128x71.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 71
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Thermometer-5-122x67.jpg
[thumb_122_67-width] => 122
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Thermometer-5-153x84.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 84
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Thermometer-5-130x72.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 72
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Thermometer-5-232x128.jpg
[thumb_232_177-width] => 232
[thumb_232_177-height] => 128
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Thermometer-5.jpg
[thumb_272_325-width] => 375
[thumb_272_325-height] => 207
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Thermometer-5-271x150.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 150
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Thermometer-5-271x150.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 150
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Thermometer-5-272x150.jpg
[thumb_272_172-width] => 272
[thumb_272_172-height] => 150
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Thermometer-5-372x205.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 205
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Thermometer-5-372x205.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 205
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Thermometer-5.jpg
[thumb_385_270-width] => 375
[thumb_385_270-height] => 207
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Thermometer-5.jpg
[thumb_416_241-width] => 375
[thumb_416_241-height] => 207
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Thermometer-5.jpg
[thumb_448_410-width] => 375
[thumb_448_410-height] => 207
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Thermometer-5.jpg
[thumb_448_410_retina-width] => 375
[thumb_448_410_retina-height] => 207
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Thermometer-5.jpg
[thumb_574_382-width] => 375
[thumb_574_382-height] => 207
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Thermometer-5.jpg
[thumb_776_395-width] => 375
[thumb_776_395-height] => 207
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Thermometer-5.jpg
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 166
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Thermometer-5.jpg
[gform-image-choice-md-width] => 375
[gform-image-choice-md-height] => 207
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Thermometer-5.jpg
[gform-image-choice-lg-width] => 375
[gform-image-choice-lg-height] => 207
)
)
)
Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Countdown | 0.53% | ||
| T1: | Thermometer | 0.43% | -19.4% | 98.6% |
This experiment has a required sample size of 34,887 in order to be valid. Since the experiment had a total sample size of 108,547, 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:
19.4% decrease in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
The countdown clock prevailed as the winner, with the thermometer reducing clicks by 19.4%. Looking deeper into the data, the conversion rates downstream were actually the same—24%. However, the reduction in traffic for the thermometer meant that fewer total people made it into that funnel, which meant fewer gifts and less revenue.
This experiment has implications for any campaign—while fundraisers are traditionally percentage-focused as they are thinking about revenue goals which may or may not be visible to the prospect, donors might respond better to a "count-based" goal where their individual gift, no matter how large, can have a significant impact.