CaringBridge

How a $25 callout on the Non-Tribute donation age impacts revenue

Experiment ID: #189763

CaringBridge

Experiment Summary

Timeframe: 08/19/2024 - 09/06/2024

For CaringBridge’s non-tribute donation page (main donate) we hypothesized that including a $25 callout over the gift array, leveraging language that’s been used successfully in other locations/widgets on the site, would improve overall revenue and transactions on main donate as well.

Research Question

We believe that a $25 callout for the non-tribute donation page will achieve an increase in revenue and donations because it reinforces the impact of the user’s gift in a tangible way — powering a user’s site..

Design

C: Kelly Letter
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T1: Kelly Letter + $25 Callout
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=> 266 [medium-height] => 300 [medium_large] => https://www.nextafter.com/wp-content/uploads/Kelly_Letter__25_Callout-1-768x868.png [medium_large-width] => 640 [medium_large-height] => 723 [large] => https://www.nextafter.com/wp-content/uploads/Kelly_Letter__25_Callout-1.png [large-width] => 640 [large-height] => 723 [1536x1536] => https://www.nextafter.com/wp-content/uploads/Kelly_Letter__25_Callout-1.png [1536x1536-width] => 903 [1536x1536-height] => 1020 [2048x2048] => https://www.nextafter.com/wp-content/uploads/Kelly_Letter__25_Callout-1.png [2048x2048-width] => 903 [2048x2048-height] => 1020 [tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Kelly_Letter__25_Callout-1-700x700.png [tp-image-grid-width] => 700 [tp-image-grid-height] => 700 [post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Kelly_Letter__25_Callout-1-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://www.nextafter.com/wp-content/uploads/Kelly_Letter__25_Callout-1-44x50.png [admin-width] => 44 [admin-height] => 50 [full] => https://www.nextafter.com/wp-content/uploads/Kelly_Letter__25_Callout-1.png [full-width] => 903 [full-height] => 1020 [thumb_372] => https://www.nextafter.com/wp-content/uploads/Kelly_Letter__25_Callout-1-372x420.png [thumb_372-width] => 372 [thumb_372-height] => 420 [single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Kelly_Letter__25_Callout-1-553x625.png [single_post_thumbnail-width] => 553 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Kelly_Letter__25_Callout-1-28x32.png [thumb_32_32-width] => 28 [thumb_32_32-height] => 32 [thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Kelly_Letter__25_Callout-1-42x48.png [thumb_48_48-width] => 42 [thumb_48_48-height] => 48 [thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Kelly_Letter__25_Callout-1-57x64.png [thumb_64_64-width] => 57 [thumb_64_64-height] => 64 [thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Kelly_Letter__25_Callout-1-113x128.png [thumb_128_128-width] => 113 [thumb_128_128-height] => 128 [thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Kelly_Letter__25_Callout-1-59x67.png [thumb_122_67-width] => 59 [thumb_122_67-height] => 67 [thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Kelly_Letter__25_Callout-1-135x153.png [thumb_153_153-width] => 135 [thumb_153_153-height] => 153 [thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Kelly_Letter__25_Callout-1-130x147.png [thumb_130_163-width] => 130 [thumb_130_163-height] => 147 [thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Kelly_Letter__25_Callout-1-157x177.png [thumb_232_177-width] => 157 [thumb_232_177-height] => 177 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Kelly_Letter__25_Callout-1-544x614.png [thumb_272_325-width] => 544 [thumb_272_325-height] => 614 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Kelly_Letter__25_Callout-1-271x306.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 306 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Kelly_Letter__25_Callout-1-240x271.png [thumb_271_271-width] => 240 [thumb_271_271-height] => 271 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Kelly_Letter__25_Callout-1-152x172.png [thumb_272_172-width] => 152 [thumb_272_172-height] => 172 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Kelly_Letter__25_Callout-1-372x420.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 420 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Kelly_Letter__25_Callout-1-372x420.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 420 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Kelly_Letter__25_Callout-1-239x270.png [thumb_385_270-width] => 239 [thumb_385_270-height] => 270 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Kelly_Letter__25_Callout-1-213x241.png [thumb_416_241-width] => 213 [thumb_416_241-height] => 241 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Kelly_Letter__25_Callout-1-363x410.png [thumb_448_410-width] => 363 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Kelly_Letter__25_Callout-1-726x820.png [thumb_448_410_retina-width] => 726 [thumb_448_410_retina-height] => 820 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Kelly_Letter__25_Callout-1-338x382.png [thumb_574_382-width] => 338 [thumb_574_382-height] => 382 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Kelly_Letter__25_Callout-1-350x395.png [thumb_776_395-width] => 350 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Kelly_Letter__25_Callout-1.png [gform-image-choice-sm-width] => 266 [gform-image-choice-sm-height] => 300 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Kelly_Letter__25_Callout-1.png [gform-image-choice-md-width] => 354 [gform-image-choice-md-height] => 400 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Kelly_Letter__25_Callout-1.png [gform-image-choice-lg-width] => 531 [gform-image-choice-lg-height] => 600 ) ) )

Results

  Treatment Name Revenue per Visitor Relative Difference Confidence Average Gift
C: Kelly Letter $3.36 $53.30
T1: Kelly Letter + $25 Callout $3.46 3.0% 54.3% $59.75

This experiment was validated using 3rd party testing tools. Based upon those calculations, a significant level of confidence was not met so these experiment results are not valid.

Key Learnings

The key learning from this experiment is that including a $25 callout for the non-tribute donation page resulted in a 3.0% increase in revenue for all traffic but with a statistical level of confidence of only 54%.

It is likely that this callout is not making a significant impact either way, because in both the control and treatment, the average gift is already above the $25 callout.

Moving forward, it is important to note that the results of this experiments hould not be be considered valid. It is essential to ensure that any future experiments have a higher level of statistical confidence to draw reliable conclusions. Additionally, it may be beneficial to further refine the hypothesis and experiment design to potentially achieve more significant and reliable results. Testing different variations, such as adjusting the language or positioning of the callout, could also help to optimize future experiments.


Experiment Documented by NextAfter

Question about experiment #189763

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