How relevant, non-specific “crisis” language affects conversion Experiment ID: #20513
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.
Timeframe: 3/19/2020 - 4/1/2020
When COVID-19 became a worldwide pandemic, the importance of CaringBridge became greater. As people were sheltering-in-place at their homes, the digital connections CaringBridge helped facilitate were more significant—which also increased the urgency to support CaringBridge as a platform. They wanted to find the right way to integrate this into their fundraising message, hoping that it would increase conversion rate. They created messaging that didn’t address COVID-19 specifically, as not to be exploitative, but addressed the larger sentiment. Then, they tested this in their highest revenue placement, the tribute widget.
How will relevant, non-specific “crisis” language affects conversion?
|Treatment Name||Conv. Rate||Relative Difference||Confidence||Average Gift|
|T1:||Times Like These||0.19%||2.7%||42.6%||$0.00|
This experiment has a required sample size of 5,838,897 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.
After seeing an initial increase in conversion (that got as high as 15% in the first week), the data normalized at no significant increase in response. This could be because the copy was NOT specific to COVID-19, but could also reflect the fact that prospective donors did not share the sentiment that CaringBridge becomes more valuable in crisis times. There are two possible paths to take here:
- Continue to test non-time-sensitive copy on the tribute widget
- Be more explicit in the COVID-19 messaging to see if response can be increased with more specificity.