How using communal language in a sticky bar impacted clicks
Buckner International
Buckner International is a global ministry dedicated to the transformation and restoration of the lives we serve. We are a Christ-centered organization that delivers redemptive ministry to the most vulnerable from the beginning to the ending of life.
Experiment Summary
Ended On: 03/18/2021
To highlight a Challenge Grant with an upcoming deadline, we added a sticky bar across Buckner’s website to draw additional clicks over to the donation page. For the control we used time-focused language to build urgency but we wanted to test incorporating communal language and remind visitors of their friendship with the organization.
Research Question
We believe that adding communal language for website visitors will achieve increased traffic to the donation page.
Design
Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 1.0% | ||
| T1: | Treatment #1 | 0.82% | -18.5% | 55.9% |
This experiment has a required sample size of 20,146 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
We ran the test for two weeks ahead of the Challenge Grant deadline but we did not receive enough traffic to validate the experiment and only reached a 55% level of confidence so we can’t say for sure if this had any impact on donation page traffic. We’ll look for additional opportunities to test into using communal language on housefile appeals where we have an established connection with the audience.