How urgency affects clickthrough rate in website popups
Experiment ID: #11640
Run for Water
Experiment Summary
Timeframe: 05/03/2016 - 05/16/2016
Run with Water was raising entry fees before their race event. They used a ‘welcome mat’ pop-up to let visitors know and encourage them to register for the race. However, they hypothesized that time-sensitive language that highlighted the user’s benefit might increase urgency and increase race registrations instead of the cause-based call-to-action. So they created a treatment that highlighted the deadline and presented the benefit to the user, rather than cause-based copy.
Research Question
Will increasing clarity of the call-to-action increase clickthrough rate?
Design
C: Cause + fees
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[large] => https://www.nextafter.com/wp-content/uploads/Time-based_offer-3-1024x730.jpg
[large-width] => 640
[large-height] => 456
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Time-based_offer-3.jpg
[1536x1536-width] => 1426
[1536x1536-height] => 1016
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Time-based_offer-3.jpg
[2048x2048-width] => 1426
[2048x2048-height] => 1016
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Time-based_offer-3.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 499
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Time-based_offer-3-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Time-based_offer-3-50x36.jpg
[admin-width] => 50
[admin-height] => 36
[full] => https://www.nextafter.com/wp-content/uploads/Time-based_offer-3.jpg
[full-width] => 1426
[full-height] => 1016
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Time-based_offer-3-372x265.jpg
[thumb_372-width] => 372
[thumb_372-height] => 265
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Time-based_offer-3-877x625.jpg
[single_post_thumbnail-width] => 877
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Time-based_offer-3-32x23.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 23
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Time-based_offer-3-48x34.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 34
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Time-based_offer-3-64x46.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 46
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Time-based_offer-3-128x91.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 91
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Time-based_offer-3-94x67.jpg
[thumb_122_67-width] => 94
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Time-based_offer-3-153x109.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 109
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Time-based_offer-3-130x93.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 93
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Time-based_offer-3-232x165.jpg
[thumb_232_177-width] => 232
[thumb_232_177-height] => 165
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Time-based_offer-3-544x388.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 388
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Time-based_offer-3-271x193.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 193
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Time-based_offer-3-271x193.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 193
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Time-based_offer-3-241x172.jpg
[thumb_272_172-width] => 241
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Time-based_offer-3-372x265.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 265
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Time-based_offer-3-372x265.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 265
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Time-based_offer-3-379x270.jpg
[thumb_385_270-width] => 379
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Time-based_offer-3-338x241.jpg
[thumb_416_241-width] => 338
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Time-based_offer-3-448x319.jpg
[thumb_448_410-width] => 448
[thumb_448_410-height] => 319
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Time-based_offer-3-896x638.jpg
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 638
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Time-based_offer-3-536x382.jpg
[thumb_574_382-width] => 536
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Time-based_offer-3-554x395.jpg
[thumb_776_395-width] => 554
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Time-based_offer-3.jpg
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 214
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Time-based_offer-3.jpg
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 285
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Time-based_offer-3.jpg
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 427
)
)
)
Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Cause + fees | 18.5% | ||
| T1: | Time-based offer | 23.0% | 24.8% | 98.5% |
This experiment has a required sample size of 606 in order to be valid. Since the experiment had a total sample size of 1,854, 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:
24.8% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
The treatment with urgency-based language delivered a 24.8% increase in clickthrough rate. This shows that while cause-based copy might inspire some people (like existing donors or constituents familiar with the cause), clarity trumps persuasion. While we must continually test, research shows that plainly stating the benefits can often increase conversion in place of inspirational copy.