How visual reinforcement on the donation page increases mobile conversion during a match
CaringBridge
CaringBridge offers free personal, protected websites for people to easily share updates and receive support and encouragement from their community during a health journey. Every 7 minutes, a CaringBridge website is created for someone experiencing a health event.
Experiment Summary
Ended On: 02/20/2019
CaringBridge was running a Valentine’s Day fundraising campaign and had a $25,000 matching gift. They knew that most of their donations on these short, high-urgency appeals came through a few donation funnels that landed on the same page. While previous tests had focused on driving traffic, they wanted to see if they could optimize conversion by driving home the match language on the two days that the gift was applied. They created two versions of a sticky top banner for the donation page—one that emphasized the match for “your” gift, and another that emphasized the match for “all donations”. They launched a three-way experiment split between mobile and desktop to see how it affected conversions on mobile devices.
Research Question
How will visual reinforcement affect donor conversion on the donation page during a short-term matching gift appeal?
Design
Results
Treatment Name | Conv. Rate | Relative Difference | Confidence | |
---|---|---|---|---|
C: | Control | 13.7% | ||
T1: | Header (personal) | 16.0% | 16.5% | 90.2% |
T2: | Header (all donations) | 13.9% | 1.1% | 9.0% |
This experiment has a required sample size of 2,787 in order to be valid. Since the experiment had a total sample size of 4,141, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
The personal match language expressed on the sticky bar increased conversion by 16.5%. Though this only reached a 90.1% level of confidence (and is not valid) it was close enough (especially when combined with the desktop results) to show that this visual reinforcement is a powerful tool to provide extra motivation through the donation process—even if it is only one step.
Question about experiment #12019
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