How underlining post titles increases clicks to single-post page
Experiment ID: #195158
CaringBridge
Experiment Summary
Timeframe: 02/06/2025 - 02/10/2025
We hypothesized that in the current experience, users are not aware that they can click the titles of an Author’s Post—leading them to the single-post page view. To test this hypothesis, we wanted to observe the impact of underlining this title in the treatment, more clearly denoting that it was clickable. This would have two potential impacts. First, it could help improve the user experience by allowing them to read longer posts in a designated window versus in-feed. Second, it would increase traffic to the single-page view. On this page, they are presented with a Tribute Widget (16003). We hypothesized that directing more traffic to this widget would also increase donations and revenue.
Research Question
We believe that underlining post titles for users on an author profile will achieve an increase in clicks to the single-post page and by extension Tribute Gifts because it directs more traffic to a widget that, otherwise, users are not aware how to get to.
Design
C: Control
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.94% | ||
| T1: | Underline Post Titles | 4.1% | 337.3% | 100.0% |
This experiment has a required sample size of 189 in order to be valid. Since the experiment had a total sample size of 62,113, 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
× 337.3% increase in conversion rate
× 0% increase in average gift
Key Learnings
The key learning from this experiment is that underlining post titles on an author profile significantly increased the number of clicks to the single-post page. This successfully led to a substantial increase in traffic to the single-post page. Confirming that in the current experience, users are not aware that the titles can be clicked. However, this did not by extension lead to an increase in Tribute widget gifts as hypothesized.
When considering the user journey, these results can be understood better. While conversion rate on this widget is typically high for JEN traffic (those clicking from an email and going to the post) it may not convert as highly for traffic who is coming to the single-post page from the user’s profile. In the latter, they are already shown tribute widgets and asks on the author’s profile, seeing another on the single-post page doesn’t necessarily inspire them to give on its own. Unlike JEN traffic, which is clicking from an email where no ask is present and arriving on a page with an ask.
However, what these results underscore is the potential importance of increasing traffic while also optimizing the widget. If more users arrived on this page AND were presented with a unique ask, it could potentially convert that traffic into donors.