6.2% lift How adding a lower option to a gift array affects conversion and revenue

Date Added: July 31, 2020 Research Partner: CaringBridge Element tested: Donation Page Form

CaringBridge had long held their gift array at $50 / $100 / $250 / Other. However, throughout their site, there were multiple mentions of a $30 gift handle, which powers a CaringBridge site for one month. They wanted to test the concept of adding this option to the site. They hypothesized that it would increase conversion, but decrease average gift. If that happened, and the variance between the two metrics was acceptable, then they would take more donors over a slight decrease in immediate revenue. 



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-28.3% drop How a message box on the front end of a donation ask affects conversion

Date Added: June 22, 2020 Research Partner: CaringBridge Element tested: Donation Page Form

CaringBridge's tribute widget was one of the primary channels of donations on their site. Appearing at the bottom of every person's homepage and journal, the tribute widget made a donation ask, and then gave the user the option to enter a message of support to go along with their gift. The CaringBridge team had always wanted to know whether this was a "feature or a bug". Did the message box improve conversion by getting more people to start their gift by writing a message—or did the large box intimidate potential donors and turn them away? They decided to simply remove the box and see what happened. Without it, there was just a standalone donation ask with a button. They ran the treatment to just 20% of the audience to mitigate potential risk, since this got enough traffic to validate with a small window of time.

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11.8% lift How fear of loss affects clickthrough rate on an app download popup

Date Added: May 29, 2020 Research Partner: CaringBridge Element tested: Advertising

CaringBridge was using a popup to advertise their mobile app to people who visited their site 5 times. They had proven that a conversational tone and simple design improved clickthrough rate. However, they knew that visitors weren't just sitting around waiting to download an app—they had to understand what the app would do for them. The control copy had copy about "not missing an update", but it wasn't the first sentence. They wanted to test whether leading with fear of loss—"don't miss an update"—would beat a simple request to try the app.

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34.7% lift How a command instead of a question affects clickthrough rate

Date Added: May 29, 2020 Research Partner: CaringBridge Element tested: Advertising

CaringBridge had run experiments on a sticky bar promoting its mobile app. They had discovered that a colored, conversational popup outperformed a low-contrast logo-based design. However, they were concerned that the question might cause cognitive friction in the mind of the user as they attempted to answer it rather than respond to or consider the offer. They decided to test a command instead, to present the user with a suggested decision rather than an open-ended question.

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491.1% lift How a text-based app promotion popup performed against an image-based popup

Date Added: April 29, 2020 Research Partner: CaringBridge Element tested: Advertising

CaringBridge was running popups to promote their app to users who had visited six or more times. Their control popup (on mobile devices only), used the official App Store logos for iPhone and Android, and only contained a single sentence of value proposition, which was a command: Download the mobile app now. They wanted to see if a popup with more visual contrast that engaged the visitor by asking a question would increase clickthrough rate. Additionally, they added a line of value proposition language to show what downloading the app would DO—allow them to "never miss an update your loved ones". Because there was reduced space, they made a smaller button that prioritized iOS and added a text link below to for Android. 



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Not Valid How relevant, non-specific “crisis” language affects conversion

Date Added: April 14, 2020 Research Partner: CaringBridge Element tested: Advertising

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.

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26.2% lift How a inbound widget affects conversion against a donate button

Date Added: April 14, 2020 Research Partner: CaringBridge Element tested: Advertising

CaringBridge had used their tribute widget throughout the site as a fundraising mechanism. They had tested this widget on their "tributes" pages, where people leave supportive messages to their friends and loved ones, and found that it increased revenue. However, due to a technical setup issue, the mobile version had a different experience. CaringBridge decided to re-test this to determine if the same results held for the mobile experience.

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126.7% lift How pre-checking an email opt-in box affects email opt-ins

Date Added: April 14, 2020 Research Partner: CaringBridge Element tested: Name Acquisition Form

As part of their new user registration process, CaringBridge had always given people the option to opt-in to marketing emails, new content, stories, and helpful articles as they created their account. However, that check box had always been unchecked.

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30.2% lift How using a dedicated landing page instead of a homepage affected new site signups

Date Added: March 26, 2020 Research Partner: CaringBridge Element tested: Name Acquisition Design, Name Acquisition Headline

CaringBridge launched a Facebook marketing campaign to try to attract users to create new sites. Since the homepage was the primary place that new site traffic landed, they initially directed visitors there. However, there were lots of additional links, calls to action, and other content on the homepage. They worried that these additional items might reduce the likelihood that someone would create a new CaringBridge site on that page. So, they developed a standalone landing page on Unbounce, and created a radical redesign with the sole focus call-to-action being to start a new site. They did this because the Facebook traffic call to action was to start a site, not to engage in any of the other content on the page. Therefore, they thought it would be beneficial to focus the call to action on the intended conversion to a new page since they knew the intent of the traffic being driven from the ad. However, they wanted to test this to ensure that it actually did improve conversion. If they targeted this landing page test towards users who had two factors: they were coming from Facebook ads, and they were not logged into CaringBridge.

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33.0% lift How directly asking the visitor to give with a question affects conversion rate

Date Added: March 26, 2020 Research Partner: CaringBridge Element tested: Donation Page Copy

CaringBridge received most of their donor revenue through an area on the site called the tribute widget. This tribute widget asked visitors to make a donation in honor of their friend who they were visiting, and then gave them the opportunity to write a message along with their donation. Over the years, this tribute widget had been tested repeatedly to find the ideal combination of language that would motivate donors to give. Upon reviewing the most recent control, the CaringBridge team noticed that the call to action was a command, rather than a question: "Help keep this site online for them and for you". They were curious to find out if asking a question convert more people than a command. So they drafted a new treatment that asked the visitor: "Will you make a gift to ensure that this site stays online for them and for you?" It was a very slight change to the copy, but a very significant change in how it addressed the visitor. They launched an experiment to see the effect on donor conversion.

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