How an animated progress bar impacted visits to the website Experiment ID: #8601

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Experiment Summary

Timeframe: 2/14/2018 - 12/28/2017

This was an end of year campaign and we wanted to see if adding an animated progress bar toward the year-end goal would catch more people’s attention and get them to click thru to the donation page. We wanted to try something a bit different because we had been sending so many emails to the file and were concerned they were beginning to tune out.

Research Question

Which email design would increase the click rate?


C: Control
T1: Animated Progress Bar


Treatment Name Click Rate Relative Difference Confidence
C: Control 0.14%
T1: Animated Progress Bar 0.26% 90.3% 100.0%

This experiment has a required sample size of 10,043 in order to be valid. Since the experiment had a total sample size of 211,826, 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:

    90.3% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift

Key Learnings

The animated progress bar did get more people to click thru to the donation page which was the goal. This is a great finding that we can apply to other campaigns. When the volume of emails increase this can be a tactic to grab people’s attention and get them clicking again. We did track the conversion rate on the donation pages, but the treatment did not increase the conversion rate with any level of confidence.

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Experiment Documented by...

Jeff Giddens

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