Hillsdale College

How layering sequential asks affects name conversion

Experiment ID: #289

Hillsdale College

Founded in 1844, Hillsdale College is an independent liberal arts college with a student body of about 1,400. Hillsdale’s educational mission rests upon two principles: academic excellence and institutional independence. The College does not accept federal or state taxpayer subsidies for any of its operations.

Experiment Summary

Timeframe: 12/08/2014 - 12/18/2014

Hillsdale was given the opportunity to offer free subscriptions to their award winning publication, Imprimis, to a list of ideal prospects. The standard subscription process required a home address since a print publication would be delivered via mail. We wanted to see what kind of impact that level of friction had on potential sign ups.

Research Question

Does asking for visitor information in multiple steps instead of all at the same time produce a greater number of high quality prospects?

Design

C: Full Home Address
Array ( [0] => Array ( [ID] => 11427 [id] => 11427 [title] => Treatment-B1.png [filename] => Treatment-B1.png [filesize] => 0 [url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-B1.png [link] => https://www.nextafter.com/experiments/hillsdale-college-layering-sequential-ask-affects-name-conversion/attachment/treatment-b1-png/ [alt] => [author] => 6 [description] => [caption] => [name] => treatment-b1-png [status] => inherit [uploaded_to] => 11426 [date] => 2021-02-24 09:39:35 [modified] => 2021-02-24 09:39:35 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png [width] => 1440 [height] => 1353 [sizes] => Array ( [thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-B1-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-B1-300x282.png [medium-width] => 300 [medium-height] => 282 [medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-B1-768x722.png [medium_large-width] => 640 [medium_large-height] => 602 [large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-B1-1024x962.png [large-width] => 640 [large-height] => 601 [1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-B1.png [1536x1536-width] => 1440 [1536x1536-height] => 1353 [2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-B1.png [2048x2048-width] => 1440 [2048x2048-height] => 1353 [ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-B1-600x400.png [ab-block-post-grid-landscape-width] => 600 [ab-block-post-grid-landscape-height] => 400 [ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-B1-600x600.png [ab-block-post-grid-square-width] => 600 [ab-block-post-grid-square-height] => 600 [tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-B1.png [tp-image-grid-width] => 700 [tp-image-grid-height] => 658 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-B1-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-B1-50x47.png [admin-width] => 50 [admin-height] => 47 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-B1.png [full-width] => 1440 [full-height] => 1353 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-B1-372x350.png [thumb_372-width] => 372 [thumb_372-height] => 350 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-B1-665x625.png [single_post_thumbnail-width] => 665 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-B1-32x30.png [thumb_32_32-width] => 32 [thumb_32_32-height] => 30 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-B1-48x45.png [thumb_48_48-width] => 48 [thumb_48_48-height] => 45 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-B1-64x60.png [thumb_64_64-width] => 64 [thumb_64_64-height] => 60 [thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-B1-128x120.png [thumb_128_128-width] => 128 [thumb_128_128-height] => 120 [thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-B1-71x67.png [thumb_122_67-width] => 71 [thumb_122_67-height] => 67 [thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-B1-153x144.png [thumb_153_153-width] => 153 [thumb_153_153-height] => 144 [thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-B1-130x122.png [thumb_130_163-width] => 130 [thumb_130_163-height] => 122 [thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-B1-188x177.png [thumb_232_177-width] => 188 [thumb_232_177-height] => 177 [thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-B1-544x511.png [thumb_272_325-width] => 544 [thumb_272_325-height] => 511 [thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-B1-271x255.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 255 [thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-B1-271x255.png [thumb_271_271-width] => 271 [thumb_271_271-height] => 255 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-B1-183x172.png [thumb_272_172-width] => 183 [thumb_272_172-height] => 172 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-B1-372x350.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 350 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-B1-372x350.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 350 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-B1-287x270.png [thumb_385_270-width] => 287 [thumb_385_270-height] => 270 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-B1-256x241.png [thumb_416_241-width] => 256 [thumb_416_241-height] => 241 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-B1-436x410.png [thumb_448_410-width] => 436 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-B1-873x820.png [thumb_448_410_retina-width] => 873 [thumb_448_410_retina-height] => 820 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-B1-407x382.png [thumb_574_382-width] => 407 [thumb_574_382-height] => 382 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-B1-420x395.png [thumb_776_395-width] => 420 [thumb_776_395-height] => 395 ) ) [1] => Array ( [ID] => 11428 [id] => 11428 [title] => Treatment-C1.png [filename] => Treatment-C1.png [filesize] => 0 [url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-C1.png [link] => https://www.nextafter.com/experiments/hillsdale-college-layering-sequential-ask-affects-name-conversion/attachment/treatment-c1-png/ [alt] => [author] => 6 [description] => [caption] => [name] => treatment-c1-png [status] => inherit [uploaded_to] => 11426 [date] => 2021-02-24 09:39:46 [modified] => 2021-02-24 09:39:46 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png [width] => 1440 [height] => 1068 [sizes] => Array ( [thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-C1-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-C1-300x223.png [medium-width] => 300 [medium-height] => 223 [medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-C1-768x570.png [medium_large-width] => 640 [medium_large-height] => 475 [large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-C1-1024x759.png [large-width] => 640 [large-height] => 474 [1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-C1.png [1536x1536-width] => 1440 [1536x1536-height] => 1068 [2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-C1.png [2048x2048-width] => 1440 [2048x2048-height] => 1068 [ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-C1-600x400.png [ab-block-post-grid-landscape-width] => 600 [ab-block-post-grid-landscape-height] => 400 [ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-C1-600x600.png [ab-block-post-grid-square-width] => 600 [ab-block-post-grid-square-height] => 600 [tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-C1.png [tp-image-grid-width] => 700 [tp-image-grid-height] => 519 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-C1-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-C1-50x37.png [admin-width] => 50 [admin-height] => 37 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-C1.png [full-width] => 1440 [full-height] => 1068 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-C1-372x276.png [thumb_372-width] => 372 [thumb_372-height] => 276 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-C1-843x625.png [single_post_thumbnail-width] => 843 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-C1-32x24.png [thumb_32_32-width] => 32 [thumb_32_32-height] => 24 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-C1-48x36.png [thumb_48_48-width] => 48 [thumb_48_48-height] => 36 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-C1-64x47.png [thumb_64_64-width] => 64 [thumb_64_64-height] => 47 [thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-C1-128x95.png [thumb_128_128-width] => 128 [thumb_128_128-height] => 95 [thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-C1-90x67.png [thumb_122_67-width] => 90 [thumb_122_67-height] => 67 [thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-C1-153x113.png [thumb_153_153-width] => 153 [thumb_153_153-height] => 113 [thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-C1-130x96.png [thumb_130_163-width] => 130 [thumb_130_163-height] => 96 [thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-C1-232x172.png [thumb_232_177-width] => 232 [thumb_232_177-height] => 172 [thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-C1-544x403.png [thumb_272_325-width] => 544 [thumb_272_325-height] => 403 [thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-C1-271x201.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 201 [thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-C1-271x201.png [thumb_271_271-width] => 271 [thumb_271_271-height] => 201 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-C1-232x172.png [thumb_272_172-width] => 232 [thumb_272_172-height] => 172 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-C1-372x276.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 276 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-C1-372x276.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 276 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-C1-364x270.png [thumb_385_270-width] => 364 [thumb_385_270-height] => 270 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-C1-325x241.png [thumb_416_241-width] => 325 [thumb_416_241-height] => 241 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-C1-448x332.png [thumb_448_410-width] => 448 [thumb_448_410-height] => 332 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-C1-896x665.png [thumb_448_410_retina-width] => 896 [thumb_448_410_retina-height] => 665 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-C1-515x382.png [thumb_574_382-width] => 515 [thumb_574_382-height] => 382 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-C1-533x395.png [thumb_776_395-width] => 533 [thumb_776_395-height] => 395 ) ) )
T1: Name and Email Only
Array ( [0] => Array ( [ID] => 11427 [id] => 11427 [title] => Treatment-B1.png [filename] => Treatment-B1.png [filesize] => 0 [url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-B1.png [link] => https://www.nextafter.com/experiments/hillsdale-college-layering-sequential-ask-affects-name-conversion/attachment/treatment-b1-png/ [alt] => [author] => 6 [description] => [caption] => [name] => treatment-b1-png [status] => inherit [uploaded_to] => 11426 [date] => 2021-02-24 09:39:35 [modified] => 2021-02-24 09:39:35 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png [width] => 1440 [height] => 1353 [sizes] => Array ( [thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-B1-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-B1-300x282.png [medium-width] => 300 [medium-height] => 282 [medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-B1-768x722.png [medium_large-width] => 640 [medium_large-height] => 602 [large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-B1-1024x962.png [large-width] => 640 [large-height] => 601 [1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-B1.png [1536x1536-width] => 1440 [1536x1536-height] => 1353 [2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-B1.png [2048x2048-width] => 1440 [2048x2048-height] => 1353 [ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-B1-600x400.png [ab-block-post-grid-landscape-width] => 600 [ab-block-post-grid-landscape-height] => 400 [ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-B1-600x600.png [ab-block-post-grid-square-width] => 600 [ab-block-post-grid-square-height] => 600 [tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-B1.png [tp-image-grid-width] => 700 [tp-image-grid-height] => 658 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-B1-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-B1-50x47.png [admin-width] => 50 [admin-height] => 47 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-B1.png [full-width] => 1440 [full-height] => 1353 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-B1-372x350.png [thumb_372-width] => 372 [thumb_372-height] => 350 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-B1-665x625.png [single_post_thumbnail-width] => 665 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-B1-32x30.png [thumb_32_32-width] => 32 [thumb_32_32-height] => 30 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-B1-48x45.png [thumb_48_48-width] => 48 [thumb_48_48-height] => 45 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-B1-64x60.png [thumb_64_64-width] => 64 [thumb_64_64-height] => 60 [thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-B1-128x120.png [thumb_128_128-width] => 128 [thumb_128_128-height] => 120 [thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-B1-71x67.png [thumb_122_67-width] => 71 [thumb_122_67-height] => 67 [thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-B1-153x144.png [thumb_153_153-width] => 153 [thumb_153_153-height] => 144 [thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-B1-130x122.png [thumb_130_163-width] => 130 [thumb_130_163-height] => 122 [thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-B1-188x177.png [thumb_232_177-width] => 188 [thumb_232_177-height] => 177 [thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-B1-544x511.png [thumb_272_325-width] => 544 [thumb_272_325-height] => 511 [thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-B1-271x255.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 255 [thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-B1-271x255.png [thumb_271_271-width] => 271 [thumb_271_271-height] => 255 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-B1-183x172.png [thumb_272_172-width] => 183 [thumb_272_172-height] => 172 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-B1-372x350.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 350 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-B1-372x350.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 350 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-B1-287x270.png [thumb_385_270-width] => 287 [thumb_385_270-height] => 270 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-B1-256x241.png [thumb_416_241-width] => 256 [thumb_416_241-height] => 241 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-B1-436x410.png [thumb_448_410-width] => 436 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-B1-873x820.png [thumb_448_410_retina-width] => 873 [thumb_448_410_retina-height] => 820 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-B1-407x382.png [thumb_574_382-width] => 407 [thumb_574_382-height] => 382 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-B1-420x395.png [thumb_776_395-width] => 420 [thumb_776_395-height] => 395 ) ) [1] => Array ( [ID] => 11428 [id] => 11428 [title] => Treatment-C1.png [filename] => Treatment-C1.png [filesize] => 0 [url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-C1.png [link] => https://www.nextafter.com/experiments/hillsdale-college-layering-sequential-ask-affects-name-conversion/attachment/treatment-c1-png/ [alt] => [author] => 6 [description] => [caption] => [name] => treatment-c1-png [status] => inherit [uploaded_to] => 11426 [date] => 2021-02-24 09:39:46 [modified] => 2021-02-24 09:39:46 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png [width] => 1440 [height] => 1068 [sizes] => Array ( [thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-C1-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-C1-300x223.png [medium-width] => 300 [medium-height] => 223 [medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-C1-768x570.png [medium_large-width] => 640 [medium_large-height] => 475 [large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-C1-1024x759.png [large-width] => 640 [large-height] => 474 [1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-C1.png [1536x1536-width] => 1440 [1536x1536-height] => 1068 [2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-C1.png [2048x2048-width] => 1440 [2048x2048-height] => 1068 [ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-C1-600x400.png [ab-block-post-grid-landscape-width] => 600 [ab-block-post-grid-landscape-height] => 400 [ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-C1-600x600.png [ab-block-post-grid-square-width] => 600 [ab-block-post-grid-square-height] => 600 [tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-C1.png [tp-image-grid-width] => 700 [tp-image-grid-height] => 519 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-C1-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-C1-50x37.png [admin-width] => 50 [admin-height] => 37 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-C1.png [full-width] => 1440 [full-height] => 1068 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-C1-372x276.png [thumb_372-width] => 372 [thumb_372-height] => 276 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-C1-843x625.png [single_post_thumbnail-width] => 843 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-C1-32x24.png [thumb_32_32-width] => 32 [thumb_32_32-height] => 24 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-C1-48x36.png [thumb_48_48-width] => 48 [thumb_48_48-height] => 36 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-C1-64x47.png [thumb_64_64-width] => 64 [thumb_64_64-height] => 47 [thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-C1-128x95.png [thumb_128_128-width] => 128 [thumb_128_128-height] => 95 [thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-C1-90x67.png [thumb_122_67-width] => 90 [thumb_122_67-height] => 67 [thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-C1-153x113.png [thumb_153_153-width] => 153 [thumb_153_153-height] => 113 [thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-C1-130x96.png [thumb_130_163-width] => 130 [thumb_130_163-height] => 96 [thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-C1-232x172.png [thumb_232_177-width] => 232 [thumb_232_177-height] => 172 [thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-C1-544x403.png [thumb_272_325-width] => 544 [thumb_272_325-height] => 403 [thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-C1-271x201.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 201 [thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-C1-271x201.png [thumb_271_271-width] => 271 [thumb_271_271-height] => 201 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-C1-232x172.png [thumb_272_172-width] => 232 [thumb_272_172-height] => 172 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-C1-372x276.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 276 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-C1-372x276.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 276 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-C1-364x270.png [thumb_385_270-width] => 364 [thumb_385_270-height] => 270 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-C1-325x241.png [thumb_416_241-width] => 325 [thumb_416_241-height] => 241 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-C1-448x332.png [thumb_448_410-width] => 448 [thumb_448_410-height] => 332 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-C1-896x665.png [thumb_448_410_retina-width] => 896 [thumb_448_410_retina-height] => 665 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-C1-515x382.png [thumb_574_382-width] => 515 [thumb_574_382-height] => 382 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-C1-533x395.png [thumb_776_395-width] => 533 [thumb_776_395-height] => 395 ) ) )

Results

 Treatment NameConv. RateRelative DifferenceConfidence
C: Full Home Address 32.2%
T1: Name and Email Only 76.0%136.0% 100.0%

This experiment has a required sample size of 9 in order to be valid. Since the experiment had a total sample size of 289, 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
× 136.0% increase in conversion rate
× 0% increase in average gift

Key Learnings

The conversion rate for email addresses acquired was incrementally better when we removed the address requirement. We will need to evaluate these emails acquired at a later date to determine if the higher volume of prospects resulted in better quality leads.


Experiment Documented by Jeff Giddens
Jeff Giddens is President of NextAfter.

Question about experiment #289

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