How arrangement of the landing page affects journal creation rate - NextAfter

How arrangement of the landing page affects journal creation rate

Experiment ID: #72777


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 log in 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.


C: Control
T1: Treatment #1


  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.

Experiment Documented by NextAfter

Question about experiment #72777

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