How a slide out with educational copy increased site follows
Experiment ID: #189955
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: 08/24/2024 - 08/28/2024
To improve site follows, CaringBridge had tested into a Sticky Follow button that kept this CTA pinned to the top of the screen if a user scrolled down. While this resulted in increased follows due to the greater visibility, we hypothesized that a second iteration that called attention to this CTA while also including educational copy around “why” a user should follow would increase this metric even more.
Research Question
We believe that an educational slide out for visitors on an author page will achieve an increase in site follows because it not only draws more attention, but includes copy that addresses the value of following.
Design
C: Sticky Follow
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Sticky Follow | 2.1% | ||
| T1: | Treatment 1 | 5.4% | 151.9% | 100.0% |
This experiment has a required sample size of 265 in order to be valid. Since the experiment had a total sample size of 62,799, 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:
0% increase in traffic
× 151.9% increase in conversion rate
× 0% increase in average gift
Key Learnings
The key learning from this experiment is that implementing an educational slide out on the author page led to a significant increase in site follows. The treatment resulted in a 151.1% increase in Site Follows for All Traffic with a 100.0% statistical level of confidence, indicating a strong impact on user behavior.
What this indicates is that although increasing visibility was effective, the real question that needed to be addressed for users was why they should follow in the first place. By including copy that emphasizes the follow as a way to stay updated and receive important updates on the user’s health journey, more users were likely to follow.