How relevant, non-specific “crisis” language affects conversion
Experiment ID: #20513
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: 03/19/2020 - 04/01/2020
When COVID-19 became a worldwide pandemic, the importance of CaringBridge became greater. As people were sheltering-in-place at their homes, the digital connections CaringBridge helped facilitate were more significant—which also increased the urgency to support CaringBridge as a platform. They wanted to find the right way to integrate this into their fundraising message, hoping that it would increase conversion rate. They created messaging that didn’t address COVID-19 specifically, as not to be exploitative, but addressed the larger sentiment. Then, they tested this in their highest revenue placement, the tribute widget.
Research Question
How will relevant, non-specific “crisis” language affects conversion?
Design
C: Control
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.18% | ||
| T1: | Times Like These | 0.19% | 2.7% | 42.6% |
This experiment has a required sample size of 5,838,897 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
After seeing an initial increase in conversion (that got as high as 15% in the first week), the data normalized at no significant increase in response. This could be because the copy was NOT specific to COVID-19, but could also reflect the fact that prospective donors did not share the sentiment that CaringBridge becomes more valuable in crisis times. There are two possible paths to take here:
- Continue to test non-time-sensitive copy on the tribute widget
- Be more explicit in the COVID-19 messaging to see if response can be increased with more specificity.