How donor-centric language affects conversion 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: 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
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| 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.