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CaringBridge

How rotating a Ways to Help card in the Tribute Widget Impacts Clicks and Tribute Gifts

Experiment ID: #193397

CaringBridge

Experiment Summary

Timeframe: 11/26/2024 - 12/02/2024

On CaringBrige’s Tribute Widget, we hypothesized that having this card alternate (showing a Ways to Help gift card opportunity) 50% of the time would result in an increase of Send a Gift card traffic, while also having minimal impact on the Tribute Gifts.

Research Question

We believe that rotating Tribute Widget that displays a Ways to Help card 50% of the time for users on a site profile will achieve an increase in Send a Gift card traffic while having minimal impact on the tribute widget because the variety of calls to action will encourage users to explore other ways to give while also not presenting them with the same Tribute ask 100% of the time.

Design

C: Control
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T1: Rotating Tribute Widgets
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https://www.nextafter.com/wp-content/uploads/Rotating_Tribute_Widgets-4-768x293.png [medium_large-width] => 640 [medium_large-height] => 244 [large] => https://www.nextafter.com/wp-content/uploads/Rotating_Tribute_Widgets-4-1024x391.png [large-width] => 640 [large-height] => 244 [1536x1536] => https://www.nextafter.com/wp-content/uploads/Rotating_Tribute_Widgets-4.png [1536x1536-width] => 1478 [1536x1536-height] => 564 [2048x2048] => https://www.nextafter.com/wp-content/uploads/Rotating_Tribute_Widgets-4.png [2048x2048-width] => 1478 [2048x2048-height] => 564 [tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Rotating_Tribute_Widgets-4-700x700.png [tp-image-grid-width] => 700 [tp-image-grid-height] => 700 [post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Rotating_Tribute_Widgets-4-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://www.nextafter.com/wp-content/uploads/Rotating_Tribute_Widgets-4-50x19.png [admin-width] => 50 [admin-height] => 19 [full] => https://www.nextafter.com/wp-content/uploads/Rotating_Tribute_Widgets-4.png [full-width] => 1478 [full-height] => 564 [thumb_372] => https://www.nextafter.com/wp-content/uploads/Rotating_Tribute_Widgets-4-372x142.png [thumb_372-width] => 372 [thumb_372-height] => 142 [single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Rotating_Tribute_Widgets-4-980x374.png [single_post_thumbnail-width] => 980 [single_post_thumbnail-height] => 374 [thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Rotating_Tribute_Widgets-4-32x12.png [thumb_32_32-width] => 32 [thumb_32_32-height] => 12 [thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Rotating_Tribute_Widgets-4-48x18.png [thumb_48_48-width] => 48 [thumb_48_48-height] => 18 [thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Rotating_Tribute_Widgets-4-64x24.png [thumb_64_64-width] => 64 [thumb_64_64-height] => 24 [thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Rotating_Tribute_Widgets-4-128x49.png [thumb_128_128-width] => 128 [thumb_128_128-height] => 49 [thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Rotating_Tribute_Widgets-4-122x47.png [thumb_122_67-width] => 122 [thumb_122_67-height] => 47 [thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Rotating_Tribute_Widgets-4-153x58.png [thumb_153_153-width] => 153 [thumb_153_153-height] => 58 [thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Rotating_Tribute_Widgets-4-130x50.png [thumb_130_163-width] => 130 [thumb_130_163-height] => 50 [thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Rotating_Tribute_Widgets-4-232x89.png [thumb_232_177-width] => 232 [thumb_232_177-height] => 89 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Rotating_Tribute_Widgets-4-544x208.png [thumb_272_325-width] => 544 [thumb_272_325-height] => 208 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Rotating_Tribute_Widgets-4-271x103.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 103 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Rotating_Tribute_Widgets-4-271x103.png [thumb_271_271-width] => 271 [thumb_271_271-height] => 103 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Rotating_Tribute_Widgets-4-272x104.png [thumb_272_172-width] => 272 [thumb_272_172-height] => 104 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Rotating_Tribute_Widgets-4-372x142.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 142 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Rotating_Tribute_Widgets-4-372x142.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 142 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Rotating_Tribute_Widgets-4-385x147.png [thumb_385_270-width] => 385 [thumb_385_270-height] => 147 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Rotating_Tribute_Widgets-4-416x159.png [thumb_416_241-width] => 416 [thumb_416_241-height] => 159 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Rotating_Tribute_Widgets-4-448x171.png [thumb_448_410-width] => 448 [thumb_448_410-height] => 171 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Rotating_Tribute_Widgets-4-896x342.png [thumb_448_410_retina-width] => 896 [thumb_448_410_retina-height] => 342 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Rotating_Tribute_Widgets-4-574x219.png [thumb_574_382-width] => 574 [thumb_574_382-height] => 219 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Rotating_Tribute_Widgets-4-776x296.png [thumb_776_395-width] => 776 [thumb_776_395-height] => 296 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Rotating_Tribute_Widgets-4.png [gform-image-choice-sm-width] => 300 [gform-image-choice-sm-height] => 114 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Rotating_Tribute_Widgets-4.png [gform-image-choice-md-width] => 400 [gform-image-choice-md-height] => 153 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Rotating_Tribute_Widgets-4.png [gform-image-choice-lg-width] => 600 [gform-image-choice-lg-height] => 229 ) ) )

Results

  Treatment Name Conv. Rate Relative Difference Confidence Average Gift
C: Control 0.03% $58.72
T1: Rotating Tribute Widgets 0.05% 41.8% 98.7% $61.96

This experiment has a required sample size of 154,904 in order to be valid. Since the experiment had a total sample size of 502,351, 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
× 41.8% increase in conversion rate
× 5.5% increase in average gift
49.7% increase in revenue

Key Learnings

The key learnings from this experiment include: 1. **Increased Engagement:** The variation that displayed the Ways to Help gift card opportunity 50% of the time resulted in a significant increase in Send a Gift Card clicked for All Traffic by 41.8%. This indicates that offering a variety of calls to action can encourage users to explore different ways of giving. 2. **Positive Impact on Ways to Help Clicks:** The experiment also led to a 153% increase in the Ways to Help button in the menu clicked, a 3,457% increase in the Ways to Help widget CTA button clicked, and a 418% increase in Send a Gift Card clicked (src=widget). This demonstrates that featuring different giving options can drive higher engagement. 3. **Decrease in Tribute Donations:** The experiment resulted in a 398% decrease in Donations - Tribute clicked. While this may seem like a negative outcome, it indicates that users were more inclined to explore other giving opportunities beyond the Tribute widget. In future experimentation, we should continue to test the impact of rotating calls to action on user engagement. By offering a variety of giving options and monitoring their performance, we can optimize the user experience and maximize the impact of our fundraising efforts. Additionally, we should explore ways to further personalize the calls to action based on user behavior and preferences to drive even higher engagement and conversion rates.

Experiment Documented by NextAfter

Question about experiment #193397

If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.