How a tooltip on Ways to Help impacts clicks and Gift Card setups
Experiment ID: #194969
CaringBridge
Experiment Summary
Timeframe: 01/29/2025 - 01/31/2025
CaringBridge has the option for authors to set up a gift card so that people visiting their page can send the author a gift card as a way to help. For this test, we tried adding a tooltip that focused on what the user should do and specifying what the option is used for.
Research Question
We believe that adding a tooltip describing what step one should take for authors will achieve an increase in Gift Card setups because adding that tooltip will give clarity on what the user should do and help reduce confusion.
Design
C: Control
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) ) )
Results
This experiment has a required sample size of 236 in order to be valid. Since the experiment had a total sample size of 4,377, 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:
363.9% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
The key learnings from this experiment are that adding a tooltip describing what step the user should take for setting up a gift card for authors led to a significant increase in the Save button clicked for gift card setups on the website. The treatment group experienced a 363.9% increase in Save button clicked for gift cards on the What They Heard page for all traffic, with a statistical significance level of 100.0%.
Furthermore, the Tooltip CTA button clicked also saw a significant increase of 1,383.8% with 100% statistical confidence. This indicates that the tooltip providing clarity on what the user should do helped reduce confusion and encourage more users to set up gift cards.
In future experiments, it is important to continue emphasizing the importance of providing clear instructions and guidance for users to navigate the website effectively. This includes using tooltips or other visual cues to assist users in understanding the steps they need to take. Additionally, the success of this experiment highlights the value of testing different strategies for improving user experience and conversion rates. By continuing to experiment and iterate on website design and functionalities, we can further optimize the user experience and achieve better results.