Susan B. Anthony List

How the presence of a thermometer during a moneybomb affects conversion rate.

Experiment ID: #11649

Susan B. Anthony List

Experiment Summary

Timeframe: 06/30/2016 - 07/01/2016

During a moneybomb, SBA List wanted to increase donor conversion on the last day of the campaign. They were farther behind from their goal going into the last day than they had anticipated and questioned if the presence of a thermometer (progress bar) on the landing page would help or hinder conversion. Would the thermometer cause friction because people were too intimidated by the amount of ground they needed to make up? Or would the thermometer motivate people to give and create a greater sense of urgency? They did a split test on the landing pages to find out.

Research Question

How would a thermometer on the landing page affect conversion?

Design

C: Thermometer
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T1: No Thermometer
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https://www.nextafter.com/wp-content/uploads/No_Thermometer-11.jpg [medium_large-width] => 581 [medium_large-height] => 1400 [large] => https://www.nextafter.com/wp-content/uploads/No_Thermometer-11-425x1024.jpg [large-width] => 425 [large-height] => 1024 [1536x1536] => https://www.nextafter.com/wp-content/uploads/No_Thermometer-11.jpg [1536x1536-width] => 581 [1536x1536-height] => 1400 [2048x2048] => https://www.nextafter.com/wp-content/uploads/No_Thermometer-11.jpg [2048x2048-width] => 581 [2048x2048-height] => 1400 [tp-image-grid] => https://www.nextafter.com/wp-content/uploads/No_Thermometer-11.jpg [tp-image-grid-width] => 291 [tp-image-grid-height] => 700 [post-thumbnail] => https://www.nextafter.com/wp-content/uploads/No_Thermometer-11-150x150.jpg [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://www.nextafter.com/wp-content/uploads/No_Thermometer-11-21x50.jpg [admin-width] => 21 [admin-height] => 50 [full] => https://www.nextafter.com/wp-content/uploads/No_Thermometer-11.jpg [full-width] => 581 [full-height] => 1400 [thumb_372] => https://www.nextafter.com/wp-content/uploads/No_Thermometer-11-372x896.jpg [thumb_372-width] => 372 [thumb_372-height] => 896 [single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/No_Thermometer-11-259x625.jpg [single_post_thumbnail-width] => 259 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://www.nextafter.com/wp-content/uploads/No_Thermometer-11-13x32.jpg [thumb_32_32-width] => 13 [thumb_32_32-height] => 32 [thumb_48_48] => https://www.nextafter.com/wp-content/uploads/No_Thermometer-11-20x48.jpg [thumb_48_48-width] => 20 [thumb_48_48-height] => 48 [thumb_64_64] => https://www.nextafter.com/wp-content/uploads/No_Thermometer-11-27x64.jpg [thumb_64_64-width] => 27 [thumb_64_64-height] => 64 [thumb_128_128] => https://www.nextafter.com/wp-content/uploads/No_Thermometer-11-53x128.jpg [thumb_128_128-width] => 53 [thumb_128_128-height] => 128 [thumb_122_67] => https://www.nextafter.com/wp-content/uploads/No_Thermometer-11-28x67.jpg [thumb_122_67-width] => 28 [thumb_122_67-height] => 67 [thumb_153_153] => https://www.nextafter.com/wp-content/uploads/No_Thermometer-11-63x153.jpg [thumb_153_153-width] => 63 [thumb_153_153-height] => 153 [thumb_130_163] => https://www.nextafter.com/wp-content/uploads/No_Thermometer-11-68x163.jpg [thumb_130_163-width] => 68 [thumb_130_163-height] => 163 [thumb_232_177] => https://www.nextafter.com/wp-content/uploads/No_Thermometer-11-73x177.jpg [thumb_232_177-width] => 73 [thumb_232_177-height] => 177 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/No_Thermometer-11-270x650.jpg [thumb_272_325-width] => 270 [thumb_272_325-height] => 650 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/No_Thermometer-11-144x346.jpg [thumb_271_346-width] => 144 [thumb_271_346-height] => 346 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/No_Thermometer-11-112x271.jpg [thumb_271_271-width] => 112 [thumb_271_271-height] => 271 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/No_Thermometer-11-71x172.jpg [thumb_272_172-width] => 71 [thumb_272_172-height] => 172 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/No_Thermometer-11-191x461.jpg [thumb_372_461-width] => 191 [thumb_372_461-height] => 461 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/No_Thermometer-11-208x500.jpg [thumb_372_500-width] => 208 [thumb_372_500-height] => 500 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/No_Thermometer-11-112x270.jpg [thumb_385_270-width] => 112 [thumb_385_270-height] => 270 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/No_Thermometer-11-100x241.jpg [thumb_416_241-width] => 100 [thumb_416_241-height] => 241 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/No_Thermometer-11-170x410.jpg [thumb_448_410-width] => 170 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/No_Thermometer-11-340x820.jpg [thumb_448_410_retina-width] => 340 [thumb_448_410_retina-height] => 820 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/No_Thermometer-11-159x382.jpg [thumb_574_382-width] => 159 [thumb_574_382-height] => 382 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/No_Thermometer-11-164x395.jpg [thumb_776_395-width] => 164 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/No_Thermometer-11.jpg [gform-image-choice-sm-width] => 125 [gform-image-choice-sm-height] => 300 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/No_Thermometer-11.jpg [gform-image-choice-md-width] => 166 [gform-image-choice-md-height] => 400 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/No_Thermometer-11.jpg [gform-image-choice-lg-width] => 249 [gform-image-choice-lg-height] => 600 ) ) )

Results

  Treatment Name Conv. Rate Relative Difference Confidence
C: Thermometer 62.6%
T1: No Thermometer 49.3% -21.3% 96.4%

This experiment has a required sample size of 106 in order to be valid. Since the experiment had a total sample size of 241, 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
× 21.3% decrease in conversion rate
× 0% increase in average gift

Key Learnings

The treatment landing page without the thermometer had a decrease in conversions by 33%. The presence of the thermometer, despite having a decent amount of money left to raise on the last day of the moneybomb, actually motivated donors to give. The thermometer created a greater sense of urgency causing more people to give and to give at a higher amount – the average gift increased as well. For future campaigns, regardless of where we are at in the progress towards the goal, we will put a thermometer on the page to increase donor conversion and revenue.


Experiment Documented by Courtney Gaines
Courtney Gaines is Vice President at NextAfter.

Question about experiment #11649

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