How a new serial ask primary message decreased revenue
Experiment ID: #15016
Heritage Action for America
Experiment Summary
Ended On: 04/23/2019
Heritage Action is committed to continuously experimenting with the primary serial ask message, tactics and techniques to improve serial ask donor conversion and revenue opportunities from The Heritage Foundation donors. Our latest iteration was focused on creating an emotional appeal to the Heritage donor viewing the serial ask to determine whether or not we could test our way into a new message to improve results.
We wanted to focus on an emotional appeal, related to something centered around the organization’s key value proposition: Accountability.
Research Question
Would an emotional appeal about the need for increased accountability for lawmakers because Washington is corrupt improve serial ask donor conversion rates or revenue?
Design
C: Control
Array
(
[0] => Array
(
[ID] => 16253
[id] => 16253
[title] => Control-120-1.jpg
[filename] => Control-120-1.jpg
[filesize] => 0
[url] => https://www.nextafter.com/wp-content/uploads/Control-120-1.jpg
[link] => https://www.nextafter.com/experiments/how-a-new-serial-ask-primary-message-decreased-revenue/attachment/control-120-1-jpg/
[alt] =>
[author] => 16
[description] =>
[caption] =>
[name] => control-120-1-jpg
[status] => inherit
[uploaded_to] => 16252
[date] => 2021-02-25 11:15:02
[modified] => 2021-02-25 11:15:02
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 1434
[height] => 1551
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/Control-120-1-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Control-120-1-277x300.jpg
[medium-width] => 277
[medium-height] => 300
[medium_large] => https://www.nextafter.com/wp-content/uploads/Control-120-1-768x831.jpg
[medium_large-width] => 640
[medium_large-height] => 693
[large] => https://www.nextafter.com/wp-content/uploads/Control-120-1-947x1024.jpg
[large-width] => 640
[large-height] => 692
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Control-120-1-1420x1536.jpg
[1536x1536-width] => 1420
[1536x1536-height] => 1536
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Control-120-1.jpg
[2048x2048-width] => 1434
[2048x2048-height] => 1551
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Control-120-1.jpg
[tp-image-grid-width] => 647
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Control-120-1-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Control-120-1-46x50.jpg
[admin-width] => 46
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/Control-120-1.jpg
[full-width] => 1434
[full-height] => 1551
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Control-120-1-372x402.jpg
[thumb_372-width] => 372
[thumb_372-height] => 402
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Control-120-1-578x625.jpg
[single_post_thumbnail-width] => 578
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Control-120-1-30x32.jpg
[thumb_32_32-width] => 30
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Control-120-1-44x48.jpg
[thumb_48_48-width] => 44
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Control-120-1-59x64.jpg
[thumb_64_64-width] => 59
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Control-120-1-118x128.jpg
[thumb_128_128-width] => 118
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Control-120-1-62x67.jpg
[thumb_122_67-width] => 62
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Control-120-1-141x153.jpg
[thumb_153_153-width] => 141
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Control-120-1-130x141.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 141
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Control-120-1-164x177.jpg
[thumb_232_177-width] => 164
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Control-120-1-544x588.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 588
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Control-120-1-271x293.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 293
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Control-120-1-251x271.jpg
[thumb_271_271-width] => 251
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Control-120-1-159x172.jpg
[thumb_272_172-width] => 159
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Control-120-1-372x402.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 402
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Control-120-1-372x402.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 402
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Control-120-1-250x270.jpg
[thumb_385_270-width] => 250
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Control-120-1-223x241.jpg
[thumb_416_241-width] => 223
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Control-120-1-379x410.jpg
[thumb_448_410-width] => 379
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Control-120-1-758x820.jpg
[thumb_448_410_retina-width] => 758
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Control-120-1-353x382.jpg
[thumb_574_382-width] => 353
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Control-120-1-365x395.jpg
[thumb_776_395-width] => 365
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Control-120-1.jpg
[gform-image-choice-sm-width] => 277
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Control-120-1.jpg
[gform-image-choice-md-width] => 370
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Control-120-1.jpg
[gform-image-choice-lg-width] => 555
[gform-image-choice-lg-height] => 600
)
)
[1] => Array
(
[ID] => 16254
[id] => 16254
[title] => Treatment_1-73.jpg
[filename] => Treatment_1-73.jpg
[filesize] => 0
[url] => https://www.nextafter.com/wp-content/uploads/Treatment_1-73.jpg
[link] => https://www.nextafter.com/experiments/how-a-new-serial-ask-primary-message-decreased-revenue/attachment/treatment_1-73-jpg/
[alt] =>
[author] => 16
[description] =>
[caption] =>
[name] => treatment_1-73-jpg
[status] => inherit
[uploaded_to] => 16252
[date] => 2021-02-25 11:15:15
[modified] => 2021-02-25 11:15:15
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 1440
[height] => 1628
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/Treatment_1-73-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Treatment_1-73-265x300.jpg
[medium-width] => 265
[medium-height] => 300
[medium_large] => https://www.nextafter.com/wp-content/uploads/Treatment_1-73-768x868.jpg
[medium_large-width] => 640
[medium_large-height] => 723
[large] => https://www.nextafter.com/wp-content/uploads/Treatment_1-73-906x1024.jpg
[large-width] => 640
[large-height] => 723
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Treatment_1-73-1359x1536.jpg
[1536x1536-width] => 1359
[1536x1536-height] => 1536
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Treatment_1-73.jpg
[2048x2048-width] => 1440
[2048x2048-height] => 1628
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Treatment_1-73.jpg
[tp-image-grid-width] => 619
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Treatment_1-73-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Treatment_1-73-44x50.jpg
[admin-width] => 44
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/Treatment_1-73.jpg
[full-width] => 1440
[full-height] => 1628
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Treatment_1-73-372x421.jpg
[thumb_372-width] => 372
[thumb_372-height] => 421
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Treatment_1-73-553x625.jpg
[single_post_thumbnail-width] => 553
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Treatment_1-73-28x32.jpg
[thumb_32_32-width] => 28
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Treatment_1-73-42x48.jpg
[thumb_48_48-width] => 42
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Treatment_1-73-57x64.jpg
[thumb_64_64-width] => 57
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Treatment_1-73-113x128.jpg
[thumb_128_128-width] => 113
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Treatment_1-73-59x67.jpg
[thumb_122_67-width] => 59
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Treatment_1-73-135x153.jpg
[thumb_153_153-width] => 135
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Treatment_1-73-130x147.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 147
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Treatment_1-73-157x177.jpg
[thumb_232_177-width] => 157
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Treatment_1-73-544x615.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 615
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Treatment_1-73-271x306.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 306
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Treatment_1-73-240x271.jpg
[thumb_271_271-width] => 240
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Treatment_1-73-152x172.jpg
[thumb_272_172-width] => 152
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Treatment_1-73-372x421.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 421
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Treatment_1-73-372x421.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 421
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Treatment_1-73-239x270.jpg
[thumb_385_270-width] => 239
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Treatment_1-73-213x241.jpg
[thumb_416_241-width] => 213
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Treatment_1-73-363x410.jpg
[thumb_448_410-width] => 363
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Treatment_1-73-725x820.jpg
[thumb_448_410_retina-width] => 725
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Treatment_1-73-338x382.jpg
[thumb_574_382-width] => 338
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Treatment_1-73-349x395.jpg
[thumb_776_395-width] => 349
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Treatment_1-73.jpg
[gform-image-choice-sm-width] => 265
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Treatment_1-73.jpg
[gform-image-choice-md-width] => 354
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Treatment_1-73.jpg
[gform-image-choice-lg-width] => 531
[gform-image-choice-lg-height] => 600
)
)
)
T1: Treatment #1
Array
(
[0] => Array
(
[ID] => 16253
[id] => 16253
[title] => Control-120-1.jpg
[filename] => Control-120-1.jpg
[filesize] => 0
[url] => https://www.nextafter.com/wp-content/uploads/Control-120-1.jpg
[link] => https://www.nextafter.com/experiments/how-a-new-serial-ask-primary-message-decreased-revenue/attachment/control-120-1-jpg/
[alt] =>
[author] => 16
[description] =>
[caption] =>
[name] => control-120-1-jpg
[status] => inherit
[uploaded_to] => 16252
[date] => 2021-02-25 11:15:02
[modified] => 2021-02-25 11:15:02
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 1434
[height] => 1551
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/Control-120-1-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Control-120-1-277x300.jpg
[medium-width] => 277
[medium-height] => 300
[medium_large] => https://www.nextafter.com/wp-content/uploads/Control-120-1-768x831.jpg
[medium_large-width] => 640
[medium_large-height] => 693
[large] => https://www.nextafter.com/wp-content/uploads/Control-120-1-947x1024.jpg
[large-width] => 640
[large-height] => 692
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Control-120-1-1420x1536.jpg
[1536x1536-width] => 1420
[1536x1536-height] => 1536
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Control-120-1.jpg
[2048x2048-width] => 1434
[2048x2048-height] => 1551
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Control-120-1.jpg
[tp-image-grid-width] => 647
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Control-120-1-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Control-120-1-46x50.jpg
[admin-width] => 46
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/Control-120-1.jpg
[full-width] => 1434
[full-height] => 1551
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Control-120-1-372x402.jpg
[thumb_372-width] => 372
[thumb_372-height] => 402
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Control-120-1-578x625.jpg
[single_post_thumbnail-width] => 578
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Control-120-1-30x32.jpg
[thumb_32_32-width] => 30
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Control-120-1-44x48.jpg
[thumb_48_48-width] => 44
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Control-120-1-59x64.jpg
[thumb_64_64-width] => 59
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Control-120-1-118x128.jpg
[thumb_128_128-width] => 118
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Control-120-1-62x67.jpg
[thumb_122_67-width] => 62
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Control-120-1-141x153.jpg
[thumb_153_153-width] => 141
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Control-120-1-130x141.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 141
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Control-120-1-164x177.jpg
[thumb_232_177-width] => 164
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Control-120-1-544x588.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 588
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Control-120-1-271x293.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 293
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Control-120-1-251x271.jpg
[thumb_271_271-width] => 251
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Control-120-1-159x172.jpg
[thumb_272_172-width] => 159
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Control-120-1-372x402.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 402
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Control-120-1-372x402.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 402
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Control-120-1-250x270.jpg
[thumb_385_270-width] => 250
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Control-120-1-223x241.jpg
[thumb_416_241-width] => 223
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Control-120-1-379x410.jpg
[thumb_448_410-width] => 379
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Control-120-1-758x820.jpg
[thumb_448_410_retina-width] => 758
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Control-120-1-353x382.jpg
[thumb_574_382-width] => 353
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Control-120-1-365x395.jpg
[thumb_776_395-width] => 365
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Control-120-1.jpg
[gform-image-choice-sm-width] => 277
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Control-120-1.jpg
[gform-image-choice-md-width] => 370
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Control-120-1.jpg
[gform-image-choice-lg-width] => 555
[gform-image-choice-lg-height] => 600
)
)
[1] => Array
(
[ID] => 16254
[id] => 16254
[title] => Treatment_1-73.jpg
[filename] => Treatment_1-73.jpg
[filesize] => 0
[url] => https://www.nextafter.com/wp-content/uploads/Treatment_1-73.jpg
[link] => https://www.nextafter.com/experiments/how-a-new-serial-ask-primary-message-decreased-revenue/attachment/treatment_1-73-jpg/
[alt] =>
[author] => 16
[description] =>
[caption] =>
[name] => treatment_1-73-jpg
[status] => inherit
[uploaded_to] => 16252
[date] => 2021-02-25 11:15:15
[modified] => 2021-02-25 11:15:15
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 1440
[height] => 1628
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/Treatment_1-73-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Treatment_1-73-265x300.jpg
[medium-width] => 265
[medium-height] => 300
[medium_large] => https://www.nextafter.com/wp-content/uploads/Treatment_1-73-768x868.jpg
[medium_large-width] => 640
[medium_large-height] => 723
[large] => https://www.nextafter.com/wp-content/uploads/Treatment_1-73-906x1024.jpg
[large-width] => 640
[large-height] => 723
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Treatment_1-73-1359x1536.jpg
[1536x1536-width] => 1359
[1536x1536-height] => 1536
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Treatment_1-73.jpg
[2048x2048-width] => 1440
[2048x2048-height] => 1628
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Treatment_1-73.jpg
[tp-image-grid-width] => 619
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Treatment_1-73-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Treatment_1-73-44x50.jpg
[admin-width] => 44
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/Treatment_1-73.jpg
[full-width] => 1440
[full-height] => 1628
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Treatment_1-73-372x421.jpg
[thumb_372-width] => 372
[thumb_372-height] => 421
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Treatment_1-73-553x625.jpg
[single_post_thumbnail-width] => 553
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Treatment_1-73-28x32.jpg
[thumb_32_32-width] => 28
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Treatment_1-73-42x48.jpg
[thumb_48_48-width] => 42
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Treatment_1-73-57x64.jpg
[thumb_64_64-width] => 57
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Treatment_1-73-113x128.jpg
[thumb_128_128-width] => 113
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Treatment_1-73-59x67.jpg
[thumb_122_67-width] => 59
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Treatment_1-73-135x153.jpg
[thumb_153_153-width] => 135
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Treatment_1-73-130x147.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 147
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Treatment_1-73-157x177.jpg
[thumb_232_177-width] => 157
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Treatment_1-73-544x615.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 615
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Treatment_1-73-271x306.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 306
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Treatment_1-73-240x271.jpg
[thumb_271_271-width] => 240
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Treatment_1-73-152x172.jpg
[thumb_272_172-width] => 152
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Treatment_1-73-372x421.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 421
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Treatment_1-73-372x421.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 421
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Treatment_1-73-239x270.jpg
[thumb_385_270-width] => 239
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Treatment_1-73-213x241.jpg
[thumb_416_241-width] => 213
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Treatment_1-73-363x410.jpg
[thumb_448_410-width] => 363
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Treatment_1-73-725x820.jpg
[thumb_448_410_retina-width] => 725
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Treatment_1-73-338x382.jpg
[thumb_574_382-width] => 338
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Treatment_1-73-349x395.jpg
[thumb_776_395-width] => 349
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Treatment_1-73.jpg
[gform-image-choice-sm-width] => 265
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Treatment_1-73.jpg
[gform-image-choice-md-width] => 354
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Treatment_1-73.jpg
[gform-image-choice-lg-width] => 531
[gform-image-choice-lg-height] => 600
)
)
)
Results
| Treatment Name | Revenue per Visitor | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | $0.19 | $43.86 | ||
| T1: | Treatment #1 | $0.10 | -44.9% | 95.5% | $44.55 |
This experiment was validated using 3rd party testing tools. Based upon those calculations, a significant level of confidence was met so these 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
× 45.7% decrease in conversion rate
× 1.6% increase in average gift
44.9% decrease in revenue
Key Learnings
With a 95.4% level of confidence, we saw a decrease in serial ask revenue through the treatment message by -44.9%.
Although the average gift increased slightly (+1.6%), the decrease in donor conversion rate (-50.3%, with a 94.7% level of confidence), the treatment brought the overall revenue down for the treatment.
It should be noted that for the last 4-days of this experiment, The Heritage Foundation did introduce a new recurring gift popup experience prior to the serial ask page, which may have negatively impacted these results. That said, the preliminary trend prior to this experience being introduced followed a similar trend line, so for that reason, we decided to end the experiment with a validated revenue decrease.
Continued experimentation with primary serial ask messaging is advised.