How increased urgency using a countdown clock affects email acquisition

Experiment ID: #42734


Experiment Summary

Timeframe: 12/16/2020 - 01/06/2021

In a previous experiment, we used a sticky bar to try and create a heightened sense of urgency around our ebook outlining strategies to increase giving during the last week of the year. But the sticky bar made no significant difference in conversions.

As a next step, we wondered if using a countdown clock lower on the page ticking down to the last week of the year would be a better means of conveying urgency and lead to more downloads.


Research Question

We believe that adding a countdown clock near the call-to-action for landing page visitors will achieve more ebook downloads.


C: Control
T1: Treatment #1


  Treatment Name Conv. Rate Relative Difference Confidence
C: Control 28.0%
T1: Treatment #1 30.9% 10.6% 87.7%

This experiment has a required sample size of 1,821 in order to be valid. Since the experiment had a total sample size of 2,261, and the level of confidence is not above 95% the experiment results are not valid.

Key Learnings

The countdown clock led to a 10.6% increase in conversion, although it didn’t quite reach our desired level of confidence. However, it’s a strong indicator that a countdown clock is an effective motivator to increase downloads in this context. We’ll continue to use countdown clock on acquisition pages when there is a relevant deadline – in particularly around year-end and the last week of the year.

Experiment Documented by Nathan Hill
Nathan Hill is Vice President, NextAfter Institute.

Question about experiment #42734

If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.