How changing the value proposition to focus on “more content like this” affects donor conversion
Experiment ID: #124236
Luther Seminary
Experiment Summary
Timeframe: 01/25/2023 - 02/27/2023
Luther Seminary was getting great responses for their free study guide on the book of Revelation in terms of email signups. However, they wanted to see if they could increase their instant donor conversion rate.
In reviewing the value proposition on their donation page, they noticed that the reasons to give that were given were very high-level, wide-ranging, and broad. They hypothesized that if they focused the value proposition on just one element—particularly, producing more biblical resources like what the user had just signed up for, they could improve donor conversion rate.
So, they drafted a new donation page with this “micro-value-proposition” and launched a test.
Research Question
We believe that focusing the value proposition on “more content like this” for study guide downloaders will achieve a higher donor conversion rate because specificity helps decrease cognitive friction.
Design
C: Control
Array
(
[0] => Array
(
[ID] => 51013
[id] => 51013
[title] => Control.png
[filename] => Control-4290.png
[filesize] => 192312
[url] => https://www.nextafter.com/wp-content/uploads/Control-4290.png
[link] => https://www.nextafter.com/experiments/how-changing-the-value-proposition-to-focus-on-more-content-like-this-affects-donor-conversion-2/attachment/control-png-4992/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-png-4992
[status] => inherit
[uploaded_to] => 51008
[date] => 2023-03-09 20:13:43
[modified] => 2023-03-09 20:13:43
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 965
[height] => 793
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/Control-4290-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Control-4290-300x247.png
[medium-width] => 300
[medium-height] => 247
[medium_large] => https://www.nextafter.com/wp-content/uploads/Control-4290-768x631.png
[medium_large-width] => 640
[medium_large-height] => 526
[large] => https://www.nextafter.com/wp-content/uploads/Control-4290.png
[large-width] => 640
[large-height] => 526
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Control-4290.png
[1536x1536-width] => 965
[1536x1536-height] => 793
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Control-4290.png
[2048x2048-width] => 965
[2048x2048-height] => 793
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Control-4290.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 575
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Control-4290-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Control-4290-50x41.png
[admin-width] => 50
[admin-height] => 41
[full] => https://www.nextafter.com/wp-content/uploads/Control-4290.png
[full-width] => 965
[full-height] => 793
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Control-4290-372x306.png
[thumb_372-width] => 372
[thumb_372-height] => 306
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Control-4290-761x625.png
[single_post_thumbnail-width] => 761
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Control-4290-32x26.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 26
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Control-4290-48x39.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 39
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Control-4290-64x53.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 53
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Control-4290-128x105.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 105
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Control-4290-82x67.png
[thumb_122_67-width] => 82
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Control-4290-153x126.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 126
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Control-4290-130x107.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 107
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Control-4290-215x177.png
[thumb_232_177-width] => 215
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Control-4290-544x447.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 447
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Control-4290-271x223.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 223
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Control-4290-271x223.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 223
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Control-4290-209x172.png
[thumb_272_172-width] => 209
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Control-4290-372x306.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 306
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Control-4290-372x306.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 306
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Control-4290-329x270.png
[thumb_385_270-width] => 329
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Control-4290-293x241.png
[thumb_416_241-width] => 293
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Control-4290-448x368.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 368
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Control-4290-896x736.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 736
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Control-4290-465x382.png
[thumb_574_382-width] => 465
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Control-4290-481x395.png
[thumb_776_395-width] => 481
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Control-4290.png
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 247
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Control-4290.png
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 329
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Control-4290.png
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 493
)
)
[1] => Array
(
[ID] => 51014
[id] => 51014
[title] => Treatment.png
[filename] => Treatment-211.png
[filesize] => 213972
[url] => https://www.nextafter.com/wp-content/uploads/Treatment-211.png
[link] => https://www.nextafter.com/experiments/how-changing-the-value-proposition-to-focus-on-more-content-like-this-affects-donor-conversion-2/attachment/treatment-png-301/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => treatment-png-301
[status] => inherit
[uploaded_to] => 51008
[date] => 2023-03-09 20:14:51
[modified] => 2023-03-09 20:14:51
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 1176
[height] => 781
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/Treatment-211-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Treatment-211-300x199.png
[medium-width] => 300
[medium-height] => 199
[medium_large] => https://www.nextafter.com/wp-content/uploads/Treatment-211-768x510.png
[medium_large-width] => 640
[medium_large-height] => 425
[large] => https://www.nextafter.com/wp-content/uploads/Treatment-211-1024x680.png
[large-width] => 640
[large-height] => 425
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Treatment-211.png
[1536x1536-width] => 1176
[1536x1536-height] => 781
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Treatment-211.png
[2048x2048-width] => 1176
[2048x2048-height] => 781
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Treatment-211.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 465
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Treatment-211-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Treatment-211-50x33.png
[admin-width] => 50
[admin-height] => 33
[full] => https://www.nextafter.com/wp-content/uploads/Treatment-211.png
[full-width] => 1176
[full-height] => 781
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Treatment-211-372x247.png
[thumb_372-width] => 372
[thumb_372-height] => 247
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Treatment-211-941x625.png
[single_post_thumbnail-width] => 941
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Treatment-211-32x21.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 21
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Treatment-211-48x32.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 32
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Treatment-211-64x43.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 43
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Treatment-211-128x85.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 85
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Treatment-211-101x67.png
[thumb_122_67-width] => 101
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Treatment-211-153x102.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 102
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Treatment-211-130x86.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 86
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Treatment-211-232x154.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 154
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Treatment-211-544x361.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 361
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Treatment-211-271x180.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 180
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Treatment-211-271x180.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 180
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Treatment-211-259x172.png
[thumb_272_172-width] => 259
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Treatment-211-372x247.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 247
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Treatment-211-372x247.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 247
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Treatment-211-385x256.png
[thumb_385_270-width] => 385
[thumb_385_270-height] => 256
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Treatment-211-363x241.png
[thumb_416_241-width] => 363
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Treatment-211-448x298.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 298
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Treatment-211-896x595.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 595
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Treatment-211-574x382.png
[thumb_574_382-width] => 574
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Treatment-211-595x395.png
[thumb_776_395-width] => 595
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Treatment-211.png
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 199
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Treatment-211.png
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 266
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Treatment-211.png
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 398
)
)
)
T1: Treatment
Array
(
[0] => Array
(
[ID] => 51013
[id] => 51013
[title] => Control.png
[filename] => Control-4290.png
[filesize] => 192312
[url] => https://www.nextafter.com/wp-content/uploads/Control-4290.png
[link] => https://www.nextafter.com/experiments/how-changing-the-value-proposition-to-focus-on-more-content-like-this-affects-donor-conversion-2/attachment/control-png-4992/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-png-4992
[status] => inherit
[uploaded_to] => 51008
[date] => 2023-03-09 20:13:43
[modified] => 2023-03-09 20:13:43
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 965
[height] => 793
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/Control-4290-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Control-4290-300x247.png
[medium-width] => 300
[medium-height] => 247
[medium_large] => https://www.nextafter.com/wp-content/uploads/Control-4290-768x631.png
[medium_large-width] => 640
[medium_large-height] => 526
[large] => https://www.nextafter.com/wp-content/uploads/Control-4290.png
[large-width] => 640
[large-height] => 526
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Control-4290.png
[1536x1536-width] => 965
[1536x1536-height] => 793
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Control-4290.png
[2048x2048-width] => 965
[2048x2048-height] => 793
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Control-4290.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 575
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Control-4290-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Control-4290-50x41.png
[admin-width] => 50
[admin-height] => 41
[full] => https://www.nextafter.com/wp-content/uploads/Control-4290.png
[full-width] => 965
[full-height] => 793
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Control-4290-372x306.png
[thumb_372-width] => 372
[thumb_372-height] => 306
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Control-4290-761x625.png
[single_post_thumbnail-width] => 761
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Control-4290-32x26.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 26
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Control-4290-48x39.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 39
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Control-4290-64x53.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 53
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Control-4290-128x105.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 105
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Control-4290-82x67.png
[thumb_122_67-width] => 82
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Control-4290-153x126.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 126
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Control-4290-130x107.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 107
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Control-4290-215x177.png
[thumb_232_177-width] => 215
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Control-4290-544x447.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 447
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Control-4290-271x223.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 223
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Control-4290-271x223.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 223
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Control-4290-209x172.png
[thumb_272_172-width] => 209
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Control-4290-372x306.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 306
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Control-4290-372x306.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 306
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Control-4290-329x270.png
[thumb_385_270-width] => 329
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Control-4290-293x241.png
[thumb_416_241-width] => 293
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Control-4290-448x368.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 368
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Control-4290-896x736.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 736
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Control-4290-465x382.png
[thumb_574_382-width] => 465
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Control-4290-481x395.png
[thumb_776_395-width] => 481
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Control-4290.png
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 247
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Control-4290.png
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 329
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Control-4290.png
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 493
)
)
[1] => Array
(
[ID] => 51014
[id] => 51014
[title] => Treatment.png
[filename] => Treatment-211.png
[filesize] => 213972
[url] => https://www.nextafter.com/wp-content/uploads/Treatment-211.png
[link] => https://www.nextafter.com/experiments/how-changing-the-value-proposition-to-focus-on-more-content-like-this-affects-donor-conversion-2/attachment/treatment-png-301/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => treatment-png-301
[status] => inherit
[uploaded_to] => 51008
[date] => 2023-03-09 20:14:51
[modified] => 2023-03-09 20:14:51
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 1176
[height] => 781
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/Treatment-211-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Treatment-211-300x199.png
[medium-width] => 300
[medium-height] => 199
[medium_large] => https://www.nextafter.com/wp-content/uploads/Treatment-211-768x510.png
[medium_large-width] => 640
[medium_large-height] => 425
[large] => https://www.nextafter.com/wp-content/uploads/Treatment-211-1024x680.png
[large-width] => 640
[large-height] => 425
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Treatment-211.png
[1536x1536-width] => 1176
[1536x1536-height] => 781
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Treatment-211.png
[2048x2048-width] => 1176
[2048x2048-height] => 781
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Treatment-211.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 465
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Treatment-211-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Treatment-211-50x33.png
[admin-width] => 50
[admin-height] => 33
[full] => https://www.nextafter.com/wp-content/uploads/Treatment-211.png
[full-width] => 1176
[full-height] => 781
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Treatment-211-372x247.png
[thumb_372-width] => 372
[thumb_372-height] => 247
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Treatment-211-941x625.png
[single_post_thumbnail-width] => 941
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Treatment-211-32x21.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 21
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Treatment-211-48x32.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 32
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Treatment-211-64x43.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 43
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Treatment-211-128x85.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 85
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Treatment-211-101x67.png
[thumb_122_67-width] => 101
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Treatment-211-153x102.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 102
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Treatment-211-130x86.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 86
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Treatment-211-232x154.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 154
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Treatment-211-544x361.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 361
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Treatment-211-271x180.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 180
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Treatment-211-271x180.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 180
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Treatment-211-259x172.png
[thumb_272_172-width] => 259
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Treatment-211-372x247.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 247
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Treatment-211-372x247.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 247
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Treatment-211-385x256.png
[thumb_385_270-width] => 385
[thumb_385_270-height] => 256
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Treatment-211-363x241.png
[thumb_416_241-width] => 363
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Treatment-211-448x298.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 298
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Treatment-211-896x595.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 595
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Treatment-211-574x382.png
[thumb_574_382-width] => 574
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Treatment-211-595x395.png
[thumb_776_395-width] => 595
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Treatment-211.png
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 199
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Treatment-211.png
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 266
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Treatment-211.png
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 398
)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 1.0% | $0.00 | ||
| T1: | Treatment | 1.9% | 93.2% | 76.9% | $0.00 |
This experiment has a required sample size of 1,255 in order to be valid. Unfortunately, the required sample size was not met and a level of confidence above 95% was not met so the experiment results are not valid.
Key Learnings
After running this experiment for a month, the treatment page saw a 93.2% increase in donor conversion rate with a 76.9% level of confidence. This experiment demonstrated that Luther Seminary might significantly increase its donation rate by focusing the value proposition on a single element — in this case, the biblical resources it promotes. *However, it must be noted that this experiment was limited in its promotion due to budget, and thus only 10 total donations were included. While the gap in conversion rates was significant, it did not reach NextAfter's desired threshold of 50 donations.