How removing success indicators affects conversion
Experiment ID: #11634
Jews for Jesus
Experiment Summary
Timeframe: 06/29/2015 - 06/30/2015
Jews for Jesus conducted a campaign with a goal of $300,000, encompassing both direct mail and online revenue. They had planned to include a progress meter on the page to serve as a visual indicator on the progress towards the goal. However, when the $300,000 goal was met 24 hours earlier than expected, they wanted to assess whether the progress meter would still have the same impact.
They added language to the page letting supporters know that the goal had been met but that more was needed to make up for the larger financial shortfall. Then, they created two treatments: one with the progress meter and one without, to see if the visual indicator (showing that the goal had been reached) would still have a positive impact.
Research Question
Does a success indicator, such as a progress meter, improve conversion when the goal has already been met?
Design
C: With Thermometer
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[medium-height] => 300
[medium_large] => https://www.nextafter.com/wp-content/uploads/No_Thermometer-14.jpg
[medium_large-width] => 422
[medium_large-height] => 1392
[large] => https://www.nextafter.com/wp-content/uploads/No_Thermometer-14-310x1024.jpg
[large-width] => 310
[large-height] => 1024
[1536x1536] => https://www.nextafter.com/wp-content/uploads/No_Thermometer-14.jpg
[1536x1536-width] => 422
[1536x1536-height] => 1392
[2048x2048] => https://www.nextafter.com/wp-content/uploads/No_Thermometer-14.jpg
[2048x2048-width] => 422
[2048x2048-height] => 1392
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/No_Thermometer-14.jpg
[tp-image-grid-width] => 212
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/No_Thermometer-14-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/No_Thermometer-14-15x50.jpg
[admin-width] => 15
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/No_Thermometer-14.jpg
[full-width] => 422
[full-height] => 1392
[thumb_372] => https://www.nextafter.com/wp-content/uploads/No_Thermometer-14-372x1227.jpg
[thumb_372-width] => 372
[thumb_372-height] => 1227
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/No_Thermometer-14-189x625.jpg
[single_post_thumbnail-width] => 189
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/No_Thermometer-14-10x32.jpg
[thumb_32_32-width] => 10
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/No_Thermometer-14-15x48.jpg
[thumb_48_48-width] => 15
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/No_Thermometer-14-19x64.jpg
[thumb_64_64-width] => 19
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/No_Thermometer-14-39x128.jpg
[thumb_128_128-width] => 39
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/No_Thermometer-14-20x67.jpg
[thumb_122_67-width] => 20
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/No_Thermometer-14-46x153.jpg
[thumb_153_153-width] => 46
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/No_Thermometer-14-49x163.jpg
[thumb_130_163-width] => 49
[thumb_130_163-height] => 163
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/No_Thermometer-14-54x177.jpg
[thumb_232_177-width] => 54
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/No_Thermometer-14-197x650.jpg
[thumb_272_325-width] => 197
[thumb_272_325-height] => 650
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[thumb_271_346-width] => 105
[thumb_271_346-height] => 346
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/No_Thermometer-14-82x271.jpg
[thumb_271_271-width] => 82
[thumb_271_271-height] => 271
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[thumb_272_172-width] => 52
[thumb_272_172-height] => 172
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[thumb_372_461-width] => 140
[thumb_372_461-height] => 461
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/No_Thermometer-14-152x500.jpg
[thumb_372_500-width] => 152
[thumb_372_500-height] => 500
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/No_Thermometer-14-82x270.jpg
[thumb_385_270-width] => 82
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/No_Thermometer-14-73x241.jpg
[thumb_416_241-width] => 73
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/No_Thermometer-14-124x410.jpg
[thumb_448_410-width] => 124
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/No_Thermometer-14-249x820.jpg
[thumb_448_410_retina-width] => 249
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/No_Thermometer-14-116x382.jpg
[thumb_574_382-width] => 116
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/No_Thermometer-14-120x395.jpg
[thumb_776_395-width] => 120
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/No_Thermometer-14.jpg
[gform-image-choice-sm-width] => 91
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/No_Thermometer-14.jpg
[gform-image-choice-md-width] => 121
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/No_Thermometer-14.jpg
[gform-image-choice-lg-width] => 182
[gform-image-choice-lg-height] => 600
)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | With Thermometer | 33.1% | ||
| T1: | No Thermometer | 44.9% | 35.8% | 95.7% |
This experiment has a required sample size of 131 in order to be valid. Since the experiment had a total sample size of 274, 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:
0% increase in traffic
× 35.8% increase in conversion rate
× 0% increase in average gift
Key Learnings
The treatment without the progress meter increased donor conversion by 30.6%. This would suggest that the visual indication of the goal being met decreased the donors’ motivation to give. Many readers just scan the copy, so they might have missed the text update — but when they saw an animated reminder, they felt the larger need had been met so they were not as motivated to give a gift.
This experiment produced valuable data, proving that visually showing campaign success can actually be detrimental to a campaign.