Will Adding an Additional Donor Countdown Sticky Bar Message Help Increase Donor Conversion?
Experiment ID: #194123
NextAfter
Experiment Summary
Timeframe: 12/19/2024 - 12/28/2024
Following the success of another sticky bar test during a campaign, we wanted to know if we would see like results during calendar year-end.
Previously, we saw a great response when added an additional sticky bar alert message across the top of the donation page that included a dynamic daily donor countdown and the specific date and time we needed to reach our campaign goal.
By adding this message, we believed we would see similar results during our calendar year-end campaign.
Research Question
We believe that by adding this additional sticky bar message to the campaign giving page for calendar year end will achieve an increase in donor conversion because we highlighted a specific need and deadline to reach the goal.
Design
C: Control -- No sticky bar
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T1: Treatment -- Additional sticky bar
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Results
| Treatment Name | Revenue per Visitor | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control -- No sticky bar | $229.03 | $594.40 | ||
| T1: | Treatment -- Additional sticky bar | $388.58 | 69.7% | 99.5% | $972.85 |
This experiment was validated using 3rd party testing tools. Based upon those calculations, a significant level of confidence was met so these experiment results are valid.
Flux Metrics Affected
The Flux Metrics analyze the three primary metrics that affect revenue (traffic, conversion rate, and average gift). This experiment produced the following results:
0% increase in traffic
× 3.7% increase in conversion rate
× 63.7% increase in average gift
69.7% increase in revenue
Key Learnings
Key Learnings: 1. Adding an additional sticky bar message with a dynamic daily donor countdown and a specific deadline to the campaign giving page resulted in a significant increase in donor conversion. 2. The treatment group experienced a substantial 69.7% increase in Revenue for All Traffic compared to the control group. 3. The statistical significance level of 99.5% also indicates that the results are highly reliable and not due to chance. Implications for Future Experimentation: 1. Highlighting a specific need and deadline to reach a campaign goal can effectively motivate donors to take action. 2. Using dynamic elements such as daily donor countdowns can create a sense of urgency and encourage donors to contribute. 3. Future experiments should consider incorporating similar strategies to drive donor conversion and revenue growth. 4. It is essential to continue testing and iterating on different messaging and design elements to optimize donation pages for maximum impact. Overall, the success of this experiment highlights the importance of clear communication, urgency, and specific goals in fundraising campaigns. By leveraging these learnings in future experimentation, this organization can continue to improve its donor conversion rates and ultimately achieve its campaign objectives more effectively.