How increasing personalization on a donation page affects donor conversion
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: 03/07/2016 - 03/21/2016
CaringBridge had just started a March fundraising campaign. A previous test on their tribute giving page (which receives traffic from personal sites) showed that the more personalization included on the page, the higher the conversion rate.
Their team decided to test this by maximizing personalization throughout the page, adding the tribute’s name in the headline and reinforcing the value of their gift by mentioning the connection to their community of support.
They launched an A/B test to validate the results.
Research Question
Will increased personalization increase conversion rate?
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 17.9% | ||
| T1: | Personalized Treatment | 21.7% | 21.0% | 96.0% |
This experiment has a required sample size of 862 in order to be valid. Since the experiment had a total sample size of 1,882, 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
× 21.0% increase in conversion rate
× 0% increase in average gift
Key Learnings
The personalized treatment increased conversion rate by 21%. This reinforces the necessity to remind potential donors of their personal connection to CaringBridge throughout the giving process.