How an affirming CTA on tribute widget impacts donor conversion
Experiment ID: #193592
CaringBridge
Experiment Summary
Timeframe: 12/04/2024 - 12/04/2024
During CaringBridge’s 2-day match appeal, the Tribute widget copy would be updated to include mention of the match opportunity in addition to highlighting the usual $25 callout. In the control, the CTA button was “Donate to CaringBridge today.” We hypothesized that by turning this CTA into an affirmation of the question “Will you give $25?” would improve conversion rate.
Research Question
We believe that an affirming CTA for users viewing a tribute widget will achieve an increase in donor conversino l because it empowers the reader with the autonomy to answer a question in the affirmative, reinforcing their gift.
Design
C: Control
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T1: Treatment 1
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 0.25% | $56.66 | ||
| T1: | Treatment 1 | 0.33% | 32.5% | 98.9% | $48.33 |
This experiment has a required sample size of 33,304 in order to be valid. Since the experiment had a total sample size of 113,294, 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
× 32.5% increase in conversion rate
× 14.7% decrease in average gift
13.1% increase in revenue
Key Learnings
Key learnings from this experiment include:
1. Affirming CTAs can positively impact donor conversion rates: The treatment, which featured an affirming CTA “Yes, I can give $25” resulted in a significant 32.5% increase in donations compared to the control. This indicates that empowering the reader with an affirmative question can reinforce their decision to give.
2. Statistical significance: The results showed a high level of statistical confidence at 98.9%, indicating that the observed increase in conversions is likely not due to random chance.
It’s worth noting that this impact was seen during the match opportunity, however, it performed flat when run as an evergreen experiment. However, it’s possible that the affirmative language benefits most from a sense of urgency.