How an invitation ask instead of a consideration ask affects clickthrough rate on a recurring ask popup Experiment ID: #23530

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: 8/5/2020

CaringBridge had built a sizable recurring donor program through popups that were shown to visitors who repeatedly visited their site.

Research Question

Design

C: Consideration
T1: Invitation to Partnership

Results

Treatment Name Click Rate Relative Difference Confidence
C: Consideration 1.1%
T1: Invitation to Partnership 0.51% -52.9% 100.0%

This experiment has a required sample size of 1,579 in order to be valid. Since the experiment had a total sample size of 542,649, 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:

    52.9% decrease in traffic
× 0% increase in conversion rate
× 0% increase in average gift


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.