How increasing copy length and clarity affects clickthrough rate
Experiment ID: #2022
CaringBridge
Experiment Summary
Timeframe: 05/01/2015 - 05/23/2015
The majority of CaringBridge’s online revenue comes from an area on each journal page that is internally called the “tribute widget”. The CaringBridge team wanted to see if they could clarify and strengthen the value proposition presented in this widget. The control had a “command” to the visitor, and made a lot of assumptions about their knowldge of where the donation went and how to use the widget itself. So they developed a treatment that suggested an action to the visitor, clarified the impact of their gift, and offered a helpful note about how to begin the process.
Research Question
Will increasing the clarity of the value proposition increase donor conversion?
Design
C: Control
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) ) )
Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.13% | ||
| T1: | Treatment 1 | 0.11% | -15.3% | 100.0% |
This experiment has a required sample size of 231,692 in order to be valid. Since the experiment had a total sample size of 4,144,060, 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:
15.3% decrease in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
While the treatment delivered fewer clickthroughs or “starts”, it refined and motivated those who did begin the process, resulting in a net conversion gain.