CaringBridge

How donor-centric language affects conversion rate

Experiment ID: #2625

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: 03/16/2015 - 03/19/2015

CaringBridge commonly used site takeover graphics to boost response during fundraising campaigns. However, the language on those overlay graphics had never been tested to determine if we could improve response. We created a treatment that only changed a single headline, taking the CTA from “organizational-centric” copy to “donor-centric” copy.

Research Question

Will donor-centric language increase motivation to give?

Design

C: Control
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T1: Treatment 1
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[tp-image-grid-width] => 531 [tp-image-grid-height] => 392 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-5-150x150.jpg [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-5-50x37.jpg [admin-width] => 50 [admin-height] => 37 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-5.jpg [full-width] => 531 [full-height] => 392 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-5-372x275.jpg [thumb_372-width] => 372 [thumb_372-height] => 275 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-5.jpg [single_post_thumbnail-width] => 531 [single_post_thumbnail-height] => 392 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-5-32x24.jpg [thumb_32_32-width] => 32 [thumb_32_32-height] => 24 [thumb_48_48] => 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[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-5-366x270.jpg [thumb_385_270-width] => 366 [thumb_385_270-height] => 270 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-5-326x241.jpg [thumb_416_241-width] => 326 [thumb_416_241-height] => 241 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-5-448x331.jpg [thumb_448_410-width] => 448 [thumb_448_410-height] => 331 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-5.jpg [thumb_448_410_retina-width] => 531 [thumb_448_410_retina-height] => 392 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-5-517x382.jpg [thumb_574_382-width] => 517 [thumb_574_382-height] => 382 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-5.jpg [thumb_776_395-width] => 531 [thumb_776_395-height] => 392 ) ) )

Results

 Treatment NameConv. RateRelative DifferenceConfidence
C: Control 0.71%
T1: Treatment 1 0.98%36.7% 95.1%

This experiment has a required sample size of 9,346 in order to be valid. Since the experiment had a total sample size of 18,934, 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
× 36.7% increase in conversion rate
× 0% increase in average gift

Key Learnings

This was a powerful learning that will be employed throughout copy in upcoming campaigns — and not just on the site takeover graphics.


Experiment Documented by NextAfter

Question about experiment #2625

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