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Moody Radio

Will having a dynamic sticky bar for Giving Tuesday convert more donors?

Experiment ID: #195419

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 eye catching and can attract more attention to the space rather than having a static wiki.

Design

C: Control
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T1: Treatment #1
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272 [thumb_272_172-height] => 64 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Treatment_1-1-372x87.gif [thumb_372_461-width] => 372 [thumb_372_461-height] => 87 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Treatment_1-1-372x87.gif [thumb_372_500-width] => 372 [thumb_372_500-height] => 87 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Treatment_1-1-385x90.gif [thumb_385_270-width] => 385 [thumb_385_270-height] => 90 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Treatment_1-1-416x98.gif [thumb_416_241-width] => 416 [thumb_416_241-height] => 98 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Treatment_1-1-448x105.gif [thumb_448_410-width] => 448 [thumb_448_410-height] => 105 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Treatment_1-1.gif [thumb_448_410_retina-width] => 800 [thumb_448_410_retina-height] => 188 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Treatment_1-1-574x135.gif [thumb_574_382-width] => 574 [thumb_574_382-height] => 135 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Treatment_1-1-776x182.gif [thumb_776_395-width] => 776 [thumb_776_395-height] => 182 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Treatment_1-1.gif [gform-image-choice-sm-width] => 300 [gform-image-choice-sm-height] => 71 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Treatment_1-1.gif [gform-image-choice-md-width] => 400 [gform-image-choice-md-height] => 94 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Treatment_1-1.gif [gform-image-choice-lg-width] => 600 [gform-image-choice-lg-height] => 141 ) ) )

Results

  Treatment Name Conv. Rate Relative Difference Confidence
C: Control 0.33%
T1: Treatment #1 0.63% 88.4% 95.6%

This experiment has a required sample size of 4,233 in order to be valid. Since the experiment had a total sample size of 8,969, and the level of confidence is above 95% the 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
× 88.4% increase in conversion rate
× 0% increase in average gift

Key Learnings

The key learnings from this experiment are: 1. **Rotating Message in the Sticky Bar Increases Donor Conversion**: The experiment showed that having a rotating message in the sticky bar on the Giving Tuesday homepage led to a significant increase in donor conversion. The rotating message was found to be eye-catching and attracted more attention, potentially enticing more donors to give. 2. **Statistical Significance**: The 88.4% increase in donations for all traffic with a 95.6% statistical level of confidence indicates that the results are reliable and not due to chance. This means that the observed impact of the rotating message is likely to hold true in future instances. 3. **Value Proposition Variation**: The rotating message allowed for different value propositions to be presented continually, compared to a static message. This variety in messaging may have catered to a broader range of donor preferences and motivations, leading to increased conversions. 4. **Future Experimentation Use**: Based on these findings, in future experimentation, incorporating rotating messages in sticky bars could be considered for other campaigns or donation drives. This dynamic approach could continue to engage donors and potentially boost conversions in different contexts as well. In conclusion, the experiment successfully demonstrated the effectiveness of using a rotating message in the sticky bar for the Giving Tuesday homepage. By leveraging this insight and implementing rotating messages strategically in future experiments, Moody Radio can continue to optimize donor conversions and engagement on its website.   Along with having a valid increase in donations, we also saw an increase of about $1,500 in revenue. While the increase was not as drastic as that of Radio and Edu.

Experiment Documented by NextAfter

Question about experiment #195419

If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.