How a change in tone affects page conversion
Experiment ID: #1834
Media Research Center
Experiment Summary
Timeframe: 05/28/2015 - 07/22/2015
The Media Research Center wanted to find a way to increase the membership in their recurring donor club, the Patriot Fund. Their primary conversion page utilized both a video and bullet points outlining the reason to join.
We wanted to see if a more personal message from the President of the organization would have more impact on the conversion of the page.
Research Question
Which style of landing page, conventional direct response versus a more personal invitation, will produce the greatest conversion rate?
Design
C: Maximize your Membership
Array
(
[0] => Array
(
[ID] => 11967
[id] => 11967
[title] => C-Patriot-Club.png
[filename] => C-Patriot-Club.png
[filesize] => 0
[url] => https://www.nextafter.com/wp-content/uploads/C-Patriot-Club.png
[link] => https://www.nextafter.com/experiments/how-a-change-in-tone-affects-page-conversion/attachment/c-patriot-club-png/
[alt] =>
[author] => 1
[description] =>
[caption] =>
[name] => c-patriot-club-png
[status] => inherit
[uploaded_to] => 11966
[date] => 2021-02-24 18:30:50
[modified] => 2021-02-24 18:30:50
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 1152
[height] => 2560
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/C-Patriot-Club-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/C-Patriot-Club-135x300.png
[medium-width] => 135
[medium-height] => 300
[medium_large] => https://www.nextafter.com/wp-content/uploads/C-Patriot-Club-768x1707.png
[medium_large-width] => 640
[medium_large-height] => 1423
[large] => https://www.nextafter.com/wp-content/uploads/C-Patriot-Club-461x1024.png
[large-width] => 461
[large-height] => 1024
[1536x1536] => https://www.nextafter.com/wp-content/uploads/C-Patriot-Club-691x1536.png
[1536x1536-width] => 691
[1536x1536-height] => 1536
[2048x2048] => https://www.nextafter.com/wp-content/uploads/C-Patriot-Club-922x2048.png
[2048x2048-width] => 922
[2048x2048-height] => 2048
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/C-Patriot-Club.png
[tp-image-grid-width] => 315
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/C-Patriot-Club-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/C-Patriot-Club-23x50.png
[admin-width] => 23
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/C-Patriot-Club.png
[full-width] => 1152
[full-height] => 2560
[thumb_372] => https://www.nextafter.com/wp-content/uploads/C-Patriot-Club-372x827.png
[thumb_372-width] => 372
[thumb_372-height] => 827
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/C-Patriot-Club-281x625.png
[single_post_thumbnail-width] => 281
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/C-Patriot-Club-14x32.png
[thumb_32_32-width] => 14
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/C-Patriot-Club-22x48.png
[thumb_48_48-width] => 22
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/C-Patriot-Club-29x64.png
[thumb_64_64-width] => 29
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/C-Patriot-Club-58x128.png
[thumb_128_128-width] => 58
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/C-Patriot-Club-30x67.png
[thumb_122_67-width] => 30
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/C-Patriot-Club-69x153.png
[thumb_153_153-width] => 69
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/C-Patriot-Club-73x163.png
[thumb_130_163-width] => 73
[thumb_130_163-height] => 163
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/C-Patriot-Club-80x177.png
[thumb_232_177-width] => 80
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/C-Patriot-Club-293x650.png
[thumb_272_325-width] => 293
[thumb_272_325-height] => 650
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/C-Patriot-Club-156x346.png
[thumb_271_346-width] => 156
[thumb_271_346-height] => 346
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/C-Patriot-Club-122x271.png
[thumb_271_271-width] => 122
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/C-Patriot-Club-77x172.png
[thumb_272_172-width] => 77
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/C-Patriot-Club-207x461.png
[thumb_372_461-width] => 207
[thumb_372_461-height] => 461
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/C-Patriot-Club-225x500.png
[thumb_372_500-width] => 225
[thumb_372_500-height] => 500
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/C-Patriot-Club-122x270.png
[thumb_385_270-width] => 122
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/C-Patriot-Club-108x241.png
[thumb_416_241-width] => 108
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/C-Patriot-Club-185x410.png
[thumb_448_410-width] => 185
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/C-Patriot-Club-369x820.png
[thumb_448_410_retina-width] => 369
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/C-Patriot-Club-172x382.png
[thumb_574_382-width] => 172
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/C-Patriot-Club-178x395.png
[thumb_776_395-width] => 178
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/C-Patriot-Club.png
[gform-image-choice-sm-width] => 135
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/C-Patriot-Club.png
[gform-image-choice-md-width] => 180
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/C-Patriot-Club.png
[gform-image-choice-lg-width] => 270
[gform-image-choice-lg-height] => 600
)
)
[1] => Array
(
[ID] => 11968
[id] => 11968
[title] => T-Patriot-Fund.png
[filename] => T-Patriot-Fund.png
[filesize] => 0
[url] => https://www.nextafter.com/wp-content/uploads/T-Patriot-Fund.png
[link] => https://www.nextafter.com/experiments/how-a-change-in-tone-affects-page-conversion/attachment/t-patriot-fund-png/
[alt] =>
[author] => 1
[description] =>
[caption] =>
[name] => t-patriot-fund-png
[status] => inherit
[uploaded_to] => 11966
[date] => 2021-02-24 18:34:16
[modified] => 2021-02-24 18:34:16
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 1152
[height] => 2269
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/T-Patriot-Fund-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/T-Patriot-Fund-152x300.png
[medium-width] => 152
[medium-height] => 300
[medium_large] => https://www.nextafter.com/wp-content/uploads/T-Patriot-Fund-768x1513.png
[medium_large-width] => 640
[medium_large-height] => 1261
[large] => https://www.nextafter.com/wp-content/uploads/T-Patriot-Fund-520x1024.png
[large-width] => 520
[large-height] => 1024
[1536x1536] => https://www.nextafter.com/wp-content/uploads/T-Patriot-Fund-780x1536.png
[1536x1536-width] => 780
[1536x1536-height] => 1536
[2048x2048] => https://www.nextafter.com/wp-content/uploads/T-Patriot-Fund-1040x2048.png
[2048x2048-width] => 1040
[2048x2048-height] => 2048
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/T-Patriot-Fund.png
[tp-image-grid-width] => 355
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/T-Patriot-Fund-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/T-Patriot-Fund-25x50.png
[admin-width] => 25
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/T-Patriot-Fund.png
[full-width] => 1152
[full-height] => 2269
[thumb_372] => https://www.nextafter.com/wp-content/uploads/T-Patriot-Fund-372x733.png
[thumb_372-width] => 372
[thumb_372-height] => 733
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/T-Patriot-Fund-317x625.png
[single_post_thumbnail-width] => 317
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/T-Patriot-Fund-16x32.png
[thumb_32_32-width] => 16
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/T-Patriot-Fund-24x48.png
[thumb_48_48-width] => 24
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/T-Patriot-Fund-32x64.png
[thumb_64_64-width] => 32
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/T-Patriot-Fund-65x128.png
[thumb_128_128-width] => 65
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/T-Patriot-Fund-34x67.png
[thumb_122_67-width] => 34
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/T-Patriot-Fund-78x153.png
[thumb_153_153-width] => 78
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/T-Patriot-Fund-83x163.png
[thumb_130_163-width] => 83
[thumb_130_163-height] => 163
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/T-Patriot-Fund-90x177.png
[thumb_232_177-width] => 90
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/T-Patriot-Fund-330x650.png
[thumb_272_325-width] => 330
[thumb_272_325-height] => 650
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/T-Patriot-Fund-176x346.png
[thumb_271_346-width] => 176
[thumb_271_346-height] => 346
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/T-Patriot-Fund-138x271.png
[thumb_271_271-width] => 138
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/T-Patriot-Fund-87x172.png
[thumb_272_172-width] => 87
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/T-Patriot-Fund-234x461.png
[thumb_372_461-width] => 234
[thumb_372_461-height] => 461
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/T-Patriot-Fund-254x500.png
[thumb_372_500-width] => 254
[thumb_372_500-height] => 500
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/T-Patriot-Fund-137x270.png
[thumb_385_270-width] => 137
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/T-Patriot-Fund-122x241.png
[thumb_416_241-width] => 122
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/T-Patriot-Fund-208x410.png
[thumb_448_410-width] => 208
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/T-Patriot-Fund-416x820.png
[thumb_448_410_retina-width] => 416
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/T-Patriot-Fund-194x382.png
[thumb_574_382-width] => 194
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/T-Patriot-Fund-201x395.png
[thumb_776_395-width] => 201
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/T-Patriot-Fund.png
[gform-image-choice-sm-width] => 152
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/T-Patriot-Fund.png
[gform-image-choice-md-width] => 203
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/T-Patriot-Fund.png
[gform-image-choice-lg-width] => 305
[gform-image-choice-lg-height] => 600
)
)
)
T1: Accept Your Invitation
Array
(
[0] => Array
(
[ID] => 11967
[id] => 11967
[title] => C-Patriot-Club.png
[filename] => C-Patriot-Club.png
[filesize] => 0
[url] => https://www.nextafter.com/wp-content/uploads/C-Patriot-Club.png
[link] => https://www.nextafter.com/experiments/how-a-change-in-tone-affects-page-conversion/attachment/c-patriot-club-png/
[alt] =>
[author] => 1
[description] =>
[caption] =>
[name] => c-patriot-club-png
[status] => inherit
[uploaded_to] => 11966
[date] => 2021-02-24 18:30:50
[modified] => 2021-02-24 18:30:50
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 1152
[height] => 2560
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/C-Patriot-Club-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/C-Patriot-Club-135x300.png
[medium-width] => 135
[medium-height] => 300
[medium_large] => https://www.nextafter.com/wp-content/uploads/C-Patriot-Club-768x1707.png
[medium_large-width] => 640
[medium_large-height] => 1423
[large] => https://www.nextafter.com/wp-content/uploads/C-Patriot-Club-461x1024.png
[large-width] => 461
[large-height] => 1024
[1536x1536] => https://www.nextafter.com/wp-content/uploads/C-Patriot-Club-691x1536.png
[1536x1536-width] => 691
[1536x1536-height] => 1536
[2048x2048] => https://www.nextafter.com/wp-content/uploads/C-Patriot-Club-922x2048.png
[2048x2048-width] => 922
[2048x2048-height] => 2048
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/C-Patriot-Club.png
[tp-image-grid-width] => 315
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/C-Patriot-Club-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/C-Patriot-Club-23x50.png
[admin-width] => 23
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/C-Patriot-Club.png
[full-width] => 1152
[full-height] => 2560
[thumb_372] => https://www.nextafter.com/wp-content/uploads/C-Patriot-Club-372x827.png
[thumb_372-width] => 372
[thumb_372-height] => 827
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/C-Patriot-Club-281x625.png
[single_post_thumbnail-width] => 281
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/C-Patriot-Club-14x32.png
[thumb_32_32-width] => 14
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/C-Patriot-Club-22x48.png
[thumb_48_48-width] => 22
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/C-Patriot-Club-29x64.png
[thumb_64_64-width] => 29
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/C-Patriot-Club-58x128.png
[thumb_128_128-width] => 58
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/C-Patriot-Club-30x67.png
[thumb_122_67-width] => 30
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/C-Patriot-Club-69x153.png
[thumb_153_153-width] => 69
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/C-Patriot-Club-73x163.png
[thumb_130_163-width] => 73
[thumb_130_163-height] => 163
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/C-Patriot-Club-80x177.png
[thumb_232_177-width] => 80
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/C-Patriot-Club-293x650.png
[thumb_272_325-width] => 293
[thumb_272_325-height] => 650
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/C-Patriot-Club-156x346.png
[thumb_271_346-width] => 156
[thumb_271_346-height] => 346
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/C-Patriot-Club-122x271.png
[thumb_271_271-width] => 122
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/C-Patriot-Club-77x172.png
[thumb_272_172-width] => 77
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/C-Patriot-Club-207x461.png
[thumb_372_461-width] => 207
[thumb_372_461-height] => 461
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/C-Patriot-Club-225x500.png
[thumb_372_500-width] => 225
[thumb_372_500-height] => 500
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/C-Patriot-Club-122x270.png
[thumb_385_270-width] => 122
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/C-Patriot-Club-108x241.png
[thumb_416_241-width] => 108
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/C-Patriot-Club-185x410.png
[thumb_448_410-width] => 185
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/C-Patriot-Club-369x820.png
[thumb_448_410_retina-width] => 369
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/C-Patriot-Club-172x382.png
[thumb_574_382-width] => 172
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/C-Patriot-Club-178x395.png
[thumb_776_395-width] => 178
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/C-Patriot-Club.png
[gform-image-choice-sm-width] => 135
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/C-Patriot-Club.png
[gform-image-choice-md-width] => 180
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/C-Patriot-Club.png
[gform-image-choice-lg-width] => 270
[gform-image-choice-lg-height] => 600
)
)
[1] => Array
(
[ID] => 11968
[id] => 11968
[title] => T-Patriot-Fund.png
[filename] => T-Patriot-Fund.png
[filesize] => 0
[url] => https://www.nextafter.com/wp-content/uploads/T-Patriot-Fund.png
[link] => https://www.nextafter.com/experiments/how-a-change-in-tone-affects-page-conversion/attachment/t-patriot-fund-png/
[alt] =>
[author] => 1
[description] =>
[caption] =>
[name] => t-patriot-fund-png
[status] => inherit
[uploaded_to] => 11966
[date] => 2021-02-24 18:34:16
[modified] => 2021-02-24 18:34:16
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 1152
[height] => 2269
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/T-Patriot-Fund-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/T-Patriot-Fund-152x300.png
[medium-width] => 152
[medium-height] => 300
[medium_large] => https://www.nextafter.com/wp-content/uploads/T-Patriot-Fund-768x1513.png
[medium_large-width] => 640
[medium_large-height] => 1261
[large] => https://www.nextafter.com/wp-content/uploads/T-Patriot-Fund-520x1024.png
[large-width] => 520
[large-height] => 1024
[1536x1536] => https://www.nextafter.com/wp-content/uploads/T-Patriot-Fund-780x1536.png
[1536x1536-width] => 780
[1536x1536-height] => 1536
[2048x2048] => https://www.nextafter.com/wp-content/uploads/T-Patriot-Fund-1040x2048.png
[2048x2048-width] => 1040
[2048x2048-height] => 2048
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/T-Patriot-Fund.png
[tp-image-grid-width] => 355
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/T-Patriot-Fund-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/T-Patriot-Fund-25x50.png
[admin-width] => 25
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/T-Patriot-Fund.png
[full-width] => 1152
[full-height] => 2269
[thumb_372] => https://www.nextafter.com/wp-content/uploads/T-Patriot-Fund-372x733.png
[thumb_372-width] => 372
[thumb_372-height] => 733
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/T-Patriot-Fund-317x625.png
[single_post_thumbnail-width] => 317
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/T-Patriot-Fund-16x32.png
[thumb_32_32-width] => 16
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/T-Patriot-Fund-24x48.png
[thumb_48_48-width] => 24
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/T-Patriot-Fund-32x64.png
[thumb_64_64-width] => 32
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/T-Patriot-Fund-65x128.png
[thumb_128_128-width] => 65
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/T-Patriot-Fund-34x67.png
[thumb_122_67-width] => 34
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/T-Patriot-Fund-78x153.png
[thumb_153_153-width] => 78
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/T-Patriot-Fund-83x163.png
[thumb_130_163-width] => 83
[thumb_130_163-height] => 163
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/T-Patriot-Fund-90x177.png
[thumb_232_177-width] => 90
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/T-Patriot-Fund-330x650.png
[thumb_272_325-width] => 330
[thumb_272_325-height] => 650
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/T-Patriot-Fund-176x346.png
[thumb_271_346-width] => 176
[thumb_271_346-height] => 346
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/T-Patriot-Fund-138x271.png
[thumb_271_271-width] => 138
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/T-Patriot-Fund-87x172.png
[thumb_272_172-width] => 87
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/T-Patriot-Fund-234x461.png
[thumb_372_461-width] => 234
[thumb_372_461-height] => 461
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/T-Patriot-Fund-254x500.png
[thumb_372_500-width] => 254
[thumb_372_500-height] => 500
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/T-Patriot-Fund-137x270.png
[thumb_385_270-width] => 137
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/T-Patriot-Fund-122x241.png
[thumb_416_241-width] => 122
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/T-Patriot-Fund-208x410.png
[thumb_448_410-width] => 208
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/T-Patriot-Fund-416x820.png
[thumb_448_410_retina-width] => 416
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/T-Patriot-Fund-194x382.png
[thumb_574_382-width] => 194
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/T-Patriot-Fund-201x395.png
[thumb_776_395-width] => 201
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/T-Patriot-Fund.png
[gform-image-choice-sm-width] => 152
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/T-Patriot-Fund.png
[gform-image-choice-md-width] => 203
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/T-Patriot-Fund.png
[gform-image-choice-lg-width] => 305
[gform-image-choice-lg-height] => 600
)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Maximize your Membership | 1.0% | $16.25 | ||
| T1: | Accept Your Invitation | 0.00% | -100.0% | 95.6% | $0.00 |
This experiment has a required sample size of 369 in order to be valid. Since the experiment had a total sample size of 816, 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
× 100.0% decrease in conversion rate
× 100.0% decrease in average gift
100.0% decrease in revenue
Key Learnings
By changing to the “Invitation” style for the treatment, we ended up removing copy that reinforced the value proposition laid out in the video. This change resulted in a 100% decrease in donor conversion. This drop may be attributed to the change in style or the removal of value proposition language from the page. Further testing would be necessary to determine which caused the biggest impact.