Should a Campaign Banner Show a Countdown Timer?

Campaign purchase conversion rate

Compare campaign purchases among visitors assigned to the countdown banner.

• Campaign banner click-through rateTrack banner clicks, but do not treat them alone as purchase success.
• Campaign page exit rateCompare exits among visitors who view the campaign page.
• Campaign gross marginCompare gross margin on campaign orders between the arms.
• Campaign-related complaintsTrack reports that the timing or offer was unclear or inaccurate.

• End-time displayAdd a countdown tied to the campaign's actual end time.
• Keep constantKeep discount, eligibility, banner copy and placement unchanged.
• AccuracyEnd the offer when the timer expires; do not reset the countdown for returning visitors.
• AudienceReview new and returning visitors as secondary segments.
• Separate testsTest countdown placement or time format separately.

1. 1Tie the countdown to the real campaign end time and keep it fixed.
2. 2Do not change the countdown and discount rate together.
3. 3Do not make the countdown impossible to dismiss if it is intrusive.
4. 4Never reset the countdown for a new visit.
5. 5Do not make the timer large enough to cover the main page content.