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CaringBridge

How humanized letter copy with photo alignment impacts revenue on main donate

Experiment ID: #188591

CaringBridge

CaringBridge offers free personal, protected websites for people to easily share updates and receive support and encouragement from their community during a health journey. Every 7 minutes, a CaringBridge website is created for someone experiencing a health event.

Experiment Summary

Timeframe: 08/07/2024 - 08/13/2024

For CaringBridge’s main donation page, we had tested a series of copy iteration on the main donation page that removed the photo background in favor of a cleaner design, with copy that was stylized to read like a humanized letter. This included a greeting, copy being updated so that it read like an address from Kelly, as well as her sign-off and photo a the bottom. Initially, this no difference when it was tested previously.

However, we hypothesized that by simply updating this letter copy treatment to also include Kelly’s photo aligned at the top of the letter versus at the bottom with her signature would help drive home the humanization of the treatment.

Research Question

We believe that humanized letter copy with photo alignment for users on the main donation page will achieve an increase in donor conversion and revenue because it causes the main donation page to read like it’s from a real person, humanizing the experience.

Design

C: Control
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T1: Humanized Letter
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Results

 Treatment NameRevenue per VisitorRelative DifferenceConfidenceAverage Gift
C: Control $2.48$40.42
T1: Humanized Letter $5.00101.8% 95.0%$74.33

This experiment was validated using 3rd party testing tools. Based upon those calculations, a significant level of confidence was met so these 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
× 9.8% increase in conversion rate
× 83.9% increase in average gift
101.8% increase in revenue

Key Learnings

Key Learnings from the Experiment:

1. Humanization of the donation page: By aligning Kelly’s photo at the top of the humanized letter copy, the treatment created a more personal and engaging experience for users. This likely contributed to the significant increase in donor conversion and revenue.

2. Importance of personalized communication: Addressing users as if they were receiving a letter from Kelly added a personal touch to the donation page. This approach resonated well with users and led to a higher conversion rate.

3. Visual hierarchy matters: Placing Kelly’s photo at the top of the letter helped to establish a visual hierarchy that drew users’ attention to the humanized content. This likely played a role in driving the increased engagement and conversion.

4.Additionally, this also had the impact of acting as a social proof since in the copy Kelly also shares how she herself has been impacted by CaringBridge and donor generosity.

In conclusion, the success of this experiment highlights the importance of humanizing the donation experience and personalizing communication with donors. By leveraging these learnings and continuing to test and optimize the user experience, CaringBridge can further improve donor engagement and ultimately drive more significant impact for the nonprofit organization.

Experiment Documented by NextAfter

Question about experiment #188591

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