How donor-centric language affects clarity and clickthrough rate
Experiment ID: #2182
CaringBridge
Experiment Summary
Timeframe: 06/01/2015 - 06/26/2015
CaringBridge wanted to run a test on their tribute widget to see if increased donor-centric language would improve clickthrough rate, which leads to a donation opportunity. They designed a treatment that addressed the donor (rather than making a “demand”) and told them what their donation would do — making it relevant to the page they were on. This was a two-layer test, as they were willing to sacrifice clickthrough rate if it led to more donations and revenue overall.
Research Question
Will using donor-centric in the tribute widget increase clickthrough rate?
Design
C: Control
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T1: Donor-centric tribute language
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[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed.jpg
[large-width] => 337
[large-height] => 340
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[2048x2048-width] => 337
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[ab-block-post-grid-landscape-height] => 340
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed.jpg
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[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-50x50.jpg
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[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed.jpg
[full-width] => 337
[full-height] => 340
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[thumb_372-width] => 337
[thumb_372-height] => 340
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed.jpg
[single_post_thumbnail-width] => 337
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[thumb_48_48-height] => 48
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[thumb_64_64-height] => 64
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[thumb_128_128-height] => 128
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[thumb_122_67-width] => 66
[thumb_122_67-height] => 67
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[thumb_153_153-width] => 153
[thumb_153_153-height] => 153
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[thumb_130_163-width] => 130
[thumb_130_163-height] => 131
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[thumb_232_177-width] => 175
[thumb_232_177-height] => 177
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[thumb_272_325-width] => 337
[thumb_272_325-height] => 340
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[thumb_271_346-width] => 271
[thumb_271_346-height] => 273
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[thumb_271_271-width] => 269
[thumb_271_271-height] => 271
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[thumb_272_172-width] => 170
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed.jpg
[thumb_372_461-width] => 337
[thumb_372_461-height] => 340
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed.jpg
[thumb_372_500-width] => 337
[thumb_372_500-height] => 340
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-268x270.jpg
[thumb_385_270-width] => 268
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-239x241.jpg
[thumb_416_241-width] => 239
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed.jpg
[thumb_448_410-width] => 337
[thumb_448_410-height] => 340
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed.jpg
[thumb_448_410_retina-width] => 337
[thumb_448_410_retina-height] => 340
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed.jpg
[thumb_574_382-width] => 337
[thumb_574_382-height] => 340
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed.jpg
[thumb_776_395-width] => 337
[thumb_776_395-height] => 340
) ) )
Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.17% | ||
| T1: | Donor-centric tribute language | 0.14% | -17.2% | 100.0% |
This experiment has a required sample size of 142,827 in order to be valid. Since the experiment had a total sample size of 5,671,767, 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:
17.2% decrease in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
Increasing personalization reduced clickthrough rate by 17.2% — which tells us that the additional language made the value proposition of the tribute widget less clear. Clarity trumps persuasion, which is proven yet again.