NextAfter
Will adding a sticky bar to the top of a donation page reinforce the need for users to give?
Experiment ID: #194119
NextAfter
Experiment Summary
Timeframe: 12/19/2024 - 12/28/2024
For this test we wanted to see if adding a sticky bar to the campaign donation page that contains donor goal language would increase the donor conversion rate on the page. Below is what we found.
Research Question
We believe that adding in a sticky bar that has specific donor goal language for the monthly family campaign giving page will achieve a higher donor conversion rate because the sticky bar will reinforce the need as well as add exclusivity to the page.
Design
C: Control
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Results
| | Treatment Name | Revenue per Visitor | Relative Difference | Confidence | Average Gift |
|---|
| C: | Control | $0.83 | | | $23.33 |
| T1: | Variation 1 | $4.14 | 397.1% | 91.0% | $43.50 |
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 learnings from this experiment are:
1. Adding a sticky bar with specific donor goal language to the monthly family campaign donation page resulted in a significant increase in Revenue for All Traffic by 397.1% with a 91.0% level of confidence.
2. There was also a 48% increase in Transactions – One-Time with a 96% level of confidence.
3. While the results were positive, the statistical confidence level of 91.0% for Revenue for All Traffic falls slightly below the generally accepted threshold of 95% for validity.
4. Further testing is recommended to confirm the effectiveness of the sticky bar in increasing donor conversion rates.
5. Future experimentation should focus on refining the donor goal language in the sticky bar, testing different designs or placements, and running the experiment for a longer duration to ensure reliable results.
6. It is important to continue testing and refining strategies to optimize donor conversion rates and maximize fundraising efforts for the nonprofit “Focus on the Family”.
