let us help
Subscribe
The Heritage Foundation

How adding a donate button to a news platform site’s header affects donor conversion rate

Experiment ID: #173690

The Heritage Foundation

Founded in 1973, The Heritage Foundation is a research and educational institution—a think tank—whose mission is to formulate and promote conservative public policies based on the principles of free enterprise, limited government, individual freedom, traditional American values, and a strong national defense.

Experiment Summary

Timeframe: 04/02/2024 - 04/10/2024

The Daily Signal is The Heritage Foundation’s multimedia news platform. On their home page, and most other pages, the only call-to-action to donate to support the organization is located at the bottom in the footer section among many other site links.

In an effort to increase the amount of traffic to the donation page from the home page, we previously tested adding a more prominently displayed donate button to the category menu at the top of the page on the desktop version, and in the navigation menu of the mobile version. This experiment resulted in a 42.8% increase in donations compared to the control. However, with a 53.2% level of confidence, these results can’t be relied upon to predict a valid outcome.

In this attempt to increase traffic to the donation page, we wanted to test whether adding the donate button to a more notable location at the very top of the page would lead to an increase in donor conversion rate. We also wanted to test whether adding a gift box icon to the donate button in order to match the “branded” style of the “Search” and “Menu” buttons next to it would lead to an increase in conversion rate.

The regular donate button and “branded” donate button appeared in the top header sitewide for both the desktop and mobile experiences. 50% of traffic saw the control with no button, and the two treatments received 25% of traffic each.

Research Question

We believe that adding a donate button to the top header for site visitors will achieve an increase in donor conversion rate because more people will click to view the donation page.

Design

C: Control
Array ( [0] => Array ( [ID] => 59762 [id] => 59762 [title] => Control.png [filename] => Control-39.png [filesize] => 899552 [url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-39.png [link] => https://www.nextafter.com/experiments/how-adding-a-donate-button-to-a-news-platform-sites-header-affects-donor-conversion-rate/attachment/control-png-7357/ [alt] => [author] => 0 [description] => [caption] => [name] => control-png-7357 [status] => inherit [uploaded_to] => 59317 [date] => 2024-05-09 20:15:43 [modified] => 2024-05-09 20:15:43 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png [width] => 1366 [height] => 768 [sizes] => Array ( [thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-39-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-39-300x169.png [medium-width] => 300 [medium-height] => 169 [medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-39-768x432.png [medium_large-width] => 640 [medium_large-height] => 360 [large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-39-1024x576.png [large-width] => 640 [large-height] => 360 [1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-39.png [1536x1536-width] => 1366 [1536x1536-height] => 768 [2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-39.png [2048x2048-width] => 1366 [2048x2048-height] => 768 [ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-39-600x400.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/Control-39-600x600.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/Control-39-700x700.png [tp-image-grid-width] => 700 [tp-image-grid-height] => 700 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-39-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-39-50x28.png [admin-width] => 50 [admin-height] => 28 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-39.png [full-width] => 1366 [full-height] => 768 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-39-372x209.png [thumb_372-width] => 372 [thumb_372-height] => 209 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-39-980x551.png [single_post_thumbnail-width] => 980 [single_post_thumbnail-height] => 551 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-39-32x18.png [thumb_32_32-width] => 32 [thumb_32_32-height] => 18 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-39-48x27.png [thumb_48_48-width] => 48 [thumb_48_48-height] => 27 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-39-64x36.png [thumb_64_64-width] => 64 [thumb_64_64-height] => 36 [thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-39-128x72.png [thumb_128_128-width] => 128 [thumb_128_128-height] => 72 [thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-39-119x67.png [thumb_122_67-width] => 119 [thumb_122_67-height] => 67 [thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-39-153x86.png [thumb_153_153-width] => 153 [thumb_153_153-height] => 86 [thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-39-130x73.png [thumb_130_163-width] => 130 [thumb_130_163-height] => 73 [thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-39-232x130.png [thumb_232_177-width] => 232 [thumb_232_177-height] => 130 [thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-39-544x306.png [thumb_272_325-width] => 544 [thumb_272_325-height] => 306 [thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-39-271x152.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 152 [thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-39-271x152.png [thumb_271_271-width] => 271 [thumb_271_271-height] => 152 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-39-272x153.png [thumb_272_172-width] => 272 [thumb_272_172-height] => 153 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-39-372x209.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 209 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-39-372x209.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 209 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-39-385x216.png [thumb_385_270-width] => 385 [thumb_385_270-height] => 216 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-39-416x234.png [thumb_416_241-width] => 416 [thumb_416_241-height] => 234 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-39-448x252.png [thumb_448_410-width] => 448 [thumb_448_410-height] => 252 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-39-896x504.png [thumb_448_410_retina-width] => 896 [thumb_448_410_retina-height] => 504 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-39-574x323.png [thumb_574_382-width] => 574 [thumb_574_382-height] => 323 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-39-703x395.png [thumb_776_395-width] => 703 [thumb_776_395-height] => 395 ) ) [1] => Array ( [ID] => 59763 [id] => 59763 [title] => Donate_Button.png [filename] => Donate_Button-1.png [filesize] => 903032 [url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donate_Button-1.png [link] => https://www.nextafter.com/experiments/how-adding-a-donate-button-to-a-news-platform-sites-header-affects-donor-conversion-rate/attachment/donate_button-png-34/ [alt] => [author] => 0 [description] => [caption] => [name] => donate_button-png-34 [status] => inherit [uploaded_to] => 59317 [date] => 2024-05-09 20:15:52 [modified] => 2024-05-09 20:15:52 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png [width] => 1366 [height] => 768 [sizes] => Array ( [thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donate_Button-1-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donate_Button-1-300x169.png [medium-width] => 300 [medium-height] => 169 [medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donate_Button-1-768x432.png [medium_large-width] => 640 [medium_large-height] => 360 [large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donate_Button-1-1024x576.png [large-width] => 640 [large-height] => 360 [1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donate_Button-1.png [1536x1536-width] => 1366 [1536x1536-height] => 768 [2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donate_Button-1.png [2048x2048-width] => 1366 [2048x2048-height] => 768 [ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donate_Button-1-600x400.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/Donate_Button-1-600x600.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/Donate_Button-1-700x700.png [tp-image-grid-width] => 700 [tp-image-grid-height] => 700 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donate_Button-1-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donate_Button-1-50x28.png [admin-width] => 50 [admin-height] => 28 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donate_Button-1.png [full-width] => 1366 [full-height] => 768 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donate_Button-1-372x209.png [thumb_372-width] => 372 [thumb_372-height] => 209 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donate_Button-1-980x551.png [single_post_thumbnail-width] => 980 [single_post_thumbnail-height] => 551 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donate_Button-1-32x18.png [thumb_32_32-width] => 32 [thumb_32_32-height] => 18 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donate_Button-1-48x27.png [thumb_48_48-width] => 48 [thumb_48_48-height] => 27 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donate_Button-1-64x36.png [thumb_64_64-width] => 64 [thumb_64_64-height] => 36 [thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donate_Button-1-128x72.png [thumb_128_128-width] => 128 [thumb_128_128-height] => 72 [thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donate_Button-1-119x67.png [thumb_122_67-width] => 119 [thumb_122_67-height] => 67 [thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donate_Button-1-153x86.png [thumb_153_153-width] => 153 [thumb_153_153-height] => 86 [thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donate_Button-1-130x73.png [thumb_130_163-width] => 130 [thumb_130_163-height] => 73 [thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donate_Button-1-232x130.png [thumb_232_177-width] => 232 [thumb_232_177-height] => 130 [thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donate_Button-1-544x306.png [thumb_272_325-width] => 544 [thumb_272_325-height] => 306 [thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donate_Button-1-271x152.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 152 [thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donate_Button-1-271x152.png [thumb_271_271-width] => 271 [thumb_271_271-height] => 152 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donate_Button-1-272x153.png [thumb_272_172-width] => 272 [thumb_272_172-height] => 153 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donate_Button-1-372x209.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 209 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donate_Button-1-372x209.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 209 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donate_Button-1-385x216.png [thumb_385_270-width] => 385 [thumb_385_270-height] => 216 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donate_Button-1-416x234.png [thumb_416_241-width] => 416 [thumb_416_241-height] => 234 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donate_Button-1-448x252.png [thumb_448_410-width] => 448 [thumb_448_410-height] => 252 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donate_Button-1-896x504.png [thumb_448_410_retina-width] => 896 [thumb_448_410_retina-height] => 504 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donate_Button-1-574x323.png [thumb_574_382-width] => 574 [thumb_574_382-height] => 323 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donate_Button-1-703x395.png [thumb_776_395-width] => 703 [thumb_776_395-height] => 395 ) ) [2] => Array ( [ID] => 59764 [id] => 59764 [title] => Branded_Donate_Button.png [filename] => Branded_Donate_Button-1.png [filesize] => 905881 [url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Branded_Donate_Button-1.png [link] => https://www.nextafter.com/experiments/how-adding-a-donate-button-to-a-news-platform-sites-header-affects-donor-conversion-rate/attachment/branded_donate_button-png-6/ [alt] => [author] => 0 [description] => [caption] => [name] => branded_donate_button-png-6 [status] => inherit [uploaded_to] => 59317 [date] => 2024-05-09 20:15:59 [modified] => 2024-05-09 20:15:59 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png [width] => 1366 [height] => 768 [sizes] => Array ( [thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Branded_Donate_Button-1-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Branded_Donate_Button-1-300x169.png [medium-width] => 300 [medium-height] => 169 [medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Branded_Donate_Button-1-768x432.png [medium_large-width] => 640 [medium_large-height] => 360 [large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Branded_Donate_Button-1-1024x576.png [large-width] => 640 [large-height] => 360 [1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Branded_Donate_Button-1.png [1536x1536-width] => 1366 [1536x1536-height] => 768 [2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Branded_Donate_Button-1.png [2048x2048-width] => 1366 [2048x2048-height] => 768 [ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Branded_Donate_Button-1-600x400.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/Branded_Donate_Button-1-600x600.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/Branded_Donate_Button-1-700x700.png [tp-image-grid-width] => 700 [tp-image-grid-height] => 700 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Branded_Donate_Button-1-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Branded_Donate_Button-1-50x28.png [admin-width] => 50 [admin-height] => 28 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Branded_Donate_Button-1.png [full-width] => 1366 [full-height] => 768 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Branded_Donate_Button-1-372x209.png [thumb_372-width] => 372 [thumb_372-height] => 209 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Branded_Donate_Button-1-980x551.png [single_post_thumbnail-width] => 980 [single_post_thumbnail-height] => 551 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Branded_Donate_Button-1-32x18.png [thumb_32_32-width] => 32 [thumb_32_32-height] => 18 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Branded_Donate_Button-1-48x27.png [thumb_48_48-width] => 48 [thumb_48_48-height] => 27 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Branded_Donate_Button-1-64x36.png [thumb_64_64-width] => 64 [thumb_64_64-height] => 36 [thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Branded_Donate_Button-1-128x72.png [thumb_128_128-width] => 128 [thumb_128_128-height] => 72 [thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Branded_Donate_Button-1-119x67.png [thumb_122_67-width] => 119 [thumb_122_67-height] => 67 [thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Branded_Donate_Button-1-153x86.png [thumb_153_153-width] => 153 [thumb_153_153-height] => 86 [thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Branded_Donate_Button-1-130x73.png [thumb_130_163-width] => 130 [thumb_130_163-height] => 73 [thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Branded_Donate_Button-1-232x130.png [thumb_232_177-width] => 232 [thumb_232_177-height] => 130 [thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Branded_Donate_Button-1-544x306.png [thumb_272_325-width] => 544 [thumb_272_325-height] => 306 [thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Branded_Donate_Button-1-271x152.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 152 [thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Branded_Donate_Button-1-271x152.png [thumb_271_271-width] => 271 [thumb_271_271-height] => 152 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Branded_Donate_Button-1-272x153.png [thumb_272_172-width] => 272 [thumb_272_172-height] => 153 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Branded_Donate_Button-1-372x209.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 209 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Branded_Donate_Button-1-372x209.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 209 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Branded_Donate_Button-1-385x216.png [thumb_385_270-width] => 385 [thumb_385_270-height] => 216 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Branded_Donate_Button-1-416x234.png [thumb_416_241-width] => 416 [thumb_416_241-height] => 234 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Branded_Donate_Button-1-448x252.png [thumb_448_410-width] => 448 [thumb_448_410-height] => 252 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Branded_Donate_Button-1-896x504.png [thumb_448_410_retina-width] => 896 [thumb_448_410_retina-height] => 504 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Branded_Donate_Button-1-574x323.png [thumb_574_382-width] => 574 [thumb_574_382-height] => 323 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Branded_Donate_Button-1-703x395.png [thumb_776_395-width] => 703 [thumb_776_395-height] => 395 ) ) )
T1: Donate Button
Array ( [0] => Array ( [ID] => 59762 [id] => 59762 [title] => Control.png [filename] => Control-39.png [filesize] => 899552 [url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-39.png [link] => https://www.nextafter.com/experiments/how-adding-a-donate-button-to-a-news-platform-sites-header-affects-donor-conversion-rate/attachment/control-png-7357/ [alt] => [author] => 0 [description] => [caption] => [name] => control-png-7357 [status] => inherit [uploaded_to] => 59317 [date] => 2024-05-09 20:15:43 [modified] => 2024-05-09 20:15:43 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png [width] => 1366 [height] => 768 [sizes] => Array ( [thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-39-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-39-300x169.png [medium-width] => 300 [medium-height] => 169 [medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-39-768x432.png [medium_large-width] => 640 [medium_large-height] => 360 [large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-39-1024x576.png [large-width] => 640 [large-height] => 360 [1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-39.png [1536x1536-width] => 1366 [1536x1536-height] => 768 [2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-39.png [2048x2048-width] => 1366 [2048x2048-height] => 768 [ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-39-600x400.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/Control-39-600x600.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/Control-39-700x700.png [tp-image-grid-width] => 700 [tp-image-grid-height] => 700 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-39-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-39-50x28.png [admin-width] => 50 [admin-height] => 28 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-39.png [full-width] => 1366 [full-height] => 768 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-39-372x209.png [thumb_372-width] => 372 [thumb_372-height] => 209 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-39-980x551.png [single_post_thumbnail-width] => 980 [single_post_thumbnail-height] => 551 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-39-32x18.png [thumb_32_32-width] => 32 [thumb_32_32-height] => 18 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-39-48x27.png [thumb_48_48-width] => 48 [thumb_48_48-height] => 27 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-39-64x36.png [thumb_64_64-width] => 64 [thumb_64_64-height] => 36 [thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-39-128x72.png [thumb_128_128-width] => 128 [thumb_128_128-height] => 72 [thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-39-119x67.png [thumb_122_67-width] => 119 [thumb_122_67-height] => 67 [thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-39-153x86.png [thumb_153_153-width] => 153 [thumb_153_153-height] => 86 [thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-39-130x73.png [thumb_130_163-width] => 130 [thumb_130_163-height] => 73 [thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-39-232x130.png [thumb_232_177-width] => 232 [thumb_232_177-height] => 130 [thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-39-544x306.png [thumb_272_325-width] => 544 [thumb_272_325-height] => 306 [thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-39-271x152.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 152 [thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-39-271x152.png [thumb_271_271-width] => 271 [thumb_271_271-height] => 152 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-39-272x153.png [thumb_272_172-width] => 272 [thumb_272_172-height] => 153 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-39-372x209.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 209 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-39-372x209.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 209 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-39-385x216.png [thumb_385_270-width] => 385 [thumb_385_270-height] => 216 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-39-416x234.png [thumb_416_241-width] => 416 [thumb_416_241-height] => 234 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-39-448x252.png [thumb_448_410-width] => 448 [thumb_448_410-height] => 252 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-39-896x504.png [thumb_448_410_retina-width] => 896 [thumb_448_410_retina-height] => 504 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-39-574x323.png [thumb_574_382-width] => 574 [thumb_574_382-height] => 323 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-39-703x395.png [thumb_776_395-width] => 703 [thumb_776_395-height] => 395 ) ) [1] => Array ( [ID] => 59763 [id] => 59763 [title] => Donate_Button.png [filename] => Donate_Button-1.png [filesize] => 903032 [url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donate_Button-1.png [link] => https://www.nextafter.com/experiments/how-adding-a-donate-button-to-a-news-platform-sites-header-affects-donor-conversion-rate/attachment/donate_button-png-34/ [alt] => [author] => 0 [description] => [caption] => [name] => donate_button-png-34 [status] => inherit [uploaded_to] => 59317 [date] => 2024-05-09 20:15:52 [modified] => 2024-05-09 20:15:52 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png [width] => 1366 [height] => 768 [sizes] => Array ( [thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donate_Button-1-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donate_Button-1-300x169.png [medium-width] => 300 [medium-height] => 169 [medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donate_Button-1-768x432.png [medium_large-width] => 640 [medium_large-height] => 360 [large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donate_Button-1-1024x576.png [large-width] => 640 [large-height] => 360 [1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donate_Button-1.png [1536x1536-width] => 1366 [1536x1536-height] => 768 [2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donate_Button-1.png [2048x2048-width] => 1366 [2048x2048-height] => 768 [ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donate_Button-1-600x400.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/Donate_Button-1-600x600.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/Donate_Button-1-700x700.png [tp-image-grid-width] => 700 [tp-image-grid-height] => 700 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donate_Button-1-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donate_Button-1-50x28.png [admin-width] => 50 [admin-height] => 28 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donate_Button-1.png [full-width] => 1366 [full-height] => 768 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donate_Button-1-372x209.png [thumb_372-width] => 372 [thumb_372-height] => 209 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donate_Button-1-980x551.png [single_post_thumbnail-width] => 980 [single_post_thumbnail-height] => 551 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donate_Button-1-32x18.png [thumb_32_32-width] => 32 [thumb_32_32-height] => 18 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donate_Button-1-48x27.png [thumb_48_48-width] => 48 [thumb_48_48-height] => 27 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donate_Button-1-64x36.png [thumb_64_64-width] => 64 [thumb_64_64-height] => 36 [thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donate_Button-1-128x72.png [thumb_128_128-width] => 128 [thumb_128_128-height] => 72 [thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donate_Button-1-119x67.png [thumb_122_67-width] => 119 [thumb_122_67-height] => 67 [thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donate_Button-1-153x86.png [thumb_153_153-width] => 153 [thumb_153_153-height] => 86 [thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donate_Button-1-130x73.png [thumb_130_163-width] => 130 [thumb_130_163-height] => 73 [thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donate_Button-1-232x130.png [thumb_232_177-width] => 232 [thumb_232_177-height] => 130 [thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donate_Button-1-544x306.png [thumb_272_325-width] => 544 [thumb_272_325-height] => 306 [thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donate_Button-1-271x152.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 152 [thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donate_Button-1-271x152.png [thumb_271_271-width] => 271 [thumb_271_271-height] => 152 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donate_Button-1-272x153.png [thumb_272_172-width] => 272 [thumb_272_172-height] => 153 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donate_Button-1-372x209.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 209 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donate_Button-1-372x209.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 209 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donate_Button-1-385x216.png [thumb_385_270-width] => 385 [thumb_385_270-height] => 216 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donate_Button-1-416x234.png [thumb_416_241-width] => 416 [thumb_416_241-height] => 234 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donate_Button-1-448x252.png [thumb_448_410-width] => 448 [thumb_448_410-height] => 252 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donate_Button-1-896x504.png [thumb_448_410_retina-width] => 896 [thumb_448_410_retina-height] => 504 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donate_Button-1-574x323.png [thumb_574_382-width] => 574 [thumb_574_382-height] => 323 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donate_Button-1-703x395.png [thumb_776_395-width] => 703 [thumb_776_395-height] => 395 ) ) [2] => Array ( [ID] => 59764 [id] => 59764 [title] => Branded_Donate_Button.png [filename] => Branded_Donate_Button-1.png [filesize] => 905881 [url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Branded_Donate_Button-1.png [link] => https://www.nextafter.com/experiments/how-adding-a-donate-button-to-a-news-platform-sites-header-affects-donor-conversion-rate/attachment/branded_donate_button-png-6/ [alt] => [author] => 0 [description] => [caption] => [name] => branded_donate_button-png-6 [status] => inherit [uploaded_to] => 59317 [date] => 2024-05-09 20:15:59 [modified] => 2024-05-09 20:15:59 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png [width] => 1366 [height] => 768 [sizes] => Array ( [thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Branded_Donate_Button-1-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Branded_Donate_Button-1-300x169.png [medium-width] => 300 [medium-height] => 169 [medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Branded_Donate_Button-1-768x432.png [medium_large-width] => 640 [medium_large-height] => 360 [large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Branded_Donate_Button-1-1024x576.png [large-width] => 640 [large-height] => 360 [1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Branded_Donate_Button-1.png [1536x1536-width] => 1366 [1536x1536-height] => 768 [2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Branded_Donate_Button-1.png [2048x2048-width] => 1366 [2048x2048-height] => 768 [ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Branded_Donate_Button-1-600x400.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/Branded_Donate_Button-1-600x600.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/Branded_Donate_Button-1-700x700.png [tp-image-grid-width] => 700 [tp-image-grid-height] => 700 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Branded_Donate_Button-1-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Branded_Donate_Button-1-50x28.png [admin-width] => 50 [admin-height] => 28 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Branded_Donate_Button-1.png [full-width] => 1366 [full-height] => 768 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Branded_Donate_Button-1-372x209.png [thumb_372-width] => 372 [thumb_372-height] => 209 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Branded_Donate_Button-1-980x551.png [single_post_thumbnail-width] => 980 [single_post_thumbnail-height] => 551 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Branded_Donate_Button-1-32x18.png [thumb_32_32-width] => 32 [thumb_32_32-height] => 18 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Branded_Donate_Button-1-48x27.png [thumb_48_48-width] => 48 [thumb_48_48-height] => 27 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Branded_Donate_Button-1-64x36.png [thumb_64_64-width] => 64 [thumb_64_64-height] => 36 [thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Branded_Donate_Button-1-128x72.png [thumb_128_128-width] => 128 [thumb_128_128-height] => 72 [thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Branded_Donate_Button-1-119x67.png [thumb_122_67-width] => 119 [thumb_122_67-height] => 67 [thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Branded_Donate_Button-1-153x86.png [thumb_153_153-width] => 153 [thumb_153_153-height] => 86 [thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Branded_Donate_Button-1-130x73.png [thumb_130_163-width] => 130 [thumb_130_163-height] => 73 [thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Branded_Donate_Button-1-232x130.png [thumb_232_177-width] => 232 [thumb_232_177-height] => 130 [thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Branded_Donate_Button-1-544x306.png [thumb_272_325-width] => 544 [thumb_272_325-height] => 306 [thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Branded_Donate_Button-1-271x152.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 152 [thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Branded_Donate_Button-1-271x152.png [thumb_271_271-width] => 271 [thumb_271_271-height] => 152 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Branded_Donate_Button-1-272x153.png [thumb_272_172-width] => 272 [thumb_272_172-height] => 153 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Branded_Donate_Button-1-372x209.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 209 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Branded_Donate_Button-1-372x209.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 209 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Branded_Donate_Button-1-385x216.png [thumb_385_270-width] => 385 [thumb_385_270-height] => 216 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Branded_Donate_Button-1-416x234.png [thumb_416_241-width] => 416 [thumb_416_241-height] => 234 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Branded_Donate_Button-1-448x252.png [thumb_448_410-width] => 448 [thumb_448_410-height] => 252 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Branded_Donate_Button-1-896x504.png [thumb_448_410_retina-width] => 896 [thumb_448_410_retina-height] => 504 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Branded_Donate_Button-1-574x323.png [thumb_574_382-width] => 574 [thumb_574_382-height] => 323 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Branded_Donate_Button-1-703x395.png [thumb_776_395-width] => 703 [thumb_776_395-height] => 395 ) ) )
T2: Branded Donate Button
Array ( [0] => Array ( [ID] => 59762 [id] => 59762 [title] => Control.png [filename] => Control-39.png [filesize] => 899552 [url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-39.png [link] => https://www.nextafter.com/experiments/how-adding-a-donate-button-to-a-news-platform-sites-header-affects-donor-conversion-rate/attachment/control-png-7357/ [alt] => [author] => 0 [description] => [caption] => [name] => control-png-7357 [status] => inherit [uploaded_to] => 59317 [date] => 2024-05-09 20:15:43 [modified] => 2024-05-09 20:15:43 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png [width] => 1366 [height] => 768 [sizes] => Array ( [thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-39-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-39-300x169.png [medium-width] => 300 [medium-height] => 169 [medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-39-768x432.png [medium_large-width] => 640 [medium_large-height] => 360 [large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-39-1024x576.png [large-width] => 640 [large-height] => 360 [1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-39.png [1536x1536-width] => 1366 [1536x1536-height] => 768 [2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-39.png [2048x2048-width] => 1366 [2048x2048-height] => 768 [ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-39-600x400.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/Control-39-600x600.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/Control-39-700x700.png [tp-image-grid-width] => 700 [tp-image-grid-height] => 700 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-39-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-39-50x28.png [admin-width] => 50 [admin-height] => 28 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-39.png [full-width] => 1366 [full-height] => 768 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-39-372x209.png [thumb_372-width] => 372 [thumb_372-height] => 209 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-39-980x551.png [single_post_thumbnail-width] => 980 [single_post_thumbnail-height] => 551 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-39-32x18.png [thumb_32_32-width] => 32 [thumb_32_32-height] => 18 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-39-48x27.png [thumb_48_48-width] => 48 [thumb_48_48-height] => 27 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-39-64x36.png [thumb_64_64-width] => 64 [thumb_64_64-height] => 36 [thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-39-128x72.png [thumb_128_128-width] => 128 [thumb_128_128-height] => 72 [thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-39-119x67.png [thumb_122_67-width] => 119 [thumb_122_67-height] => 67 [thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-39-153x86.png [thumb_153_153-width] => 153 [thumb_153_153-height] => 86 [thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-39-130x73.png [thumb_130_163-width] => 130 [thumb_130_163-height] => 73 [thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-39-232x130.png [thumb_232_177-width] => 232 [thumb_232_177-height] => 130 [thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-39-544x306.png [thumb_272_325-width] => 544 [thumb_272_325-height] => 306 [thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-39-271x152.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 152 [thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-39-271x152.png [thumb_271_271-width] => 271 [thumb_271_271-height] => 152 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-39-272x153.png [thumb_272_172-width] => 272 [thumb_272_172-height] => 153 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-39-372x209.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 209 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-39-372x209.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 209 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-39-385x216.png [thumb_385_270-width] => 385 [thumb_385_270-height] => 216 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-39-416x234.png [thumb_416_241-width] => 416 [thumb_416_241-height] => 234 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-39-448x252.png [thumb_448_410-width] => 448 [thumb_448_410-height] => 252 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-39-896x504.png [thumb_448_410_retina-width] => 896 [thumb_448_410_retina-height] => 504 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-39-574x323.png [thumb_574_382-width] => 574 [thumb_574_382-height] => 323 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-39-703x395.png [thumb_776_395-width] => 703 [thumb_776_395-height] => 395 ) ) [1] => Array ( [ID] => 59763 [id] => 59763 [title] => Donate_Button.png [filename] => Donate_Button-1.png [filesize] => 903032 [url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donate_Button-1.png [link] => https://www.nextafter.com/experiments/how-adding-a-donate-button-to-a-news-platform-sites-header-affects-donor-conversion-rate/attachment/donate_button-png-34/ [alt] => [author] => 0 [description] => [caption] => [name] => donate_button-png-34 [status] => inherit [uploaded_to] => 59317 [date] => 2024-05-09 20:15:52 [modified] => 2024-05-09 20:15:52 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png [width] => 1366 [height] => 768 [sizes] => Array ( [thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donate_Button-1-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donate_Button-1-300x169.png [medium-width] => 300 [medium-height] => 169 [medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donate_Button-1-768x432.png [medium_large-width] => 640 [medium_large-height] => 360 [large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donate_Button-1-1024x576.png [large-width] => 640 [large-height] => 360 [1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donate_Button-1.png [1536x1536-width] => 1366 [1536x1536-height] => 768 [2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donate_Button-1.png [2048x2048-width] => 1366 [2048x2048-height] => 768 [ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donate_Button-1-600x400.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/Donate_Button-1-600x600.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/Donate_Button-1-700x700.png [tp-image-grid-width] => 700 [tp-image-grid-height] => 700 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donate_Button-1-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donate_Button-1-50x28.png [admin-width] => 50 [admin-height] => 28 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donate_Button-1.png [full-width] => 1366 [full-height] => 768 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donate_Button-1-372x209.png [thumb_372-width] => 372 [thumb_372-height] => 209 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donate_Button-1-980x551.png [single_post_thumbnail-width] => 980 [single_post_thumbnail-height] => 551 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donate_Button-1-32x18.png [thumb_32_32-width] => 32 [thumb_32_32-height] => 18 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donate_Button-1-48x27.png [thumb_48_48-width] => 48 [thumb_48_48-height] => 27 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donate_Button-1-64x36.png [thumb_64_64-width] => 64 [thumb_64_64-height] => 36 [thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donate_Button-1-128x72.png [thumb_128_128-width] => 128 [thumb_128_128-height] => 72 [thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donate_Button-1-119x67.png [thumb_122_67-width] => 119 [thumb_122_67-height] => 67 [thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donate_Button-1-153x86.png [thumb_153_153-width] => 153 [thumb_153_153-height] => 86 [thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donate_Button-1-130x73.png [thumb_130_163-width] => 130 [thumb_130_163-height] => 73 [thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donate_Button-1-232x130.png [thumb_232_177-width] => 232 [thumb_232_177-height] => 130 [thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donate_Button-1-544x306.png [thumb_272_325-width] => 544 [thumb_272_325-height] => 306 [thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donate_Button-1-271x152.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 152 [thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donate_Button-1-271x152.png [thumb_271_271-width] => 271 [thumb_271_271-height] => 152 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donate_Button-1-272x153.png [thumb_272_172-width] => 272 [thumb_272_172-height] => 153 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donate_Button-1-372x209.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 209 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donate_Button-1-372x209.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 209 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donate_Button-1-385x216.png [thumb_385_270-width] => 385 [thumb_385_270-height] => 216 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donate_Button-1-416x234.png [thumb_416_241-width] => 416 [thumb_416_241-height] => 234 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donate_Button-1-448x252.png [thumb_448_410-width] => 448 [thumb_448_410-height] => 252 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donate_Button-1-896x504.png [thumb_448_410_retina-width] => 896 [thumb_448_410_retina-height] => 504 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donate_Button-1-574x323.png [thumb_574_382-width] => 574 [thumb_574_382-height] => 323 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donate_Button-1-703x395.png [thumb_776_395-width] => 703 [thumb_776_395-height] => 395 ) ) [2] => Array ( [ID] => 59764 [id] => 59764 [title] => Branded_Donate_Button.png [filename] => Branded_Donate_Button-1.png [filesize] => 905881 [url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Branded_Donate_Button-1.png [link] => https://www.nextafter.com/experiments/how-adding-a-donate-button-to-a-news-platform-sites-header-affects-donor-conversion-rate/attachment/branded_donate_button-png-6/ [alt] => [author] => 0 [description] => [caption] => [name] => branded_donate_button-png-6 [status] => inherit [uploaded_to] => 59317 [date] => 2024-05-09 20:15:59 [modified] => 2024-05-09 20:15:59 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png [width] => 1366 [height] => 768 [sizes] => Array ( [thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Branded_Donate_Button-1-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Branded_Donate_Button-1-300x169.png [medium-width] => 300 [medium-height] => 169 [medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Branded_Donate_Button-1-768x432.png [medium_large-width] => 640 [medium_large-height] => 360 [large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Branded_Donate_Button-1-1024x576.png [large-width] => 640 [large-height] => 360 [1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Branded_Donate_Button-1.png [1536x1536-width] => 1366 [1536x1536-height] => 768 [2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Branded_Donate_Button-1.png [2048x2048-width] => 1366 [2048x2048-height] => 768 [ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Branded_Donate_Button-1-600x400.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/Branded_Donate_Button-1-600x600.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/Branded_Donate_Button-1-700x700.png [tp-image-grid-width] => 700 [tp-image-grid-height] => 700 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Branded_Donate_Button-1-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Branded_Donate_Button-1-50x28.png [admin-width] => 50 [admin-height] => 28 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Branded_Donate_Button-1.png [full-width] => 1366 [full-height] => 768 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Branded_Donate_Button-1-372x209.png [thumb_372-width] => 372 [thumb_372-height] => 209 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Branded_Donate_Button-1-980x551.png [single_post_thumbnail-width] => 980 [single_post_thumbnail-height] => 551 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Branded_Donate_Button-1-32x18.png [thumb_32_32-width] => 32 [thumb_32_32-height] => 18 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Branded_Donate_Button-1-48x27.png [thumb_48_48-width] => 48 [thumb_48_48-height] => 27 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Branded_Donate_Button-1-64x36.png [thumb_64_64-width] => 64 [thumb_64_64-height] => 36 [thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Branded_Donate_Button-1-128x72.png [thumb_128_128-width] => 128 [thumb_128_128-height] => 72 [thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Branded_Donate_Button-1-119x67.png [thumb_122_67-width] => 119 [thumb_122_67-height] => 67 [thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Branded_Donate_Button-1-153x86.png [thumb_153_153-width] => 153 [thumb_153_153-height] => 86 [thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Branded_Donate_Button-1-130x73.png [thumb_130_163-width] => 130 [thumb_130_163-height] => 73 [thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Branded_Donate_Button-1-232x130.png [thumb_232_177-width] => 232 [thumb_232_177-height] => 130 [thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Branded_Donate_Button-1-544x306.png [thumb_272_325-width] => 544 [thumb_272_325-height] => 306 [thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Branded_Donate_Button-1-271x152.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 152 [thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Branded_Donate_Button-1-271x152.png [thumb_271_271-width] => 271 [thumb_271_271-height] => 152 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Branded_Donate_Button-1-272x153.png [thumb_272_172-width] => 272 [thumb_272_172-height] => 153 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Branded_Donate_Button-1-372x209.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 209 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Branded_Donate_Button-1-372x209.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 209 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Branded_Donate_Button-1-385x216.png [thumb_385_270-width] => 385 [thumb_385_270-height] => 216 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Branded_Donate_Button-1-416x234.png [thumb_416_241-width] => 416 [thumb_416_241-height] => 234 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Branded_Donate_Button-1-448x252.png [thumb_448_410-width] => 448 [thumb_448_410-height] => 252 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Branded_Donate_Button-1-896x504.png [thumb_448_410_retina-width] => 896 [thumb_448_410_retina-height] => 504 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Branded_Donate_Button-1-574x323.png [thumb_574_382-width] => 574 [thumb_574_382-height] => 323 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Branded_Donate_Button-1-703x395.png [thumb_776_395-width] => 703 [thumb_776_395-height] => 395 ) ) )

Results

 Treatment NameClick RateRelative DifferenceConfidenceAverage Gift
C: Control 0.00%$36.36
T1: Donate Button 0.04%2,694.0% 100.0%$50.00
T2: Branded Donate Button 0.04%2,866.2% 100.0%$25.00

This experiment has a required sample size of 15,324 in order to be valid. Since the experiment had a total sample size of 146,671, 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:

    2,694.0% increase in traffic
× 0% increase in conversion rate
× 37.5% increase in average gift
3,741.7% increase in revenue

Key Learnings

The key learning from this experiment is that adding a donate button to the top header for site visitors led to a significant increase in traffic to the donation page. The first treatment saw a significant 2,694% increase in clicks to the donation page compared to the control group with no button, while the second treatment saw an even higher 2,866.2% increase in clicks at a 99.9% level of confidence. This result suggests that making the donation button more prominent and easily accessible can greatly impact the amount of traffic led to the donation page.

However, in terms of donations, the first treatment lead to a 9.3% decrease in donor conversion rate (at an invalid 14.5% level of confidence), and the second treatment led to a near-valid 64% decrease in donor conversion rate compared to the control.

While invalid, these results may suggest that by more prominently displaying the donate button and increasing traffic to the donation page, people who do click on the button may be less motivated to give than someone in the control experience who seeks out the donation page in order to support the organization.

Future experimentation is needed to understand what motivates visitors of The Daily Signal to make a gift to support their work. Experiment ideas include testing alternative copy on the donation page to motivate more viewers of the site to give, and testing an alternate icon that aligns more strongly with the organization’s mission.

Experiment Documented by NextAfter

Question about experiment #173690

If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.