How a radical redesign that reduces friction and increases the force of the value proposition affects donor conversion
Experiment ID: #5729
Americans for Prosperity
Experiment Summary
Timeframe: 09/22/2016 - 12/01/2016
Americans for Prosperity wanted to increase the conversion rate on their main donation page. Even though visitors clicked the button “donate” to get there, only two percent of them actually followed through. They hypothesized that there were two factors that reduced conversion rate:
- Lack of an effective value proposition. The original page did not offer much reason to give. The headline “Join the fight” could be used by many organizations, reducing its exclusivity. The copy talked a lot about AFP, but did not address the donor’s involvement or have a clear call-to-action.
- High friction. The donation page had navigation links in the header and footer that led to other parts of the site, which gave visitors plenty of opportunities to leave. It also had a striking background image that possibly distracted the eye from engaging with the copy. And finally, it had a three-step donation form, which might imply that making a donation takes a long time.
The AFP team created a treatment that removed the potential friction factors by taking away the navigation links, removing the background image, and simplifying the form to a single step. They also significantly boosted the value proposition copy by addressing the donor in the headline, creating a sense of “problem” in the copy that AFP was set up to solve, and providing evidentials for the claims of value.
They launched an A/B test to determine a winner.
Research Question
Will a radical redesign that reduces friction and increases the force of the value proposition increase donor conversion?
Design
C: Control
Array
(
[0] => Array
(
[ID] => 13204
[id] => 13204
[title] => Screen-Shot-2016-12-02-at-8.57.29-AM.png
[filename] => Screen-Shot-2016-12-02-at-8.57.29-AM.png
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-12-02-at-8.57.29-AM.png
[link] => https://www.nextafter.com/experiments/how-a-radical-redesign-that-reduces-friction-and-increases-the-force-of-the-value-proposition-affects-donor-conversion/attachment/screen-shot-2016-12-02-at-8-57-29-am-png/
[alt] =>
[author] => 6
[description] =>
[caption] =>
[name] => screen-shot-2016-12-02-at-8-57-29-am-png
[status] => inherit
[uploaded_to] => 13203
[date] => 2021-02-25 05:40:17
[modified] => 2021-02-25 05:40:17
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1348
[height] => 1318
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-12-02-at-8.57.29-AM-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-12-02-at-8.57.29-AM-300x293.png
[medium-width] => 300
[medium-height] => 293
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-12-02-at-8.57.29-AM-768x751.png
[medium_large-width] => 640
[medium_large-height] => 626
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-12-02-at-8.57.29-AM-1024x1001.png
[large-width] => 640
[large-height] => 626
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-12-02-at-8.57.29-AM.png
[1536x1536-width] => 1348
[1536x1536-height] => 1318
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-12-02-at-8.57.29-AM.png
[2048x2048-width] => 1348
[2048x2048-height] => 1318
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-12-02-at-8.57.29-AM-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/Screen-Shot-2016-12-02-at-8.57.29-AM-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/Screen-Shot-2016-12-02-at-8.57.29-AM.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 684
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-12-02-at-8.57.29-AM-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-12-02-at-8.57.29-AM-50x50.png
[admin-width] => 50
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-12-02-at-8.57.29-AM.png
[full-width] => 1348
[full-height] => 1318
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-12-02-at-8.57.29-AM-372x364.png
[thumb_372-width] => 372
[thumb_372-height] => 364
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-12-02-at-8.57.29-AM-639x625.png
[single_post_thumbnail-width] => 639
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-12-02-at-8.57.29-AM-32x32.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-12-02-at-8.57.29-AM-48x48.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-12-02-at-8.57.29-AM-64x64.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-12-02-at-8.57.29-AM-128x125.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 125
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-12-02-at-8.57.29-AM-69x67.png
[thumb_122_67-width] => 69
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-12-02-at-8.57.29-AM-153x150.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 150
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-12-02-at-8.57.29-AM-130x127.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 127
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-12-02-at-8.57.29-AM-181x177.png
[thumb_232_177-width] => 181
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-12-02-at-8.57.29-AM-544x532.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 532
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-12-02-at-8.57.29-AM-271x265.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 265
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-12-02-at-8.57.29-AM-271x265.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 265
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-12-02-at-8.57.29-AM-176x172.png
[thumb_272_172-width] => 176
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-12-02-at-8.57.29-AM-372x364.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 364
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-12-02-at-8.57.29-AM-372x364.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 364
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-12-02-at-8.57.29-AM-276x270.png
[thumb_385_270-width] => 276
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-12-02-at-8.57.29-AM-246x241.png
[thumb_416_241-width] => 246
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-12-02-at-8.57.29-AM-419x410.png
[thumb_448_410-width] => 419
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-12-02-at-8.57.29-AM-839x820.png
[thumb_448_410_retina-width] => 839
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-12-02-at-8.57.29-AM-391x382.png
[thumb_574_382-width] => 391
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-12-02-at-8.57.29-AM-404x395.png
[thumb_776_395-width] => 404
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 13205
[id] => 13205
[title] => Join the fight! - Americans for Prosperity
[filename] => AFP-treatment-1-scaled.jpg
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-treatment-1-scaled.jpg
[link] => https://www.nextafter.com/experiments/how-a-radical-redesign-that-reduces-friction-and-increases-the-force-of-the-value-proposition-affects-donor-conversion/attachment/join-the-fight-americans-for-prosperity-2/
[alt] =>
[author] => 6
[description] =>
[caption] =>
[name] => join-the-fight-americans-for-prosperity-2
[status] => inherit
[uploaded_to] => 13203
[date] => 2021-02-25 05:40:41
[modified] => 2021-02-25 05:40:41
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 692
[height] => 2560
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-treatment-1-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-treatment-1-81x300.jpg
[medium-width] => 81
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-treatment-1-768x2843.jpg
[medium_large-width] => 640
[medium_large-height] => 2369
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-treatment-1-277x1024.jpg
[large-width] => 277
[large-height] => 1024
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-treatment-1-415x1536.jpg
[1536x1536-width] => 415
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-treatment-1-553x2048.jpg
[2048x2048-width] => 553
[2048x2048-height] => 2048
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-treatment-1-600x400.jpg
[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/AFP-treatment-1-600x600.jpg
[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/AFP-treatment-1-scaled.jpg
[tp-image-grid-width] => 189
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-treatment-1-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-treatment-1-14x50.jpg
[admin-width] => 14
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-treatment-1-scaled.jpg
[full-width] => 692
[full-height] => 2560
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-treatment-1-372x1377.jpg
[thumb_372-width] => 372
[thumb_372-height] => 1377
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-treatment-1-169x625.jpg
[single_post_thumbnail-width] => 169
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-treatment-1-9x32.jpg
[thumb_32_32-width] => 9
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-treatment-1-13x48.jpg
[thumb_48_48-width] => 13
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-treatment-1-17x64.jpg
[thumb_64_64-width] => 17
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-treatment-1-35x128.jpg
[thumb_128_128-width] => 35
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-treatment-1-18x67.jpg
[thumb_122_67-width] => 18
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-treatment-1-41x153.jpg
[thumb_153_153-width] => 41
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-treatment-1-44x163.jpg
[thumb_130_163-width] => 44
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-treatment-1-48x177.jpg
[thumb_232_177-width] => 48
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-treatment-1-176x650.jpg
[thumb_272_325-width] => 176
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-treatment-1-93x346.jpg
[thumb_271_346-width] => 93
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-treatment-1-73x271.jpg
[thumb_271_271-width] => 73
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-treatment-1-46x172.jpg
[thumb_272_172-width] => 46
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-treatment-1-125x461.jpg
[thumb_372_461-width] => 125
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-treatment-1-135x500.jpg
[thumb_372_500-width] => 135
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-treatment-1-73x270.jpg
[thumb_385_270-width] => 73
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-treatment-1-65x241.jpg
[thumb_416_241-width] => 65
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-treatment-1-111x410.jpg
[thumb_448_410-width] => 111
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-treatment-1-222x820.jpg
[thumb_448_410_retina-width] => 222
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-treatment-1-103x382.jpg
[thumb_574_382-width] => 103
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-treatment-1-107x395.jpg
[thumb_776_395-width] => 107
[thumb_776_395-height] => 395
) ) )
T1: Radical Redesign
Array
(
[0] => Array
(
[ID] => 13204
[id] => 13204
[title] => Screen-Shot-2016-12-02-at-8.57.29-AM.png
[filename] => Screen-Shot-2016-12-02-at-8.57.29-AM.png
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-12-02-at-8.57.29-AM.png
[link] => https://www.nextafter.com/experiments/how-a-radical-redesign-that-reduces-friction-and-increases-the-force-of-the-value-proposition-affects-donor-conversion/attachment/screen-shot-2016-12-02-at-8-57-29-am-png/
[alt] =>
[author] => 6
[description] =>
[caption] =>
[name] => screen-shot-2016-12-02-at-8-57-29-am-png
[status] => inherit
[uploaded_to] => 13203
[date] => 2021-02-25 05:40:17
[modified] => 2021-02-25 05:40:17
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1348
[height] => 1318
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-12-02-at-8.57.29-AM-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-12-02-at-8.57.29-AM-300x293.png
[medium-width] => 300
[medium-height] => 293
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-12-02-at-8.57.29-AM-768x751.png
[medium_large-width] => 640
[medium_large-height] => 626
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-12-02-at-8.57.29-AM-1024x1001.png
[large-width] => 640
[large-height] => 626
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-12-02-at-8.57.29-AM.png
[1536x1536-width] => 1348
[1536x1536-height] => 1318
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-12-02-at-8.57.29-AM.png
[2048x2048-width] => 1348
[2048x2048-height] => 1318
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-12-02-at-8.57.29-AM-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/Screen-Shot-2016-12-02-at-8.57.29-AM-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/Screen-Shot-2016-12-02-at-8.57.29-AM.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 684
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-12-02-at-8.57.29-AM-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-12-02-at-8.57.29-AM-50x50.png
[admin-width] => 50
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-12-02-at-8.57.29-AM.png
[full-width] => 1348
[full-height] => 1318
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-12-02-at-8.57.29-AM-372x364.png
[thumb_372-width] => 372
[thumb_372-height] => 364
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-12-02-at-8.57.29-AM-639x625.png
[single_post_thumbnail-width] => 639
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-12-02-at-8.57.29-AM-32x32.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-12-02-at-8.57.29-AM-48x48.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-12-02-at-8.57.29-AM-64x64.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-12-02-at-8.57.29-AM-128x125.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 125
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-12-02-at-8.57.29-AM-69x67.png
[thumb_122_67-width] => 69
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-12-02-at-8.57.29-AM-153x150.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 150
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-12-02-at-8.57.29-AM-130x127.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 127
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-12-02-at-8.57.29-AM-181x177.png
[thumb_232_177-width] => 181
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-12-02-at-8.57.29-AM-544x532.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 532
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-12-02-at-8.57.29-AM-271x265.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 265
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-12-02-at-8.57.29-AM-271x265.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 265
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-12-02-at-8.57.29-AM-176x172.png
[thumb_272_172-width] => 176
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-12-02-at-8.57.29-AM-372x364.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 364
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-12-02-at-8.57.29-AM-372x364.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 364
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-12-02-at-8.57.29-AM-276x270.png
[thumb_385_270-width] => 276
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-12-02-at-8.57.29-AM-246x241.png
[thumb_416_241-width] => 246
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-12-02-at-8.57.29-AM-419x410.png
[thumb_448_410-width] => 419
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-12-02-at-8.57.29-AM-839x820.png
[thumb_448_410_retina-width] => 839
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-12-02-at-8.57.29-AM-391x382.png
[thumb_574_382-width] => 391
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-12-02-at-8.57.29-AM-404x395.png
[thumb_776_395-width] => 404
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 13205
[id] => 13205
[title] => Join the fight! - Americans for Prosperity
[filename] => AFP-treatment-1-scaled.jpg
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-treatment-1-scaled.jpg
[link] => https://www.nextafter.com/experiments/how-a-radical-redesign-that-reduces-friction-and-increases-the-force-of-the-value-proposition-affects-donor-conversion/attachment/join-the-fight-americans-for-prosperity-2/
[alt] =>
[author] => 6
[description] =>
[caption] =>
[name] => join-the-fight-americans-for-prosperity-2
[status] => inherit
[uploaded_to] => 13203
[date] => 2021-02-25 05:40:41
[modified] => 2021-02-25 05:40:41
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 692
[height] => 2560
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-treatment-1-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-treatment-1-81x300.jpg
[medium-width] => 81
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-treatment-1-768x2843.jpg
[medium_large-width] => 640
[medium_large-height] => 2369
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-treatment-1-277x1024.jpg
[large-width] => 277
[large-height] => 1024
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-treatment-1-415x1536.jpg
[1536x1536-width] => 415
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-treatment-1-553x2048.jpg
[2048x2048-width] => 553
[2048x2048-height] => 2048
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-treatment-1-600x400.jpg
[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/AFP-treatment-1-600x600.jpg
[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/AFP-treatment-1-scaled.jpg
[tp-image-grid-width] => 189
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-treatment-1-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-treatment-1-14x50.jpg
[admin-width] => 14
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-treatment-1-scaled.jpg
[full-width] => 692
[full-height] => 2560
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-treatment-1-372x1377.jpg
[thumb_372-width] => 372
[thumb_372-height] => 1377
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-treatment-1-169x625.jpg
[single_post_thumbnail-width] => 169
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-treatment-1-9x32.jpg
[thumb_32_32-width] => 9
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-treatment-1-13x48.jpg
[thumb_48_48-width] => 13
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-treatment-1-17x64.jpg
[thumb_64_64-width] => 17
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-treatment-1-35x128.jpg
[thumb_128_128-width] => 35
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-treatment-1-18x67.jpg
[thumb_122_67-width] => 18
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-treatment-1-41x153.jpg
[thumb_153_153-width] => 41
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-treatment-1-44x163.jpg
[thumb_130_163-width] => 44
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-treatment-1-48x177.jpg
[thumb_232_177-width] => 48
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-treatment-1-176x650.jpg
[thumb_272_325-width] => 176
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-treatment-1-93x346.jpg
[thumb_271_346-width] => 93
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-treatment-1-73x271.jpg
[thumb_271_271-width] => 73
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-treatment-1-46x172.jpg
[thumb_272_172-width] => 46
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-treatment-1-125x461.jpg
[thumb_372_461-width] => 125
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-treatment-1-135x500.jpg
[thumb_372_500-width] => 135
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-treatment-1-73x270.jpg
[thumb_385_270-width] => 73
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-treatment-1-65x241.jpg
[thumb_416_241-width] => 65
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-treatment-1-111x410.jpg
[thumb_448_410-width] => 111
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-treatment-1-222x820.jpg
[thumb_448_410_retina-width] => 222
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-treatment-1-103x382.jpg
[thumb_574_382-width] => 103
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-treatment-1-107x395.jpg
[thumb_776_395-width] => 107
[thumb_776_395-height] => 395
) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 2.6% | ||
| T1: | Radical Redesign | 6.1% | 134.2% | 99.7% |
This experiment has a required sample size of 268 in order to be valid. Since the experiment had a total sample size of 1,143, 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
× 134.2% increase in conversion rate
× 0% increase in average gift
Key Learnings
The radical redesign produced a 134.2% increase in conversion, raising conversion above 6% on the main donation page. The combination of reduced friction and increased force of the value proposition more than doubled donor conversion. However, a 6% conversion rate means that 94% of people still aren’t giving when they arrive at the page, so it prompted future testing to refine and further increase the force of the value proposition.