CaringBridge
How increasing the force of the value proposition affected CaringBridge’s donor conversion
Experiment ID: #2634
CaringBridge
Experiment Summary
Timeframe: 11/18/2014 - 11/24/2014
CaringBridge receives the majority of their donations through individual site pages. However, we believed there was an opportunity to increase conversion on their main donation page. In its initial state, the donation page was just a donation form with the headline “Give to CaringBridge”.
Research Question
Will increasing the strength of the value proposition through a third-party quote, donor-centric language, increased clarity, and a stronger call to action result in a higher conversion rate?
Design
C: Control
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Results
This experiment has a required sample size of
1,264 in order to be valid. Since the experiment had a total sample size of
10,368, 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
× 127.6% increase in conversion rate
× 0% increase in average gift
Key Learnings
We discovered a 128% increase in donor conversions with the additional value proposition copy added to the page. This would suggest that the visitors coming to this page were not 100% convinced to give a donation and required additional explanation before making a commitment. This same statement could be said for most donation pages.