Will adding a countdown timer to a donation page effectively increase urgency?
Experiment ID: #194270
NextAfter
Experiment Summary
Timeframe: 12/28/2024 - 01/01/2025
For CYE this year we wanted to see if we could increase urgency on the donation page by adding a countdown timer to when the campaign ends.
We started this test the last week of the campaign when urgency should be at it’s peak.
Research Question
We believe that adding a countdown timer to the donation page for the last week of the camapgin will achieve more transactions because the countdown timer will reinforce that time is running out and your donation is needed now.
Design
C: Control
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Results
| Treatment Name | Revenue per Visitor | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | $149.49 | $479.99 | ||
| T1: | Treatment 1 | $175.09 | 17.1% | 0.0% | $567.39 |
This experiment was validated using 3rd party testing tools. Based upon those calculations, a significant level of confidence was not met so these experiment results are not valid.
Key Learnings
The key learning from this experiment is that adding a countdown timer to the donation page during the last week of a campaign can potentially increase revenue for all traffic. However, it is important to note that the statistical level of confidence was at 0.0%, which means that the results cannot be considered valid. In future experimentation, it is essential to ensure that the sample size is sufficient to yield statistically significant results. It may be beneficial to run similar experiments with a larger sample size to accurately determine the impact of adding a countdown timer on donation page conversions. Overall, while the initial results are promising, it is important to use caution in interpreting the findings and to prioritize statistical significance in making data-driven decisions for future campaigns and optimizations.