CaringBridge

How specificity affects conversion

Experiment ID: #1049

CaringBridge

Experiment Summary

Timeframe: 03/10/2015 - 03/14/2015

CaringBridge was launching a two-week fundraising campaign and wanted to run a test on the tribute donation pages for each Journal Site. Because traffic from tribute pages is generated from a specific person’s Journal, the CaringBridge team wanted to test the impact of making an ask just for that person versus an ask to support the entire CaringBridge community. The result would deliver valuable learnings for future fundraising campaigns and landing page tests.

Research Question

How does broadening the recipient of the fundraising ask affect conversion?

Design

C: Control
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T1: Treatment
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Results

 Treatment NameConv. RateRelative DifferenceConfidence
C: Control 6.3%
T1: Treatment 5.2%-17.6% 99.4%

This experiment has a required sample size of 3,443 in order to be valid. Since the experiment had a total sample size of 13,521, 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
× 17.6% decrease in conversion rate
× 0% increase in average gift

Key Learnings

The broader ask introduced in the treatment reduced donor conversion rate by 17.6%. This told the team that people who begin the donation process from an individual’s page are more motivated by honoring their friend or loved one than by supporting the entire community.

 


Experiment Documented by Jeff Giddens
Jeff Giddens is President of NextAfter.

Question about experiment #1049

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