How “impact language” 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: 06/13/2019 - 08/09/2019
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?
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 6.7% | ||
| T1: | What your gift does | 6.7% | 1.1% | 9.4% |
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.