How prioritizing personalization on a donation page 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: 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
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.