How streamlining the tribute widget affects clickthrough rate
Experiment ID: #2626
CaringBridge
Experiment Summary
Timeframe: 03/01/2015 - 04/24/2015
Most gifts to CaringBridge start with the “tribute widget”, a small box that appears on all Site Journal pages and profile pages. We noticed one day that the tribute widget had a lot of information that could be extraneous and distracting from the intended action, which was to begin the gift process.
The CaringBridge team developed a streamlined version of this widget that removed a “most recent quote”, along with avatars for signed in users. To increase clarity, the team put pre-filled text into the box to instruct the user what to write. Also, we added social proof into the widget, dynamically pulling the number of previous donors to inspire the user to join them.
Research Question
Will a streamlined widget with added social proof inspire more people to begin the donation process?
Design
C: Control
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T1: Treatment 1
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)
)
)
Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.27% | ||
| T1: | Treatment 1 | 0.42% | 51.9% | 100.0% |
This experiment has a required sample size of 12,992 in order to be valid. Since the experiment had a total sample size of 3,184,069, 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:
51.9% increase in traffic
Ă— 0% increase in conversion rate
Ă— 0% increase in average gift
Key Learnings
The streamlined widget with added social proof resulted in nearly 52% more people beginning the donation process. We closely monitored donation page conversion rates as well, and there was no change. Clarifying the value proposition by removing extra graphics and copy and reducing anxiety through social proof resulted in a significant lift in dollars raised.