Does having less words on a donation page impact conversions
Experiment ID: #169790
Pathway to Victory
Experiment Summary
Timeframe: 02/14/2024 - 02/19/2024
Pathway to Victory is the broadcast ministry of First Dallas.
PTV’s book for February is titled What Every Christian Should Know.
For all traffic via email, Facebook, and prospecting, we direct people straight to the donation page, bypassing a landing page with additional information about the book.
The control donation page has text from the landing page, but it was pretty lengthy. So, we decided to test a shorter copy version.
Research Question
We believe that by making the copy on the donation page shorter for web visitors will achieve a higher conversion rate because there is less friction of so many words.
Design
C: Control
Array
(
[0] => Array
(
[ID] => 58104
[id] => 58104
[title] => Control.png
[filename] => Control.png
[filesize] => 1250150
[url] => https://www.nextafter.com/wp-content/uploads/Control.png
[link] => https://www.nextafter.com/experiments/does-having-less-words-on-a-donation-page-impact-conversions/attachment/control-png-6855/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-png-6855
[status] => inherit
[uploaded_to] => 58101
[date] => 2024-02-19 14:43:41
[modified] => 2024-02-19 14:43:41
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 1107
[height] => 2065
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/Control-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Control-161x300.png
[medium-width] => 161
[medium-height] => 300
[medium_large] => https://www.nextafter.com/wp-content/uploads/Control-768x1433.png
[medium_large-width] => 640
[medium_large-height] => 1194
[large] => https://www.nextafter.com/wp-content/uploads/Control-549x1024.png
[large-width] => 549
[large-height] => 1024
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Control-823x1536.png
[1536x1536-width] => 823
[1536x1536-height] => 1536
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Control-1098x2048.png
[2048x2048-width] => 1098
[2048x2048-height] => 2048
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Control.png
[tp-image-grid-width] => 375
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Control-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Control-27x50.png
[admin-width] => 27
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/Control.png
[full-width] => 1107
[full-height] => 2065
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Control-372x694.png
[thumb_372-width] => 372
[thumb_372-height] => 694
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Control-335x625.png
[single_post_thumbnail-width] => 335
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Control-17x32.png
[thumb_32_32-width] => 17
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Control-26x48.png
[thumb_48_48-width] => 26
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Control-34x64.png
[thumb_64_64-width] => 34
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Control-69x128.png
[thumb_128_128-width] => 69
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Control-36x67.png
[thumb_122_67-width] => 36
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Control-82x153.png
[thumb_153_153-width] => 82
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Control-87x163.png
[thumb_130_163-width] => 87
[thumb_130_163-height] => 163
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Control-95x177.png
[thumb_232_177-width] => 95
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Control-348x650.png
[thumb_272_325-width] => 348
[thumb_272_325-height] => 650
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Control-185x346.png
[thumb_271_346-width] => 185
[thumb_271_346-height] => 346
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Control-145x271.png
[thumb_271_271-width] => 145
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Control-92x172.png
[thumb_272_172-width] => 92
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Control-247x461.png
[thumb_372_461-width] => 247
[thumb_372_461-height] => 461
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Control-268x500.png
[thumb_372_500-width] => 268
[thumb_372_500-height] => 500
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Control-145x270.png
[thumb_385_270-width] => 145
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Control-129x241.png
[thumb_416_241-width] => 129
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Control-220x410.png
[thumb_448_410-width] => 220
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Control-440x820.png
[thumb_448_410_retina-width] => 440
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Control-205x382.png
[thumb_574_382-width] => 205
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Control-212x395.png
[thumb_776_395-width] => 212
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Control.png
[gform-image-choice-sm-width] => 161
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Control.png
[gform-image-choice-md-width] => 214
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Control.png
[gform-image-choice-lg-width] => 322
[gform-image-choice-lg-height] => 600
)
)
[1] => Array
(
[ID] => 58111
[id] => 58111
[title] => Variation_1.png
[filename] => Variation_1-6.png
[filesize] => 631340
[url] => https://www.nextafter.com/wp-content/uploads/Variation_1-6.png
[link] => https://www.nextafter.com/experiments/does-having-less-words-on-a-donation-page-impact-conversions/attachment/variation_1-png-179/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => variation_1-png-179
[status] => inherit
[uploaded_to] => 58101
[date] => 2024-02-19 14:43:58
[modified] => 2024-02-19 14:43:58
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 1101
[height] => 1885
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/Variation_1-6-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Variation_1-6-175x300.png
[medium-width] => 175
[medium-height] => 300
[medium_large] => https://www.nextafter.com/wp-content/uploads/Variation_1-6-768x1315.png
[medium_large-width] => 640
[medium_large-height] => 1096
[large] => https://www.nextafter.com/wp-content/uploads/Variation_1-6-598x1024.png
[large-width] => 598
[large-height] => 1024
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Variation_1-6-897x1536.png
[1536x1536-width] => 897
[1536x1536-height] => 1536
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Variation_1-6.png
[2048x2048-width] => 1101
[2048x2048-height] => 1885
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Variation_1-6.png
[tp-image-grid-width] => 409
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Variation_1-6-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Variation_1-6-29x50.png
[admin-width] => 29
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/Variation_1-6.png
[full-width] => 1101
[full-height] => 1885
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Variation_1-6-372x637.png
[thumb_372-width] => 372
[thumb_372-height] => 637
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Variation_1-6-365x625.png
[single_post_thumbnail-width] => 365
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Variation_1-6-19x32.png
[thumb_32_32-width] => 19
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Variation_1-6-28x48.png
[thumb_48_48-width] => 28
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Variation_1-6-37x64.png
[thumb_64_64-width] => 37
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Variation_1-6-75x128.png
[thumb_128_128-width] => 75
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Variation_1-6-39x67.png
[thumb_122_67-width] => 39
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Variation_1-6-89x153.png
[thumb_153_153-width] => 89
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Variation_1-6-95x163.png
[thumb_130_163-width] => 95
[thumb_130_163-height] => 163
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Variation_1-6-103x177.png
[thumb_232_177-width] => 103
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Variation_1-6-380x650.png
[thumb_272_325-width] => 380
[thumb_272_325-height] => 650
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Variation_1-6-202x346.png
[thumb_271_346-width] => 202
[thumb_271_346-height] => 346
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Variation_1-6-158x271.png
[thumb_271_271-width] => 158
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Variation_1-6-100x172.png
[thumb_272_172-width] => 100
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Variation_1-6-269x461.png
[thumb_372_461-width] => 269
[thumb_372_461-height] => 461
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Variation_1-6-292x500.png
[thumb_372_500-width] => 292
[thumb_372_500-height] => 500
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Variation_1-6-158x270.png
[thumb_385_270-width] => 158
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Variation_1-6-141x241.png
[thumb_416_241-width] => 141
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Variation_1-6-239x410.png
[thumb_448_410-width] => 239
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Variation_1-6-479x820.png
[thumb_448_410_retina-width] => 479
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Variation_1-6-223x382.png
[thumb_574_382-width] => 223
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Variation_1-6-231x395.png
[thumb_776_395-width] => 231
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Variation_1-6.png
[gform-image-choice-sm-width] => 175
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Variation_1-6.png
[gform-image-choice-md-width] => 234
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Variation_1-6.png
[gform-image-choice-lg-width] => 350
[gform-image-choice-lg-height] => 600
)
)
)
T1: Variation 1
Array
(
[0] => Array
(
[ID] => 58104
[id] => 58104
[title] => Control.png
[filename] => Control.png
[filesize] => 1250150
[url] => https://www.nextafter.com/wp-content/uploads/Control.png
[link] => https://www.nextafter.com/experiments/does-having-less-words-on-a-donation-page-impact-conversions/attachment/control-png-6855/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-png-6855
[status] => inherit
[uploaded_to] => 58101
[date] => 2024-02-19 14:43:41
[modified] => 2024-02-19 14:43:41
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 1107
[height] => 2065
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/Control-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Control-161x300.png
[medium-width] => 161
[medium-height] => 300
[medium_large] => https://www.nextafter.com/wp-content/uploads/Control-768x1433.png
[medium_large-width] => 640
[medium_large-height] => 1194
[large] => https://www.nextafter.com/wp-content/uploads/Control-549x1024.png
[large-width] => 549
[large-height] => 1024
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Control-823x1536.png
[1536x1536-width] => 823
[1536x1536-height] => 1536
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Control-1098x2048.png
[2048x2048-width] => 1098
[2048x2048-height] => 2048
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Control.png
[tp-image-grid-width] => 375
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Control-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Control-27x50.png
[admin-width] => 27
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/Control.png
[full-width] => 1107
[full-height] => 2065
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Control-372x694.png
[thumb_372-width] => 372
[thumb_372-height] => 694
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Control-335x625.png
[single_post_thumbnail-width] => 335
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Control-17x32.png
[thumb_32_32-width] => 17
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Control-26x48.png
[thumb_48_48-width] => 26
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Control-34x64.png
[thumb_64_64-width] => 34
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Control-69x128.png
[thumb_128_128-width] => 69
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Control-36x67.png
[thumb_122_67-width] => 36
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Control-82x153.png
[thumb_153_153-width] => 82
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Control-87x163.png
[thumb_130_163-width] => 87
[thumb_130_163-height] => 163
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Control-95x177.png
[thumb_232_177-width] => 95
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Control-348x650.png
[thumb_272_325-width] => 348
[thumb_272_325-height] => 650
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Control-185x346.png
[thumb_271_346-width] => 185
[thumb_271_346-height] => 346
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Control-145x271.png
[thumb_271_271-width] => 145
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Control-92x172.png
[thumb_272_172-width] => 92
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Control-247x461.png
[thumb_372_461-width] => 247
[thumb_372_461-height] => 461
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Control-268x500.png
[thumb_372_500-width] => 268
[thumb_372_500-height] => 500
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Control-145x270.png
[thumb_385_270-width] => 145
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Control-129x241.png
[thumb_416_241-width] => 129
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Control-220x410.png
[thumb_448_410-width] => 220
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Control-440x820.png
[thumb_448_410_retina-width] => 440
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Control-205x382.png
[thumb_574_382-width] => 205
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Control-212x395.png
[thumb_776_395-width] => 212
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Control.png
[gform-image-choice-sm-width] => 161
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Control.png
[gform-image-choice-md-width] => 214
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Control.png
[gform-image-choice-lg-width] => 322
[gform-image-choice-lg-height] => 600
)
)
[1] => Array
(
[ID] => 58111
[id] => 58111
[title] => Variation_1.png
[filename] => Variation_1-6.png
[filesize] => 631340
[url] => https://www.nextafter.com/wp-content/uploads/Variation_1-6.png
[link] => https://www.nextafter.com/experiments/does-having-less-words-on-a-donation-page-impact-conversions/attachment/variation_1-png-179/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => variation_1-png-179
[status] => inherit
[uploaded_to] => 58101
[date] => 2024-02-19 14:43:58
[modified] => 2024-02-19 14:43:58
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 1101
[height] => 1885
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/Variation_1-6-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Variation_1-6-175x300.png
[medium-width] => 175
[medium-height] => 300
[medium_large] => https://www.nextafter.com/wp-content/uploads/Variation_1-6-768x1315.png
[medium_large-width] => 640
[medium_large-height] => 1096
[large] => https://www.nextafter.com/wp-content/uploads/Variation_1-6-598x1024.png
[large-width] => 598
[large-height] => 1024
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Variation_1-6-897x1536.png
[1536x1536-width] => 897
[1536x1536-height] => 1536
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Variation_1-6.png
[2048x2048-width] => 1101
[2048x2048-height] => 1885
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Variation_1-6.png
[tp-image-grid-width] => 409
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Variation_1-6-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Variation_1-6-29x50.png
[admin-width] => 29
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/Variation_1-6.png
[full-width] => 1101
[full-height] => 1885
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Variation_1-6-372x637.png
[thumb_372-width] => 372
[thumb_372-height] => 637
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Variation_1-6-365x625.png
[single_post_thumbnail-width] => 365
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Variation_1-6-19x32.png
[thumb_32_32-width] => 19
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Variation_1-6-28x48.png
[thumb_48_48-width] => 28
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Variation_1-6-37x64.png
[thumb_64_64-width] => 37
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Variation_1-6-75x128.png
[thumb_128_128-width] => 75
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Variation_1-6-39x67.png
[thumb_122_67-width] => 39
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Variation_1-6-89x153.png
[thumb_153_153-width] => 89
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Variation_1-6-95x163.png
[thumb_130_163-width] => 95
[thumb_130_163-height] => 163
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Variation_1-6-103x177.png
[thumb_232_177-width] => 103
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Variation_1-6-380x650.png
[thumb_272_325-width] => 380
[thumb_272_325-height] => 650
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Variation_1-6-202x346.png
[thumb_271_346-width] => 202
[thumb_271_346-height] => 346
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Variation_1-6-158x271.png
[thumb_271_271-width] => 158
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Variation_1-6-100x172.png
[thumb_272_172-width] => 100
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Variation_1-6-269x461.png
[thumb_372_461-width] => 269
[thumb_372_461-height] => 461
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Variation_1-6-292x500.png
[thumb_372_500-width] => 292
[thumb_372_500-height] => 500
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Variation_1-6-158x270.png
[thumb_385_270-width] => 158
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Variation_1-6-141x241.png
[thumb_416_241-width] => 141
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Variation_1-6-239x410.png
[thumb_448_410-width] => 239
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Variation_1-6-479x820.png
[thumb_448_410_retina-width] => 479
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Variation_1-6-223x382.png
[thumb_574_382-width] => 223
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Variation_1-6-231x395.png
[thumb_776_395-width] => 231
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Variation_1-6.png
[gform-image-choice-sm-width] => 175
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Variation_1-6.png
[gform-image-choice-md-width] => 234
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Variation_1-6.png
[gform-image-choice-lg-width] => 350
[gform-image-choice-lg-height] => 600
)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 9.7% | $32.21 | ||
| T1: | Variation 1 | 6.9% | -29.3% | 95.6% | $29.34 |
This experiment has a required sample size of 718 in order to be valid. Since the experiment had a total sample size of 1,518, 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
× 29.3% decrease in conversion rate
× 8.9% decrease in average gift
35.6% decrease in revenue
Key Learnings
Key Learnings: - The hypothesis that shorter copy on the donation page would result in a higher conversion rate did not hold true in this experiment. - The treatment group, with the shorter copy, experienced a 29.3% decrease in transactions compared to the control group. - The statistical level of confidence in this result was 95.6%, indicating that it is highly likely to be a significant finding. Facebook saw a decrease of 50% in transitions and Email saw a decrease of 27%. Future Experimentation: - When designing future experiments, it is essential to carefully consider the impact of copy length on conversion rates. - It may be beneficial to test different variations of copy length or content to see what resonates best with web visitors. - Gathering feedback from users through surveys or interviews can provide valuable insights into their preferences and decision-making processes. - Continuously iterating and testing different approaches will help in refining strategies to optimize conversion rates effectively.