CaringBridge

How anniversary language and monthly donor language affect clickthrough rate on a monthly giving popup

Experiment ID: #118397

CaringBridge

Experiment Summary

Ended On: 12/08/2022

CaringBridge had used popups to ask repeat visitors to consider giving a monthly gift. While the performance had built a file of recurring donors, they wanted to see if they could increase the clickthrough rate and conversion rate to monthly donor. They formed two hypotheses:

Using language highlighting their 25th anniversary would increase relevance and clickthrough rate and conversion rate
Using “monthly donor” rather than “CaringBridge partner” would increase the clarity of the ask and increase conversion rate.

They decided to test this with an A/B/C test. Their first treatment introduced the 25th anniversary language, but kept the “partner” language. The second kept the 25th anniversary language, but introduced “monthly donor” in place of “partner”.

They launched this to determine a winning variant.

Research Question

We believe that adding anniversary language and changing “partner” to “monthly donor” for return visitors will achieve an increase in clickthrough rate.

Design

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T1: Treatment #1

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T2: Treatment #2

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Results

	Treatment Name	Conv. Rate	Relative Difference	Confidence
C:	Control	0.42%
T1:	Treatment #1	0.49%	16.2%	88.9%
T2:	Treatment #2	0.61%	44.9%	100.0%

This experiment has a required sample size of 15,138 in order to be valid. Since the experiment had a total sample size of 166,626, 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
× 44.9% increase in conversion rate
× 0% increase in average gift

Key Learnings

They found that, on the basis of clickthrough rate, the added relevance of the 25th anniversary mention increased clickthrough rate by 16.2% with an 88.9% level of confidence. However, the combination of the 25th anniversary language and the “monthly donor” language increased clickthrough rate by 44.9%.

Previous testing had shown that an increase in clickthrough rate did not always correlate to more recurring donors, so they needed to also examine downstream data to see how that traffic converted.

Experiment Documented by Jeff Giddens

Jeff Giddens is President of NextAfter.

Question about experiment #118397

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