Visually communicating urgency drives conversion | Experiment 412 with Tim Kachuriak is a FREE course courtesy of NextAfter
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December 31st is the biggest giving day of the year for many nonprofits. As the end of the year approaches, organizations often look for ways to increase urgency to inspire additional giving.
Dallas Theological Seminary decided to add an animated countdown clock to emails, as a way to increase urgency and visually remind supporters of an approaching deadline.
The countdown clock lead to a 236.2% increase in revenue, by increasing both conversion rate and average gift. It’s important to note that the countdown clock in the email did not actually increase the number of clicks to the landing page, but significantly increase the number of donors that subsequently gave a gift.