How increasing the force of the value proposition affected CaringBridge’s donor conversion

Experiment ID: #2634


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

Timeframe: 11/18/2014 - 11/24/2014

CaringBridge receives the majority of their donations through individual site pages. However, we believed there was an opportunity to increase conversion on their main donation page. In its initial state, the donation page was just a donation form with the headline “Give to CaringBridge”. 

Research Question

Will increasing the strength of the value proposition through a third-party quote, donor-centric language, increased clarity, and a stronger call to action result in a higher conversion rate?


C: Control
T1: Treatment (with value proposition)


  Treatment Name Conv. Rate Relative Difference Confidence
C: Control 0.70%
T1: Treatment (with value proposition) 1.6% 127.6% 100.0%

This experiment has a required sample size of 1,264 in order to be valid. Since the experiment had a total sample size of 10,368, 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
× 127.6% increase in conversion rate
× 0% increase in average gift

Key Learnings

We discovered a 128% increase in donor conversions with the additional value proposition copy added to the page. This would suggest that the visitors coming to this page were not 100% convinced to give a donation and required additional explanation before making a commitment. This same statement could be said for most donation pages.

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

Question about experiment #2634

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