How sending journal traffic to a high-converting journal page affects conversion rate
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
Ended On: 03/02/2023
CaringBridge had done lots of previous testing on their “journal listing” page, a page that was commonly accessed from the navigation section of a patient’s website. They had steadily increased the conversion rate on this page, but it consistently underperformed the “journal view” section of the site, an individual journal entry that had a “tribute widget” on the page.
The journal listing page put the full text of every journal entry available for reading, which made for a very long page. The team hypothesized that, if they truncated the posts and added a “read more” link that set the user to the “journal view” page, they would be able to get more traffic to a better reading experience with a higher converting tribute widget at the end of each post.
This was a highly technical test to set up, but they were able to create an A/B experiment to see which one drove more conversions and revenue.
Research Question
We believe that shortening journal entries to summaries on the journal listing page for site visitors will achieve an increase in conversion rate because it will send more traffic to a higher-converting page. because it will send more traffic to a higher-converting page. because it will send more traffic to a higher-converting page. because it will send more traffic to a higher-converting page.
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.02% | ||
| T1: | Treatment #1 | 0.04% | 131.6% | 100.0% |
This experiment has a required sample size of 38,851 in order to be valid. Since the experiment had a total sample size of 813,613, 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
× 131.6% increase in conversion rate
× 0% increase in average gift
Key Learnings
The key learnings from this experiment are that shortening journal entries to summaries on the journal listing page for site visitors can lead to an increase in conversion rate, because it sends more traffic to a higher-converting page. This was evident from the 131.6% increase in donations for all traffic with a 100.0% statistical level of confidence achieved by the treatment.
In future experimentation, it is recommended to continue to test and iterate on the journal listing page, as well as other pages on the website, to identify opportunities for improving the user experience and increasing conversion rates. Additionally, it is important to ensure that any changes made are backed up by data and rigorous testing to ensure that they are effective and beneficial for the organization.