How a membership ask to new visitors to The Daily Signal increased donor conversion rate
Experiment ID: #12512
The Heritage Foundation
Experiment Summary
Timeframe: 05/22/2019 - 06/01/2019
Recently, we found that displaying the “core ask” for supporting The Daily Signal to “returning” visitors to the donation microsite increased results over a traditional membership ask. In phase 2 of this experiment, we decided to further experiment with a “membership ask” vs. a “core ask” to support The Daily Signal to “new” and “returning” visitors.
Research Question
Will showing a “membership ask” to “new visitors” to The Daily Signal increase donor conversion rate over a “core ask” for The Daily Signal?
Design
C: TDS Core Ask (Control)
Array
(
[0] => Array
(
[ID] => 42459
[id] => 42459
[title] => TDS_Core_Ask_(Control).jpg
[filename] => TDS_Core_Ask_Control-5.jpg
[filesize] => 119235
[url] => https://www.nextafter.com/wp-content/uploads/TDS_Core_Ask_Control-5.jpg
[link] => https://www.nextafter.com/experiments/how-a-membership-ask-to-new-visitors-to-the-daily-signal-increased-donor-conversion-rate/attachment/tds_core_ask_control-jpg-6/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => tds_core_ask_control-jpg-6
[status] => inherit
[uploaded_to] => 16398
[date] => 2022-10-25 20:57:09
[modified] => 2022-10-25 20:57:09
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 602
[height] => 843
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/TDS_Core_Ask_Control-5-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/TDS_Core_Ask_Control-5-214x300.jpg
[medium-width] => 214
[medium-height] => 300
[medium_large] => https://www.nextafter.com/wp-content/uploads/TDS_Core_Ask_Control-5.jpg
[medium_large-width] => 602
[medium_large-height] => 843
[large] => https://www.nextafter.com/wp-content/uploads/TDS_Core_Ask_Control-5.jpg
[large-width] => 602
[large-height] => 843
[1536x1536] => https://www.nextafter.com/wp-content/uploads/TDS_Core_Ask_Control-5.jpg
[1536x1536-width] => 602
[1536x1536-height] => 843
[2048x2048] => https://www.nextafter.com/wp-content/uploads/TDS_Core_Ask_Control-5.jpg
[2048x2048-width] => 602
[2048x2048-height] => 843
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/TDS_Core_Ask_Control-5.jpg
[tp-image-grid-width] => 500
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/TDS_Core_Ask_Control-5-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/TDS_Core_Ask_Control-5-36x50.jpg
[admin-width] => 36
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/TDS_Core_Ask_Control-5.jpg
[full-width] => 602
[full-height] => 843
[thumb_372] => https://www.nextafter.com/wp-content/uploads/TDS_Core_Ask_Control-5-372x521.jpg
[thumb_372-width] => 372
[thumb_372-height] => 521
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/TDS_Core_Ask_Control-5-446x625.jpg
[single_post_thumbnail-width] => 446
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/TDS_Core_Ask_Control-5-23x32.jpg
[thumb_32_32-width] => 23
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/TDS_Core_Ask_Control-5-34x48.jpg
[thumb_48_48-width] => 34
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/TDS_Core_Ask_Control-5-46x64.jpg
[thumb_64_64-width] => 46
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/TDS_Core_Ask_Control-5-91x128.jpg
[thumb_128_128-width] => 91
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/TDS_Core_Ask_Control-5-48x67.jpg
[thumb_122_67-width] => 48
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/TDS_Core_Ask_Control-5-109x153.jpg
[thumb_153_153-width] => 109
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/TDS_Core_Ask_Control-5-116x163.jpg
[thumb_130_163-width] => 116
[thumb_130_163-height] => 163
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/TDS_Core_Ask_Control-5-126x177.jpg
[thumb_232_177-width] => 126
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/TDS_Core_Ask_Control-5-464x650.jpg
[thumb_272_325-width] => 464
[thumb_272_325-height] => 650
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/TDS_Core_Ask_Control-5-247x346.jpg
[thumb_271_346-width] => 247
[thumb_271_346-height] => 346
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/TDS_Core_Ask_Control-5-194x271.jpg
[thumb_271_271-width] => 194
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/TDS_Core_Ask_Control-5-123x172.jpg
[thumb_272_172-width] => 123
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/TDS_Core_Ask_Control-5-329x461.jpg
[thumb_372_461-width] => 329
[thumb_372_461-height] => 461
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/TDS_Core_Ask_Control-5-357x500.jpg
[thumb_372_500-width] => 357
[thumb_372_500-height] => 500
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/TDS_Core_Ask_Control-5-193x270.jpg
[thumb_385_270-width] => 193
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/TDS_Core_Ask_Control-5-172x241.jpg
[thumb_416_241-width] => 172
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/TDS_Core_Ask_Control-5-293x410.jpg
[thumb_448_410-width] => 293
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/TDS_Core_Ask_Control-5-586x820.jpg
[thumb_448_410_retina-width] => 586
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/TDS_Core_Ask_Control-5-273x382.jpg
[thumb_574_382-width] => 273
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/TDS_Core_Ask_Control-5-282x395.jpg
[thumb_776_395-width] => 282
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/TDS_Core_Ask_Control-5.jpg
[gform-image-choice-sm-width] => 214
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/TDS_Core_Ask_Control-5.jpg
[gform-image-choice-md-width] => 286
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/TDS_Core_Ask_Control-5.jpg
[gform-image-choice-lg-width] => 428
[gform-image-choice-lg-height] => 600
)
)
[1] => Array
(
[ID] => 42462
[id] => 42462
[title] => THF_Membership_Ask_(Treatment).jpg
[filename] => THF_Membership_Ask_Treatment-3.jpg
[filesize] => 101440
[url] => https://www.nextafter.com/wp-content/uploads/THF_Membership_Ask_Treatment-3.jpg
[link] => https://www.nextafter.com/experiments/how-a-membership-ask-to-new-visitors-to-the-daily-signal-increased-donor-conversion-rate/attachment/thf_membership_ask_treatment-jpg-5/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => thf_membership_ask_treatment-jpg-5
[status] => inherit
[uploaded_to] => 16398
[date] => 2022-10-25 20:57:30
[modified] => 2022-10-25 20:57:30
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 602
[height] => 634
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/THF_Membership_Ask_Treatment-3-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/THF_Membership_Ask_Treatment-3-285x300.jpg
[medium-width] => 285
[medium-height] => 300
[medium_large] => https://www.nextafter.com/wp-content/uploads/THF_Membership_Ask_Treatment-3.jpg
[medium_large-width] => 602
[medium_large-height] => 634
[large] => https://www.nextafter.com/wp-content/uploads/THF_Membership_Ask_Treatment-3.jpg
[large-width] => 602
[large-height] => 634
[1536x1536] => https://www.nextafter.com/wp-content/uploads/THF_Membership_Ask_Treatment-3.jpg
[1536x1536-width] => 602
[1536x1536-height] => 634
[2048x2048] => https://www.nextafter.com/wp-content/uploads/THF_Membership_Ask_Treatment-3.jpg
[2048x2048-width] => 602
[2048x2048-height] => 634
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/THF_Membership_Ask_Treatment-3.jpg
[tp-image-grid-width] => 602
[tp-image-grid-height] => 634
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/THF_Membership_Ask_Treatment-3-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/THF_Membership_Ask_Treatment-3-47x50.jpg
[admin-width] => 47
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/THF_Membership_Ask_Treatment-3.jpg
[full-width] => 602
[full-height] => 634
[thumb_372] => https://www.nextafter.com/wp-content/uploads/THF_Membership_Ask_Treatment-3-372x392.jpg
[thumb_372-width] => 372
[thumb_372-height] => 392
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/THF_Membership_Ask_Treatment-3-593x625.jpg
[single_post_thumbnail-width] => 593
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/THF_Membership_Ask_Treatment-3-30x32.jpg
[thumb_32_32-width] => 30
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/THF_Membership_Ask_Treatment-3-46x48.jpg
[thumb_48_48-width] => 46
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/THF_Membership_Ask_Treatment-3-61x64.jpg
[thumb_64_64-width] => 61
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/THF_Membership_Ask_Treatment-3-122x128.jpg
[thumb_128_128-width] => 122
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/THF_Membership_Ask_Treatment-3-64x67.jpg
[thumb_122_67-width] => 64
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/THF_Membership_Ask_Treatment-3-145x153.jpg
[thumb_153_153-width] => 145
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/THF_Membership_Ask_Treatment-3-130x137.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 137
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/THF_Membership_Ask_Treatment-3-168x177.jpg
[thumb_232_177-width] => 168
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/THF_Membership_Ask_Treatment-3-544x573.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 573
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/THF_Membership_Ask_Treatment-3-271x285.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 285
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/THF_Membership_Ask_Treatment-3-257x271.jpg
[thumb_271_271-width] => 257
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/THF_Membership_Ask_Treatment-3-163x172.jpg
[thumb_272_172-width] => 163
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/THF_Membership_Ask_Treatment-3-372x392.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 392
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/THF_Membership_Ask_Treatment-3-372x392.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 392
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/THF_Membership_Ask_Treatment-3-256x270.jpg
[thumb_385_270-width] => 256
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/THF_Membership_Ask_Treatment-3-229x241.jpg
[thumb_416_241-width] => 229
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/THF_Membership_Ask_Treatment-3-389x410.jpg
[thumb_448_410-width] => 389
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/THF_Membership_Ask_Treatment-3.jpg
[thumb_448_410_retina-width] => 602
[thumb_448_410_retina-height] => 634
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/THF_Membership_Ask_Treatment-3-363x382.jpg
[thumb_574_382-width] => 363
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/THF_Membership_Ask_Treatment-3-375x395.jpg
[thumb_776_395-width] => 375
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/THF_Membership_Ask_Treatment-3.jpg
[gform-image-choice-sm-width] => 285
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/THF_Membership_Ask_Treatment-3.jpg
[gform-image-choice-md-width] => 380
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/THF_Membership_Ask_Treatment-3.jpg
[gform-image-choice-lg-width] => 570
[gform-image-choice-lg-height] => 600
)
)
)
T1: THF Membership Ask (Treatment)
Array
(
[0] => Array
(
[ID] => 42459
[id] => 42459
[title] => TDS_Core_Ask_(Control).jpg
[filename] => TDS_Core_Ask_Control-5.jpg
[filesize] => 119235
[url] => https://www.nextafter.com/wp-content/uploads/TDS_Core_Ask_Control-5.jpg
[link] => https://www.nextafter.com/experiments/how-a-membership-ask-to-new-visitors-to-the-daily-signal-increased-donor-conversion-rate/attachment/tds_core_ask_control-jpg-6/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => tds_core_ask_control-jpg-6
[status] => inherit
[uploaded_to] => 16398
[date] => 2022-10-25 20:57:09
[modified] => 2022-10-25 20:57:09
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 602
[height] => 843
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/TDS_Core_Ask_Control-5-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/TDS_Core_Ask_Control-5-214x300.jpg
[medium-width] => 214
[medium-height] => 300
[medium_large] => https://www.nextafter.com/wp-content/uploads/TDS_Core_Ask_Control-5.jpg
[medium_large-width] => 602
[medium_large-height] => 843
[large] => https://www.nextafter.com/wp-content/uploads/TDS_Core_Ask_Control-5.jpg
[large-width] => 602
[large-height] => 843
[1536x1536] => https://www.nextafter.com/wp-content/uploads/TDS_Core_Ask_Control-5.jpg
[1536x1536-width] => 602
[1536x1536-height] => 843
[2048x2048] => https://www.nextafter.com/wp-content/uploads/TDS_Core_Ask_Control-5.jpg
[2048x2048-width] => 602
[2048x2048-height] => 843
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/TDS_Core_Ask_Control-5.jpg
[tp-image-grid-width] => 500
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/TDS_Core_Ask_Control-5-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/TDS_Core_Ask_Control-5-36x50.jpg
[admin-width] => 36
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/TDS_Core_Ask_Control-5.jpg
[full-width] => 602
[full-height] => 843
[thumb_372] => https://www.nextafter.com/wp-content/uploads/TDS_Core_Ask_Control-5-372x521.jpg
[thumb_372-width] => 372
[thumb_372-height] => 521
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/TDS_Core_Ask_Control-5-446x625.jpg
[single_post_thumbnail-width] => 446
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/TDS_Core_Ask_Control-5-23x32.jpg
[thumb_32_32-width] => 23
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/TDS_Core_Ask_Control-5-34x48.jpg
[thumb_48_48-width] => 34
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/TDS_Core_Ask_Control-5-46x64.jpg
[thumb_64_64-width] => 46
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/TDS_Core_Ask_Control-5-91x128.jpg
[thumb_128_128-width] => 91
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/TDS_Core_Ask_Control-5-48x67.jpg
[thumb_122_67-width] => 48
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/TDS_Core_Ask_Control-5-109x153.jpg
[thumb_153_153-width] => 109
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/TDS_Core_Ask_Control-5-116x163.jpg
[thumb_130_163-width] => 116
[thumb_130_163-height] => 163
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/TDS_Core_Ask_Control-5-126x177.jpg
[thumb_232_177-width] => 126
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/TDS_Core_Ask_Control-5-464x650.jpg
[thumb_272_325-width] => 464
[thumb_272_325-height] => 650
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/TDS_Core_Ask_Control-5-247x346.jpg
[thumb_271_346-width] => 247
[thumb_271_346-height] => 346
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/TDS_Core_Ask_Control-5-194x271.jpg
[thumb_271_271-width] => 194
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/TDS_Core_Ask_Control-5-123x172.jpg
[thumb_272_172-width] => 123
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/TDS_Core_Ask_Control-5-329x461.jpg
[thumb_372_461-width] => 329
[thumb_372_461-height] => 461
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/TDS_Core_Ask_Control-5-357x500.jpg
[thumb_372_500-width] => 357
[thumb_372_500-height] => 500
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/TDS_Core_Ask_Control-5-193x270.jpg
[thumb_385_270-width] => 193
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/TDS_Core_Ask_Control-5-172x241.jpg
[thumb_416_241-width] => 172
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/TDS_Core_Ask_Control-5-293x410.jpg
[thumb_448_410-width] => 293
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/TDS_Core_Ask_Control-5-586x820.jpg
[thumb_448_410_retina-width] => 586
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/TDS_Core_Ask_Control-5-273x382.jpg
[thumb_574_382-width] => 273
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/TDS_Core_Ask_Control-5-282x395.jpg
[thumb_776_395-width] => 282
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/TDS_Core_Ask_Control-5.jpg
[gform-image-choice-sm-width] => 214
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/TDS_Core_Ask_Control-5.jpg
[gform-image-choice-md-width] => 286
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/TDS_Core_Ask_Control-5.jpg
[gform-image-choice-lg-width] => 428
[gform-image-choice-lg-height] => 600
)
)
[1] => Array
(
[ID] => 42462
[id] => 42462
[title] => THF_Membership_Ask_(Treatment).jpg
[filename] => THF_Membership_Ask_Treatment-3.jpg
[filesize] => 101440
[url] => https://www.nextafter.com/wp-content/uploads/THF_Membership_Ask_Treatment-3.jpg
[link] => https://www.nextafter.com/experiments/how-a-membership-ask-to-new-visitors-to-the-daily-signal-increased-donor-conversion-rate/attachment/thf_membership_ask_treatment-jpg-5/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => thf_membership_ask_treatment-jpg-5
[status] => inherit
[uploaded_to] => 16398
[date] => 2022-10-25 20:57:30
[modified] => 2022-10-25 20:57:30
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 602
[height] => 634
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/THF_Membership_Ask_Treatment-3-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/THF_Membership_Ask_Treatment-3-285x300.jpg
[medium-width] => 285
[medium-height] => 300
[medium_large] => https://www.nextafter.com/wp-content/uploads/THF_Membership_Ask_Treatment-3.jpg
[medium_large-width] => 602
[medium_large-height] => 634
[large] => https://www.nextafter.com/wp-content/uploads/THF_Membership_Ask_Treatment-3.jpg
[large-width] => 602
[large-height] => 634
[1536x1536] => https://www.nextafter.com/wp-content/uploads/THF_Membership_Ask_Treatment-3.jpg
[1536x1536-width] => 602
[1536x1536-height] => 634
[2048x2048] => https://www.nextafter.com/wp-content/uploads/THF_Membership_Ask_Treatment-3.jpg
[2048x2048-width] => 602
[2048x2048-height] => 634
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/THF_Membership_Ask_Treatment-3.jpg
[tp-image-grid-width] => 602
[tp-image-grid-height] => 634
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/THF_Membership_Ask_Treatment-3-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/THF_Membership_Ask_Treatment-3-47x50.jpg
[admin-width] => 47
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/THF_Membership_Ask_Treatment-3.jpg
[full-width] => 602
[full-height] => 634
[thumb_372] => https://www.nextafter.com/wp-content/uploads/THF_Membership_Ask_Treatment-3-372x392.jpg
[thumb_372-width] => 372
[thumb_372-height] => 392
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/THF_Membership_Ask_Treatment-3-593x625.jpg
[single_post_thumbnail-width] => 593
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/THF_Membership_Ask_Treatment-3-30x32.jpg
[thumb_32_32-width] => 30
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/THF_Membership_Ask_Treatment-3-46x48.jpg
[thumb_48_48-width] => 46
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/THF_Membership_Ask_Treatment-3-61x64.jpg
[thumb_64_64-width] => 61
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/THF_Membership_Ask_Treatment-3-122x128.jpg
[thumb_128_128-width] => 122
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/THF_Membership_Ask_Treatment-3-64x67.jpg
[thumb_122_67-width] => 64
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/THF_Membership_Ask_Treatment-3-145x153.jpg
[thumb_153_153-width] => 145
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/THF_Membership_Ask_Treatment-3-130x137.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 137
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/THF_Membership_Ask_Treatment-3-168x177.jpg
[thumb_232_177-width] => 168
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/THF_Membership_Ask_Treatment-3-544x573.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 573
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/THF_Membership_Ask_Treatment-3-271x285.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 285
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/THF_Membership_Ask_Treatment-3-257x271.jpg
[thumb_271_271-width] => 257
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/THF_Membership_Ask_Treatment-3-163x172.jpg
[thumb_272_172-width] => 163
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/THF_Membership_Ask_Treatment-3-372x392.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 392
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/THF_Membership_Ask_Treatment-3-372x392.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 392
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/THF_Membership_Ask_Treatment-3-256x270.jpg
[thumb_385_270-width] => 256
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/THF_Membership_Ask_Treatment-3-229x241.jpg
[thumb_416_241-width] => 229
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/THF_Membership_Ask_Treatment-3-389x410.jpg
[thumb_448_410-width] => 389
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/THF_Membership_Ask_Treatment-3.jpg
[thumb_448_410_retina-width] => 602
[thumb_448_410_retina-height] => 634
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/THF_Membership_Ask_Treatment-3-363x382.jpg
[thumb_574_382-width] => 363
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/THF_Membership_Ask_Treatment-3-375x395.jpg
[thumb_776_395-width] => 375
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/THF_Membership_Ask_Treatment-3.jpg
[gform-image-choice-sm-width] => 285
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/THF_Membership_Ask_Treatment-3.jpg
[gform-image-choice-md-width] => 380
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/THF_Membership_Ask_Treatment-3.jpg
[gform-image-choice-lg-width] => 570
[gform-image-choice-lg-height] => 600
)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | TDS Core Ask (Control) | 0.01% | ||
| T1: | THF Membership Ask (Treatment) | 0.02% | 305.4% | 95.5% |
This experiment has a required sample size of 41,329 in order to be valid. Since the experiment had a total sample size of 81,249, 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
× 305.4% increase in conversion rate
× 0% increase in average gift
Key Learnings
With 95.4% level of confidence, we found that the "membership ask" for "new visitors" increased donor conversion rate by +305.4%.
The other metrics impacted were:
- Dear Reader ad clickthrough rate: +83.7% (level of confidence: 100%)
- Revenue: +929.7% (level of confidence: 99.6%)
These findings further validate the hypothesis that serving a membership ad to new visitors to The Daily Signal will not only be most effective at driving "Dear Reader" ad clicks, but will also substantially increase donor conversion and revenue gained from visitors arriving at the donation microsite.
The other half of this experiment is still running, but will help determine whether or not promoting The Daily Signal "core ask" to "returning visitors" is the most effective at generating donors and revenue from the ads.