CaringBridge

How communal language affects donor conversion through a tribute widget

Experiment ID: #65892

CaringBridge

Experiment Summary

Timeframe: 07/06/2021 - 07/23/2021

CaringBridge had successfully tested communal language as part of their fundraising process for appeal campaigns and in the recurring donation funnel. However, they had not tested it with their tribute widget.

They developed tribute widget copy that first thanked the reader for being a good friend to the author or patient, and then presented the opportunity to give to support their site.

Secondarily, they wanted to understand the impact of introducing the “to CaringBridge” variant on the tribute widget, so they launched a second treatment with the control and this additional language.

Research Question

We believe that adding communal language for personal home page visitors will achieve an increase in conversion.

Design

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T1: Communal Language

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T2: Control (plus "to CaringBridge")

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Results

	Treatment Name	Conv. Rate	Relative Difference	Confidence	Average Gift
C:	Control	0.31%			$0.00
T1:	Communal Language	0.28%	-11.0%	98.2%	$0.00
T2:	Control (plus "to CaringBridge")	0.30%	-2.9%	45.6%	$0.00

This experiment has a required sample size of 291,326 in order to be valid. Since the experiment had a total sample size of 843,014, 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
× 11.0% decrease in conversion rate
× 0% increase in average gift

Key Learnings

The treatment with the communal language produced a slightly higher average gift, but an 11% decrease in conversion rate. Upon review, the team noticed that there might have been a missing element in the communal language—the direct ask. The control had a sentence that asked the donor to give, and that was missing in the treatment.

This experiment should be re-run with the direct ask controlled.

Secondarily, the addition of “to CaringBridge” language seemed to have no impact.

Experiment Documented by Jeff Giddens

Jeff Giddens is President of NextAfter.

Question about experiment #65892

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