CaringBridge

How leading email appeal traffic to an aligned “holiday” donation page impacts conversion rate

Experiment ID: #194784

CaringBridge

Experiment Summary

Ended On: 01/21/2025

During CaringBridge’s holiday appeal, traffic from the email appeal is typically sent to a simplified form that is similar to the length of a general donation page – with match language added. We hypothesized that a longer, “holiday appeal” donation page that aligns with the overall campaign goals communicated in email and reinforces the 2-day match alongside the larger year-end goals will increase conversion rate

Research Question

We believe that leading email appeal traffic to an aligned “holiday appeal” donation page will increase donor conversion rate because it helps reinforce the 2-day match with additional value prop, while also tying the email into the larger December year-end goals.

Design

C: Control
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T1: Treatment #1
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https://www.nextafter.com/wp-content/uploads/Treatment_1-30-251x172.png [thumb_272_172-width] => 251 [thumb_272_172-height] => 172 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Treatment_1-30-372x255.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 255 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Treatment_1-30-372x255.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 255 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Treatment_1-30-385x264.png [thumb_385_270-width] => 385 [thumb_385_270-height] => 264 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Treatment_1-30-351x241.png [thumb_416_241-width] => 351 [thumb_416_241-height] => 241 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Treatment_1-30-448x307.png [thumb_448_410-width] => 448 [thumb_448_410-height] => 307 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Treatment_1-30-896x614.png [thumb_448_410_retina-width] => 896 [thumb_448_410_retina-height] => 614 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Treatment_1-30-557x382.png [thumb_574_382-width] => 557 [thumb_574_382-height] => 382 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Treatment_1-30-576x395.png [thumb_776_395-width] => 576 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Treatment_1-30.png [gform-image-choice-sm-width] => 300 [gform-image-choice-sm-height] => 206 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Treatment_1-30.png [gform-image-choice-md-width] => 400 [gform-image-choice-md-height] => 274 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Treatment_1-30.png [gform-image-choice-lg-width] => 600 [gform-image-choice-lg-height] => 411 ) ) )

Results

  Treatment Name Conv. Rate Relative Difference Confidence
C: Control 0.06%
T1: Treatment #1 0.09% 42.5% 91.6%

This experiment has a required sample size of 82,456 in order to be valid. Since the experiment had a total sample size of 128,000, and the level of confidence is not above 95% the experiment results are not valid.

Key Learnings

The key learnings from this experiment are that leading email appeal traffic to an aligned "holiday appeal" donation page can significantly increase donor conversion rates. The treatment group saw a 42.5% increase in donations for all traffic, indicating that the additional value proposition and alignment with the 2-day match and larger year-end goals had a positive impact on donor behavior. However, the statistical level of confidence was 91.6%, which is just below the commonly accepted threshold of 95% for validity. This means that while the results are promising, further testing is needed for validity. In future experimentation, it would be beneficial to continue testing the impact of leading email traffic to specialized donation pages tailored to specific campaigns or appeals. This experiment suggests that aligning the donation page with the messaging and goals of the email appeal can lead to increased donor conversion rates.


Experiment Documented by NextAfter

Question about experiment #194784

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