let us help
Subscribe
International Mission Board

How more concise and clear donation page copy impacts donor conversion metrics on a funnel

Experiment ID: #198448

International Mission Board

Experiment Summary

Timeframe: 07/02/2025 - 08/11/2025

To improve donor conversion rates on IMB’s Pray for a Missionary funnel, we tested donation page copy that was more concise while still clearly communicating the value proposition of the offer. The treatment was shown to 50% of traffic, and the test ran for approximately five weeks.

Research Question

We believe that condensing the donation page copy for Pray for a Missionary visitors will achieve an increase in donor conversion metrics because it reduces cognitive load and helps the users reach the call to action faster, while still preserving emotional and scriptural impact to keep them engaged.

Design

C: Control
Array ( [0] => Array ( [ID] => 720430 [id] => 720430 [title] => Control.png [filename] => Control-52.png [filesize] => 129849 [url] => https://www.nextafter.com/wp-content/uploads/Control-52.png [link] => https://www.nextafter.com/experiments/how-more-concise-and-clear-donation-page-copy-impacts-donor-conversion-metrics-on-a-funnel/attachment/control-png-11023/ [alt] => [author] => 0 [description] => [caption] => [name] => control-png-11023 [status] => inherit [uploaded_to] => 720425 [date] => 2025-08-13 14:16:13 [modified] => 2025-08-13 14:16:13 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://www.nextafter.com/wp-includes/images/media/default.png [width] => 621 [height] => 1102 [sizes] => Array ( [thumbnail] => https://www.nextafter.com/wp-content/uploads/Control-52-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://www.nextafter.com/wp-content/uploads/Control-52-169x300.png [medium-width] => 169 [medium-height] => 300 [medium_large] => https://www.nextafter.com/wp-content/uploads/Control-52.png [medium_large-width] => 621 [medium_large-height] => 1102 [large] => https://www.nextafter.com/wp-content/uploads/Control-52-577x1024.png [large-width] => 577 [large-height] => 1024 [1536x1536] => https://www.nextafter.com/wp-content/uploads/Control-52.png [1536x1536-width] => 621 [1536x1536-height] => 1102 [2048x2048] => https://www.nextafter.com/wp-content/uploads/Control-52.png [2048x2048-width] => 621 [2048x2048-height] => 1102 [tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Control-52-700x700.png [tp-image-grid-width] => 700 [tp-image-grid-height] => 700 [post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Control-52-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://www.nextafter.com/wp-content/uploads/Control-52-28x50.png [admin-width] => 28 [admin-height] => 50 [full] => https://www.nextafter.com/wp-content/uploads/Control-52.png [full-width] => 621 [full-height] => 1102 [thumb_372] => https://www.nextafter.com/wp-content/uploads/Control-52-372x660.png [thumb_372-width] => 372 [thumb_372-height] => 660 [single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Control-52-352x625.png [single_post_thumbnail-width] => 352 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Control-52-18x32.png [thumb_32_32-width] => 18 [thumb_32_32-height] => 32 [thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Control-52-27x48.png [thumb_48_48-width] => 27 [thumb_48_48-height] => 48 [thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Control-52-36x64.png [thumb_64_64-width] => 36 [thumb_64_64-height] => 64 [thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Control-52-72x128.png [thumb_128_128-width] => 72 [thumb_128_128-height] => 128 [thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Control-52-38x67.png [thumb_122_67-width] => 38 [thumb_122_67-height] => 67 [thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Control-52-86x153.png [thumb_153_153-width] => 86 [thumb_153_153-height] => 153 [thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Control-52-92x163.png [thumb_130_163-width] => 92 [thumb_130_163-height] => 163 [thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Control-52-100x177.png [thumb_232_177-width] => 100 [thumb_232_177-height] => 177 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Control-52-366x650.png [thumb_272_325-width] => 366 [thumb_272_325-height] => 650 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Control-52-195x346.png [thumb_271_346-width] => 195 [thumb_271_346-height] => 346 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Control-52-153x271.png [thumb_271_271-width] => 153 [thumb_271_271-height] => 271 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Control-52-97x172.png [thumb_272_172-width] => 97 [thumb_272_172-height] => 172 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Control-52-260x461.png [thumb_372_461-width] => 260 [thumb_372_461-height] => 461 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Control-52-282x500.png [thumb_372_500-width] => 282 [thumb_372_500-height] => 500 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Control-52-152x270.png [thumb_385_270-width] => 152 [thumb_385_270-height] => 270 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Control-52-136x241.png [thumb_416_241-width] => 136 [thumb_416_241-height] => 241 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Control-52-231x410.png [thumb_448_410-width] => 231 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Control-52-462x820.png [thumb_448_410_retina-width] => 462 [thumb_448_410_retina-height] => 820 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Control-52-215x382.png [thumb_574_382-width] => 215 [thumb_574_382-height] => 382 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Control-52-223x395.png [thumb_776_395-width] => 223 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Control-52.png [gform-image-choice-sm-width] => 169 [gform-image-choice-sm-height] => 300 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Control-52.png [gform-image-choice-md-width] => 225 [gform-image-choice-md-height] => 400 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Control-52.png [gform-image-choice-lg-width] => 338 [gform-image-choice-lg-height] => 600 ) ) [1] => Array ( [ID] => 720432 [id] => 720432 [title] => Variation_1.png [filename] => Variation_1-7.png [filesize] => 87176 [url] => https://www.nextafter.com/wp-content/uploads/Variation_1-7.png [link] => https://www.nextafter.com/experiments/how-more-concise-and-clear-donation-page-copy-impacts-donor-conversion-metrics-on-a-funnel/attachment/variation_1-png-586/ [alt] => [author] => 0 [description] => [caption] => [name] => variation_1-png-586 [status] => inherit [uploaded_to] => 720425 [date] => 2025-08-13 14:16:23 [modified] => 2025-08-13 14:16:23 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://www.nextafter.com/wp-includes/images/media/default.png [width] => 630 [height] => 786 [sizes] => Array ( [thumbnail] => https://www.nextafter.com/wp-content/uploads/Variation_1-7-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://www.nextafter.com/wp-content/uploads/Variation_1-7-240x300.png [medium-width] => 240 [medium-height] => 300 [medium_large] => https://www.nextafter.com/wp-content/uploads/Variation_1-7.png [medium_large-width] => 630 [medium_large-height] => 786 [large] => https://www.nextafter.com/wp-content/uploads/Variation_1-7.png [large-width] => 630 [large-height] => 786 [1536x1536] => https://www.nextafter.com/wp-content/uploads/Variation_1-7.png [1536x1536-width] => 630 [1536x1536-height] => 786 [2048x2048] => https://www.nextafter.com/wp-content/uploads/Variation_1-7.png [2048x2048-width] => 630 [2048x2048-height] => 786 [tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Variation_1-7-700x700.png [tp-image-grid-width] => 700 [tp-image-grid-height] => 700 [post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Variation_1-7-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://www.nextafter.com/wp-content/uploads/Variation_1-7-40x50.png [admin-width] => 40 [admin-height] => 50 [full] => https://www.nextafter.com/wp-content/uploads/Variation_1-7.png [full-width] => 630 [full-height] => 786 [thumb_372] => https://www.nextafter.com/wp-content/uploads/Variation_1-7-372x464.png [thumb_372-width] => 372 [thumb_372-height] => 464 [single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Variation_1-7-501x625.png [single_post_thumbnail-width] => 501 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Variation_1-7-26x32.png [thumb_32_32-width] => 26 [thumb_32_32-height] => 32 [thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Variation_1-7-38x48.png [thumb_48_48-width] => 38 [thumb_48_48-height] => 48 [thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Variation_1-7-51x64.png [thumb_64_64-width] => 51 [thumb_64_64-height] => 64 [thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Variation_1-7-103x128.png [thumb_128_128-width] => 103 [thumb_128_128-height] => 128 [thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Variation_1-7-54x67.png [thumb_122_67-width] => 54 [thumb_122_67-height] => 67 [thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Variation_1-7-123x153.png [thumb_153_153-width] => 123 [thumb_153_153-height] => 153 [thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Variation_1-7-130x163.png [thumb_130_163-width] => 130 [thumb_130_163-height] => 163 [thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Variation_1-7-142x177.png [thumb_232_177-width] => 142 [thumb_232_177-height] => 177 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Variation_1-7-521x650.png [thumb_272_325-width] => 521 [thumb_272_325-height] => 650 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Variation_1-7-271x338.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 338 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Variation_1-7-217x271.png [thumb_271_271-width] => 217 [thumb_271_271-height] => 271 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Variation_1-7-138x172.png [thumb_272_172-width] => 138 [thumb_272_172-height] => 172 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Variation_1-7-370x461.png [thumb_372_461-width] => 370 [thumb_372_461-height] => 461 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Variation_1-7-372x464.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 464 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Variation_1-7-216x270.png [thumb_385_270-width] => 216 [thumb_385_270-height] => 270 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Variation_1-7-193x241.png [thumb_416_241-width] => 193 [thumb_416_241-height] => 241 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Variation_1-7-329x410.png [thumb_448_410-width] => 329 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Variation_1-7.png [thumb_448_410_retina-width] => 630 [thumb_448_410_retina-height] => 786 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Variation_1-7-306x382.png [thumb_574_382-width] => 306 [thumb_574_382-height] => 382 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Variation_1-7-317x395.png [thumb_776_395-width] => 317 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Variation_1-7.png [gform-image-choice-sm-width] => 240 [gform-image-choice-sm-height] => 300 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Variation_1-7.png [gform-image-choice-md-width] => 321 [gform-image-choice-md-height] => 400 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Variation_1-7.png [gform-image-choice-lg-width] => 481 [gform-image-choice-lg-height] => 600 ) ) )
T1: Variation 1
Array ( [0] => Array ( [ID] => 720430 [id] => 720430 [title] => Control.png [filename] => Control-52.png [filesize] => 129849 [url] => https://www.nextafter.com/wp-content/uploads/Control-52.png [link] => https://www.nextafter.com/experiments/how-more-concise-and-clear-donation-page-copy-impacts-donor-conversion-metrics-on-a-funnel/attachment/control-png-11023/ [alt] => [author] => 0 [description] => [caption] => [name] => control-png-11023 [status] => inherit [uploaded_to] => 720425 [date] => 2025-08-13 14:16:13 [modified] => 2025-08-13 14:16:13 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://www.nextafter.com/wp-includes/images/media/default.png [width] => 621 [height] => 1102 [sizes] => Array ( [thumbnail] => https://www.nextafter.com/wp-content/uploads/Control-52-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://www.nextafter.com/wp-content/uploads/Control-52-169x300.png [medium-width] => 169 [medium-height] => 300 [medium_large] => https://www.nextafter.com/wp-content/uploads/Control-52.png [medium_large-width] => 621 [medium_large-height] => 1102 [large] => https://www.nextafter.com/wp-content/uploads/Control-52-577x1024.png [large-width] => 577 [large-height] => 1024 [1536x1536] => https://www.nextafter.com/wp-content/uploads/Control-52.png [1536x1536-width] => 621 [1536x1536-height] => 1102 [2048x2048] => https://www.nextafter.com/wp-content/uploads/Control-52.png [2048x2048-width] => 621 [2048x2048-height] => 1102 [tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Control-52-700x700.png [tp-image-grid-width] => 700 [tp-image-grid-height] => 700 [post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Control-52-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://www.nextafter.com/wp-content/uploads/Control-52-28x50.png [admin-width] => 28 [admin-height] => 50 [full] => https://www.nextafter.com/wp-content/uploads/Control-52.png [full-width] => 621 [full-height] => 1102 [thumb_372] => https://www.nextafter.com/wp-content/uploads/Control-52-372x660.png [thumb_372-width] => 372 [thumb_372-height] => 660 [single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Control-52-352x625.png [single_post_thumbnail-width] => 352 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Control-52-18x32.png [thumb_32_32-width] => 18 [thumb_32_32-height] => 32 [thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Control-52-27x48.png [thumb_48_48-width] => 27 [thumb_48_48-height] => 48 [thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Control-52-36x64.png [thumb_64_64-width] => 36 [thumb_64_64-height] => 64 [thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Control-52-72x128.png [thumb_128_128-width] => 72 [thumb_128_128-height] => 128 [thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Control-52-38x67.png [thumb_122_67-width] => 38 [thumb_122_67-height] => 67 [thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Control-52-86x153.png [thumb_153_153-width] => 86 [thumb_153_153-height] => 153 [thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Control-52-92x163.png [thumb_130_163-width] => 92 [thumb_130_163-height] => 163 [thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Control-52-100x177.png [thumb_232_177-width] => 100 [thumb_232_177-height] => 177 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Control-52-366x650.png [thumb_272_325-width] => 366 [thumb_272_325-height] => 650 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Control-52-195x346.png [thumb_271_346-width] => 195 [thumb_271_346-height] => 346 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Control-52-153x271.png [thumb_271_271-width] => 153 [thumb_271_271-height] => 271 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Control-52-97x172.png [thumb_272_172-width] => 97 [thumb_272_172-height] => 172 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Control-52-260x461.png [thumb_372_461-width] => 260 [thumb_372_461-height] => 461 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Control-52-282x500.png [thumb_372_500-width] => 282 [thumb_372_500-height] => 500 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Control-52-152x270.png [thumb_385_270-width] => 152 [thumb_385_270-height] => 270 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Control-52-136x241.png [thumb_416_241-width] => 136 [thumb_416_241-height] => 241 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Control-52-231x410.png [thumb_448_410-width] => 231 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Control-52-462x820.png [thumb_448_410_retina-width] => 462 [thumb_448_410_retina-height] => 820 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Control-52-215x382.png [thumb_574_382-width] => 215 [thumb_574_382-height] => 382 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Control-52-223x395.png [thumb_776_395-width] => 223 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Control-52.png [gform-image-choice-sm-width] => 169 [gform-image-choice-sm-height] => 300 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Control-52.png [gform-image-choice-md-width] => 225 [gform-image-choice-md-height] => 400 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Control-52.png [gform-image-choice-lg-width] => 338 [gform-image-choice-lg-height] => 600 ) ) [1] => Array ( [ID] => 720432 [id] => 720432 [title] => Variation_1.png [filename] => Variation_1-7.png [filesize] => 87176 [url] => https://www.nextafter.com/wp-content/uploads/Variation_1-7.png [link] => https://www.nextafter.com/experiments/how-more-concise-and-clear-donation-page-copy-impacts-donor-conversion-metrics-on-a-funnel/attachment/variation_1-png-586/ [alt] => [author] => 0 [description] => [caption] => [name] => variation_1-png-586 [status] => inherit [uploaded_to] => 720425 [date] => 2025-08-13 14:16:23 [modified] => 2025-08-13 14:16:23 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://www.nextafter.com/wp-includes/images/media/default.png [width] => 630 [height] => 786 [sizes] => Array ( [thumbnail] => https://www.nextafter.com/wp-content/uploads/Variation_1-7-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://www.nextafter.com/wp-content/uploads/Variation_1-7-240x300.png [medium-width] => 240 [medium-height] => 300 [medium_large] => https://www.nextafter.com/wp-content/uploads/Variation_1-7.png [medium_large-width] => 630 [medium_large-height] => 786 [large] => https://www.nextafter.com/wp-content/uploads/Variation_1-7.png [large-width] => 630 [large-height] => 786 [1536x1536] => https://www.nextafter.com/wp-content/uploads/Variation_1-7.png [1536x1536-width] => 630 [1536x1536-height] => 786 [2048x2048] => https://www.nextafter.com/wp-content/uploads/Variation_1-7.png [2048x2048-width] => 630 [2048x2048-height] => 786 [tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Variation_1-7-700x700.png [tp-image-grid-width] => 700 [tp-image-grid-height] => 700 [post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Variation_1-7-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://www.nextafter.com/wp-content/uploads/Variation_1-7-40x50.png [admin-width] => 40 [admin-height] => 50 [full] => https://www.nextafter.com/wp-content/uploads/Variation_1-7.png [full-width] => 630 [full-height] => 786 [thumb_372] => https://www.nextafter.com/wp-content/uploads/Variation_1-7-372x464.png [thumb_372-width] => 372 [thumb_372-height] => 464 [single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Variation_1-7-501x625.png [single_post_thumbnail-width] => 501 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Variation_1-7-26x32.png [thumb_32_32-width] => 26 [thumb_32_32-height] => 32 [thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Variation_1-7-38x48.png [thumb_48_48-width] => 38 [thumb_48_48-height] => 48 [thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Variation_1-7-51x64.png [thumb_64_64-width] => 51 [thumb_64_64-height] => 64 [thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Variation_1-7-103x128.png [thumb_128_128-width] => 103 [thumb_128_128-height] => 128 [thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Variation_1-7-54x67.png [thumb_122_67-width] => 54 [thumb_122_67-height] => 67 [thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Variation_1-7-123x153.png [thumb_153_153-width] => 123 [thumb_153_153-height] => 153 [thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Variation_1-7-130x163.png [thumb_130_163-width] => 130 [thumb_130_163-height] => 163 [thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Variation_1-7-142x177.png [thumb_232_177-width] => 142 [thumb_232_177-height] => 177 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Variation_1-7-521x650.png [thumb_272_325-width] => 521 [thumb_272_325-height] => 650 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Variation_1-7-271x338.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 338 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Variation_1-7-217x271.png [thumb_271_271-width] => 217 [thumb_271_271-height] => 271 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Variation_1-7-138x172.png [thumb_272_172-width] => 138 [thumb_272_172-height] => 172 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Variation_1-7-370x461.png [thumb_372_461-width] => 370 [thumb_372_461-height] => 461 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Variation_1-7-372x464.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 464 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Variation_1-7-216x270.png [thumb_385_270-width] => 216 [thumb_385_270-height] => 270 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Variation_1-7-193x241.png [thumb_416_241-width] => 193 [thumb_416_241-height] => 241 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Variation_1-7-329x410.png [thumb_448_410-width] => 329 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Variation_1-7.png [thumb_448_410_retina-width] => 630 [thumb_448_410_retina-height] => 786 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Variation_1-7-306x382.png [thumb_574_382-width] => 306 [thumb_574_382-height] => 382 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Variation_1-7-317x395.png [thumb_776_395-width] => 317 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Variation_1-7.png [gform-image-choice-sm-width] => 240 [gform-image-choice-sm-height] => 300 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Variation_1-7.png [gform-image-choice-md-width] => 321 [gform-image-choice-md-height] => 400 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Variation_1-7.png [gform-image-choice-lg-width] => 481 [gform-image-choice-lg-height] => 600 ) ) )

Results

  Treatment Name Revenue per Visitor Relative Difference Confidence Average Gift
C: Control $1.26 $45.00
T1: Variation 1 $2.72 116.3% 100.0% $62.20

This experiment was validated using 3rd party testing tools. Based upon those calculations, a significant level of confidence was met so these experiment results are valid.

Flux Metrics Affected

The Flux Metrics analyze the three primary metrics that affect revenue (traffic, conversion rate, and average gift). This experiment produced the following results:

    0% increase in traffic
× 56.5% increase in conversion rate
× 38.2% increase in average gift
116.3% increase in revenue

Key Learnings

Key learnings from this experiment include:

  1. **Concise copy is effective**: The results demonstrate that condensing donation page copy for the Pray for a Missionary funnel led to a significant increase in revenue. This suggests that minimizing cognitive load and allowing users to reach the call to action faster can positively impact donor conversion metrics.
  2. **Emotional and scriptural impact is crucial**: Despite the copy being more concise, it was still able to preserve the emotional and scriptural impact necessary to keep users engaged. This indicates that maintaining the core value proposition and emotional connection with the cause is essential for donor conversion.
  3. **Statistical significance**: The 100.0% statistical level of confidence in the results strengthens the validity of the findings. This high level of confidence indicates that the observed increase in revenue is likely a direct result of the condensed copy treatment.
Future experimentation should build upon these learnings by:
  1. **Continuing to test copy variations**: Explore more concise ways to communicate the value proposition and emotional impact to donors. Test different messaging strategies to see what resonates best with the target audience.
  2. **Segmenting the audience**: Consider segmenting the audience based on donor behavior, demographics, or other relevant factors to personalize the donation page copy further. This personalized approach could further enhance donor conversion rates.
  3. **Iterating and optimizing**: Regularly review and optimize donation page copy based on user feedback, analytics, and ongoing experimentation. Continuously testing and refining copy will help maintain and improve donor conversion metrics over time.

Experiment Documented by NextAfter

Question about experiment #198448

If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.