The Missionary Oblates of Mary Immaculate
How adding a visual call-out to for a monthly gift ask impacted conversion rates.
Experiment ID: #93243
The Missionary Oblates of Mary Immaculate
Experiment Summary
Timeframe: 04/01/2022 - 05/16/2022
The Missionary Oblates of Mary Immaculate serve poor and needy people in the United States and more than 70 countries around the world. The recruitment of monthly donors makes up a large part of their digital program; new monthly donors are offered the opportunity to have a candle lit at the shrine of our Lady of the Snows every month.
For this experiment, which we ran during the Easter season, we wanted to test whether having a visual call-out for monthly gifts made an impact on monthly donor sign-ups.
Research Question
We believe that adding a visual monthly call out for potential donors will achieve a change in conversion rates.
Design
C: Control
Array
(
[0] => Array
(
[ID] => 47205
[id] => 47205
[title] => Control.png
[filename] => Control-3516.png
[filesize] => 512778
[url] => https://www.nextafter.com/wp-content/uploads/Control-3516.png
[link] => https://www.nextafter.com/experiments/how-adding-a-visual-call-out-to-for-a-monthly-gift-ask-impacted-conversion-rates/attachment/control-png-4042/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-png-4042
[status] => inherit
[uploaded_to] => 31762
[date] => 2022-11-04 18:18:27
[modified] => 2022-11-04 18:18:27
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 2129
[height] => 2375
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/Control-3516-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Control-3516-269x300.png
[medium-width] => 269
[medium-height] => 300
[medium_large] => https://www.nextafter.com/wp-content/uploads/Control-3516-768x857.png
[medium_large-width] => 640
[medium_large-height] => 714
[large] => https://www.nextafter.com/wp-content/uploads/Control-3516-918x1024.png
[large-width] => 640
[large-height] => 714
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Control-3516-1377x1536.png
[1536x1536-width] => 1377
[1536x1536-height] => 1536
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Control-3516-1836x2048.png
[2048x2048-width] => 1836
[2048x2048-height] => 2048
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Control-3516.png
[tp-image-grid-width] => 627
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Control-3516-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Control-3516-45x50.png
[admin-width] => 45
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/Control-3516.png
[full-width] => 2129
[full-height] => 2375
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Control-3516-372x415.png
[thumb_372-width] => 372
[thumb_372-height] => 415
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Control-3516-560x625.png
[single_post_thumbnail-width] => 560
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Control-3516-29x32.png
[thumb_32_32-width] => 29
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Control-3516-43x48.png
[thumb_48_48-width] => 43
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Control-3516-57x64.png
[thumb_64_64-width] => 57
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Control-3516-115x128.png
[thumb_128_128-width] => 115
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Control-3516-60x67.png
[thumb_122_67-width] => 60
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Control-3516-137x153.png
[thumb_153_153-width] => 137
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Control-3516-130x145.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 145
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Control-3516-159x177.png
[thumb_232_177-width] => 159
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Control-3516-544x607.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 607
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Control-3516-271x302.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 302
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Control-3516-243x271.png
[thumb_271_271-width] => 243
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Control-3516-154x172.png
[thumb_272_172-width] => 154
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Control-3516-372x415.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 415
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Control-3516-372x415.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 415
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Control-3516-242x270.png
[thumb_385_270-width] => 242
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Control-3516-216x241.png
[thumb_416_241-width] => 216
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Control-3516-368x410.png
[thumb_448_410-width] => 368
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Control-3516-735x820.png
[thumb_448_410_retina-width] => 735
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Control-3516-342x382.png
[thumb_574_382-width] => 342
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Control-3516-354x395.png
[thumb_776_395-width] => 354
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Control-3516.png
[gform-image-choice-sm-width] => 269
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Control-3516.png
[gform-image-choice-md-width] => 359
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Control-3516.png
[gform-image-choice-lg-width] => 538
[gform-image-choice-lg-height] => 600
)
)
[1] => Array
(
[ID] => 47206
[id] => 47206
[title] => Monthly_call_out.png
[filename] => Monthly_call_out-7.png
[filesize] => 566870
[url] => https://www.nextafter.com/wp-content/uploads/Monthly_call_out-7.png
[link] => https://www.nextafter.com/experiments/how-adding-a-visual-call-out-to-for-a-monthly-gift-ask-impacted-conversion-rates/attachment/monthly_call_out-png-9/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => monthly_call_out-png-9
[status] => inherit
[uploaded_to] => 31762
[date] => 2022-11-04 18:19:04
[modified] => 2022-11-04 18:19:04
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 2129
[height] => 2609
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/Monthly_call_out-7-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Monthly_call_out-7-245x300.png
[medium-width] => 245
[medium-height] => 300
[medium_large] => https://www.nextafter.com/wp-content/uploads/Monthly_call_out-7-768x941.png
[medium_large-width] => 640
[medium_large-height] => 784
[large] => https://www.nextafter.com/wp-content/uploads/Monthly_call_out-7-836x1024.png
[large-width] => 640
[large-height] => 784
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Monthly_call_out-7-1253x1536.png
[1536x1536-width] => 1253
[1536x1536-height] => 1536
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Monthly_call_out-7-1671x2048.png
[2048x2048-width] => 1671
[2048x2048-height] => 2048
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Monthly_call_out-7.png
[tp-image-grid-width] => 571
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Monthly_call_out-7-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Monthly_call_out-7-41x50.png
[admin-width] => 41
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/Monthly_call_out-7.png
[full-width] => 2129
[full-height] => 2609
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Monthly_call_out-7-372x456.png
[thumb_372-width] => 372
[thumb_372-height] => 456
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Monthly_call_out-7-510x625.png
[single_post_thumbnail-width] => 510
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Monthly_call_out-7-26x32.png
[thumb_32_32-width] => 26
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Monthly_call_out-7-39x48.png
[thumb_48_48-width] => 39
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Monthly_call_out-7-52x64.png
[thumb_64_64-width] => 52
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Monthly_call_out-7-104x128.png
[thumb_128_128-width] => 104
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Monthly_call_out-7-55x67.png
[thumb_122_67-width] => 55
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Monthly_call_out-7-125x153.png
[thumb_153_153-width] => 125
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Monthly_call_out-7-130x159.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 159
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Monthly_call_out-7-144x177.png
[thumb_232_177-width] => 144
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Monthly_call_out-7-530x650.png
[thumb_272_325-width] => 530
[thumb_272_325-height] => 650
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Monthly_call_out-7-271x332.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 332
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Monthly_call_out-7-221x271.png
[thumb_271_271-width] => 221
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Monthly_call_out-7-140x172.png
[thumb_272_172-width] => 140
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Monthly_call_out-7-372x456.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 456
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Monthly_call_out-7-372x456.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 456
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Monthly_call_out-7-220x270.png
[thumb_385_270-width] => 220
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Monthly_call_out-7-197x241.png
[thumb_416_241-width] => 197
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Monthly_call_out-7-335x410.png
[thumb_448_410-width] => 335
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Monthly_call_out-7-669x820.png
[thumb_448_410_retina-width] => 669
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Monthly_call_out-7-312x382.png
[thumb_574_382-width] => 312
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Monthly_call_out-7-322x395.png
[thumb_776_395-width] => 322
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Monthly_call_out-7.png
[gform-image-choice-sm-width] => 245
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Monthly_call_out-7.png
[gform-image-choice-md-width] => 326
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Monthly_call_out-7.png
[gform-image-choice-lg-width] => 490
[gform-image-choice-lg-height] => 600
)
)
)
T1: Monthly call out
Array
(
[0] => Array
(
[ID] => 47205
[id] => 47205
[title] => Control.png
[filename] => Control-3516.png
[filesize] => 512778
[url] => https://www.nextafter.com/wp-content/uploads/Control-3516.png
[link] => https://www.nextafter.com/experiments/how-adding-a-visual-call-out-to-for-a-monthly-gift-ask-impacted-conversion-rates/attachment/control-png-4042/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-png-4042
[status] => inherit
[uploaded_to] => 31762
[date] => 2022-11-04 18:18:27
[modified] => 2022-11-04 18:18:27
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 2129
[height] => 2375
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/Control-3516-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Control-3516-269x300.png
[medium-width] => 269
[medium-height] => 300
[medium_large] => https://www.nextafter.com/wp-content/uploads/Control-3516-768x857.png
[medium_large-width] => 640
[medium_large-height] => 714
[large] => https://www.nextafter.com/wp-content/uploads/Control-3516-918x1024.png
[large-width] => 640
[large-height] => 714
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Control-3516-1377x1536.png
[1536x1536-width] => 1377
[1536x1536-height] => 1536
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Control-3516-1836x2048.png
[2048x2048-width] => 1836
[2048x2048-height] => 2048
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Control-3516.png
[tp-image-grid-width] => 627
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Control-3516-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Control-3516-45x50.png
[admin-width] => 45
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/Control-3516.png
[full-width] => 2129
[full-height] => 2375
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Control-3516-372x415.png
[thumb_372-width] => 372
[thumb_372-height] => 415
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Control-3516-560x625.png
[single_post_thumbnail-width] => 560
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Control-3516-29x32.png
[thumb_32_32-width] => 29
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Control-3516-43x48.png
[thumb_48_48-width] => 43
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Control-3516-57x64.png
[thumb_64_64-width] => 57
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Control-3516-115x128.png
[thumb_128_128-width] => 115
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Control-3516-60x67.png
[thumb_122_67-width] => 60
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Control-3516-137x153.png
[thumb_153_153-width] => 137
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Control-3516-130x145.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 145
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Control-3516-159x177.png
[thumb_232_177-width] => 159
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Control-3516-544x607.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 607
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Control-3516-271x302.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 302
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Control-3516-243x271.png
[thumb_271_271-width] => 243
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Control-3516-154x172.png
[thumb_272_172-width] => 154
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Control-3516-372x415.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 415
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Control-3516-372x415.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 415
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Control-3516-242x270.png
[thumb_385_270-width] => 242
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Control-3516-216x241.png
[thumb_416_241-width] => 216
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Control-3516-368x410.png
[thumb_448_410-width] => 368
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Control-3516-735x820.png
[thumb_448_410_retina-width] => 735
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Control-3516-342x382.png
[thumb_574_382-width] => 342
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Control-3516-354x395.png
[thumb_776_395-width] => 354
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Control-3516.png
[gform-image-choice-sm-width] => 269
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Control-3516.png
[gform-image-choice-md-width] => 359
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Control-3516.png
[gform-image-choice-lg-width] => 538
[gform-image-choice-lg-height] => 600
)
)
[1] => Array
(
[ID] => 47206
[id] => 47206
[title] => Monthly_call_out.png
[filename] => Monthly_call_out-7.png
[filesize] => 566870
[url] => https://www.nextafter.com/wp-content/uploads/Monthly_call_out-7.png
[link] => https://www.nextafter.com/experiments/how-adding-a-visual-call-out-to-for-a-monthly-gift-ask-impacted-conversion-rates/attachment/monthly_call_out-png-9/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => monthly_call_out-png-9
[status] => inherit
[uploaded_to] => 31762
[date] => 2022-11-04 18:19:04
[modified] => 2022-11-04 18:19:04
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 2129
[height] => 2609
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/Monthly_call_out-7-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Monthly_call_out-7-245x300.png
[medium-width] => 245
[medium-height] => 300
[medium_large] => https://www.nextafter.com/wp-content/uploads/Monthly_call_out-7-768x941.png
[medium_large-width] => 640
[medium_large-height] => 784
[large] => https://www.nextafter.com/wp-content/uploads/Monthly_call_out-7-836x1024.png
[large-width] => 640
[large-height] => 784
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Monthly_call_out-7-1253x1536.png
[1536x1536-width] => 1253
[1536x1536-height] => 1536
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Monthly_call_out-7-1671x2048.png
[2048x2048-width] => 1671
[2048x2048-height] => 2048
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Monthly_call_out-7.png
[tp-image-grid-width] => 571
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Monthly_call_out-7-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Monthly_call_out-7-41x50.png
[admin-width] => 41
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/Monthly_call_out-7.png
[full-width] => 2129
[full-height] => 2609
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Monthly_call_out-7-372x456.png
[thumb_372-width] => 372
[thumb_372-height] => 456
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Monthly_call_out-7-510x625.png
[single_post_thumbnail-width] => 510
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Monthly_call_out-7-26x32.png
[thumb_32_32-width] => 26
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Monthly_call_out-7-39x48.png
[thumb_48_48-width] => 39
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Monthly_call_out-7-52x64.png
[thumb_64_64-width] => 52
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Monthly_call_out-7-104x128.png
[thumb_128_128-width] => 104
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Monthly_call_out-7-55x67.png
[thumb_122_67-width] => 55
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Monthly_call_out-7-125x153.png
[thumb_153_153-width] => 125
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Monthly_call_out-7-130x159.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 159
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Monthly_call_out-7-144x177.png
[thumb_232_177-width] => 144
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Monthly_call_out-7-530x650.png
[thumb_272_325-width] => 530
[thumb_272_325-height] => 650
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Monthly_call_out-7-271x332.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 332
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Monthly_call_out-7-221x271.png
[thumb_271_271-width] => 221
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Monthly_call_out-7-140x172.png
[thumb_272_172-width] => 140
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Monthly_call_out-7-372x456.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 456
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Monthly_call_out-7-372x456.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 456
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Monthly_call_out-7-220x270.png
[thumb_385_270-width] => 220
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Monthly_call_out-7-197x241.png
[thumb_416_241-width] => 197
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Monthly_call_out-7-335x410.png
[thumb_448_410-width] => 335
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Monthly_call_out-7-669x820.png
[thumb_448_410_retina-width] => 669
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Monthly_call_out-7-312x382.png
[thumb_574_382-width] => 312
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Monthly_call_out-7-322x395.png
[thumb_776_395-width] => 322
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Monthly_call_out-7.png
[gform-image-choice-sm-width] => 245
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Monthly_call_out-7.png
[gform-image-choice-md-width] => 326
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Monthly_call_out-7.png
[gform-image-choice-lg-width] => 490
[gform-image-choice-lg-height] => 600
)
)
)
Results
| |
Treatment Name |
Conv. Rate |
Relative Difference |
Confidence |
Average Gift |
| C: |
Control
|
0.96% |
|
|
$0.00 |
| T1: |
Monthly call out
|
0.69% |
-27.8% |
78.3%
|
$0.00 |
This experiment has a required sample size of
8,899 in order to be valid. Unfortunately, the required sample size was not met
and a level of confidence above 95%
was not met so
the experiment results are not valid.
Key Learnings
For this experiment, there was a decrease in the number of monthly gifts that came in during this testing period of 28%, with a 78% level of confidence. While the total number of gifts is just barely over the number we like to have to validate an experiment (50), there were a couple of differences in the two forms that contributed to mixed testing results.
On the control version, there is a check box one needs to select in order to make your gift become monthly; for the treatment version we not only introduced the visual call out, but also added in a tabbed form. We believe that this contributed to the change in conversion rates.
For future tests, we will try and isolate just a single change on the form to get a cleaner test result.