How communal language on a primary donation page affects donor conversion rate
Experiment ID: #41885
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: 12/16/2020 - 12/20/2020
CaringBridge had tested “communal” copy that reduced transactional language and attempted to build a relationship with the user first to great success on a series of popups throughout their site.
They wanted to test this copy on their main donation page during the holiday season. They changed the question-based headline to a complimentary headline thanking the donor for their consideration, and put the power to give in the user’s hands with “if it’s not too much to ask”. They also used language that had worked on the popup that removed the Board of Directors from a position of power and put them in a position of service.
Research Question
We believe that applying communal language for main donation page visitors will achieve increase conversion rate.
Design
C: Control
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) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 35.5% | $0.00 | ||
| T1: | Communal Copy | 36.2% | 1.8% | 13.4% | $0.00 |
This experiment has a required sample size of 41,047 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
All in all, the communal language failed to have much of an impact at all in the time that it ran. Motivation is very high for this page, so it can be difficult to affect conversion rate. On further observation, the headline may be confusing for visitors, and that might need to be reworked.