How communal language on a primary donation page affects donor conversion rate

Experiment ID: #41885


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.


C: Control
T1: Communal Copy


 Treatment NameConv. RateRelative DifferenceConfidenceAverage 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.

Experiment Documented by Jeff Giddens
Jeff Giddens is President of NextAfter.

Question about experiment #41885

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