How specificity affects conversion
Experiment ID: #1049
CaringBridge
Experiment Summary
Timeframe: 03/10/2015 - 03/14/2015
CaringBridge was launching a two-week fundraising campaign and wanted to run a test on the tribute donation pages for each Journal Site. Because traffic from tribute pages is generated from a specific person’s Journal, the CaringBridge team wanted to test the impact of making an ask just for that person versus an ask to support the entire CaringBridge community. The result would deliver valuable learnings for future fundraising campaigns and landing page tests.
Research Question
How does broadening the recipient of the fundraising ask affect conversion?
Design
C: Control
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[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1293
[height] => 910
[sizes] => Array
(
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[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/ScreenClip-3-300x211.png
[medium-width] => 300
[medium-height] => 211
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/ScreenClip-3-768x541.png
[medium_large-width] => 640
[medium_large-height] => 451
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/ScreenClip-3-1024x721.png
[large-width] => 640
[large-height] => 451
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/ScreenClip-3.png
[1536x1536-width] => 1293
[1536x1536-height] => 910
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/ScreenClip-3.png
[2048x2048-width] => 1293
[2048x2048-height] => 910
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/ScreenClip-3-600x400.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/ScreenClip-3-600x600.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/ScreenClip-3.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 493
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/ScreenClip-3-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/ScreenClip-3-50x35.png
[admin-width] => 50
[admin-height] => 35
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/ScreenClip-3.png
[full-width] => 1293
[full-height] => 910
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/ScreenClip-3-372x262.png
[thumb_372-width] => 372
[thumb_372-height] => 262
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/ScreenClip-3-888x625.png
[single_post_thumbnail-width] => 888
[single_post_thumbnail-height] => 625
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[thumb_32_32-width] => 32
[thumb_32_32-height] => 23
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[thumb_48_48-width] => 48
[thumb_48_48-height] => 34
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[thumb_64_64-width] => 64
[thumb_64_64-height] => 45
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[thumb_128_128-width] => 128
[thumb_128_128-height] => 90
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[thumb_122_67-width] => 95
[thumb_122_67-height] => 67
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[thumb_153_153-width] => 153
[thumb_153_153-height] => 108
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/ScreenClip-3-130x91.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 91
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/ScreenClip-3-232x163.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 163
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/ScreenClip-3-544x383.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 383
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/ScreenClip-3-271x191.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 191
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/ScreenClip-3-271x191.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 191
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/ScreenClip-3-244x172.png
[thumb_272_172-width] => 244
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/ScreenClip-3-372x262.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 262
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/ScreenClip-3-372x262.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 262
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/ScreenClip-3-385x270.png
[thumb_385_270-width] => 385
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/ScreenClip-3-342x241.png
[thumb_416_241-width] => 342
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/ScreenClip-3-448x315.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 315
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/ScreenClip-3-896x631.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 631
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/ScreenClip-3-543x382.png
[thumb_574_382-width] => 543
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/ScreenClip-3-561x395.png
[thumb_776_395-width] => 561
[thumb_776_395-height] => 395
) ) )
Results
This experiment has a required sample size of 3,443 in order to be valid. Since the experiment had a total sample size of 13,521, 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
× 17.6% decrease in conversion rate
× 0% increase in average gift
Key Learnings
The broader ask introduced in the treatment reduced donor conversion rate by 17.6%. This told the team that people who begin the donation process from an individual’s page are more motivated by honoring their friend or loved one than by supporting the entire community.