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CaringBridge

How an exit intent with a thermometer and an exit intent with social proof affects donor conversion rate during Calendar Year End

Experiment ID: #201728

CaringBridge

Experiment Summary

Ended On: 01/09/2026

During their 2-day matches, CaringBridge usually has an exit intent that appears on-site profiles, featuring language that reflects the urgency of the match and how the user can help CaringBridge reach its goal.
During this particular match at the end of the calendar year, we wanted to try an A/B/C test with different exit intents that used varying visuals on the exit intent.
The first treatment, which had an exit intent, featured a thermometer image, showing how the user could help fill the gap.
The second treatment, exit intent, featured an image of people, highlighting how they could help reach the goal among the community of people who had already contributed.
This was tested on both mobile and desktop devices, as well as on-site profiles.

Research Question

We believe that adding an exit intent with a donor goal thermometer image and social proof image for site profile visitors will achieve an increase in donor conversion rate because for the donor goal thermometer version, the image would highlight what the user could do to fill the gap, and the social proof image would show how the user could make an impact along with the other people that have already made an impact, encouraging the user to help CB meet the match.

Design

C: Control
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T1: Treatment #1 Donor Goal
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T2: Treatment #2 Social Proof
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Results

  Treatment Name Conv. Rate Relative Difference Confidence
C: Control 0.26%
T1: Treatment #1 Donor Goal 0.28% 8.2% 68.1%
T2: Treatment #2 Social Proof 0.28% 6.1% 54.3%

This experiment has a required sample size of 689,584 in order to be valid. Unfortunately, the required sample size was not met and a level of confidence above 95% was not met so the experiment results are not valid.

Key Learnings

The key learning from this experiment is that adding an exit intent with a donor goal thermometer image and social proof image for site profile visitors can potentially increase donor conversion rate. The treatment showed an 8.2% increase in donations for all traffic, indicating that the visuals used in the exit intent may have had a positive impact on user engagement. There was an increase in revenue for both mobile and desktop, which indicated that the social proof image variant was a clear winner. For desktop, there was a 19.37% increase in revenue. For mobile, there was a 24% increase in revenue. Control (desktop) - $7,208 Treatment 1(desktop) - $7,515 Treatment 2 (desktop) - $8,770 Control (mobile) - $9,686 Treatment 1 (mobile) - $10,665 Treatment 2 (mobile) - $12,200 So the conclusion for this test is that while both variants produced an almost similar amount of donations, the variant with the social proof image encouraged users to give higher gifts, resulting in an overall increase in revenue.

Experiment Documented by NextAfter

Question about experiment #201728

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