How increasing the force of the value proposition affected CaringBridge’s donor conversion
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
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?
Design
Results
| 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.