How “impact language” affects donor conversion Experiment ID: #17889


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: 6/13/2019 - 8/9/2019

CaringBridge’s main donation page had always been difficult to test, since it had a relatively low volume of traffic and a relatively high conversion rate. However, they didn’t want settle for “good enough”, so they kept testing. The control copy asked “What does CaringBridge mean to you” and had a highly personal appeal that proposed various emotions that might be brought to the surface when one uses CaringBridge. They wanted to test “impact language” that talked about what CaringBridge does instead of what it means to the individual viewer. They drafted new copy that very simply told the viewer what would happen when they gave—loved ones would be connected.

Research Question

Will “impact language” that describes the outcome of the gift increase donor conversion?


C: Control
T1: What your gift does


Treatment Name Conv. Rate Relative Difference Confidence Average Gift
C: Control 6.7% $0.00
T1: What your gift does 6.7% 1.1% 9.4% $0.00

This experiment has a required sample size of 979,553 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

Ultimately, the treatment failed to produce any lift, most likely due to the high motivation of donors, which makes it difficult to increase motivation through copy. The next test on this page will be a recurring donation ask popup that seeks to increase lifetime donor value rather than conversion rate.


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.