Does additional value prop drive results for a transactional type email?
Experiment ID: #165818
Pathway to Victory
Experiment Summary
Ended On: 12/11/2023
Pathway to Victory is a broadcast ministry of First Baptist Dallas.
In November and December PTV has seen great response to two premiums, the 2024 Pathway to Victory Daily Devotional and You Can Pray Big Things.
In an effort to drive a bit more response, we decided to send an email encouraging people to make their last minute Christmas purchases by December 7th so that they will arrive in time to homes.
For this email, we decided to test a very short copy, straight to the point versus a longer copy with more missional and value prop language.
Research Question
We believe that adding more value prop and missional language for email audience will achieve a higher conversion rate because the reason for the purchase is more thoroughly fleshed out. .
Design
C: Control
Array
(
[0] => Array
(
[ID] => 56077
[id] => 56077
[title] => a1595abbb4c3a326636dd178757cd6c11702324191
[filename] => a1595abbb4c3a326636dd178757cd6c11702324191-scaled.jpg
[filesize] => 516154
[url] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11702324191-scaled.jpg
[link] => https://www.nextafter.com/experiments/does-additional-value-prop-drive-results-for-a-transactional-type-email/attachment/a1595abbb4c3a326636dd178757cd6c11702324191/
[alt] =>
[author] => 52
[description] =>
[caption] =>
[name] => a1595abbb4c3a326636dd178757cd6c11702324191
[status] => inherit
[uploaded_to] => 55922
[date] => 2023-12-18 14:35:19
[modified] => 2023-12-18 14:35:19
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 650
[height] => 2560
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11702324191-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11702324191-76x300.jpg
[medium-width] => 76
[medium-height] => 300
[medium_large] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11702324191-768x3023.jpg
[medium_large-width] => 640
[medium_large-height] => 2519
[large] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11702324191-260x1024.jpg
[large-width] => 260
[large-height] => 1024
[1536x1536] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11702324191-390x1536.jpg
[1536x1536-width] => 390
[1536x1536-height] => 1536
[2048x2048] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11702324191-520x2048.jpg
[2048x2048-width] => 520
[2048x2048-height] => 2048
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11702324191-scaled.jpg
[tp-image-grid-width] => 178
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11702324191-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11702324191-13x50.jpg
[admin-width] => 13
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11702324191-scaled.jpg
[full-width] => 650
[full-height] => 2560
[thumb_372] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11702324191-372x1464.jpg
[thumb_372-width] => 372
[thumb_372-height] => 1464
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11702324191-159x625.jpg
[single_post_thumbnail-width] => 159
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11702324191-8x32.jpg
[thumb_32_32-width] => 8
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11702324191-12x48.jpg
[thumb_48_48-width] => 12
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11702324191-16x64.jpg
[thumb_64_64-width] => 16
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11702324191-33x128.jpg
[thumb_128_128-width] => 33
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11702324191-17x67.jpg
[thumb_122_67-width] => 17
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11702324191-39x153.jpg
[thumb_153_153-width] => 39
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11702324191-41x163.jpg
[thumb_130_163-width] => 41
[thumb_130_163-height] => 163
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11702324191-45x177.jpg
[thumb_232_177-width] => 45
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11702324191-165x650.jpg
[thumb_272_325-width] => 165
[thumb_272_325-height] => 650
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11702324191-88x346.jpg
[thumb_271_346-width] => 88
[thumb_271_346-height] => 346
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11702324191-69x271.jpg
[thumb_271_271-width] => 69
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11702324191-44x172.jpg
[thumb_272_172-width] => 44
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11702324191-117x461.jpg
[thumb_372_461-width] => 117
[thumb_372_461-height] => 461
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11702324191-127x500.jpg
[thumb_372_500-width] => 127
[thumb_372_500-height] => 500
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11702324191-69x270.jpg
[thumb_385_270-width] => 69
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11702324191-61x241.jpg
[thumb_416_241-width] => 61
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11702324191-104x410.jpg
[thumb_448_410-width] => 104
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11702324191-208x820.jpg
[thumb_448_410_retina-width] => 208
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11702324191-97x382.jpg
[thumb_574_382-width] => 97
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11702324191-100x395.jpg
[thumb_776_395-width] => 100
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11702324191-scaled.jpg
[gform-image-choice-sm-width] => 76
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11702324191-scaled.jpg
[gform-image-choice-md-width] => 102
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11702324191-scaled.jpg
[gform-image-choice-lg-width] => 152
[gform-image-choice-lg-height] => 600
)
)
[1] => Array
(
[ID] => 56078
[id] => 56078
[title] => 709715be_1702324553123_screencapture-21166375-hubspotpreview-na1-hcms-preview-email-148458177349-2023-12-11-13_49_20
[filename] => 709715be_1702324553123_screencapture-21166375-hubspotpreview-na1-hcms-preview-email-148458177349-2023-12-11-13_49_20-scaled.jpg
[filesize] => 497589
[url] => https://www.nextafter.com/wp-content/uploads/709715be_1702324553123_screencapture-21166375-hubspotpreview-na1-hcms-preview-email-148458177349-2023-12-11-13_49_20-scaled.jpg
[link] => https://www.nextafter.com/experiments/does-additional-value-prop-drive-results-for-a-transactional-type-email/attachment/709715be_1702324553123_screencapture-21166375-hubspotpreview-na1-hcms-preview-email-148458177349-2023-12-11-13_49_20/
[alt] =>
[author] => 52
[description] =>
[caption] =>
[name] => 709715be_1702324553123_screencapture-21166375-hubspotpreview-na1-hcms-preview-email-148458177349-2023-12-11-13_49_20
[status] => inherit
[uploaded_to] => 55922
[date] => 2023-12-18 14:36:28
[modified] => 2023-12-18 14:36:28
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 540
[height] => 2560
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/709715be_1702324553123_screencapture-21166375-hubspotpreview-na1-hcms-preview-email-148458177349-2023-12-11-13_49_20-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/709715be_1702324553123_screencapture-21166375-hubspotpreview-na1-hcms-preview-email-148458177349-2023-12-11-13_49_20-63x300.jpg
[medium-width] => 63
[medium-height] => 300
[medium_large] => https://www.nextafter.com/wp-content/uploads/709715be_1702324553123_screencapture-21166375-hubspotpreview-na1-hcms-preview-email-148458177349-2023-12-11-13_49_20-768x3643.jpg
[medium_large-width] => 640
[medium_large-height] => 3036
[large] => https://www.nextafter.com/wp-content/uploads/709715be_1702324553123_screencapture-21166375-hubspotpreview-na1-hcms-preview-email-148458177349-2023-12-11-13_49_20-216x1024.jpg
[large-width] => 216
[large-height] => 1024
[1536x1536] => https://www.nextafter.com/wp-content/uploads/709715be_1702324553123_screencapture-21166375-hubspotpreview-na1-hcms-preview-email-148458177349-2023-12-11-13_49_20-324x1536.jpg
[1536x1536-width] => 324
[1536x1536-height] => 1536
[2048x2048] => https://www.nextafter.com/wp-content/uploads/709715be_1702324553123_screencapture-21166375-hubspotpreview-na1-hcms-preview-email-148458177349-2023-12-11-13_49_20-432x2048.jpg
[2048x2048-width] => 432
[2048x2048-height] => 2048
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/709715be_1702324553123_screencapture-21166375-hubspotpreview-na1-hcms-preview-email-148458177349-2023-12-11-13_49_20-scaled.jpg
[tp-image-grid-width] => 148
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/709715be_1702324553123_screencapture-21166375-hubspotpreview-na1-hcms-preview-email-148458177349-2023-12-11-13_49_20-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/709715be_1702324553123_screencapture-21166375-hubspotpreview-na1-hcms-preview-email-148458177349-2023-12-11-13_49_20-11x50.jpg
[admin-width] => 11
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/709715be_1702324553123_screencapture-21166375-hubspotpreview-na1-hcms-preview-email-148458177349-2023-12-11-13_49_20-scaled.jpg
[full-width] => 540
[full-height] => 2560
[thumb_372] => https://www.nextafter.com/wp-content/uploads/709715be_1702324553123_screencapture-21166375-hubspotpreview-na1-hcms-preview-email-148458177349-2023-12-11-13_49_20-372x1765.jpg
[thumb_372-width] => 372
[thumb_372-height] => 1765
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/709715be_1702324553123_screencapture-21166375-hubspotpreview-na1-hcms-preview-email-148458177349-2023-12-11-13_49_20-132x625.jpg
[single_post_thumbnail-width] => 132
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/709715be_1702324553123_screencapture-21166375-hubspotpreview-na1-hcms-preview-email-148458177349-2023-12-11-13_49_20-7x32.jpg
[thumb_32_32-width] => 7
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/709715be_1702324553123_screencapture-21166375-hubspotpreview-na1-hcms-preview-email-148458177349-2023-12-11-13_49_20-10x48.jpg
[thumb_48_48-width] => 10
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/709715be_1702324553123_screencapture-21166375-hubspotpreview-na1-hcms-preview-email-148458177349-2023-12-11-13_49_20-13x64.jpg
[thumb_64_64-width] => 13
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/709715be_1702324553123_screencapture-21166375-hubspotpreview-na1-hcms-preview-email-148458177349-2023-12-11-13_49_20-27x128.jpg
[thumb_128_128-width] => 27
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/709715be_1702324553123_screencapture-21166375-hubspotpreview-na1-hcms-preview-email-148458177349-2023-12-11-13_49_20-14x67.jpg
[thumb_122_67-width] => 14
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/709715be_1702324553123_screencapture-21166375-hubspotpreview-na1-hcms-preview-email-148458177349-2023-12-11-13_49_20-32x153.jpg
[thumb_153_153-width] => 32
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/709715be_1702324553123_screencapture-21166375-hubspotpreview-na1-hcms-preview-email-148458177349-2023-12-11-13_49_20-34x163.jpg
[thumb_130_163-width] => 34
[thumb_130_163-height] => 163
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/709715be_1702324553123_screencapture-21166375-hubspotpreview-na1-hcms-preview-email-148458177349-2023-12-11-13_49_20-37x177.jpg
[thumb_232_177-width] => 37
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/709715be_1702324553123_screencapture-21166375-hubspotpreview-na1-hcms-preview-email-148458177349-2023-12-11-13_49_20-137x650.jpg
[thumb_272_325-width] => 137
[thumb_272_325-height] => 650
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/709715be_1702324553123_screencapture-21166375-hubspotpreview-na1-hcms-preview-email-148458177349-2023-12-11-13_49_20-73x346.jpg
[thumb_271_346-width] => 73
[thumb_271_346-height] => 346
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/709715be_1702324553123_screencapture-21166375-hubspotpreview-na1-hcms-preview-email-148458177349-2023-12-11-13_49_20-57x271.jpg
[thumb_271_271-width] => 57
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/709715be_1702324553123_screencapture-21166375-hubspotpreview-na1-hcms-preview-email-148458177349-2023-12-11-13_49_20-36x172.jpg
[thumb_272_172-width] => 36
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/709715be_1702324553123_screencapture-21166375-hubspotpreview-na1-hcms-preview-email-148458177349-2023-12-11-13_49_20-97x461.jpg
[thumb_372_461-width] => 97
[thumb_372_461-height] => 461
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/709715be_1702324553123_screencapture-21166375-hubspotpreview-na1-hcms-preview-email-148458177349-2023-12-11-13_49_20-105x500.jpg
[thumb_372_500-width] => 105
[thumb_372_500-height] => 500
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/709715be_1702324553123_screencapture-21166375-hubspotpreview-na1-hcms-preview-email-148458177349-2023-12-11-13_49_20-57x270.jpg
[thumb_385_270-width] => 57
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/709715be_1702324553123_screencapture-21166375-hubspotpreview-na1-hcms-preview-email-148458177349-2023-12-11-13_49_20-51x241.jpg
[thumb_416_241-width] => 51
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/709715be_1702324553123_screencapture-21166375-hubspotpreview-na1-hcms-preview-email-148458177349-2023-12-11-13_49_20-86x410.jpg
[thumb_448_410-width] => 86
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/709715be_1702324553123_screencapture-21166375-hubspotpreview-na1-hcms-preview-email-148458177349-2023-12-11-13_49_20-173x820.jpg
[thumb_448_410_retina-width] => 173
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/709715be_1702324553123_screencapture-21166375-hubspotpreview-na1-hcms-preview-email-148458177349-2023-12-11-13_49_20-81x382.jpg
[thumb_574_382-width] => 81
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/709715be_1702324553123_screencapture-21166375-hubspotpreview-na1-hcms-preview-email-148458177349-2023-12-11-13_49_20-83x395.jpg
[thumb_776_395-width] => 83
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/709715be_1702324553123_screencapture-21166375-hubspotpreview-na1-hcms-preview-email-148458177349-2023-12-11-13_49_20-scaled.jpg
[gform-image-choice-sm-width] => 63
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/709715be_1702324553123_screencapture-21166375-hubspotpreview-na1-hcms-preview-email-148458177349-2023-12-11-13_49_20-scaled.jpg
[gform-image-choice-md-width] => 84
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/709715be_1702324553123_screencapture-21166375-hubspotpreview-na1-hcms-preview-email-148458177349-2023-12-11-13_49_20-scaled.jpg
[gform-image-choice-lg-width] => 127
[gform-image-choice-lg-height] => 600
)
)
)
T1: Treatment #1
Array
(
[0] => Array
(
[ID] => 56077
[id] => 56077
[title] => a1595abbb4c3a326636dd178757cd6c11702324191
[filename] => a1595abbb4c3a326636dd178757cd6c11702324191-scaled.jpg
[filesize] => 516154
[url] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11702324191-scaled.jpg
[link] => https://www.nextafter.com/experiments/does-additional-value-prop-drive-results-for-a-transactional-type-email/attachment/a1595abbb4c3a326636dd178757cd6c11702324191/
[alt] =>
[author] => 52
[description] =>
[caption] =>
[name] => a1595abbb4c3a326636dd178757cd6c11702324191
[status] => inherit
[uploaded_to] => 55922
[date] => 2023-12-18 14:35:19
[modified] => 2023-12-18 14:35:19
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 650
[height] => 2560
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11702324191-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11702324191-76x300.jpg
[medium-width] => 76
[medium-height] => 300
[medium_large] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11702324191-768x3023.jpg
[medium_large-width] => 640
[medium_large-height] => 2519
[large] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11702324191-260x1024.jpg
[large-width] => 260
[large-height] => 1024
[1536x1536] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11702324191-390x1536.jpg
[1536x1536-width] => 390
[1536x1536-height] => 1536
[2048x2048] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11702324191-520x2048.jpg
[2048x2048-width] => 520
[2048x2048-height] => 2048
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11702324191-scaled.jpg
[tp-image-grid-width] => 178
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11702324191-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11702324191-13x50.jpg
[admin-width] => 13
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11702324191-scaled.jpg
[full-width] => 650
[full-height] => 2560
[thumb_372] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11702324191-372x1464.jpg
[thumb_372-width] => 372
[thumb_372-height] => 1464
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11702324191-159x625.jpg
[single_post_thumbnail-width] => 159
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11702324191-8x32.jpg
[thumb_32_32-width] => 8
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11702324191-12x48.jpg
[thumb_48_48-width] => 12
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11702324191-16x64.jpg
[thumb_64_64-width] => 16
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11702324191-33x128.jpg
[thumb_128_128-width] => 33
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11702324191-17x67.jpg
[thumb_122_67-width] => 17
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11702324191-39x153.jpg
[thumb_153_153-width] => 39
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11702324191-41x163.jpg
[thumb_130_163-width] => 41
[thumb_130_163-height] => 163
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11702324191-45x177.jpg
[thumb_232_177-width] => 45
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11702324191-165x650.jpg
[thumb_272_325-width] => 165
[thumb_272_325-height] => 650
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11702324191-88x346.jpg
[thumb_271_346-width] => 88
[thumb_271_346-height] => 346
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11702324191-69x271.jpg
[thumb_271_271-width] => 69
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11702324191-44x172.jpg
[thumb_272_172-width] => 44
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11702324191-117x461.jpg
[thumb_372_461-width] => 117
[thumb_372_461-height] => 461
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11702324191-127x500.jpg
[thumb_372_500-width] => 127
[thumb_372_500-height] => 500
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11702324191-69x270.jpg
[thumb_385_270-width] => 69
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11702324191-61x241.jpg
[thumb_416_241-width] => 61
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11702324191-104x410.jpg
[thumb_448_410-width] => 104
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11702324191-208x820.jpg
[thumb_448_410_retina-width] => 208
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11702324191-97x382.jpg
[thumb_574_382-width] => 97
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11702324191-100x395.jpg
[thumb_776_395-width] => 100
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11702324191-scaled.jpg
[gform-image-choice-sm-width] => 76
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11702324191-scaled.jpg
[gform-image-choice-md-width] => 102
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11702324191-scaled.jpg
[gform-image-choice-lg-width] => 152
[gform-image-choice-lg-height] => 600
)
)
[1] => Array
(
[ID] => 56078
[id] => 56078
[title] => 709715be_1702324553123_screencapture-21166375-hubspotpreview-na1-hcms-preview-email-148458177349-2023-12-11-13_49_20
[filename] => 709715be_1702324553123_screencapture-21166375-hubspotpreview-na1-hcms-preview-email-148458177349-2023-12-11-13_49_20-scaled.jpg
[filesize] => 497589
[url] => https://www.nextafter.com/wp-content/uploads/709715be_1702324553123_screencapture-21166375-hubspotpreview-na1-hcms-preview-email-148458177349-2023-12-11-13_49_20-scaled.jpg
[link] => https://www.nextafter.com/experiments/does-additional-value-prop-drive-results-for-a-transactional-type-email/attachment/709715be_1702324553123_screencapture-21166375-hubspotpreview-na1-hcms-preview-email-148458177349-2023-12-11-13_49_20/
[alt] =>
[author] => 52
[description] =>
[caption] =>
[name] => 709715be_1702324553123_screencapture-21166375-hubspotpreview-na1-hcms-preview-email-148458177349-2023-12-11-13_49_20
[status] => inherit
[uploaded_to] => 55922
[date] => 2023-12-18 14:36:28
[modified] => 2023-12-18 14:36:28
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 540
[height] => 2560
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/709715be_1702324553123_screencapture-21166375-hubspotpreview-na1-hcms-preview-email-148458177349-2023-12-11-13_49_20-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/709715be_1702324553123_screencapture-21166375-hubspotpreview-na1-hcms-preview-email-148458177349-2023-12-11-13_49_20-63x300.jpg
[medium-width] => 63
[medium-height] => 300
[medium_large] => https://www.nextafter.com/wp-content/uploads/709715be_1702324553123_screencapture-21166375-hubspotpreview-na1-hcms-preview-email-148458177349-2023-12-11-13_49_20-768x3643.jpg
[medium_large-width] => 640
[medium_large-height] => 3036
[large] => https://www.nextafter.com/wp-content/uploads/709715be_1702324553123_screencapture-21166375-hubspotpreview-na1-hcms-preview-email-148458177349-2023-12-11-13_49_20-216x1024.jpg
[large-width] => 216
[large-height] => 1024
[1536x1536] => https://www.nextafter.com/wp-content/uploads/709715be_1702324553123_screencapture-21166375-hubspotpreview-na1-hcms-preview-email-148458177349-2023-12-11-13_49_20-324x1536.jpg
[1536x1536-width] => 324
[1536x1536-height] => 1536
[2048x2048] => https://www.nextafter.com/wp-content/uploads/709715be_1702324553123_screencapture-21166375-hubspotpreview-na1-hcms-preview-email-148458177349-2023-12-11-13_49_20-432x2048.jpg
[2048x2048-width] => 432
[2048x2048-height] => 2048
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/709715be_1702324553123_screencapture-21166375-hubspotpreview-na1-hcms-preview-email-148458177349-2023-12-11-13_49_20-scaled.jpg
[tp-image-grid-width] => 148
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/709715be_1702324553123_screencapture-21166375-hubspotpreview-na1-hcms-preview-email-148458177349-2023-12-11-13_49_20-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/709715be_1702324553123_screencapture-21166375-hubspotpreview-na1-hcms-preview-email-148458177349-2023-12-11-13_49_20-11x50.jpg
[admin-width] => 11
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/709715be_1702324553123_screencapture-21166375-hubspotpreview-na1-hcms-preview-email-148458177349-2023-12-11-13_49_20-scaled.jpg
[full-width] => 540
[full-height] => 2560
[thumb_372] => https://www.nextafter.com/wp-content/uploads/709715be_1702324553123_screencapture-21166375-hubspotpreview-na1-hcms-preview-email-148458177349-2023-12-11-13_49_20-372x1765.jpg
[thumb_372-width] => 372
[thumb_372-height] => 1765
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/709715be_1702324553123_screencapture-21166375-hubspotpreview-na1-hcms-preview-email-148458177349-2023-12-11-13_49_20-132x625.jpg
[single_post_thumbnail-width] => 132
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/709715be_1702324553123_screencapture-21166375-hubspotpreview-na1-hcms-preview-email-148458177349-2023-12-11-13_49_20-7x32.jpg
[thumb_32_32-width] => 7
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/709715be_1702324553123_screencapture-21166375-hubspotpreview-na1-hcms-preview-email-148458177349-2023-12-11-13_49_20-10x48.jpg
[thumb_48_48-width] => 10
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/709715be_1702324553123_screencapture-21166375-hubspotpreview-na1-hcms-preview-email-148458177349-2023-12-11-13_49_20-13x64.jpg
[thumb_64_64-width] => 13
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/709715be_1702324553123_screencapture-21166375-hubspotpreview-na1-hcms-preview-email-148458177349-2023-12-11-13_49_20-27x128.jpg
[thumb_128_128-width] => 27
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/709715be_1702324553123_screencapture-21166375-hubspotpreview-na1-hcms-preview-email-148458177349-2023-12-11-13_49_20-14x67.jpg
[thumb_122_67-width] => 14
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/709715be_1702324553123_screencapture-21166375-hubspotpreview-na1-hcms-preview-email-148458177349-2023-12-11-13_49_20-32x153.jpg
[thumb_153_153-width] => 32
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/709715be_1702324553123_screencapture-21166375-hubspotpreview-na1-hcms-preview-email-148458177349-2023-12-11-13_49_20-34x163.jpg
[thumb_130_163-width] => 34
[thumb_130_163-height] => 163
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/709715be_1702324553123_screencapture-21166375-hubspotpreview-na1-hcms-preview-email-148458177349-2023-12-11-13_49_20-37x177.jpg
[thumb_232_177-width] => 37
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/709715be_1702324553123_screencapture-21166375-hubspotpreview-na1-hcms-preview-email-148458177349-2023-12-11-13_49_20-137x650.jpg
[thumb_272_325-width] => 137
[thumb_272_325-height] => 650
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/709715be_1702324553123_screencapture-21166375-hubspotpreview-na1-hcms-preview-email-148458177349-2023-12-11-13_49_20-73x346.jpg
[thumb_271_346-width] => 73
[thumb_271_346-height] => 346
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/709715be_1702324553123_screencapture-21166375-hubspotpreview-na1-hcms-preview-email-148458177349-2023-12-11-13_49_20-57x271.jpg
[thumb_271_271-width] => 57
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/709715be_1702324553123_screencapture-21166375-hubspotpreview-na1-hcms-preview-email-148458177349-2023-12-11-13_49_20-36x172.jpg
[thumb_272_172-width] => 36
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/709715be_1702324553123_screencapture-21166375-hubspotpreview-na1-hcms-preview-email-148458177349-2023-12-11-13_49_20-97x461.jpg
[thumb_372_461-width] => 97
[thumb_372_461-height] => 461
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/709715be_1702324553123_screencapture-21166375-hubspotpreview-na1-hcms-preview-email-148458177349-2023-12-11-13_49_20-105x500.jpg
[thumb_372_500-width] => 105
[thumb_372_500-height] => 500
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/709715be_1702324553123_screencapture-21166375-hubspotpreview-na1-hcms-preview-email-148458177349-2023-12-11-13_49_20-57x270.jpg
[thumb_385_270-width] => 57
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/709715be_1702324553123_screencapture-21166375-hubspotpreview-na1-hcms-preview-email-148458177349-2023-12-11-13_49_20-51x241.jpg
[thumb_416_241-width] => 51
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/709715be_1702324553123_screencapture-21166375-hubspotpreview-na1-hcms-preview-email-148458177349-2023-12-11-13_49_20-86x410.jpg
[thumb_448_410-width] => 86
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/709715be_1702324553123_screencapture-21166375-hubspotpreview-na1-hcms-preview-email-148458177349-2023-12-11-13_49_20-173x820.jpg
[thumb_448_410_retina-width] => 173
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/709715be_1702324553123_screencapture-21166375-hubspotpreview-na1-hcms-preview-email-148458177349-2023-12-11-13_49_20-81x382.jpg
[thumb_574_382-width] => 81
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/709715be_1702324553123_screencapture-21166375-hubspotpreview-na1-hcms-preview-email-148458177349-2023-12-11-13_49_20-83x395.jpg
[thumb_776_395-width] => 83
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/709715be_1702324553123_screencapture-21166375-hubspotpreview-na1-hcms-preview-email-148458177349-2023-12-11-13_49_20-scaled.jpg
[gform-image-choice-sm-width] => 63
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/709715be_1702324553123_screencapture-21166375-hubspotpreview-na1-hcms-preview-email-148458177349-2023-12-11-13_49_20-scaled.jpg
[gform-image-choice-md-width] => 84
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/709715be_1702324553123_screencapture-21166375-hubspotpreview-na1-hcms-preview-email-148458177349-2023-12-11-13_49_20-scaled.jpg
[gform-image-choice-lg-width] => 127
[gform-image-choice-lg-height] => 600
)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 16.0% | ||
| T1: | Treatment #1 | 15.2% | -4.6% | 28.8% |
This experiment has a required sample size of 18,651 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
The key learning from this experiment is that the shorter, straight-to-the-point copy performed better than the longer copy with more missional and value prop language. Although the results are not statistically significant, there is a trend indicating that the shorter copy may be more effective in driving donations. In future experimentation, it would be beneficial to further test the effectiveness of shorter, concise messaging in driving conversions. This could involve testing different variations of the short copy, or comparing it against other types of messaging, such as emotional appeals or storytelling. Additionally, it is important to ensure that the statistical level of confidence in the results is sufficient before drawing any conclusions. Conducting tests with a larger sample size or running the experiment for a longer duration may help achieve a higher level of confidence in the results. Overall, the key takeaway is that concise messaging may have a positive impact on conversion rates, and this should be further explored in future experimentation.