CaringBridge

How straightforward copy and a quantified ask affects donor conversion

Experiment ID: #6353

CaringBridge

Experiment Summary

Timeframe: 03/16/2017 - 03/21/2017

CaringBridge had run an experiment that implemented more “need-based”, common language on their tribute widget, which was the start of the giving process on their journal pages. They had run this experiment as part of a match, so they wanted to re-run the experiment without the matching language to see if that impacted conversion.

The control asked visitors to “honor” their friend or loved one with a donation. The treatment used much more straightforward language: “Can you help power their site?” It also incorporated a quantified ask: “$30 keeps their site online for a month.”

They set up an A/B test to determine a winner in a non-match scenario.

Research Question

Will more straightforward language with a quantified ask increase donor conversion?

Design

C: Control
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) )
T1: Quantified Ask
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https://nextafter-1a91a.kxcdn.com/wp-content/uploads/tribwidgetnonmatchVarB.jpg [1536x1536-width] => 1456 [1536x1536-height] => 552 [2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/tribwidgetnonmatchVarB.jpg [2048x2048-width] => 1456 [2048x2048-height] => 552 [ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/tribwidgetnonmatchVarB-600x400.jpg [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/tribwidgetnonmatchVarB-600x552.jpg [ab-block-post-grid-square-width] => 600 [ab-block-post-grid-square-height] => 552 [tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/tribwidgetnonmatchVarB.jpg [tp-image-grid-width] => 700 [tp-image-grid-height] => 265 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/tribwidgetnonmatchVarB-150x150.jpg [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/tribwidgetnonmatchVarB-50x19.jpg [admin-width] => 50 [admin-height] => 19 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/tribwidgetnonmatchVarB.jpg [full-width] => 1456 [full-height] => 552 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/tribwidgetnonmatchVarB-372x141.jpg [thumb_372-width] => 372 [thumb_372-height] => 141 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/tribwidgetnonmatchVarB-980x372.jpg [single_post_thumbnail-width] => 980 [single_post_thumbnail-height] => 372 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/tribwidgetnonmatchVarB-32x12.jpg [thumb_32_32-width] => 32 [thumb_32_32-height] => 12 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/tribwidgetnonmatchVarB-48x18.jpg [thumb_48_48-width] => 48 [thumb_48_48-height] => 18 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/tribwidgetnonmatchVarB-64x24.jpg [thumb_64_64-width] => 64 [thumb_64_64-height] => 24 [thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/tribwidgetnonmatchVarB-128x49.jpg [thumb_128_128-width] => 128 [thumb_128_128-height] => 49 [thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/tribwidgetnonmatchVarB-122x46.jpg [thumb_122_67-width] => 122 [thumb_122_67-height] => 46 [thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/tribwidgetnonmatchVarB-153x58.jpg [thumb_153_153-width] => 153 [thumb_153_153-height] => 58 [thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/tribwidgetnonmatchVarB-130x49.jpg [thumb_130_163-width] => 130 [thumb_130_163-height] => 49 [thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/tribwidgetnonmatchVarB-232x88.jpg [thumb_232_177-width] => 232 [thumb_232_177-height] => 88 [thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/tribwidgetnonmatchVarB-544x206.jpg [thumb_272_325-width] => 544 [thumb_272_325-height] => 206 [thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/tribwidgetnonmatchVarB-271x103.jpg [thumb_271_346-width] => 271 [thumb_271_346-height] => 103 [thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/tribwidgetnonmatchVarB-271x103.jpg [thumb_271_271-width] => 271 [thumb_271_271-height] => 103 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/tribwidgetnonmatchVarB-272x103.jpg [thumb_272_172-width] => 272 [thumb_272_172-height] => 103 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/tribwidgetnonmatchVarB-372x141.jpg [thumb_372_461-width] => 372 [thumb_372_461-height] => 141 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/tribwidgetnonmatchVarB-372x141.jpg [thumb_372_500-width] => 372 [thumb_372_500-height] => 141 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/tribwidgetnonmatchVarB-385x146.jpg [thumb_385_270-width] => 385 [thumb_385_270-height] => 146 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/tribwidgetnonmatchVarB-416x158.jpg [thumb_416_241-width] => 416 [thumb_416_241-height] => 158 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/tribwidgetnonmatchVarB-448x170.jpg [thumb_448_410-width] => 448 [thumb_448_410-height] => 170 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/tribwidgetnonmatchVarB-896x340.jpg [thumb_448_410_retina-width] => 896 [thumb_448_410_retina-height] => 340 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/tribwidgetnonmatchVarB-574x218.jpg [thumb_574_382-width] => 574 [thumb_574_382-height] => 218 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/tribwidgetnonmatchVarB-776x294.jpg [thumb_776_395-width] => 776 [thumb_776_395-height] => 294 ) ) )

Results

 Treatment NameConv. RateRelative DifferenceConfidence
C: Control 0.10%
T1: Quantified Ask 0.17%63.9% 100.0%

This experiment has a required sample size of 23,982 in order to be valid. Since the experiment had a total sample size of 261,042, 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
× 63.9% increase in conversion rate
× 0% increase in average gift

Key Learnings

The treatment copy in the tribute widget produced a 63.9% increase in donor conversion—a full 23 percentage points higher than the copy with the match language. This suggests that CaringBridge hit on some powerful language that hits home with their donors, and the match language, while providing an incentive, might actually complicate the value proposition.

This experiment suggests more testing around the quantified ask.


Experiment Documented by Jeff Giddens
Jeff Giddens is President of NextAfter.

Question about experiment #6353

If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.