CaringBridge provides personal and private sites that connect people experiencing a health event to family and friends. Each day over half-a-million people use CaringBridge to send out health updates or show support for friends or loved ones. CaringBridge uses paid search and Facebook ads to help build awareness of their free services to families in need.
CaringBridge is a nonprofit organization that is funded by the generosity of donors. Like all nonprofits, they have to accomplish a lot with limited time and resources. CaringBridge has a small IT department that focuses their time supporting the service by developing new features, ensuring up-time and supporting priority organizational projects. This meant that it could take months to create a landing page for a marketing campaign and that online testing wasn’t even an option.