85.8% lift How clarifying the call-to-action affects donor conversion

Date Added: December 2, 2014 Research Partner: CaringBridge Element tested: Advertising

The Tribute widget drive the majority of Caringbridge’s organic site revenue. It is small advertisement on a patient’s journal page that asks the visitor to make a tribute gift. With the volume of Caringbridge’s site traffic, improving the conversion rate of this widget would have an exponential impact.

A treatment was developed with the goal of clarifying the purpose of the gift. The idea was that if we can have visitors better understand the purpose of the gift, they will be more likely to make a gift.



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-51.7% drop How clarity affects clickthrough rate

Date Added: December 2, 2014 Research Partner: CaringBridge Element tested: Advertising

CaringBridge had a donation ask on the homepage that registered users saw when they were logged in. We wanted to increase clickthroughs on this ask to generate more donations. We created a treatment that was highly donor-centric -- it gave them a virtual "pat on the back" and reminded them of all the ways that they help those they care about.

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