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From “ideas” to impact:
YouCaring’s 5% annual revenue lift from a single homepage
Sometimes a simple, compelling message with a strong call to action performs best.
Aimen Barma
Global CMO & Head of Product, YouCaring
Annual increase in revenue from a single homepage change
Lift in donations to featured campaigns via a clearer “Donate” call-to-action
Simpler product roadmap focused on reducing friction and guiding the next step
Streamlined, repeatable testing process that accelerated velocity and decision-making
YouCaring, a crowdfunding platform for personal and charitable causes, believed in A/B testing but was constrained by limited internal bandwidth and technical resources, slowing experimentation and implementation.
FunnelEnvy partnered with YouCaring to ideate, prioritize, and execute high-impact homepage tests in Optimizely, then operationalize winners into the live product—using a clear “assembly line” workflow that kept stakeholders aligned without bottlenecks.
A homepage change that drove a 5% annual revenue increase and a 10% donation lift on featured campaigns, plus a durable testing process and a simplified roadmap centered on guiding users to the next step.
A free crowdfunding website that enables peer-to-peer fundraising for personal and charitable causes; the team calls it “Compassionate Crowdfunding.”
Crowdfunding
YouCaring.com
Homepage conversion optimization to increase new campaigns and donations
Non-technical, part-time ownership of testing led to fewer tests and slower cycles, leaving high-potential ideas unvalidated.
The team wanted to surface more value props higher on the homepage, but suspected information overload might depress conversion.
Featured campaigns lacked a standout CTA, which likely increased friction for would-be donors.
FunnelEnvy collaborated with YouCaring to propose a slate of homepage experiments focused on listing more campaigns and increasing donations—then sequenced them for impact and effort.
Eight to nine homepage tests were launched, including layout changes, value-prop clarity, and CTA prominence. Winning variants rolled into production to capture compounding gains.
A Trello “assembly line” tracked each test from concept through analysis, enabling quick stakeholder review (often mobile approvals during commutes) and faster iteration.
+5% annual revenue from a single homepage change informed by moving elements, clarifying benefits, and highlighting value propositions appropriately.
+10% donations to featured campaigns by adding a clear red “Donate” button to each card—simple to test, simple to implement, meaningful impact.
Simplified product roadmap: Experiments confirmed that a cleaner, more focused homepage outperformed versions with dense proof points—leading the team to prioritize simplicity and the “next step.”
Operational leverage: A streamlined, reliable process increased test throughput without adding friction to leadership schedules.
It was a good reminder and confirmation for us that a big goal for our entire product roadmap is to simplify the experience and the steps for customers. We want to go in with the single focus of getting them to the next step.
When you run into little things that make a huge difference in revenue, it’s always a good a-ha moment.
Aimen Barma
Global CMO & Head of Product, YouCaring
Book a strategy session with our optimization team.
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