Does a landing page framed as a letter from a well-known figure impact the quality of email addresses acquired?
Experiment ID: #204277
Minnesota Public Radio
Experiment Summary
Timeframe: 05/28/2026 - 06/02/2026
In an effort to increase email signups for the Marketplace Newsletter, we tested reframing the landing page copy as a letter from Kai Ryssdal. We had previously seen strong performance when featuring Kai’s name and photo in ads, so we wanted to explore whether that success could translate to the landing page experience.
We hypothesized that Kai’s name recognition and credibility would make the newsletter more appealing, ultimately increasing the number of email addresses acquired.
Research Question
We believe featuring a short letter from Kai Ryssdal on the landing page will increase newsletter subscriptions by creating a more seamless experience between the ads and the sign-up page. Since the ads already feature Kai, carrying his voice and presence through to the landing page reinforces familiarity, trust, and credibility, strengthening the perceived value of the newsletter and increasing the likelihood of conversion.
Design
C: Control
Array
(
[0] => Array
(
[ID] => 725867
[id] => 725867
[title] => 1cfa8f8d_1781040360264_Screenshot+2026-06-09+at+5.25.40 PM
[filename] => 1cfa8f8d_1781040360264_Screenshot2026-06-09at5.25.40-PM.png
[filesize] => 38186
[url] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040360264_Screenshot2026-06-09at5.25.40-PM.png
[link] => https://www.nextafter.com/experiments/does-a-landing-page-framed-as-a-letter-from-a-well-known-figure-impact-the-quality-of-email-addresses-acquired/attachment/1cfa8f8d_1781040360264_screenshot2026-06-09at5-25-40-pm/
[alt] =>
[author] => 52
[description] =>
[caption] =>
[name] => 1cfa8f8d_1781040360264_screenshot2026-06-09at5-25-40-pm
[status] => inherit
[uploaded_to] => 725866
[date] => 2026-06-10 15:25:23
[modified] => 2026-06-10 15:25:23
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 625
[height] => 420
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040360264_Screenshot2026-06-09at5.25.40-PM-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040360264_Screenshot2026-06-09at5.25.40-PM-300x202.png
[medium-width] => 300
[medium-height] => 202
[medium_large] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040360264_Screenshot2026-06-09at5.25.40-PM.png
[medium_large-width] => 625
[medium_large-height] => 420
[large] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040360264_Screenshot2026-06-09at5.25.40-PM.png
[large-width] => 625
[large-height] => 420
[1536x1536] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040360264_Screenshot2026-06-09at5.25.40-PM.png
[1536x1536-width] => 625
[1536x1536-height] => 420
[2048x2048] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040360264_Screenshot2026-06-09at5.25.40-PM.png
[2048x2048-width] => 625
[2048x2048-height] => 420
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040360264_Screenshot2026-06-09at5.25.40-PM-700x700.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040360264_Screenshot2026-06-09at5.25.40-PM-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040360264_Screenshot2026-06-09at5.25.40-PM-50x34.png
[admin-width] => 50
[admin-height] => 34
[full] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040360264_Screenshot2026-06-09at5.25.40-PM.png
[full-width] => 625
[full-height] => 420
[thumb_372] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040360264_Screenshot2026-06-09at5.25.40-PM-372x250.png
[thumb_372-width] => 372
[thumb_372-height] => 250
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040360264_Screenshot2026-06-09at5.25.40-PM.png
[single_post_thumbnail-width] => 625
[single_post_thumbnail-height] => 420
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040360264_Screenshot2026-06-09at5.25.40-PM-32x22.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 22
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040360264_Screenshot2026-06-09at5.25.40-PM-48x32.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 32
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040360264_Screenshot2026-06-09at5.25.40-PM-64x43.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 43
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040360264_Screenshot2026-06-09at5.25.40-PM-128x86.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 86
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040360264_Screenshot2026-06-09at5.25.40-PM-100x67.png
[thumb_122_67-width] => 100
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040360264_Screenshot2026-06-09at5.25.40-PM-153x103.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 103
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040360264_Screenshot2026-06-09at5.25.40-PM-130x87.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 87
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040360264_Screenshot2026-06-09at5.25.40-PM-232x156.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 156
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040360264_Screenshot2026-06-09at5.25.40-PM-544x366.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 366
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040360264_Screenshot2026-06-09at5.25.40-PM-271x182.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 182
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040360264_Screenshot2026-06-09at5.25.40-PM-271x182.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 182
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040360264_Screenshot2026-06-09at5.25.40-PM-256x172.png
[thumb_272_172-width] => 256
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040360264_Screenshot2026-06-09at5.25.40-PM-372x250.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 250
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040360264_Screenshot2026-06-09at5.25.40-PM-372x250.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 250
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040360264_Screenshot2026-06-09at5.25.40-PM-385x259.png
[thumb_385_270-width] => 385
[thumb_385_270-height] => 259
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040360264_Screenshot2026-06-09at5.25.40-PM-359x241.png
[thumb_416_241-width] => 359
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040360264_Screenshot2026-06-09at5.25.40-PM-448x301.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 301
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040360264_Screenshot2026-06-09at5.25.40-PM.png
[thumb_448_410_retina-width] => 625
[thumb_448_410_retina-height] => 420
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040360264_Screenshot2026-06-09at5.25.40-PM-568x382.png
[thumb_574_382-width] => 568
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040360264_Screenshot2026-06-09at5.25.40-PM-588x395.png
[thumb_776_395-width] => 588
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040360264_Screenshot2026-06-09at5.25.40-PM.png
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 202
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040360264_Screenshot2026-06-09at5.25.40-PM.png
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 269
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040360264_Screenshot2026-06-09at5.25.40-PM.png
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 403
)
)
[1] => Array
(
[ID] => 725868
[id] => 725868
[title] => 1cfa8f8d_1781040364813_Screenshot+2026-06-09+at+5.25.50 PM
[filename] => 1cfa8f8d_1781040364813_Screenshot2026-06-09at5.25.50-PM.png
[filesize] => 64289
[url] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040364813_Screenshot2026-06-09at5.25.50-PM.png
[link] => https://www.nextafter.com/experiments/does-a-landing-page-framed-as-a-letter-from-a-well-known-figure-impact-the-quality-of-email-addresses-acquired/attachment/1cfa8f8d_1781040364813_screenshot2026-06-09at5-25-50-pm/
[alt] =>
[author] => 52
[description] =>
[caption] =>
[name] => 1cfa8f8d_1781040364813_screenshot2026-06-09at5-25-50-pm
[status] => inherit
[uploaded_to] => 725866
[date] => 2026-06-10 15:25:44
[modified] => 2026-06-10 15:25:44
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 806
[height] => 587
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040364813_Screenshot2026-06-09at5.25.50-PM-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040364813_Screenshot2026-06-09at5.25.50-PM-300x218.png
[medium-width] => 300
[medium-height] => 218
[medium_large] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040364813_Screenshot2026-06-09at5.25.50-PM-768x559.png
[medium_large-width] => 640
[medium_large-height] => 466
[large] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040364813_Screenshot2026-06-09at5.25.50-PM.png
[large-width] => 640
[large-height] => 466
[1536x1536] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040364813_Screenshot2026-06-09at5.25.50-PM.png
[1536x1536-width] => 806
[1536x1536-height] => 587
[2048x2048] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040364813_Screenshot2026-06-09at5.25.50-PM.png
[2048x2048-width] => 806
[2048x2048-height] => 587
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040364813_Screenshot2026-06-09at5.25.50-PM-700x700.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040364813_Screenshot2026-06-09at5.25.50-PM-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040364813_Screenshot2026-06-09at5.25.50-PM-50x36.png
[admin-width] => 50
[admin-height] => 36
[full] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040364813_Screenshot2026-06-09at5.25.50-PM.png
[full-width] => 806
[full-height] => 587
[thumb_372] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040364813_Screenshot2026-06-09at5.25.50-PM-372x271.png
[thumb_372-width] => 372
[thumb_372-height] => 271
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040364813_Screenshot2026-06-09at5.25.50-PM.png
[single_post_thumbnail-width] => 806
[single_post_thumbnail-height] => 587
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040364813_Screenshot2026-06-09at5.25.50-PM-32x23.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 23
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040364813_Screenshot2026-06-09at5.25.50-PM-48x35.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 35
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040364813_Screenshot2026-06-09at5.25.50-PM-64x47.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 47
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040364813_Screenshot2026-06-09at5.25.50-PM-128x93.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 93
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040364813_Screenshot2026-06-09at5.25.50-PM-92x67.png
[thumb_122_67-width] => 92
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040364813_Screenshot2026-06-09at5.25.50-PM-153x111.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 111
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040364813_Screenshot2026-06-09at5.25.50-PM-130x95.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 95
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040364813_Screenshot2026-06-09at5.25.50-PM-232x169.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 169
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040364813_Screenshot2026-06-09at5.25.50-PM-544x396.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 396
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040364813_Screenshot2026-06-09at5.25.50-PM-271x197.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 197
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040364813_Screenshot2026-06-09at5.25.50-PM-271x197.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 197
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040364813_Screenshot2026-06-09at5.25.50-PM-236x172.png
[thumb_272_172-width] => 236
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040364813_Screenshot2026-06-09at5.25.50-PM-372x271.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 271
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040364813_Screenshot2026-06-09at5.25.50-PM-372x271.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 271
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040364813_Screenshot2026-06-09at5.25.50-PM-371x270.png
[thumb_385_270-width] => 371
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040364813_Screenshot2026-06-09at5.25.50-PM-331x241.png
[thumb_416_241-width] => 331
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040364813_Screenshot2026-06-09at5.25.50-PM-448x326.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 326
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040364813_Screenshot2026-06-09at5.25.50-PM.png
[thumb_448_410_retina-width] => 806
[thumb_448_410_retina-height] => 587
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040364813_Screenshot2026-06-09at5.25.50-PM-525x382.png
[thumb_574_382-width] => 525
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040364813_Screenshot2026-06-09at5.25.50-PM-542x395.png
[thumb_776_395-width] => 542
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040364813_Screenshot2026-06-09at5.25.50-PM.png
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 218
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040364813_Screenshot2026-06-09at5.25.50-PM.png
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 291
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040364813_Screenshot2026-06-09at5.25.50-PM.png
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 437
)
)
)
T1: Treatment 1
Array
(
[0] => Array
(
[ID] => 725867
[id] => 725867
[title] => 1cfa8f8d_1781040360264_Screenshot+2026-06-09+at+5.25.40 PM
[filename] => 1cfa8f8d_1781040360264_Screenshot2026-06-09at5.25.40-PM.png
[filesize] => 38186
[url] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040360264_Screenshot2026-06-09at5.25.40-PM.png
[link] => https://www.nextafter.com/experiments/does-a-landing-page-framed-as-a-letter-from-a-well-known-figure-impact-the-quality-of-email-addresses-acquired/attachment/1cfa8f8d_1781040360264_screenshot2026-06-09at5-25-40-pm/
[alt] =>
[author] => 52
[description] =>
[caption] =>
[name] => 1cfa8f8d_1781040360264_screenshot2026-06-09at5-25-40-pm
[status] => inherit
[uploaded_to] => 725866
[date] => 2026-06-10 15:25:23
[modified] => 2026-06-10 15:25:23
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 625
[height] => 420
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040360264_Screenshot2026-06-09at5.25.40-PM-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040360264_Screenshot2026-06-09at5.25.40-PM-300x202.png
[medium-width] => 300
[medium-height] => 202
[medium_large] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040360264_Screenshot2026-06-09at5.25.40-PM.png
[medium_large-width] => 625
[medium_large-height] => 420
[large] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040360264_Screenshot2026-06-09at5.25.40-PM.png
[large-width] => 625
[large-height] => 420
[1536x1536] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040360264_Screenshot2026-06-09at5.25.40-PM.png
[1536x1536-width] => 625
[1536x1536-height] => 420
[2048x2048] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040360264_Screenshot2026-06-09at5.25.40-PM.png
[2048x2048-width] => 625
[2048x2048-height] => 420
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040360264_Screenshot2026-06-09at5.25.40-PM-700x700.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040360264_Screenshot2026-06-09at5.25.40-PM-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040360264_Screenshot2026-06-09at5.25.40-PM-50x34.png
[admin-width] => 50
[admin-height] => 34
[full] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040360264_Screenshot2026-06-09at5.25.40-PM.png
[full-width] => 625
[full-height] => 420
[thumb_372] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040360264_Screenshot2026-06-09at5.25.40-PM-372x250.png
[thumb_372-width] => 372
[thumb_372-height] => 250
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040360264_Screenshot2026-06-09at5.25.40-PM.png
[single_post_thumbnail-width] => 625
[single_post_thumbnail-height] => 420
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040360264_Screenshot2026-06-09at5.25.40-PM-32x22.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 22
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040360264_Screenshot2026-06-09at5.25.40-PM-48x32.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 32
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040360264_Screenshot2026-06-09at5.25.40-PM-64x43.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 43
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040360264_Screenshot2026-06-09at5.25.40-PM-128x86.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 86
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040360264_Screenshot2026-06-09at5.25.40-PM-100x67.png
[thumb_122_67-width] => 100
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040360264_Screenshot2026-06-09at5.25.40-PM-153x103.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 103
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040360264_Screenshot2026-06-09at5.25.40-PM-130x87.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 87
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040360264_Screenshot2026-06-09at5.25.40-PM-232x156.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 156
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040360264_Screenshot2026-06-09at5.25.40-PM-544x366.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 366
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040360264_Screenshot2026-06-09at5.25.40-PM-271x182.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 182
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040360264_Screenshot2026-06-09at5.25.40-PM-271x182.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 182
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040360264_Screenshot2026-06-09at5.25.40-PM-256x172.png
[thumb_272_172-width] => 256
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040360264_Screenshot2026-06-09at5.25.40-PM-372x250.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 250
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040360264_Screenshot2026-06-09at5.25.40-PM-372x250.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 250
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040360264_Screenshot2026-06-09at5.25.40-PM-385x259.png
[thumb_385_270-width] => 385
[thumb_385_270-height] => 259
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040360264_Screenshot2026-06-09at5.25.40-PM-359x241.png
[thumb_416_241-width] => 359
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040360264_Screenshot2026-06-09at5.25.40-PM-448x301.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 301
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040360264_Screenshot2026-06-09at5.25.40-PM.png
[thumb_448_410_retina-width] => 625
[thumb_448_410_retina-height] => 420
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040360264_Screenshot2026-06-09at5.25.40-PM-568x382.png
[thumb_574_382-width] => 568
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040360264_Screenshot2026-06-09at5.25.40-PM-588x395.png
[thumb_776_395-width] => 588
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040360264_Screenshot2026-06-09at5.25.40-PM.png
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 202
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040360264_Screenshot2026-06-09at5.25.40-PM.png
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 269
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040360264_Screenshot2026-06-09at5.25.40-PM.png
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 403
)
)
[1] => Array
(
[ID] => 725868
[id] => 725868
[title] => 1cfa8f8d_1781040364813_Screenshot+2026-06-09+at+5.25.50 PM
[filename] => 1cfa8f8d_1781040364813_Screenshot2026-06-09at5.25.50-PM.png
[filesize] => 64289
[url] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040364813_Screenshot2026-06-09at5.25.50-PM.png
[link] => https://www.nextafter.com/experiments/does-a-landing-page-framed-as-a-letter-from-a-well-known-figure-impact-the-quality-of-email-addresses-acquired/attachment/1cfa8f8d_1781040364813_screenshot2026-06-09at5-25-50-pm/
[alt] =>
[author] => 52
[description] =>
[caption] =>
[name] => 1cfa8f8d_1781040364813_screenshot2026-06-09at5-25-50-pm
[status] => inherit
[uploaded_to] => 725866
[date] => 2026-06-10 15:25:44
[modified] => 2026-06-10 15:25:44
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 806
[height] => 587
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040364813_Screenshot2026-06-09at5.25.50-PM-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040364813_Screenshot2026-06-09at5.25.50-PM-300x218.png
[medium-width] => 300
[medium-height] => 218
[medium_large] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040364813_Screenshot2026-06-09at5.25.50-PM-768x559.png
[medium_large-width] => 640
[medium_large-height] => 466
[large] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040364813_Screenshot2026-06-09at5.25.50-PM.png
[large-width] => 640
[large-height] => 466
[1536x1536] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040364813_Screenshot2026-06-09at5.25.50-PM.png
[1536x1536-width] => 806
[1536x1536-height] => 587
[2048x2048] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040364813_Screenshot2026-06-09at5.25.50-PM.png
[2048x2048-width] => 806
[2048x2048-height] => 587
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040364813_Screenshot2026-06-09at5.25.50-PM-700x700.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040364813_Screenshot2026-06-09at5.25.50-PM-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040364813_Screenshot2026-06-09at5.25.50-PM-50x36.png
[admin-width] => 50
[admin-height] => 36
[full] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040364813_Screenshot2026-06-09at5.25.50-PM.png
[full-width] => 806
[full-height] => 587
[thumb_372] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040364813_Screenshot2026-06-09at5.25.50-PM-372x271.png
[thumb_372-width] => 372
[thumb_372-height] => 271
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040364813_Screenshot2026-06-09at5.25.50-PM.png
[single_post_thumbnail-width] => 806
[single_post_thumbnail-height] => 587
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040364813_Screenshot2026-06-09at5.25.50-PM-32x23.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 23
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040364813_Screenshot2026-06-09at5.25.50-PM-48x35.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 35
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040364813_Screenshot2026-06-09at5.25.50-PM-64x47.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 47
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040364813_Screenshot2026-06-09at5.25.50-PM-128x93.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 93
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040364813_Screenshot2026-06-09at5.25.50-PM-92x67.png
[thumb_122_67-width] => 92
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040364813_Screenshot2026-06-09at5.25.50-PM-153x111.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 111
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040364813_Screenshot2026-06-09at5.25.50-PM-130x95.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 95
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040364813_Screenshot2026-06-09at5.25.50-PM-232x169.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 169
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040364813_Screenshot2026-06-09at5.25.50-PM-544x396.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 396
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040364813_Screenshot2026-06-09at5.25.50-PM-271x197.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 197
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040364813_Screenshot2026-06-09at5.25.50-PM-271x197.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 197
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040364813_Screenshot2026-06-09at5.25.50-PM-236x172.png
[thumb_272_172-width] => 236
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040364813_Screenshot2026-06-09at5.25.50-PM-372x271.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 271
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040364813_Screenshot2026-06-09at5.25.50-PM-372x271.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 271
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040364813_Screenshot2026-06-09at5.25.50-PM-371x270.png
[thumb_385_270-width] => 371
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040364813_Screenshot2026-06-09at5.25.50-PM-331x241.png
[thumb_416_241-width] => 331
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040364813_Screenshot2026-06-09at5.25.50-PM-448x326.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 326
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040364813_Screenshot2026-06-09at5.25.50-PM.png
[thumb_448_410_retina-width] => 806
[thumb_448_410_retina-height] => 587
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040364813_Screenshot2026-06-09at5.25.50-PM-525x382.png
[thumb_574_382-width] => 525
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040364813_Screenshot2026-06-09at5.25.50-PM-542x395.png
[thumb_776_395-width] => 542
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040364813_Screenshot2026-06-09at5.25.50-PM.png
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 218
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040364813_Screenshot2026-06-09at5.25.50-PM.png
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 291
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/1cfa8f8d_1781040364813_Screenshot2026-06-09at5.25.50-PM.png
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 437
)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 21.3% | ||
| T1: | Treatment 1 | 17.7% | -16.9% | 96.7% |
This experiment has a required sample size of 931 in order to be valid. Since the experiment had a total sample size of 2,197, and the level of confidence is above 95% the 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
× 16.9% decrease in conversion rate
× 0% increase in average gift
Key Learnings
The key learning from this experiment is that featuring a short letter from Kai Ryssdal on the landing page resulted in a statistically significant 16.9% decrease in newsletter sign-ups compared to the control version. While Kai’s name and photo had previously performed well in ads, that success did not carry over to the landing page experience.
A deeper analysis revealed that the decline was driven primarily by mobile traffic. This suggests the decrease may have been caused by the longer copy length and added friction, rather than by Kai’s credibility itself. On smaller screens, visitors may have been less likely to engage with the letter before reaching the sign-up form or fully understanding the value proposition.
This test highlights the importance of evaluating how messaging performs at each stage of the user journey. While featuring a trusted, recognizable figure can be effective for attracting attention, that approach must still support the landing page's primary goal and align with how users consume content in that environment.
Future testing could explore ways to incorporate Kai’s credibility while maintaining a more concise, value-focused experience, particularly for mobile users. Additional experiments around copy length, message hierarchy, and the placement of credibility elements may help identify the most effective approach for increasing newsletter sign-ups.