How adding value proposition copy on a homepage can impact member conversion
Experiment ID: #18598
Focus on the Family
Experiment Summary
Ended On: 07/11/2019
On the homepage of the Adventures in Odyssey website, people have the opportunity to become a member (sign up for the Adventures in Odyssey club). When we looked at the page, we hypothesized that there wasn’t clarity in what people were signing up for, or a clear call-to-action. The homepage communicated what the benefits/incentives of being a member were, but it didn’t tell a visitor coming to the website why a person should become a member. We developed a treatment that added value proposition to the homepage prior to explaining the benefits of the membership. We also added a call-to-action at the bottom of the benefits section in an effort to increase member sign-ups from the homepage.
Research Question
Would adding value proposition to the homepage of the AIO website increase memberships?
Design
C: Control
Array
(
[0] => Array
(
[ID] => 34552
[id] => 34552
[title] => Control.jpg
[filename] => Control-1137.jpg
[filesize] => 352228
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1137.jpg
[link] => https://www.nextafter.com/experiments/how-adding-value-proposition-copy-on-a-homepage-can-impact-member-conversion/attachment/control-jpg-1228/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-jpg-1228
[status] => inherit
[uploaded_to] => 16473
[date] => 2022-10-12 15:51:58
[modified] => 2022-10-12 15:51:58
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1242
[height] => 2208
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1137-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1137-169x300.jpg
[medium-width] => 169
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1137-768x1365.jpg
[medium_large-width] => 640
[medium_large-height] => 1138
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1137-576x1024.jpg
[large-width] => 576
[large-height] => 1024
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1137-864x1536.jpg
[1536x1536-width] => 864
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1137-1152x2048.jpg
[2048x2048-width] => 1152
[2048x2048-height] => 2048
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1137-600x400.jpg
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1137-600x600.jpg
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1137.jpg
[tp-image-grid-width] => 394
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1137-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1137-28x50.jpg
[admin-width] => 28
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1137.jpg
[full-width] => 1242
[full-height] => 2208
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1137-372x661.jpg
[thumb_372-width] => 372
[thumb_372-height] => 661
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1137-352x625.jpg
[single_post_thumbnail-width] => 352
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1137-18x32.jpg
[thumb_32_32-width] => 18
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1137-27x48.jpg
[thumb_48_48-width] => 27
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1137-36x64.jpg
[thumb_64_64-width] => 36
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1137-72x128.jpg
[thumb_128_128-width] => 72
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1137-38x67.jpg
[thumb_122_67-width] => 38
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1137-86x153.jpg
[thumb_153_153-width] => 86
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1137-92x163.jpg
[thumb_130_163-width] => 92
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1137-100x177.jpg
[thumb_232_177-width] => 100
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1137-366x650.jpg
[thumb_272_325-width] => 366
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1137-195x346.jpg
[thumb_271_346-width] => 195
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1137-152x271.jpg
[thumb_271_271-width] => 152
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1137-97x172.jpg
[thumb_272_172-width] => 97
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1137-259x461.jpg
[thumb_372_461-width] => 259
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1137-281x500.jpg
[thumb_372_500-width] => 281
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1137-152x270.jpg
[thumb_385_270-width] => 152
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1137-136x241.jpg
[thumb_416_241-width] => 136
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1137-231x410.jpg
[thumb_448_410-width] => 231
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1137-461x820.jpg
[thumb_448_410_retina-width] => 461
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1137-215x382.jpg
[thumb_574_382-width] => 215
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1137-222x395.jpg
[thumb_776_395-width] => 222
[thumb_776_395-height] => 395
)
)
[1] => Array
(
[ID] => 34553
[id] => 34553
[title] => With_Value_Proposition_Copy.jpg
[filename] => With_Value_Proposition_Copy-4.jpg
[filesize] => 27593
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Value_Proposition_Copy-4.jpg
[link] => https://www.nextafter.com/experiments/how-adding-value-proposition-copy-on-a-homepage-can-impact-member-conversion/attachment/with_value_proposition_copy-jpg-6/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => with_value_proposition_copy-jpg-6
[status] => inherit
[uploaded_to] => 16473
[date] => 2022-10-12 15:52:41
[modified] => 2022-10-12 15:52:41
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 115
[height] => 505
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Value_Proposition_Copy-4-115x150.jpg
[thumbnail-width] => 115
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Value_Proposition_Copy-4-68x300.jpg
[medium-width] => 68
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Value_Proposition_Copy-4.jpg
[medium_large-width] => 115
[medium_large-height] => 505
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Value_Proposition_Copy-4.jpg
[large-width] => 115
[large-height] => 505
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Value_Proposition_Copy-4.jpg
[1536x1536-width] => 115
[1536x1536-height] => 505
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Value_Proposition_Copy-4.jpg
[2048x2048-width] => 115
[2048x2048-height] => 505
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Value_Proposition_Copy-4-115x400.jpg
[ab-block-post-grid-landscape-width] => 115
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Value_Proposition_Copy-4.jpg
[ab-block-post-grid-square-width] => 115
[ab-block-post-grid-square-height] => 505
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Value_Proposition_Copy-4.jpg
[tp-image-grid-width] => 115
[tp-image-grid-height] => 505
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Value_Proposition_Copy-4-115x150.jpg
[post-thumbnail-width] => 115
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Value_Proposition_Copy-4-11x50.jpg
[admin-width] => 11
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Value_Proposition_Copy-4.jpg
[full-width] => 115
[full-height] => 505
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Value_Proposition_Copy-4.jpg
[thumb_372-width] => 115
[thumb_372-height] => 505
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Value_Proposition_Copy-4.jpg
[single_post_thumbnail-width] => 115
[single_post_thumbnail-height] => 505
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Value_Proposition_Copy-4-7x32.jpg
[thumb_32_32-width] => 7
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Value_Proposition_Copy-4-11x48.jpg
[thumb_48_48-width] => 11
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Value_Proposition_Copy-4-15x64.jpg
[thumb_64_64-width] => 15
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Value_Proposition_Copy-4-29x128.jpg
[thumb_128_128-width] => 29
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Value_Proposition_Copy-4-15x67.jpg
[thumb_122_67-width] => 15
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Value_Proposition_Copy-4-35x153.jpg
[thumb_153_153-width] => 35
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Value_Proposition_Copy-4-37x163.jpg
[thumb_130_163-width] => 37
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Value_Proposition_Copy-4-40x177.jpg
[thumb_232_177-width] => 40
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Value_Proposition_Copy-4.jpg
[thumb_272_325-width] => 115
[thumb_272_325-height] => 505
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Value_Proposition_Copy-4-79x346.jpg
[thumb_271_346-width] => 79
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Value_Proposition_Copy-4-62x271.jpg
[thumb_271_271-width] => 62
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Value_Proposition_Copy-4-39x172.jpg
[thumb_272_172-width] => 39
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Value_Proposition_Copy-4-105x461.jpg
[thumb_372_461-width] => 105
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Value_Proposition_Copy-4-114x500.jpg
[thumb_372_500-width] => 114
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Value_Proposition_Copy-4-61x270.jpg
[thumb_385_270-width] => 61
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Value_Proposition_Copy-4-55x241.jpg
[thumb_416_241-width] => 55
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Value_Proposition_Copy-4-93x410.jpg
[thumb_448_410-width] => 93
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Value_Proposition_Copy-4.jpg
[thumb_448_410_retina-width] => 115
[thumb_448_410_retina-height] => 505
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Value_Proposition_Copy-4-87x382.jpg
[thumb_574_382-width] => 87
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Value_Proposition_Copy-4-90x395.jpg
[thumb_776_395-width] => 90
[thumb_776_395-height] => 395
)
)
)
T1: With Value Proposition Copy
Array
(
[0] => Array
(
[ID] => 34552
[id] => 34552
[title] => Control.jpg
[filename] => Control-1137.jpg
[filesize] => 352228
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1137.jpg
[link] => https://www.nextafter.com/experiments/how-adding-value-proposition-copy-on-a-homepage-can-impact-member-conversion/attachment/control-jpg-1228/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-jpg-1228
[status] => inherit
[uploaded_to] => 16473
[date] => 2022-10-12 15:51:58
[modified] => 2022-10-12 15:51:58
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1242
[height] => 2208
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1137-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1137-169x300.jpg
[medium-width] => 169
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1137-768x1365.jpg
[medium_large-width] => 640
[medium_large-height] => 1138
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1137-576x1024.jpg
[large-width] => 576
[large-height] => 1024
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1137-864x1536.jpg
[1536x1536-width] => 864
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1137-1152x2048.jpg
[2048x2048-width] => 1152
[2048x2048-height] => 2048
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1137-600x400.jpg
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1137-600x600.jpg
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1137.jpg
[tp-image-grid-width] => 394
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1137-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1137-28x50.jpg
[admin-width] => 28
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1137.jpg
[full-width] => 1242
[full-height] => 2208
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1137-372x661.jpg
[thumb_372-width] => 372
[thumb_372-height] => 661
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1137-352x625.jpg
[single_post_thumbnail-width] => 352
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1137-18x32.jpg
[thumb_32_32-width] => 18
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1137-27x48.jpg
[thumb_48_48-width] => 27
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1137-36x64.jpg
[thumb_64_64-width] => 36
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1137-72x128.jpg
[thumb_128_128-width] => 72
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1137-38x67.jpg
[thumb_122_67-width] => 38
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1137-86x153.jpg
[thumb_153_153-width] => 86
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1137-92x163.jpg
[thumb_130_163-width] => 92
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1137-100x177.jpg
[thumb_232_177-width] => 100
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1137-366x650.jpg
[thumb_272_325-width] => 366
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1137-195x346.jpg
[thumb_271_346-width] => 195
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1137-152x271.jpg
[thumb_271_271-width] => 152
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1137-97x172.jpg
[thumb_272_172-width] => 97
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1137-259x461.jpg
[thumb_372_461-width] => 259
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1137-281x500.jpg
[thumb_372_500-width] => 281
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1137-152x270.jpg
[thumb_385_270-width] => 152
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1137-136x241.jpg
[thumb_416_241-width] => 136
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1137-231x410.jpg
[thumb_448_410-width] => 231
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1137-461x820.jpg
[thumb_448_410_retina-width] => 461
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1137-215x382.jpg
[thumb_574_382-width] => 215
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1137-222x395.jpg
[thumb_776_395-width] => 222
[thumb_776_395-height] => 395
)
)
[1] => Array
(
[ID] => 34553
[id] => 34553
[title] => With_Value_Proposition_Copy.jpg
[filename] => With_Value_Proposition_Copy-4.jpg
[filesize] => 27593
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Value_Proposition_Copy-4.jpg
[link] => https://www.nextafter.com/experiments/how-adding-value-proposition-copy-on-a-homepage-can-impact-member-conversion/attachment/with_value_proposition_copy-jpg-6/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => with_value_proposition_copy-jpg-6
[status] => inherit
[uploaded_to] => 16473
[date] => 2022-10-12 15:52:41
[modified] => 2022-10-12 15:52:41
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 115
[height] => 505
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Value_Proposition_Copy-4-115x150.jpg
[thumbnail-width] => 115
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Value_Proposition_Copy-4-68x300.jpg
[medium-width] => 68
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Value_Proposition_Copy-4.jpg
[medium_large-width] => 115
[medium_large-height] => 505
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Value_Proposition_Copy-4.jpg
[large-width] => 115
[large-height] => 505
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Value_Proposition_Copy-4.jpg
[1536x1536-width] => 115
[1536x1536-height] => 505
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Value_Proposition_Copy-4.jpg
[2048x2048-width] => 115
[2048x2048-height] => 505
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Value_Proposition_Copy-4-115x400.jpg
[ab-block-post-grid-landscape-width] => 115
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Value_Proposition_Copy-4.jpg
[ab-block-post-grid-square-width] => 115
[ab-block-post-grid-square-height] => 505
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Value_Proposition_Copy-4.jpg
[tp-image-grid-width] => 115
[tp-image-grid-height] => 505
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Value_Proposition_Copy-4-115x150.jpg
[post-thumbnail-width] => 115
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Value_Proposition_Copy-4-11x50.jpg
[admin-width] => 11
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Value_Proposition_Copy-4.jpg
[full-width] => 115
[full-height] => 505
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Value_Proposition_Copy-4.jpg
[thumb_372-width] => 115
[thumb_372-height] => 505
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Value_Proposition_Copy-4.jpg
[single_post_thumbnail-width] => 115
[single_post_thumbnail-height] => 505
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Value_Proposition_Copy-4-7x32.jpg
[thumb_32_32-width] => 7
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Value_Proposition_Copy-4-11x48.jpg
[thumb_48_48-width] => 11
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Value_Proposition_Copy-4-15x64.jpg
[thumb_64_64-width] => 15
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Value_Proposition_Copy-4-29x128.jpg
[thumb_128_128-width] => 29
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Value_Proposition_Copy-4-15x67.jpg
[thumb_122_67-width] => 15
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Value_Proposition_Copy-4-35x153.jpg
[thumb_153_153-width] => 35
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Value_Proposition_Copy-4-37x163.jpg
[thumb_130_163-width] => 37
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Value_Proposition_Copy-4-40x177.jpg
[thumb_232_177-width] => 40
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Value_Proposition_Copy-4.jpg
[thumb_272_325-width] => 115
[thumb_272_325-height] => 505
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Value_Proposition_Copy-4-79x346.jpg
[thumb_271_346-width] => 79
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Value_Proposition_Copy-4-62x271.jpg
[thumb_271_271-width] => 62
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Value_Proposition_Copy-4-39x172.jpg
[thumb_272_172-width] => 39
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Value_Proposition_Copy-4-105x461.jpg
[thumb_372_461-width] => 105
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Value_Proposition_Copy-4-114x500.jpg
[thumb_372_500-width] => 114
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Value_Proposition_Copy-4-61x270.jpg
[thumb_385_270-width] => 61
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Value_Proposition_Copy-4-55x241.jpg
[thumb_416_241-width] => 55
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Value_Proposition_Copy-4-93x410.jpg
[thumb_448_410-width] => 93
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Value_Proposition_Copy-4.jpg
[thumb_448_410_retina-width] => 115
[thumb_448_410_retina-height] => 505
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Value_Proposition_Copy-4-87x382.jpg
[thumb_574_382-width] => 87
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Value_Proposition_Copy-4-90x395.jpg
[thumb_776_395-width] => 90
[thumb_776_395-height] => 395
)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 4.8% | ||
| T1: | With Value Proposition Copy | 5.9% | 24.7% | 100.0% |
This experiment has a required sample size of 2,811 in order to be valid. Since the experiment had a total sample size of 61,398, and the level of confidence is above 95% the experiment results are valid.
Flux Metrics Affected
The Flux Metrics analyze the three primary metrics that affect revenue (traffic, conversion rate, and average gift). This experiment produced the following results:
0% increase in traffic
× 24.7% increase in conversion rate
× 0% increase in average gift
Key Learnings
We were able to increase AIO memberships by 24.7% on mobile devices.
Even though the homepage became dramatically longer with the added value proposition, the value proposition brought clarity to why a person should sign up increasing the appeal of the membership and resulting in more people converting.
With 90% of the traffic coming to this page on mobile phones, this increase has a significant impact on overall revenue. Considering that an average membership is $10/month, this increase has the potential to increase revenue over the year by over $720,000.