How a value-driven headline on an acquisition offer landing page impacts email conversion, donor conversion, and revenue
Experiment ID: #151954
Focus on the Family
Experiment Summary
Timeframe: 05/16/2023 - 06/10/2023
Focus on the Family is a Christian ministry that serves families worldwide. Every year, hundreds of thousands of people sign up for their free video series’ to learn more about strengthening marriages, families, and faith.
One of their most effective series is Cherish Your Spouse. In reviewing the landing page for this offer, we felt that the headline lacked a strong value for the visitor. We hypothesized that if we changed the headline to clarify the impact of the series on subscribers, it would increase the appeal of the offer and signups on the page, ultimately leading to more donations and revenue.
Research Question
We believe that incorporating reader-focused value proposition language for visitors to the Cherish video series landing page will achieve an increase in email conversions because the reader will have a better understanding of what the video series is and how it will help them in their own life. because the reader will have a better understanding of what the video series is and how it will help them in their own life.
Design
C: Control
Array
(
[0] => Array
(
[ID] => 53041
[id] => 53041
[title] => Control.png
[filename] => Control-4706.png
[filesize] => 1217105
[url] => https://www.nextafter.com/wp-content/uploads/Control-4706.png
[link] => https://www.nextafter.com/experiments/how-a-value-driven-headline-on-an-acquisition-offer-landing-page-impacts-email-conversion-donor-conversion-and-revenue/attachment/control-png-5521/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-png-5521
[status] => inherit
[uploaded_to] => 52989
[date] => 2023-06-08 20:59:24
[modified] => 2023-06-08 20:59:24
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 2448
[height] => 1663
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/Control-4706-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Control-4706-300x204.png
[medium-width] => 300
[medium-height] => 204
[medium_large] => https://www.nextafter.com/wp-content/uploads/Control-4706-768x522.png
[medium_large-width] => 640
[medium_large-height] => 435
[large] => https://www.nextafter.com/wp-content/uploads/Control-4706-1024x696.png
[large-width] => 640
[large-height] => 435
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Control-4706-1536x1043.png
[1536x1536-width] => 1536
[1536x1536-height] => 1043
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Control-4706-2048x1391.png
[2048x2048-width] => 2048
[2048x2048-height] => 1391
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Control-4706.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 476
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Control-4706-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Control-4706-50x34.png
[admin-width] => 50
[admin-height] => 34
[full] => https://www.nextafter.com/wp-content/uploads/Control-4706.png
[full-width] => 2448
[full-height] => 1663
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Control-4706-372x253.png
[thumb_372-width] => 372
[thumb_372-height] => 253
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Control-4706-920x625.png
[single_post_thumbnail-width] => 920
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Control-4706-32x22.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 22
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Control-4706-48x33.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 33
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Control-4706-64x43.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 43
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Control-4706-128x87.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 87
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Control-4706-99x67.png
[thumb_122_67-width] => 99
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Control-4706-153x104.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 104
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Control-4706-130x88.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 88
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Control-4706-232x158.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 158
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Control-4706-544x370.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 370
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Control-4706-271x184.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 184
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Control-4706-271x184.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 184
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Control-4706-253x172.png
[thumb_272_172-width] => 253
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Control-4706-372x253.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 253
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Control-4706-372x253.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 253
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Control-4706-385x262.png
[thumb_385_270-width] => 385
[thumb_385_270-height] => 262
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Control-4706-355x241.png
[thumb_416_241-width] => 355
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Control-4706-448x304.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 304
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Control-4706-896x609.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 609
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Control-4706-562x382.png
[thumb_574_382-width] => 562
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Control-4706-581x395.png
[thumb_776_395-width] => 581
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Control-4706.png
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 204
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Control-4706.png
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 272
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Control-4706.png
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 408
)
)
[1] => Array
(
[ID] => 53379
[id] => 53379
[title] => treatment_2
[filename] => treatment_2.png
[filesize] => 1281084
[url] => https://www.nextafter.com/wp-content/uploads/treatment_2.png
[link] => https://www.nextafter.com/experiments/how-a-value-driven-headline-on-an-acquisition-offer-landing-page-impacts-email-conversion-donor-conversion-and-revenue/attachment/treatment_2/
[alt] =>
[author] => 52
[description] =>
[caption] =>
[name] => treatment_2
[status] => inherit
[uploaded_to] => 52989
[date] => 2023-06-30 19:37:05
[modified] => 2023-06-30 19:37:05
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 2461
[height] => 1770
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/treatment_2-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/treatment_2-300x216.png
[medium-width] => 300
[medium-height] => 216
[medium_large] => https://www.nextafter.com/wp-content/uploads/treatment_2-768x552.png
[medium_large-width] => 640
[medium_large-height] => 460
[large] => https://www.nextafter.com/wp-content/uploads/treatment_2-1024x736.png
[large-width] => 640
[large-height] => 460
[1536x1536] => https://www.nextafter.com/wp-content/uploads/treatment_2-1536x1105.png
[1536x1536-width] => 1536
[1536x1536-height] => 1105
[2048x2048] => https://www.nextafter.com/wp-content/uploads/treatment_2-2048x1473.png
[2048x2048-width] => 2048
[2048x2048-height] => 1473
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/treatment_2.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 503
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/treatment_2-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/treatment_2-50x36.png
[admin-width] => 50
[admin-height] => 36
[full] => https://www.nextafter.com/wp-content/uploads/treatment_2.png
[full-width] => 2461
[full-height] => 1770
[thumb_372] => https://www.nextafter.com/wp-content/uploads/treatment_2-372x268.png
[thumb_372-width] => 372
[thumb_372-height] => 268
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/treatment_2-869x625.png
[single_post_thumbnail-width] => 869
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/treatment_2-32x23.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 23
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/treatment_2-48x35.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 35
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/treatment_2-64x46.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 46
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/treatment_2-128x92.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 92
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/treatment_2-93x67.png
[thumb_122_67-width] => 93
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/treatment_2-153x110.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 110
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/treatment_2-130x93.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 93
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/treatment_2-232x167.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 167
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/treatment_2-544x391.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 391
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/treatment_2-271x195.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 195
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/treatment_2-271x195.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 195
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/treatment_2-239x172.png
[thumb_272_172-width] => 239
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/treatment_2-372x268.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 268
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/treatment_2-372x268.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 268
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/treatment_2-375x270.png
[thumb_385_270-width] => 375
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/treatment_2-335x241.png
[thumb_416_241-width] => 335
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/treatment_2-448x322.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 322
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/treatment_2-896x644.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 644
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/treatment_2-531x382.png
[thumb_574_382-width] => 531
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/treatment_2-549x395.png
[thumb_776_395-width] => 549
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/treatment_2.png
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 216
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/treatment_2.png
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 288
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/treatment_2.png
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 432
)
)
)
T1: Treatment
Array
(
[0] => Array
(
[ID] => 53041
[id] => 53041
[title] => Control.png
[filename] => Control-4706.png
[filesize] => 1217105
[url] => https://www.nextafter.com/wp-content/uploads/Control-4706.png
[link] => https://www.nextafter.com/experiments/how-a-value-driven-headline-on-an-acquisition-offer-landing-page-impacts-email-conversion-donor-conversion-and-revenue/attachment/control-png-5521/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-png-5521
[status] => inherit
[uploaded_to] => 52989
[date] => 2023-06-08 20:59:24
[modified] => 2023-06-08 20:59:24
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 2448
[height] => 1663
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/Control-4706-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Control-4706-300x204.png
[medium-width] => 300
[medium-height] => 204
[medium_large] => https://www.nextafter.com/wp-content/uploads/Control-4706-768x522.png
[medium_large-width] => 640
[medium_large-height] => 435
[large] => https://www.nextafter.com/wp-content/uploads/Control-4706-1024x696.png
[large-width] => 640
[large-height] => 435
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Control-4706-1536x1043.png
[1536x1536-width] => 1536
[1536x1536-height] => 1043
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Control-4706-2048x1391.png
[2048x2048-width] => 2048
[2048x2048-height] => 1391
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Control-4706.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 476
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Control-4706-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Control-4706-50x34.png
[admin-width] => 50
[admin-height] => 34
[full] => https://www.nextafter.com/wp-content/uploads/Control-4706.png
[full-width] => 2448
[full-height] => 1663
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Control-4706-372x253.png
[thumb_372-width] => 372
[thumb_372-height] => 253
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Control-4706-920x625.png
[single_post_thumbnail-width] => 920
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Control-4706-32x22.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 22
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Control-4706-48x33.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 33
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Control-4706-64x43.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 43
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Control-4706-128x87.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 87
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Control-4706-99x67.png
[thumb_122_67-width] => 99
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Control-4706-153x104.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 104
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Control-4706-130x88.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 88
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Control-4706-232x158.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 158
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Control-4706-544x370.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 370
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Control-4706-271x184.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 184
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Control-4706-271x184.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 184
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Control-4706-253x172.png
[thumb_272_172-width] => 253
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Control-4706-372x253.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 253
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Control-4706-372x253.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 253
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Control-4706-385x262.png
[thumb_385_270-width] => 385
[thumb_385_270-height] => 262
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Control-4706-355x241.png
[thumb_416_241-width] => 355
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Control-4706-448x304.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 304
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Control-4706-896x609.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 609
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Control-4706-562x382.png
[thumb_574_382-width] => 562
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Control-4706-581x395.png
[thumb_776_395-width] => 581
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Control-4706.png
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 204
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Control-4706.png
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 272
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Control-4706.png
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 408
)
)
[1] => Array
(
[ID] => 53379
[id] => 53379
[title] => treatment_2
[filename] => treatment_2.png
[filesize] => 1281084
[url] => https://www.nextafter.com/wp-content/uploads/treatment_2.png
[link] => https://www.nextafter.com/experiments/how-a-value-driven-headline-on-an-acquisition-offer-landing-page-impacts-email-conversion-donor-conversion-and-revenue/attachment/treatment_2/
[alt] =>
[author] => 52
[description] =>
[caption] =>
[name] => treatment_2
[status] => inherit
[uploaded_to] => 52989
[date] => 2023-06-30 19:37:05
[modified] => 2023-06-30 19:37:05
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 2461
[height] => 1770
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/treatment_2-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/treatment_2-300x216.png
[medium-width] => 300
[medium-height] => 216
[medium_large] => https://www.nextafter.com/wp-content/uploads/treatment_2-768x552.png
[medium_large-width] => 640
[medium_large-height] => 460
[large] => https://www.nextafter.com/wp-content/uploads/treatment_2-1024x736.png
[large-width] => 640
[large-height] => 460
[1536x1536] => https://www.nextafter.com/wp-content/uploads/treatment_2-1536x1105.png
[1536x1536-width] => 1536
[1536x1536-height] => 1105
[2048x2048] => https://www.nextafter.com/wp-content/uploads/treatment_2-2048x1473.png
[2048x2048-width] => 2048
[2048x2048-height] => 1473
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/treatment_2.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 503
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/treatment_2-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/treatment_2-50x36.png
[admin-width] => 50
[admin-height] => 36
[full] => https://www.nextafter.com/wp-content/uploads/treatment_2.png
[full-width] => 2461
[full-height] => 1770
[thumb_372] => https://www.nextafter.com/wp-content/uploads/treatment_2-372x268.png
[thumb_372-width] => 372
[thumb_372-height] => 268
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/treatment_2-869x625.png
[single_post_thumbnail-width] => 869
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/treatment_2-32x23.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 23
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/treatment_2-48x35.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 35
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/treatment_2-64x46.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 46
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/treatment_2-128x92.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 92
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/treatment_2-93x67.png
[thumb_122_67-width] => 93
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/treatment_2-153x110.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 110
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/treatment_2-130x93.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 93
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/treatment_2-232x167.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 167
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/treatment_2-544x391.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 391
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/treatment_2-271x195.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 195
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/treatment_2-271x195.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 195
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/treatment_2-239x172.png
[thumb_272_172-width] => 239
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/treatment_2-372x268.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 268
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/treatment_2-372x268.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 268
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/treatment_2-375x270.png
[thumb_385_270-width] => 375
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/treatment_2-335x241.png
[thumb_416_241-width] => 335
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/treatment_2-448x322.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 322
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/treatment_2-896x644.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 644
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/treatment_2-531x382.png
[thumb_574_382-width] => 531
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/treatment_2-549x395.png
[thumb_776_395-width] => 549
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/treatment_2.png
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 216
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/treatment_2.png
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 288
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/treatment_2.png
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 432
)
)
)
Results
| Treatment Name | Revenue per Visitor | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | $0.57 | $42.63 | ||
| T1: | Treatment | $0.00 | -100.0% | 0.0% | $0.00 |
This experiment was validated using 3rd party testing tools. Based upon those calculations, a significant level of confidence was not met so these experiment results are not valid.
Key Learnings
After running this for three weeks, we found that there was no statistically significant impact on email signups from the new headline. Downstream donor conversion actually trended down for the treatment page but we were not able to validate that decrease either. Future tests will need to change more than the headline to have a higher likelihood of resulting in a statistically valid result. Our next test will be to change the body copy to emphasize what subscribers will experience as a result of watching these videos.