How a longer value proposition on a donation page affects conversion on mobile devices
Experiment ID: #10345
CaringBridge
Experiment Summary
Ended On: 01/02/2019
CaringBridge’s donation process had always had a separate page for mobile devices because of some legacy technology. Instead of loading a responsive page, the CaringBridge site used redirects to send mobile users to a separate page entirely. Over time, this page had not kept up with all the optimizations that had been implemented on the desktop page. CaringBridge decided to test the two pages against each other to see the cost and benefit of rolling both pages into one responsive page, which would keep them from having to keep two pages updated and in sync.
The first major difference in the two pages was the gift array. This was tested independently, and had no impact on conversion or revenue. The next major change was the value proposition and layout of the form. The mobile page had always had a shorter value proposition because it was assumed that they had less “real estate” on the page to hold such copy. The team decided to test a mobile version of the exact same donation page that desktop users saw to see the impact.
Research Question
How will a longer value proposition on a donation page affects conversion on mobile devices?
Design
C: Original
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T1: Full Value Proposition
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) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Original | 0.57% | ||
| T1: | Full Value Proposition | 0.61% | 6.1% | 22.4% |
This experiment has a required sample size of 366,329 in order to be valid. Unfortunately, the required sample size was not met and a level of confidence above 95% was not met so the experiment results are not valid.
Key Learnings
There was no change—and even a slight directional increase with the new copy. This gave CaringBridge the confidence to revert to a single, mobile-optimized donation page for their tribute funnel. Going forward, they will monitor desktop and mobile results independently to see how future experiments affect conversion on each.