How relocating the tribute widget on single post pages affects tribute donations
Experiment ID: #197066
CaringBridge
Experiment Summary
Timeframe: 05/07/2025 - 05/12/2025
On CaringBridge’s single post pages, the tribute widget is located above the post. For a regular user, it may be perceived as a paywall to have to read or interact with the post, and therefore may be off putting for the user. For this experiment, we wanted to see how moving the tribute widget to be below the post would affect donations to the tribute widget.
Research Question
We believe that relocating the tribute widget to below the post for single post page visitors will achieve an increase in tribute donations because the tribute widget wouldn’t be perceived as a paywall and the user would be able to focus on the messaging of the widget rather than see it as a distraction.
Design
C: Control
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 0.04% | $56.30 | ||
| T1: | Relocate Tribute Widget | 0.08% | 110.8% | 99.9% | $63.04 |
This experiment has a required sample size of 26,621 in order to be valid. Since the experiment had a total sample size of 147,893, 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
× 110.8% increase in conversion rate
× 12.0% increase in average gift
136.0% increase in revenue
Key Learnings
The key learning from this experiment is that relocating the tribute widget to below the post on single post pages led to a significant increase in donations. The treatment group experienced a 110.8% increase in Donations - Tribute (JEN) for All Traffic with a 99.9% level of confidence, indicating that the change was highly impactful. Furthermore, there was a substantial 426% increase in Donations - Tribute overall, with a 96% level of confidence. This indicates that not only did moving the widget below the post lead to more donations specifically to the JEN tribute, but it also had a positive impact on overall tribute donations. In future experimentation, it is important to consider the placement of donation widgets and ensure that they are not perceived as barriers to accessing content. This experiment shows that small changes in design and placement can have a significant impact on user behavior and donation outcomes. It is essential to continue testing different placements and designs to optimize donation widgets for maximum impact and user engagement.