How excluding a brand name affects conversion Experiment ID: #21183

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: 2/10/2020 - 2/15/2020

CaringBridge’s Personal Home Pages had a high conversion rate but also a high refund rate. Their team had inserted “to CaringBridge” in both the value proposition and the button copy for this page, but hadn’t tested it. They wanted to remove the brand name in a treatment and track refund rate to determine the immediate and downstream impact of including the brand name. 

Research Question

How will excluding a brand name affect conversion?

Design

C: Control
T1: Remove CB language

Results

Treatment Name Conv. Rate Relative Difference Confidence Average Gift
C: Control 0.12% $0.00
T1: Remove CB language 0.13% 8.4% 99.1% $0.00

This experiment has a required sample size of 954,140 in order to be valid. Since the experiment had a total sample size of 3,372,927, 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:

    0% increase in traffic
× 8.4% increase in conversion rate
× 0% increase in average gift

Key Learnings

The personal homepage treatment without the “to CaringBridge” language increased conversion rate by 8.4%. However, the team needed to wait two months to see if refund rate also increased commensurately, as the removal of the brand name was hypothesized to increase refunds. 


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.