How reducing the perceived investment of a call to action impacts account creation rate
Experiment ID: #144342
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: 04/06/2023 - 04/22/2023
CaringBridge has been running ebook offers where they prompt the ebook downloader to create an account with their organization. They have previously used the call to action, “Create a site” to communicate the breadth of what CaringBridge offers when you create an account to share yours our your loved ones health journey. Our hypothesis was that the language to “create a site” may have the perception that they’re about to make a large commitment. Creating a site may sound tedious, laborious, or intimidating. We wanted to reduce any anxiety about the process by simply changing the word “site” to “page.” This phrase is still accurate but reduces the perceived investment and commitment they’re about to make.
Research Question
We believe that changing the call to action to “create a page” for ebook downloaders will achieve an increase in site creation rate because we are reducing the potential anxiety someone experiences when being asked to create a site. because we are reducing the potential anxiety someone experiences when being asked to create a site.
Design
C: Control
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 2.8% | ||
| T1: | Treatment - Page | 7.0% | 151.4% | 99.0% |
This experiment has a required sample size of 206 in order to be valid. Since the experiment had a total sample size of 682, 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
× 151.4% increase in conversion rate
× 0% increase in average gift
Key Learnings
The key learning from this experiment is that changing the call to action from “create a site” to “create a page” had a significant impact in increasing the website creation rate. The treatment group saw a valid 151.4% increase in website creation for all traffic, with a statistical level of confidence of 99.0%.
These results indicate that asking someone to “create a page” reduces any potential anxiety they may have had in taking action. Creating page sounds like it’s less time consuming and manageable.
Our proposed next experiment is using the world “journal” instead of “page.” We believe that the word “journal” lowers the barrier to entry even further.