How aligning call-to-action verbs in a tribute widget impacts giving

Experiment ID: #163524


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: 11/07/2023 - 11/10/2023

CaringBridge’s users heavily rely on the tribute widget in order to make a gift in honor of their loved one. In order to increase conversion rate, we sought to add clarity to the pre-existing copy by using consistent CTA’s and driving the desired action: give.

Research Question

We believe that aligning all the call-to-action words in the triibue widget for site visitors will achieve an increase in donations because there will be additional clarity and affirmation in the conversion process.


C: Control
T1: Consistent Action Words


 Treatment NameConv. RateRelative DifferenceConfidence
C: Control 0.17%
T1: Consistent Action Words 0.15%-9.3% 84.8%

This experiment has a required sample size of 493,195 in order to be valid. Since the experiment had a total sample size of 528,115, and the level of confidence is not above 95% the experiment results are not valid.

Key Learnings

The key learning from this experiment is that aligning all the call-to-action words in the tribute widget did not result in an increase in donations. In fact, there was a decrease of 9.3% in donations for all traffic. However, it is important to note that the statistical level of confidence is below 85%, which means these results cannot be considered valid.

Additionally, we saw the results vacillating between flat and a slight decrease throughout the experiment. This suggests that creating congruency in the call-to-action words for the tribute widget is not a significant motivating factor for journal page viewers. They likely already have enough clarity from the existing copy about what the tribute widget is asking of them

It’s suggested we test other concepts in the copy such as an emotional appeal to see if that will drive an increase in giving.

Experiment Documented by NextAfter

Question about experiment #163524

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