Will a dynamic sticky bar convert donors better for Giving Tuesday?
Experiment ID: #195418
Moody Radio
Experiment Summary
Ended On: 02/18/2025
For CYE 2024 we wanted to test a different approach to have on the homepage for Giving Tuesday, which in turn would inform the control that we would need to have for the next test.
For this test, we wanted to see if having a sticky bar with a rotating message would increase donor conversion, rather than having a static sticky bar with a donor countdown. This test would only show on the homepage.
Research Question
We believe that having a rotating message in the sticky bar for the Giving Tuesday homepage sticky bar element will achieve a higher donor conversion because the rotating message is eyecatching and can attract more attention to the space rather than having a static wiki. It also contains different value proposition that may entice a donor to give. because the rotating message is eyecatching and can attract more attention to the space rather than having a static wiki. It also contains different value proposition that may entice a donor to give. because the rotating message is eyecatching and can attract more attention to the space rather than having a static wiki. It also contains different value proposition that may entice a donor to give. because the rotating message is eyecatching and can attract more attention to the space rather than having a static wiki. It also contains different value proposition that may entice a donor to give.
Design
C: Control
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)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 3.1% | ||
| T1: | Treatment #1 | 2.0% | -34.5% | 75.2% |
This experiment has a required sample size of 1,696 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 implementing a rotating message in the sticky bar for the Giving Tuesday homepage did not lead to an increase in donor conversion. In fact, the treatment resulted in a 34.5% decrease in donations for all traffic. It is important to note that the statistical level of confidence was only 75.2%, which is below the generally accepted threshold of 95%. Therefore, these results based on transactions cannot be considered valid for future decision making. However, similar to the Radio test we did see a massive increase in revenue from the dynamic sticky bar. In fact, we saw the same $4k lift in revenue. We're still digging into outlier gifts with the moody team but, it is interesting that this test is following suit.