CaringBridge
How personalization and urgency affects clickthrough rate
Experiment ID: #942
CaringBridge
Experiment Summary
Timeframe: 02/01/2015 - 02/17/2015
CaringBridge ran a successful test in their Holiday campaign that showed a significant lift in donor conversion and revenue by adding personalization to their donor tribute form, where the majority of their gifts come in. They wanted to recreate this test outside of the year-end campaign to ensure that it provided a similar lift when it didn’t have the built-end urgency of that campaign.
Research Question
Does increased personalization and clarity in the value proposition lead to more clicks and more gifts?
Design
C: Control
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[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/tribtreatment.png
[medium_large-width] => 640
[medium_large-height] => 686
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/tribtreatment.png
[large-width] => 640
[large-height] => 686
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/tribtreatment.png
[1536x1536-width] => 649
[1536x1536-height] => 696
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[2048x2048-width] => 649
[2048x2048-height] => 696
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/tribtreatment-600x400.png
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/tribtreatment-600x600.png
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/tribtreatment.png
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[post-thumbnail-height] => 150
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[admin-height] => 50
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[full-width] => 649
[full-height] => 696
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[thumb_372-width] => 372
[thumb_372-height] => 399
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/tribtreatment-583x625.png
[single_post_thumbnail-width] => 583
[single_post_thumbnail-height] => 625
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[thumb_32_32-width] => 30
[thumb_32_32-height] => 32
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[thumb_48_48-width] => 45
[thumb_48_48-height] => 48
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[thumb_64_64-width] => 60
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[thumb_128_128-width] => 119
[thumb_128_128-height] => 128
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[thumb_122_67-width] => 62
[thumb_122_67-height] => 67
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[thumb_153_153-width] => 143
[thumb_153_153-height] => 153
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[thumb_130_163-width] => 130
[thumb_130_163-height] => 139
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/tribtreatment-165x177.png
[thumb_232_177-width] => 165
[thumb_232_177-height] => 177
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[thumb_272_325-width] => 544
[thumb_272_325-height] => 583
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[thumb_271_346-width] => 271
[thumb_271_346-height] => 291
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[thumb_271_271-width] => 253
[thumb_271_271-height] => 271
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[thumb_272_172-width] => 160
[thumb_272_172-height] => 172
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[thumb_372_461-width] => 372
[thumb_372_461-height] => 399
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/tribtreatment-372x399.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 399
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/tribtreatment-252x270.png
[thumb_385_270-width] => 252
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/tribtreatment-225x241.png
[thumb_416_241-width] => 225
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/tribtreatment-382x410.png
[thumb_448_410-width] => 382
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/tribtreatment.png
[thumb_448_410_retina-width] => 649
[thumb_448_410_retina-height] => 696
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/tribtreatment-356x382.png
[thumb_574_382-width] => 356
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/tribtreatment-368x395.png
[thumb_776_395-width] => 368
[thumb_776_395-height] => 395
) ) )
Results
| Treatment Name | Click Rate | Relative Difference | Confidence |
---|
C: | Control | 0.09% | | |
T1: | Treatment 1 | 0.07% | -20.1% | 100.0% |
This experiment has a required sample size of
196,969 in order to be valid. Since the experiment had a total sample size of
6,539,097, 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:
20.1% decrease in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
The treatment widget actually delivered a 1% increase on the follow-on donation page, but attracted 20% fewer clicks to start the donation process, which resulted in a sharp decrease in revenue. This suggests that personalization alone doesn’t increase overall revenue and provoked another slate of tests.