How rotating a “Gift Card” widget with a Tribute Thank-You message impacts clicks and tributes
Experiment ID: #195776
CaringBridge
Experiment Summary
Timeframe: 03/06/2025 - 03/10/2025
This experiment was a development upon a previous test to promote Gift Cards/Ways to Help as an additional CTA on user profiles. In the original test, the Gift Card widget had been swapped in place of the Tribute Widget on a rotating logic. Although this did dramatically increase clicks and traffic to the gift card page, it also resulted in a valid 30% decrease in tribute giving.
In this iteration, we hypothesized that only rotating the Gift Card in with the Tribute thank-you message would ensure that the additional CTA could be communicated, without removing another important ask, but instead, prioritizing the next step for people who’ve already donated. The logic for this setup was 50/50, half the time users would see the thank-you card for their tribute gift and the other half of the time they’d receive the additional Gift Card widget. Versus in the control, they were only shown the thank you message.
Research Question
We believe that rotating a Gift Card widget in with the tribute Thank You card for users on a site profile will achieve an increase in Gift Card clicks/traffic without decreasing tribute giving because the additional CTA is only shown to those who’ve already donated, providing them with an additional next step rather than detracting from another important CTA.
Design
C: Control
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T1: Rotating Tribute Widgets
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 0.07% | $55.01 | ||
| T1: | Rotating Tribute Widgets | 0.08% | 17.5% | 78.1% | $58.19 |
This experiment has a required sample size of 399,225 in order to be valid. Unfortunately, the required sample size was not met and a level of confidence above 95% was not met so the experiment results are not valid.
Key Learnings
The key learnings from this experiment are as follows:
1. Rotating a Gift Card widget in with the tribute Thank You card for users on a site profile resulted in a 17.5% increase in Send a Gift Card clicked for All Traffic. This indicates that the additional CTA was effective in generating more clicks and traffic to the gift card page.
2. The 78.1% statistical level of confidence is below the 95% threshold, meaning that the results cannot be considered valid. This suggests that the increase in Gift Card clicks may not be entirely reliable.
3. However, another key aspect of this test was to incorporate the Gift Card widget without negatively impacting tribute giving. In this case, the treatment was a success. Reversing the original decrease seen previously, while also indicating that this treatment can be safely shown and likely will result in great education and clicks to Gift Cards.
Overall, the key learnings from this experiment highlight the importance of careful consideration and testing when introducing new elements to a site profile. By analyzing the results and refining future experiments based on these findings, we can improve the user experience and drive desired actions effectively.