Can Changing the Way We Frame a Newsletter Impact Sign-Ups?
Experiment ID: #197670
A Public Media Organization
Experiment Summary
Timeframe: 05/29/2025 - 07/19/2025
This experiment was conducted for WUNC, an NPR member station serving listeners throughout North Carolina. The test focused on the landing page for WUNC’s “What’s Trending” newsletter. We wanted to determine whether reframing the newsletter copy—as a trusted filter in a fast-changing world—would lead to an increase in email sign-ups. All other elements of the landing page remained unchanged.
Research Question
We believe framing the newsletter as a trusted filter in a fast-changing world will increase conversions by tapping into uncertainty avoidance and information overload.
Design
C: Control
Array
(
[0] => Array
(
[ID] => 720173
[id] => 720173
[title] => Control.png
[filename] => Control-16.png
[filesize] => 97140
[url] => https://www.nextafter.com/wp-content/uploads/Control-16.png
[link] => https://www.nextafter.com/experiments/can-changing-the-way-we-frame-a-newsletter-impact-sign-ups/attachment/control-png-10933/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-png-10933
[status] => inherit
[uploaded_to] => 719845
[date] => 2025-08-04 03:09:57
[modified] => 2025-08-04 03:09:57
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 934
[height] => 614
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/Control-16-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Control-16-300x197.png
[medium-width] => 300
[medium-height] => 197
[medium_large] => https://www.nextafter.com/wp-content/uploads/Control-16-768x505.png
[medium_large-width] => 640
[medium_large-height] => 421
[large] => https://www.nextafter.com/wp-content/uploads/Control-16.png
[large-width] => 640
[large-height] => 421
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Control-16.png
[1536x1536-width] => 934
[1536x1536-height] => 614
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Control-16.png
[2048x2048-width] => 934
[2048x2048-height] => 614
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Control-16-700x700.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Control-16-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Control-16-50x33.png
[admin-width] => 50
[admin-height] => 33
[full] => https://www.nextafter.com/wp-content/uploads/Control-16.png
[full-width] => 934
[full-height] => 614
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Control-16-372x245.png
[thumb_372-width] => 372
[thumb_372-height] => 245
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Control-16.png
[single_post_thumbnail-width] => 934
[single_post_thumbnail-height] => 614
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Control-16-32x21.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 21
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Control-16-48x32.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 32
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Control-16-64x42.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 42
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Control-16-128x84.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 84
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Control-16-102x67.png
[thumb_122_67-width] => 102
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Control-16-153x101.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 101
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Control-16-130x85.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 85
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Control-16-232x153.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 153
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Control-16-544x358.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 358
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Control-16-271x178.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 178
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Control-16-271x178.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 178
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Control-16-262x172.png
[thumb_272_172-width] => 262
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Control-16-372x245.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 245
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Control-16-372x245.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 245
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Control-16-385x253.png
[thumb_385_270-width] => 385
[thumb_385_270-height] => 253
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Control-16-367x241.png
[thumb_416_241-width] => 367
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Control-16-448x295.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 295
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Control-16-896x589.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 589
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Control-16-574x377.png
[thumb_574_382-width] => 574
[thumb_574_382-height] => 377
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Control-16-601x395.png
[thumb_776_395-width] => 601
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Control-16.png
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 197
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Control-16.png
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 263
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Control-16.png
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 394
)
)
[1] => Array
(
[ID] => 720174
[id] => 720174
[title] => Copy_Treatment.png
[filename] => Copy_Treatment-2.png
[filesize] => 99394
[url] => https://www.nextafter.com/wp-content/uploads/Copy_Treatment-2.png
[link] => https://www.nextafter.com/experiments/can-changing-the-way-we-frame-a-newsletter-impact-sign-ups/attachment/copy_treatment-png-8/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => copy_treatment-png-8
[status] => inherit
[uploaded_to] => 719845
[date] => 2025-08-04 03:10:06
[modified] => 2025-08-04 03:10:06
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 1204
[height] => 754
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/Copy_Treatment-2-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Copy_Treatment-2-300x188.png
[medium-width] => 300
[medium-height] => 188
[medium_large] => https://www.nextafter.com/wp-content/uploads/Copy_Treatment-2-768x481.png
[medium_large-width] => 640
[medium_large-height] => 401
[large] => https://www.nextafter.com/wp-content/uploads/Copy_Treatment-2-1024x641.png
[large-width] => 640
[large-height] => 401
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Copy_Treatment-2.png
[1536x1536-width] => 1204
[1536x1536-height] => 754
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Copy_Treatment-2.png
[2048x2048-width] => 1204
[2048x2048-height] => 754
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Copy_Treatment-2-700x700.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Copy_Treatment-2-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Copy_Treatment-2-50x31.png
[admin-width] => 50
[admin-height] => 31
[full] => https://www.nextafter.com/wp-content/uploads/Copy_Treatment-2.png
[full-width] => 1204
[full-height] => 754
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Copy_Treatment-2-372x233.png
[thumb_372-width] => 372
[thumb_372-height] => 233
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Copy_Treatment-2-980x614.png
[single_post_thumbnail-width] => 980
[single_post_thumbnail-height] => 614
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Copy_Treatment-2-32x20.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 20
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Copy_Treatment-2-48x30.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 30
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Copy_Treatment-2-64x40.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 40
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Copy_Treatment-2-128x80.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 80
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Copy_Treatment-2-107x67.png
[thumb_122_67-width] => 107
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Copy_Treatment-2-153x96.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 96
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Copy_Treatment-2-130x81.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 81
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Copy_Treatment-2-232x145.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 145
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Copy_Treatment-2-544x341.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 341
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Copy_Treatment-2-271x170.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 170
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Copy_Treatment-2-271x170.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 170
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Copy_Treatment-2-272x170.png
[thumb_272_172-width] => 272
[thumb_272_172-height] => 170
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Copy_Treatment-2-372x233.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 233
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Copy_Treatment-2-372x233.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 233
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Copy_Treatment-2-385x241.png
[thumb_385_270-width] => 385
[thumb_385_270-height] => 241
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Copy_Treatment-2-385x241.png
[thumb_416_241-width] => 385
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Copy_Treatment-2-448x281.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 281
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Copy_Treatment-2-896x561.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 561
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Copy_Treatment-2-574x359.png
[thumb_574_382-width] => 574
[thumb_574_382-height] => 359
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Copy_Treatment-2-631x395.png
[thumb_776_395-width] => 631
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Copy_Treatment-2.png
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 188
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Copy_Treatment-2.png
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 250
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Copy_Treatment-2.png
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 376
)
)
)
T1: Copy Treatment
Array
(
[0] => Array
(
[ID] => 720173
[id] => 720173
[title] => Control.png
[filename] => Control-16.png
[filesize] => 97140
[url] => https://www.nextafter.com/wp-content/uploads/Control-16.png
[link] => https://www.nextafter.com/experiments/can-changing-the-way-we-frame-a-newsletter-impact-sign-ups/attachment/control-png-10933/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-png-10933
[status] => inherit
[uploaded_to] => 719845
[date] => 2025-08-04 03:09:57
[modified] => 2025-08-04 03:09:57
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 934
[height] => 614
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/Control-16-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Control-16-300x197.png
[medium-width] => 300
[medium-height] => 197
[medium_large] => https://www.nextafter.com/wp-content/uploads/Control-16-768x505.png
[medium_large-width] => 640
[medium_large-height] => 421
[large] => https://www.nextafter.com/wp-content/uploads/Control-16.png
[large-width] => 640
[large-height] => 421
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Control-16.png
[1536x1536-width] => 934
[1536x1536-height] => 614
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Control-16.png
[2048x2048-width] => 934
[2048x2048-height] => 614
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Control-16-700x700.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Control-16-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Control-16-50x33.png
[admin-width] => 50
[admin-height] => 33
[full] => https://www.nextafter.com/wp-content/uploads/Control-16.png
[full-width] => 934
[full-height] => 614
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Control-16-372x245.png
[thumb_372-width] => 372
[thumb_372-height] => 245
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Control-16.png
[single_post_thumbnail-width] => 934
[single_post_thumbnail-height] => 614
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Control-16-32x21.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 21
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Control-16-48x32.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 32
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Control-16-64x42.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 42
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Control-16-128x84.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 84
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Control-16-102x67.png
[thumb_122_67-width] => 102
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Control-16-153x101.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 101
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Control-16-130x85.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 85
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Control-16-232x153.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 153
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Control-16-544x358.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 358
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Control-16-271x178.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 178
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Control-16-271x178.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 178
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Control-16-262x172.png
[thumb_272_172-width] => 262
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Control-16-372x245.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 245
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Control-16-372x245.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 245
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Control-16-385x253.png
[thumb_385_270-width] => 385
[thumb_385_270-height] => 253
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Control-16-367x241.png
[thumb_416_241-width] => 367
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Control-16-448x295.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 295
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Control-16-896x589.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 589
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Control-16-574x377.png
[thumb_574_382-width] => 574
[thumb_574_382-height] => 377
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Control-16-601x395.png
[thumb_776_395-width] => 601
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Control-16.png
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 197
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Control-16.png
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 263
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Control-16.png
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 394
)
)
[1] => Array
(
[ID] => 720174
[id] => 720174
[title] => Copy_Treatment.png
[filename] => Copy_Treatment-2.png
[filesize] => 99394
[url] => https://www.nextafter.com/wp-content/uploads/Copy_Treatment-2.png
[link] => https://www.nextafter.com/experiments/can-changing-the-way-we-frame-a-newsletter-impact-sign-ups/attachment/copy_treatment-png-8/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => copy_treatment-png-8
[status] => inherit
[uploaded_to] => 719845
[date] => 2025-08-04 03:10:06
[modified] => 2025-08-04 03:10:06
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 1204
[height] => 754
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/Copy_Treatment-2-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Copy_Treatment-2-300x188.png
[medium-width] => 300
[medium-height] => 188
[medium_large] => https://www.nextafter.com/wp-content/uploads/Copy_Treatment-2-768x481.png
[medium_large-width] => 640
[medium_large-height] => 401
[large] => https://www.nextafter.com/wp-content/uploads/Copy_Treatment-2-1024x641.png
[large-width] => 640
[large-height] => 401
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Copy_Treatment-2.png
[1536x1536-width] => 1204
[1536x1536-height] => 754
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Copy_Treatment-2.png
[2048x2048-width] => 1204
[2048x2048-height] => 754
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Copy_Treatment-2-700x700.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Copy_Treatment-2-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Copy_Treatment-2-50x31.png
[admin-width] => 50
[admin-height] => 31
[full] => https://www.nextafter.com/wp-content/uploads/Copy_Treatment-2.png
[full-width] => 1204
[full-height] => 754
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Copy_Treatment-2-372x233.png
[thumb_372-width] => 372
[thumb_372-height] => 233
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Copy_Treatment-2-980x614.png
[single_post_thumbnail-width] => 980
[single_post_thumbnail-height] => 614
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Copy_Treatment-2-32x20.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 20
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Copy_Treatment-2-48x30.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 30
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Copy_Treatment-2-64x40.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 40
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Copy_Treatment-2-128x80.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 80
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Copy_Treatment-2-107x67.png
[thumb_122_67-width] => 107
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Copy_Treatment-2-153x96.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 96
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Copy_Treatment-2-130x81.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 81
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Copy_Treatment-2-232x145.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 145
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Copy_Treatment-2-544x341.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 341
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Copy_Treatment-2-271x170.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 170
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Copy_Treatment-2-271x170.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 170
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Copy_Treatment-2-272x170.png
[thumb_272_172-width] => 272
[thumb_272_172-height] => 170
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Copy_Treatment-2-372x233.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 233
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Copy_Treatment-2-372x233.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 233
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Copy_Treatment-2-385x241.png
[thumb_385_270-width] => 385
[thumb_385_270-height] => 241
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Copy_Treatment-2-385x241.png
[thumb_416_241-width] => 385
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Copy_Treatment-2-448x281.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 281
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Copy_Treatment-2-896x561.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 561
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Copy_Treatment-2-574x359.png
[thumb_574_382-width] => 574
[thumb_574_382-height] => 359
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Copy_Treatment-2-631x395.png
[thumb_776_395-width] => 631
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Copy_Treatment-2.png
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 188
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Copy_Treatment-2.png
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 250
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Copy_Treatment-2.png
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 376
)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 25.7% | $10.00 | ||
| T1: | Copy Treatment | 36.3% | 41.1% | 90.1% | $127.50 |
This experiment has a required sample size of 147 in order to be valid. Since the experiment had a total sample size of 207, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
Key Learnings from the Experiment
Framing Boosted Sign-Ups
Reframing the newsletter copy to position it as a trusted filter in a fast-changing world led to a 41.1% increase in email sign-ups.
Statistical Confidence
The result had a 90.1% confidence level, suggesting a strong signal, though additional testing is recommended to confirm validity.
Gift Size Observation
Revenue performance was observed as a 1-to-1 gift comparison, with the treatment receiving a substantially larger gift. However, this is anecdotal and not sufficient to conclude a higher average gift resulted from the treatment.
Hypothesis Validation
The experiment supported the hypothesis that appealing to uncertainty avoidance and information overload can effectively drive newsletter sign-ups.
Recommendations for Future Testing
Test Messaging Themes That Address Emotional or Cognitive Needs
Building on the success of the “trusted filter” framing, explore other emotionally resonant themes—such as reliability, belonging, or empowerment—to identify which underlying motivations most effectively drive sign-ups.
Experiment with Messaging Hierarchy and Presentation
Evaluate how the placement, tone, and format of key messaging (e.g., headlines vs. supporting copy, minimalist vs. detailed explanations) influence conversion rates on acquisition pages.
Extend Testing Across Related Channels and Entry Points
Apply and test winning messaging strategies on other digital touchpoints—such as social media ads, on-site pop-ups, or podcast mentions—to assess consistency and scalability in email acquisition performance.