How increasing clarity through personalized copy affects the force of the value proposition Experiment ID: #900

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

Timeframe: 2/9/2015 - 2/13/2015

Most donations to CaringBridge come through a widget on the journal sites of individual users. Though many people start the donation process using the widget, completion rate falls off on the following donation page. We wanted to add some personalized copy to that donation page to see if we could improve conversion.

To increase clarity and intensify the force of the value proposition, we added a simple paragraph of copy, personalized with the name of their friend or loved one, and placed it just above the donation form.

Research Question

Will personalized, motivational copy increase donor conversion?

Design

C: Control
T1: Treatment 1

Results

Treatment Name Conv. Rate Relative Difference Confidence
C: Control 3.6%
T1: Treatment 1 4.6% 28.0% 99.1%

This experiment has a required sample size of 3,191 in order to be valid. Since the experiment had a total sample size of 13,424, 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
× 28.0% increase in conversion rate
× 0% increase in average gift

Key Learnings

While previous tests to add copy to the tribute landing page had underperformed, this test shows us that copy can produce a lift if it is simple and personal. Producing conversion lifts in the tribute donation funnel is the fastest way to increase revenue, so this learning is quite valuable.


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.