How increasing the force of the value proposition affected CaringBridge’s donor conversion Experiment ID: #294


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: 11/18/2014 - 11/24/2014


Research Question

Will increasing the strength of the value proposition through a third-party quote, donor-centric language, increased clarity, and a stronger call to action result in a higher conversion rate?


C: Control
T1: Treatment (with value proposition)


Treatment Name Conv. Rate Relative Difference Confidence
C: Control 0.70%
T1: Treatment (with value proposition) 1.6% 127.6% 100.0%

This experiment has a required sample size of 1,264 in order to be valid. Since the experiment had a total sample size of 10,368, 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
× 127.6% increase in conversion rate
× 0% increase in average gift

Key Learnings

CaringBrige receives the majority of their donations through individual site pages. However, we believed there was an opportunity to increase conversion on their main donation page. In its initial state, the donation page was just a donation form with the headline “Give to CaringBridge”.

Experiment Documented by...

Jeff Giddens

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