How emotion-driven copy affects landing page 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: 08/03/2017 - 08/31/2017
CaringBridge had previously run an experiment on the journal pages of their site that produced a big lift in revenue when “emotive” language was shown. They wanted to run an additional test to see if the same sort of emotive language would produce an increase in revenue on the tribute donation page. Since the the winning copy from the previous experiment wouldn’t deploy for a few weeks, they had a chance to test the copy on the tribute page independently. They hypothesized that if they could also get a lift on the donation page, then they might be able to have a compound lift from the two areas of improvement.
They created a treatment donation page that utilized the “love and support” language and launched an A/B test to determine a winner.
Research Question
Will emotive copy increase donation revenue on a tribute donation page?
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 38.9% | ||
| T1: | Treatment 1 | 38.9% | -0.1% | 1.8% |
This experiment has a required sample size of 15,931,996 in order to be valid. Unfortunately, the required sample size was not met and a level of confidence above 95% was not met so the experiment results are not valid.
Key Learnings
The treatment page failed to produce any significant difference from the control donation page. This shows that while the emotive language might be a great motivator to start the gift process, it doesn’t have a significant effect at finishing the donation process. It also may show a relationship between the emotive language in the donate box and the standard control language on the donation page—these two copy variations may be working in tandem to produce a higher revenue total.