Homepage “Regular” Wiki vs Autonomy Wiki v2
Experiment ID: #172323
NextAfter
Experiment Summary
Timeframe: 03/15/2024 - 03/21/2024
For our first test in this series we wondered if adding a question and a simple decision to make an impact increase donor conversion on the homepage campaign wiki banner? By adding a level of autonomy to the donor experience and giving them “control” to say “Yes, I’d like to make an impact” or “No, I’m not interested today,” would we invite more participation in the campaign and insight additional donor conversions over our “regular” campaign messaging with a gift array? You can see the results of the first test here.
For this test, the second in the series, we wanted to see if we created the autonomy treatment that’s more closely aligned with the control, will more donors say “yes” to help give families the resources they need?
Research Question
We believe that a decision point to make an impact for people who land on the homepage during a HUC will achieve a higher donor conversion rate because the donor has complete autonomy to click “yes” and participate or “no” and close out of the ask because the donor has complete autonomy to click “yes” and participate or “no” and close out of the ask.
Design
C: Control
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[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Variation_1-1-700x700.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Variation_1-1-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Variation_1-1-50x8.png
[admin-width] => 50
[admin-height] => 8
[full] => https://www.nextafter.com/wp-content/uploads/Variation_1-1.png
[full-width] => 1060
[full-height] => 176
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Variation_1-1-372x62.png
[thumb_372-width] => 372
[thumb_372-height] => 62
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Variation_1-1-980x163.png
[single_post_thumbnail-width] => 980
[single_post_thumbnail-height] => 163
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Variation_1-1-32x5.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 5
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Variation_1-1-48x8.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 8
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Variation_1-1-64x11.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 11
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Variation_1-1-128x21.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 21
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Variation_1-1-122x20.png
[thumb_122_67-width] => 122
[thumb_122_67-height] => 20
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Variation_1-1-153x25.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 25
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Variation_1-1-130x22.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 22
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Variation_1-1-232x39.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 39
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Variation_1-1-544x90.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 90
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Variation_1-1-271x45.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 45
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Variation_1-1-271x45.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 45
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Variation_1-1-272x45.png
[thumb_272_172-width] => 272
[thumb_272_172-height] => 45
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Variation_1-1-372x62.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 62
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Variation_1-1-372x62.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 62
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Variation_1-1-385x64.png
[thumb_385_270-width] => 385
[thumb_385_270-height] => 64
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Variation_1-1-416x69.png
[thumb_416_241-width] => 416
[thumb_416_241-height] => 69
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Variation_1-1-448x74.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 74
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Variation_1-1-896x149.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 149
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Variation_1-1-574x95.png
[thumb_574_382-width] => 574
[thumb_574_382-height] => 95
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Variation_1-1-776x129.png
[thumb_776_395-width] => 776
[thumb_776_395-height] => 129
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Variation_1-1.png
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 50
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Variation_1-1.png
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 66
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Variation_1-1.png
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 100
)
)
)
Results
| Treatment Name | Revenue per Visitor | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | $1.54 | $119.89 | ||
| T1: | Variation 1 | $2.54 | 64.6% | 84.5% | $185.52 |
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
The key learnings from this experiment are:
1. The treatment, which involved a decision point for donors to make an impact, resulted in a 64.6% increase in Revenue for All Traffic.
2. The statistical level of confidence for this increase was 84.5%, which is below the desired threshold of 95% for validity.
3. While the results suggest that the treatment was more effective in driving donor conversions, the lack of statistical significance means that these results should not be used for future decision making