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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[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
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.