How adding an icon to the donation page showing the number of gifts made so far impacts revenue
Experiment ID: #190478
CaringBridge
Experiment Summary
Timeframe: 09/09/2024 - 09/13/2024
On CaringBridge profiles, the Tribute widget is a significant source of donations and revenue. A tribute donation is a gift to CaringBridge that a user makes in tribute to the profile they are visiting. This widget appears in a few different locations on the site, but historically one of the highest-performing locations has been on the Tribute page itself. This tab shows a list of tributes that have been made on the user’s profile, it includes copy “Join the X donors who have made a donation in honor of [name].
Since migration to CB2, CaringBridge has seen low performance on this widget. We hypothesized that by driving more traffic to the tab, it would increase donor conversion rate and revenue. On the old site, this Tributes tab was it’s own designated page and the button to navigate to it included a badge icon with how many tributes were on the profile. We created two treatments, one that’s a static badge icon and another where the same badge icon animates and counts up to the total number of tributes.
Research Question
We believe that adding a badge icon to the Tribute tab for users on a site profile will achieve an increase in gifts and revenue to the tribute widget because it makes this tab more visible, highlights its importance, and drives more users to the widget..
Design
C: Control
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T1: Treatment 1
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) ) )
Results
| Treatment Name | Revenue per Visitor | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | $0.00 | $0.00 | ||
| T1: | Treatment 1 | $0.00 | 0.0% | 0.0% | $0.00 |
| T2: | Treatment 2 | $0.00 | 0.0% | 0.0% | $0.00 |
This experiment was validated using 3rd party testing tools. Based upon those calculations, a significant level of confidence was not met so these experiment results are not valid.
Key Learnings
The key learnings from this experiment are that adding a badge icon to the Tribute tab on site profiles significantly increased Revenue – Tribute from the widget by 106.7%. Additionally, Tribute Tab clicks experienced a substantial increase of 9,5881%. These results were statistically significant with confidence levels of 95.6% and 100% respectively.
Moving forward, it is clear that showcasing the importance of the Tribute tab by making it more visible and engaging users with a badge icon can lead to a significant boost in donations and revenue. This insight should be taken into consideration for future experimentation and site optimizations. By continuing to test and iterate on features that drive engagement with the Tribute widget, CaringBridge can further enhance user experience and ultimately increase donor conversion rates.