CaringBridge

How a icon paired with donation widget impacts donor conversion

Experiment ID: #191850

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: 10/14/2024 - 10/17/2024

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.

In a previous iteration, we are able to increase donations slightly by simply driving more traffic to this tab using an animated Badge Icon that showed the number of tribute widgets on the page. However, a large majority of what we saw was an increase in clicks that didn’t necessarily translate to more donations.

We hypothesized that by leveraging the increase in traffic brought on by the animated Badge while pairing it with a Social Proof and Education treatment copy on the widget itself would increase both clicks and donor conversion rate.

Research Question

We believe that social proof and education copy on the Tribute Widget for users who are in the Tribute tab will achieve an increase in donor conversions and revenue because it will address the potential friction of not knowing what this widget is, who the gift is to, or why it has value to the profile.

Design

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T1: Social Proof Widget

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T2: Education Widget

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https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Education_Widget-271x146.png [thumb_271_271-width] => 271 [thumb_271_271-height] => 146 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Education_Widget-272x147.png [thumb_272_172-width] => 272 [thumb_272_172-height] => 147 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Education_Widget-372x201.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 201 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Education_Widget-372x201.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 201 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Education_Widget-385x208.png [thumb_385_270-width] => 385 [thumb_385_270-height] => 208 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Education_Widget-416x224.png [thumb_416_241-width] => 416 [thumb_416_241-height] => 224 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Education_Widget-448x242.png [thumb_448_410-width] => 448 [thumb_448_410-height] => 242 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Education_Widget-896x483.png [thumb_448_410_retina-width] => 896 [thumb_448_410_retina-height] => 483 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Education_Widget-574x310.png [thumb_574_382-width] => 574 [thumb_574_382-height] => 310 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Education_Widget-732x395.png [thumb_776_395-width] => 732 [thumb_776_395-height] => 395 ) ) )

Results

	Treatment Name	Revenue per Visitor	Relative Difference	Confidence	Average Gift
C:	Control	$0.01			$36.58
T1:	Social Proof Widget	$0.01	61.7%	91.7%	$39.82
T2:	Education Widget	$0.02	204.4%	98.0%	$86.88

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
× 28.2% increase in conversion rate
× 137.5% increase in average gift
204.4% increase in revenue

Key Learnings

The key learnings from this experiment are:

Incorporating social proof and education copy on the Tribute Widget can significantly increase donor conversions and revenue**: The treatment that included social proof and education copy on the Tribute Widget led to a substantial 204.4% increase in revenue from the widget. This indicates that providing users with more information about the widget and its value can positively impact their decision to donate.

Furthermore, the increase in revenue was statistically significant, with confidence levels of 98.0%. This reinforces the reliability of the results.

In future experimentation, we should continue to leverage the use of social proof and education copy on widgets to increase donor conversions and revenue. Additionally, we could explore other ways to drive traffic to key pages, such as using animated Badge Icons, to further enhance the effectiveness of our messaging. Conducting similar experiments on other high-traffic pages or widgets within the platform could also yield valuable insights and potentially increase overall donations. By continuously testing and optimizing our strategies based on learnings from experiments, we can continue to improve user engagement and drive more donations for CaringBridge.

Experiment Documented by NextAfter

Question about experiment #191850

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