How personalization in donation page headline copy affects donor conversion
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: 04/01/2016 - 04/11/2016
Previous CaringBridge tests had shown that in the tribute funnel (where visitors give in honor of their friend of loved one), personalization improved the likelihood of donor conversion. However, previous experiments had also shown that a clear, direct headline (in this case “Give to CaringBridge”) resulted in the highest donor conversion.
The team wanted to test whether a personalized, donor-centric call to action, though longer and less direct, would improve the clarity of the value proposition, present a stronger incentive, and result in higher donor conversion.
Research Question
Will a personalized, donor-centric headline outperform a clear, direct headline?
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Direct Headline | 18.0% | ||
| T1: | Personalized Headline | 22.0% | 21.8% | 91.8% |
This experiment has a required sample size of 796 in order to be valid. Since the experiment had a total sample size of 1,250, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
This experiment showed that visitors’ likelihood to convert increased significantly when they were reminded of the impact of their gift. With CaringBridge copy, there has always been a balance between clarity and personalization. Through this tribute funnel, where the gift is closely tied to a personal relationship, personalization wins.