How arrangement of the landing page affects journal creation rate
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: 09/10/2021 - 10/01/2021
CaringBridge decided to run a test on the location of the journal entry section for authors when they login to the site to see if they could increase the number of entries. In the control, the journal entry section was located lower on the page, meaning authors had to scroll to see the entry section.
With the treatment, the journal entry section was moved up higher on the page, meaning authors no longer had to scroll to see the section.
Research Question
We believe that moving the journal entry section higher on the page for authors will achieve more journal entry submissions.
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.01% | ||
| T1: | Treatment #1 | 0.01% | 151.6% | 100.0% |
This experiment has a required sample size of 104,023 in order to be valid. Since the experiment had a total sample size of 5,494,223, 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
× 151.6% increase in conversion rate
× 0% increase in average gift
Key Learnings
Moving the journal entry section up higher for authors produced a 151.6% lift in journal entries.