How increasing the clarity of the value proposition affects donor conversion rate - NextAfter

How increasing the clarity of the value proposition affects donor conversion rate

Experiment ID: #12034


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: 01/04/2018 - 03/12/2018

The majority of CaringBridge’s online revenue comes from an area on each journal page that is internally called the “tribute widget”. The CaringBridge team wanted to see if they could clarify and strengthen the value proposition presented in this widget. The control had a “command” to the visitor, and made a lot of assumptions about their knowldge of where the donation went and how to use the widget itself. So they developed a treatment that suggested an action to the visitor, clarified the impact of their gift, and offered a helpful note about how to begin the process.

Research Question

Will increasing the clarity of the value proposition increase donor conversion?


C: Control
T1: Treatment 1


  Treatment Name Conv. Rate Relative Difference Confidence
C: Control 11.3%
T1: Treatment 1 14.4% 27.4% 99.6%

This experiment has a required sample size of 869 in order to be valid. Since the experiment had a total sample size of 4,243, 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
× 27.4% increase in conversion rate
× 0% increase in average gift

Key Learnings

While the treatment delivered fewer clickthroughs or “starts”, it refined and motivated those who did begin the process, resulting in a net conversion gain.

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

Question about experiment #12034

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