How the addition of a dynamic sticky bar during a high urgency campaign impacts donor conversion
Care Net
Experiment Summary
Timeframe: 12/09/2019 - 01/02/2020
During Care Net’s year-end campaign, they wanted to see if they could increase the number of donations from their primary donation page by including a sticky bar at the top of the page that reminded people how many donations they needed to reach their goal. The sticky bar was dynamic and would count down as donations were being made.
Research Question
Can we increase donor motivation with the addition of a sticky bar on the donation page?
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | No sticky bar | 6.2% | ||
| T1: | With sticky bar | 6.1% | -2.1% | 22.4% |
This experiment has a required sample size of 256,748 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
The sticky bar had no difference on donor conversion. These results were slightly surprising as we have seen this tactic help improve donor conversion for other organizations. That said, this experiment was performed during the highest giving season and donor motivation in a year. Our hypothesis is that we didn’t see a difference in conversion between the control and the treatment because donor motivation was already high. We’d like to test this same tactic when motivation is more neutral to see if we can create urgency during normal giving seasons.