How campaign-related copy on the Tribute donation page impacts revenue during a holiday appeal
Experiment ID: #194049
CaringBridge
Experiment Summary
Timeframe: 12/17/2024 - 12/18/2024
During CaringBridge’s holiday appeal, the Tribute Donation page largely remains the same. Aside from brief mentions of the match, the copy is stripped down, short, and doesn’t tie into the larger goals of the organization – instead focusing more on a donor’s gift to the individual. We believed that by using the campaign donation page on Tribute, tying to the larger December goals and reinforcing the match more, it would increase average gift and donor conversion rate.
Research Question
We believe that campaign-related copy for users on the Tribute donation page will achieve an increase in donor conversion rate because the value prop is expanded upon, greater urgency is tied to the campaign, and the donor has a sense of how their gift fits into the December goals.
Design
C: Control
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[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Campaign_Copy-3-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Campaign_Copy-3-50x46.png
[admin-width] => 50
[admin-height] => 46
[full] => https://www.nextafter.com/wp-content/uploads/Campaign_Copy-3.png
[full-width] => 1506
[full-height] => 1398
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Campaign_Copy-3-372x345.png
[thumb_372-width] => 372
[thumb_372-height] => 345
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Campaign_Copy-3-673x625.png
[single_post_thumbnail-width] => 673
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Campaign_Copy-3-32x30.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 30
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Campaign_Copy-3-48x45.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 45
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Campaign_Copy-3-64x59.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 59
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Campaign_Copy-3-128x119.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 119
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Campaign_Copy-3-72x67.png
[thumb_122_67-width] => 72
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Campaign_Copy-3-153x142.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 142
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Campaign_Copy-3-130x121.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 121
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Campaign_Copy-3-191x177.png
[thumb_232_177-width] => 191
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Campaign_Copy-3-544x505.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 505
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Campaign_Copy-3-271x252.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 252
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Campaign_Copy-3-271x252.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 252
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Campaign_Copy-3-185x172.png
[thumb_272_172-width] => 185
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Campaign_Copy-3-372x345.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 345
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Campaign_Copy-3-372x345.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 345
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Campaign_Copy-3-291x270.png
[thumb_385_270-width] => 291
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Campaign_Copy-3-260x241.png
[thumb_416_241-width] => 260
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Campaign_Copy-3-442x410.png
[thumb_448_410-width] => 442
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Campaign_Copy-3-883x820.png
[thumb_448_410_retina-width] => 883
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Campaign_Copy-3-412x382.png
[thumb_574_382-width] => 412
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Campaign_Copy-3-426x395.png
[thumb_776_395-width] => 426
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Campaign_Copy-3.png
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 278
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Campaign_Copy-3.png
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 371
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Campaign_Copy-3.png
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 557
)
)
)
Results
| Treatment Name | Revenue per Visitor | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | $13.07 | $53.40 | ||
| T1: | Campaign Copy | $13.55 | 3.6% | 70.7% | $51.28 |
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 implementing campaign-related copy on the Tribute donation page led to a 3.6% increase in revenue for all traffic as well as a slight bump in donations overall. While this result is promising, the statistical level of confidence was only 70.7%, below the 85% threshold for validity. However, it is an encouraging first step to continue testing on the Tribute donation page, which historically, has been treated very separate from the rest of CaringBridge's campaign and goals – because users are there for a specific user. To have this broadened and more general appeal copy not result in a decrease, but also perhaps have a slight positive increase, could open up door for continued testing.