How providing a micro ask of $25 for 2 weeks of impact, affects giving for onsite tribute widgets
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: 03/14/2024 - 03/24/2024
CaringBridge has a long-standing ask of $30 on their on-site tribute widgets. This was the approximate cost to power a site for a month several years ago but has since needed updating. In order to get closer to the actual cost to-date, and to reduce the barrier to entry for those who could not give higher amounts, we tested using a $25 ask that covers a site for 2 weeks (instead of a month). This was tested among multiple places on-site where a tribute widget appeared.
The first test ran (https://app.winstonknows.com/e/j6kp) was a $60 ask and that proved to be too high for site visitors – resulting in a valid 16% decrease in conversion rate and a decrease in revenue.
The second test ran (https://app.winstonknows.com/e/gWqq) was a $50 ask that proved to also be too high for site visitors resulting in a 10% decrease in giving but flat revenue.
Research Question
We believe that providing a microask for site visitors will achieve an increase in donor conversion rate because it will lower the barrier to entry for prospective donors and reduce decision anxiety .
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 0.19% | $53.29 | ||
| T1: | $25 Text | 0.26% | 39.1% | 99.9% | $50.92 |
This experiment has a required sample size of 32,182 in order to be valid. Since the experiment had a total sample size of 170,647, 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
× 39.1% increase in conversion rate
× 4.4% decrease in average gift
32.9% increase in revenue
Key Learnings
The key learnings from this experiment show that providing a microask for site visitors significantly increased donor conversion rates, demonstrating a 39.1% increase in donations for all traffic with a 99.9% level of statistical confidence. This confirms the hypothesis that offering a lower barrier to entry and reducing decision anxiety can positively impact giving behavior.
Furthermore, the experiment resulted in a substantial increase in revenue by 329% and a 385% increase in one-time donations, both with high levels of statistical confidence. This indicates that not only did more visitors donate, but they also contributed more in terms of monetary value.
Moving forward, these learnings should be used to inform future experimentation strategies. It is evident that adjusting the ask amount from $30 to a microask significantly impacted donor behavior in a positive way. Therefore, it would be beneficial to continue testing and optimizing donation asks to find the optimal balance between donor conversion rates and revenue generation. Additionally, considering other factors such as messaging, timing, and site placement in future experiments could further enhance donation outcomes.