How prioritizing personalization on a donation page affects donor conversion | NextAfter
CaringBridge

How prioritizing personalization on a donation page affects donor conversion

Experiment ID: #61214

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: 05/14/2021 - 06/04/2021

CaringBridge’s tribute donation page is where the majority of their conversions happen. As people are reading journal pages, they are able to give to support the site of their friend.

This page had long had a “cause and effect” value proposition that had not been challenged in some time. In reviewing this copy, they noticed that the organization name came before the “familiar” name of the friend whose journal they were reading.

The team came up with two treatments—one that just reversed the order of the “familiar” and organization names, and then another that also made a more direct ask and included language about a “vital connecting point” to increase the strength of the case for support.

Research Question

We believe that prioritizing the first name of the connection for tribute donation page visitors will achieve an increase in conversion rate.

Design

C: Control
T1: you make CB possible
T2: vital connecting point

Results

  Treatment Name Conv. Rate Relative Difference Confidence Average Gift
C: Control 35.2% $0.00
T1: you make CB possible 34.7% -1.5% 40.6% $0.00
T2: vital connecting point 34.3% -2.4% 61.0% $0.00

This experiment has a required sample size of 37,545 in order to be valid. Unfortunately, the required sample size was not met and a level of confidence above 95% was not met so the experiment results are not valid.

Key Learnings

Ultimately, neither treatment moved the needle. Both treatments had slight decreases in conversion rate that weren’t going to validate, and slight increases in revenue (through larger average gifts) that weren’t going to validate either.

With a 34-35% donor conversion rate, it might prove more fruitful to get more motivated traffic from upstream to funnel into this page.


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

Question about experiment #61214

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