How adding a signer to a recurring ask popup affects clickthrough rate Experiment ID: #18830

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

Ended On: 11/1/2019

CaringBridge was running a popup for certain visitors that had previously visited a CaringBridge site. These visitors were shown the popup when they went to leave the site and it prompted them to become a recurring donor. We decided to run an experiment to see if making the ask relate more to an individual instead of the generic “website” would help increase traffic to the donation page.

Research Question

How will adding a signer to a recurring ask popup affect clickthrough rate?

Design

C: Control
T1: Treatment #1

Results

Treatment Name Click Rate Relative Difference Confidence
C: Control 0.70%
T1: Treatment #1 0.49% -29.0% 98.0%

This experiment has a required sample size of 11,658 in order to be valid. Since the experiment had a total sample size of 32,412, 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:

    29.0% decrease in traffic
× 0% increase in conversion rate
× 0% increase in average gift

Key Learnings

Adding the mother as a signer reduced clickthrough rate by 29%. One primary reason for this might be the fact that most people visit CaringBridge to keep up with a personal connection. Introducing another person whom they have likely never met is probably too much of a diversion from their motivation and intent for supporting CaringBridge.

Future testing should test the benefits and rewards of becoming a CaringBridge partner.


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.