Will adding urgency to an in-line banner increase donor conversion
Experiment ID: #173924
NextAfter
Experiment Summary
Ended On: 04/02/2024
As the campaign deadline draws near, we believe adding a countdown to the Wikipedia banner may insight more donor participation by visually showing time is running out and the time to act — time to save America’s families and make an impact — was coming to a close. Would adding a countdown timer increase donor perception that they have a deadline to make a donation and make a difference?
Research Question
We believe that adding a countdown timer on the Wikipedia banner will increase donor conversion because the countdown to the deadline would increase urgency.
Design
C: Control
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.16% | ||
| T1: | Treatment #1 | 0.20% | 23.9% | 81.0% |
This experiment has a required sample size of 94,049 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 adding a countdown timer to the Wikipedia banner may increase donor conversion by creating a sense of urgency. The treatment group saw a 23.9% increase in donations for all traffic, indicating that the countdown timer potentially motivated more donors to take action before the deadline. However, the statistical level of confidence was only 81.0%, falling short of the typically accepted threshold of 95%. In future experimentation, it is important to consider the potential impact of introducing a countdown timer or similar elements that create a sense of urgency. While this experiment provided promising results, the validity is not strong enough to definitively conclude that the countdown timer was the sole reason for the increase in donations. Therefore, further testing with a larger sample size or different variations of the countdown timer may be necessary to draw more reliable conclusions. Additionally, it would be beneficial to explore other strategies to increase donor conversion and engagement to complement the potential effectiveness of a countdown timer.