Reasons to Believe

How Urgency Language and a Countdown Impacts Conversion Rate on a CYE Pop Up

Experiment ID: #167712

Reasons to Believe

Experiment Summary

Ended On: 01/04/2024

For RTB’s CYE Pop-Up, we hypothesized that an added line of copy for urgency and a countdown time would increase donor conversion rate. The treatment iteration added “We urgently need your help.” to the copy as well as the dynamic countdown. Aside from these changes, the body copy remained the same.

Research Question

We believe that using urgency language and countdown for users on the homepage will achieve an increase in conversion rate because it underscores the limited window of time available for the donor to make their gift..

Design

C: Control
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T1: Treatment #1
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https://www.nextafter.com/wp-content/uploads/Treatment_1-165-263x172.png [thumb_272_172-width] => 263 [thumb_272_172-height] => 172 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Treatment_1-165-372x243.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 243 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Treatment_1-165-372x243.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 243 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Treatment_1-165-385x252.png [thumb_385_270-width] => 385 [thumb_385_270-height] => 252 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Treatment_1-165-368x241.png [thumb_416_241-width] => 368 [thumb_416_241-height] => 241 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Treatment_1-165-448x293.png [thumb_448_410-width] => 448 [thumb_448_410-height] => 293 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Treatment_1-165.png [thumb_448_410_retina-width] => 706 [thumb_448_410_retina-height] => 462 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Treatment_1-165-574x376.png [thumb_574_382-width] => 574 [thumb_574_382-height] => 376 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Treatment_1-165-604x395.png [thumb_776_395-width] => 604 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Treatment_1-165.png [gform-image-choice-sm-width] => 300 [gform-image-choice-sm-height] => 196 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Treatment_1-165.png [gform-image-choice-md-width] => 400 [gform-image-choice-md-height] => 262 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Treatment_1-165.png [gform-image-choice-lg-width] => 600 [gform-image-choice-lg-height] => 393 ) ) )

Results

  Treatment Name Conv. Rate Relative Difference Confidence
C: Control 0.96%
T1: Treatment #1 0.69% -28.6% 43.8%

This experiment has a required sample size of 8,309 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 key learning from this experiment is that adding urgency language and a countdown to the homepage did not increase donor conversion rate, however the level of confidence was far below the amount needed for validity.

It should be noted that originally this popup was supposed to a include an end-of-year deadline for a matched gift opportunity. This was met shortly before the popup launched and the line about the match had to be removed. With this tangible deadline missing, it does prompt the question "What is urgent?" Yes, the mission stated in the copy is undoubtedly important, but does having a countdown on that mission of just 7 days end up seeming overreactive to the user?

In future experiments, it would be beneficial to run a countdown for a longer period and in a context that still has a clear deadline for the user to correlate alongside the timer.


Experiment Documented by NextAfter

Question about experiment #167712

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