Dallas Theological Seminary

How additional premium-focused value proposition affects conversion

Experiment ID: #4972

Dallas Theological Seminary

Experiment Summary

Timeframe: 09/12/2016 - 09/19/2016

Dallas Theological Seminary had found a popular offer in their free Gospel of John course. After the user signed up, they were given the opportunity to make a gift.In exchange for a gift of $100 or more they were offered a commentary as the course companion book for the Gospel of John course. DTS decided to try to see if they could increase conversion rate by integrating review content for the commentary into the donation page. They pulled some reviews from a popular book review site onto the page, showed five stars, and gave a positive review for the commentary, hoping that this would increase conversion.

Research Question

Will the addition of premium focused value proposition copy increase donor conversion?

Design

C: Original
Array ( [0] => Array ( [ID] => 13064 [id] => 13064 [title] => Original-2-2.png [filename] => Original-2-2.png [filesize] => 0 [url] => https://www.nextafter.com/wp-content/uploads/Original-2-2.png [link] => https://www.nextafter.com/experiments/how-additional-premium-focused-value-proposition-affects-conversion/attachment/original-2-2-png/ [alt] => [author] => 6 [description] => [caption] => [name] => original-2-2-png [status] => inherit [uploaded_to] => 13063 [date] => 2021-02-25 05:24:11 [modified] => 2021-02-25 05:24:11 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://www.nextafter.com/wp-includes/images/media/default.png [width] => 1440 [height] => 2437 [sizes] => Array ( [thumbnail] => https://www.nextafter.com/wp-content/uploads/Original-2-2-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://www.nextafter.com/wp-content/uploads/Original-2-2-177x300.png [medium-width] => 177 [medium-height] => 300 [medium_large] => https://www.nextafter.com/wp-content/uploads/Original-2-2-768x1300.png [medium_large-width] => 640 [medium_large-height] => 1083 [large] => https://www.nextafter.com/wp-content/uploads/Original-2-2-605x1024.png [large-width] => 605 [large-height] => 1024 [1536x1536] => https://www.nextafter.com/wp-content/uploads/Original-2-2-908x1536.png [1536x1536-width] => 908 [1536x1536-height] => 1536 [2048x2048] => https://www.nextafter.com/wp-content/uploads/Original-2-2-1210x2048.png [2048x2048-width] => 1210 [2048x2048-height] => 2048 [tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Original-2-2.png [tp-image-grid-width] => 414 [tp-image-grid-height] => 700 [post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Original-2-2-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://www.nextafter.com/wp-content/uploads/Original-2-2-30x50.png [admin-width] => 30 [admin-height] => 50 [full] => https://www.nextafter.com/wp-content/uploads/Original-2-2.png [full-width] => 1440 [full-height] => 2437 [thumb_372] => https://www.nextafter.com/wp-content/uploads/Original-2-2-372x630.png [thumb_372-width] => 372 [thumb_372-height] => 630 [single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Original-2-2-369x625.png [single_post_thumbnail-width] => 369 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Original-2-2-19x32.png [thumb_32_32-width] => 19 [thumb_32_32-height] => 32 [thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Original-2-2-28x48.png [thumb_48_48-width] => 28 [thumb_48_48-height] => 48 [thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Original-2-2-38x64.png [thumb_64_64-width] => 38 [thumb_64_64-height] => 64 [thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Original-2-2-76x128.png [thumb_128_128-width] => 76 [thumb_128_128-height] => 128 [thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Original-2-2-40x67.png [thumb_122_67-width] => 40 [thumb_122_67-height] => 67 [thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Original-2-2-90x153.png [thumb_153_153-width] => 90 [thumb_153_153-height] => 153 [thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Original-2-2-96x163.png [thumb_130_163-width] => 96 [thumb_130_163-height] => 163 [thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Original-2-2-105x177.png [thumb_232_177-width] => 105 [thumb_232_177-height] => 177 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Original-2-2-384x650.png [thumb_272_325-width] => 384 [thumb_272_325-height] => 650 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Original-2-2-204x346.png [thumb_271_346-width] => 204 [thumb_271_346-height] => 346 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Original-2-2-160x271.png [thumb_271_271-width] => 160 [thumb_271_271-height] => 271 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Original-2-2-102x172.png [thumb_272_172-width] => 102 [thumb_272_172-height] => 172 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Original-2-2-272x461.png [thumb_372_461-width] => 272 [thumb_372_461-height] => 461 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Original-2-2-295x500.png [thumb_372_500-width] => 295 [thumb_372_500-height] => 500 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Original-2-2-160x270.png [thumb_385_270-width] => 160 [thumb_385_270-height] => 270 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Original-2-2-142x241.png [thumb_416_241-width] => 142 [thumb_416_241-height] => 241 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Original-2-2-242x410.png [thumb_448_410-width] => 242 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Original-2-2-485x820.png [thumb_448_410_retina-width] => 485 [thumb_448_410_retina-height] => 820 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Original-2-2-226x382.png [thumb_574_382-width] => 226 [thumb_574_382-height] => 382 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Original-2-2-233x395.png [thumb_776_395-width] => 233 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Original-2-2.png [gform-image-choice-sm-width] => 177 [gform-image-choice-sm-height] => 300 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Original-2-2.png [gform-image-choice-md-width] => 236 [gform-image-choice-md-height] => 400 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Original-2-2.png [gform-image-choice-lg-width] => 355 [gform-image-choice-lg-height] => 600 ) ) [1] => Array ( [ID] => 13065 [id] => 13065 [title] => Redesign.png [filename] => Redesign.png [filesize] => 0 [url] => https://www.nextafter.com/wp-content/uploads/Redesign.png [link] => https://www.nextafter.com/experiments/how-additional-premium-focused-value-proposition-affects-conversion/attachment/redesign-png/ [alt] => [author] => 6 [description] => [caption] => [name] => redesign-png [status] => inherit [uploaded_to] => 13063 [date] => 2021-02-25 05:24:28 [modified] => 2021-02-25 05:24:28 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://www.nextafter.com/wp-includes/images/media/default.png [width] => 1440 [height] => 2333 [sizes] => Array ( [thumbnail] => https://www.nextafter.com/wp-content/uploads/Redesign-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://www.nextafter.com/wp-content/uploads/Redesign-185x300.png [medium-width] => 185 [medium-height] => 300 [medium_large] => https://www.nextafter.com/wp-content/uploads/Redesign-768x1244.png [medium_large-width] => 640 [medium_large-height] => 1037 [large] => https://www.nextafter.com/wp-content/uploads/Redesign-632x1024.png [large-width] => 632 [large-height] => 1024 [1536x1536] => https://www.nextafter.com/wp-content/uploads/Redesign-948x1536.png [1536x1536-width] => 948 [1536x1536-height] => 1536 [2048x2048] => https://www.nextafter.com/wp-content/uploads/Redesign-1264x2048.png [2048x2048-width] => 1264 [2048x2048-height] => 2048 [tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Redesign.png [tp-image-grid-width] => 432 [tp-image-grid-height] => 700 [post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Redesign-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://www.nextafter.com/wp-content/uploads/Redesign-31x50.png [admin-width] => 31 [admin-height] => 50 [full] => https://www.nextafter.com/wp-content/uploads/Redesign.png [full-width] => 1440 [full-height] => 2333 [thumb_372] => https://www.nextafter.com/wp-content/uploads/Redesign-372x603.png [thumb_372-width] => 372 [thumb_372-height] => 603 [single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Redesign-386x625.png [single_post_thumbnail-width] => 386 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Redesign-20x32.png [thumb_32_32-width] => 20 [thumb_32_32-height] => 32 [thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Redesign-30x48.png [thumb_48_48-width] => 30 [thumb_48_48-height] => 48 [thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Redesign-40x64.png [thumb_64_64-width] => 40 [thumb_64_64-height] => 64 [thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Redesign-79x128.png [thumb_128_128-width] => 79 [thumb_128_128-height] => 128 [thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Redesign-41x67.png [thumb_122_67-width] => 41 [thumb_122_67-height] => 67 [thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Redesign-94x153.png [thumb_153_153-width] => 94 [thumb_153_153-height] => 153 [thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Redesign-101x163.png [thumb_130_163-width] => 101 [thumb_130_163-height] => 163 [thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Redesign-109x177.png [thumb_232_177-width] => 109 [thumb_232_177-height] => 177 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Redesign-401x650.png [thumb_272_325-width] => 401 [thumb_272_325-height] => 650 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Redesign-214x346.png [thumb_271_346-width] => 214 [thumb_271_346-height] => 346 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Redesign-167x271.png [thumb_271_271-width] => 167 [thumb_271_271-height] => 271 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Redesign-106x172.png [thumb_272_172-width] => 106 [thumb_272_172-height] => 172 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Redesign-285x461.png [thumb_372_461-width] => 285 [thumb_372_461-height] => 461 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Redesign-309x500.png [thumb_372_500-width] => 309 [thumb_372_500-height] => 500 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Redesign-167x270.png [thumb_385_270-width] => 167 [thumb_385_270-height] => 270 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Redesign-149x241.png [thumb_416_241-width] => 149 [thumb_416_241-height] => 241 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Redesign-253x410.png [thumb_448_410-width] => 253 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Redesign-506x820.png [thumb_448_410_retina-width] => 506 [thumb_448_410_retina-height] => 820 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Redesign-236x382.png [thumb_574_382-width] => 236 [thumb_574_382-height] => 382 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Redesign-244x395.png [thumb_776_395-width] => 244 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Redesign.png [gform-image-choice-sm-width] => 185 [gform-image-choice-sm-height] => 300 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Redesign.png [gform-image-choice-md-width] => 247 [gform-image-choice-md-height] => 400 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Redesign.png [gform-image-choice-lg-width] => 370 [gform-image-choice-lg-height] => 600 ) ) )
T1: Redesign
Array ( [0] => Array ( [ID] => 13064 [id] => 13064 [title] => Original-2-2.png [filename] => Original-2-2.png [filesize] => 0 [url] => https://www.nextafter.com/wp-content/uploads/Original-2-2.png [link] => https://www.nextafter.com/experiments/how-additional-premium-focused-value-proposition-affects-conversion/attachment/original-2-2-png/ [alt] => [author] => 6 [description] => [caption] => [name] => original-2-2-png [status] => inherit [uploaded_to] => 13063 [date] => 2021-02-25 05:24:11 [modified] => 2021-02-25 05:24:11 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://www.nextafter.com/wp-includes/images/media/default.png [width] => 1440 [height] => 2437 [sizes] => Array ( [thumbnail] => https://www.nextafter.com/wp-content/uploads/Original-2-2-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://www.nextafter.com/wp-content/uploads/Original-2-2-177x300.png [medium-width] => 177 [medium-height] => 300 [medium_large] => https://www.nextafter.com/wp-content/uploads/Original-2-2-768x1300.png [medium_large-width] => 640 [medium_large-height] => 1083 [large] => https://www.nextafter.com/wp-content/uploads/Original-2-2-605x1024.png [large-width] => 605 [large-height] => 1024 [1536x1536] => https://www.nextafter.com/wp-content/uploads/Original-2-2-908x1536.png [1536x1536-width] => 908 [1536x1536-height] => 1536 [2048x2048] => https://www.nextafter.com/wp-content/uploads/Original-2-2-1210x2048.png [2048x2048-width] => 1210 [2048x2048-height] => 2048 [tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Original-2-2.png [tp-image-grid-width] => 414 [tp-image-grid-height] => 700 [post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Original-2-2-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://www.nextafter.com/wp-content/uploads/Original-2-2-30x50.png [admin-width] => 30 [admin-height] => 50 [full] => https://www.nextafter.com/wp-content/uploads/Original-2-2.png [full-width] => 1440 [full-height] => 2437 [thumb_372] => https://www.nextafter.com/wp-content/uploads/Original-2-2-372x630.png [thumb_372-width] => 372 [thumb_372-height] => 630 [single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Original-2-2-369x625.png [single_post_thumbnail-width] => 369 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Original-2-2-19x32.png [thumb_32_32-width] => 19 [thumb_32_32-height] => 32 [thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Original-2-2-28x48.png [thumb_48_48-width] => 28 [thumb_48_48-height] => 48 [thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Original-2-2-38x64.png [thumb_64_64-width] => 38 [thumb_64_64-height] => 64 [thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Original-2-2-76x128.png [thumb_128_128-width] => 76 [thumb_128_128-height] => 128 [thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Original-2-2-40x67.png [thumb_122_67-width] => 40 [thumb_122_67-height] => 67 [thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Original-2-2-90x153.png [thumb_153_153-width] => 90 [thumb_153_153-height] => 153 [thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Original-2-2-96x163.png [thumb_130_163-width] => 96 [thumb_130_163-height] => 163 [thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Original-2-2-105x177.png [thumb_232_177-width] => 105 [thumb_232_177-height] => 177 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Original-2-2-384x650.png [thumb_272_325-width] => 384 [thumb_272_325-height] => 650 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Original-2-2-204x346.png [thumb_271_346-width] => 204 [thumb_271_346-height] => 346 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Original-2-2-160x271.png [thumb_271_271-width] => 160 [thumb_271_271-height] => 271 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Original-2-2-102x172.png [thumb_272_172-width] => 102 [thumb_272_172-height] => 172 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Original-2-2-272x461.png [thumb_372_461-width] => 272 [thumb_372_461-height] => 461 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Original-2-2-295x500.png [thumb_372_500-width] => 295 [thumb_372_500-height] => 500 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Original-2-2-160x270.png [thumb_385_270-width] => 160 [thumb_385_270-height] => 270 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Original-2-2-142x241.png [thumb_416_241-width] => 142 [thumb_416_241-height] => 241 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Original-2-2-242x410.png [thumb_448_410-width] => 242 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Original-2-2-485x820.png [thumb_448_410_retina-width] => 485 [thumb_448_410_retina-height] => 820 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Original-2-2-226x382.png [thumb_574_382-width] => 226 [thumb_574_382-height] => 382 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Original-2-2-233x395.png [thumb_776_395-width] => 233 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Original-2-2.png [gform-image-choice-sm-width] => 177 [gform-image-choice-sm-height] => 300 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Original-2-2.png [gform-image-choice-md-width] => 236 [gform-image-choice-md-height] => 400 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Original-2-2.png [gform-image-choice-lg-width] => 355 [gform-image-choice-lg-height] => 600 ) ) [1] => Array ( [ID] => 13065 [id] => 13065 [title] => Redesign.png [filename] => Redesign.png [filesize] => 0 [url] => https://www.nextafter.com/wp-content/uploads/Redesign.png [link] => https://www.nextafter.com/experiments/how-additional-premium-focused-value-proposition-affects-conversion/attachment/redesign-png/ [alt] => [author] => 6 [description] => [caption] => [name] => redesign-png [status] => inherit [uploaded_to] => 13063 [date] => 2021-02-25 05:24:28 [modified] => 2021-02-25 05:24:28 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://www.nextafter.com/wp-includes/images/media/default.png [width] => 1440 [height] => 2333 [sizes] => Array ( [thumbnail] => https://www.nextafter.com/wp-content/uploads/Redesign-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://www.nextafter.com/wp-content/uploads/Redesign-185x300.png [medium-width] => 185 [medium-height] => 300 [medium_large] => https://www.nextafter.com/wp-content/uploads/Redesign-768x1244.png [medium_large-width] => 640 [medium_large-height] => 1037 [large] => https://www.nextafter.com/wp-content/uploads/Redesign-632x1024.png [large-width] => 632 [large-height] => 1024 [1536x1536] => https://www.nextafter.com/wp-content/uploads/Redesign-948x1536.png [1536x1536-width] => 948 [1536x1536-height] => 1536 [2048x2048] => https://www.nextafter.com/wp-content/uploads/Redesign-1264x2048.png [2048x2048-width] => 1264 [2048x2048-height] => 2048 [tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Redesign.png [tp-image-grid-width] => 432 [tp-image-grid-height] => 700 [post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Redesign-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://www.nextafter.com/wp-content/uploads/Redesign-31x50.png [admin-width] => 31 [admin-height] => 50 [full] => https://www.nextafter.com/wp-content/uploads/Redesign.png [full-width] => 1440 [full-height] => 2333 [thumb_372] => https://www.nextafter.com/wp-content/uploads/Redesign-372x603.png [thumb_372-width] => 372 [thumb_372-height] => 603 [single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Redesign-386x625.png [single_post_thumbnail-width] => 386 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Redesign-20x32.png [thumb_32_32-width] => 20 [thumb_32_32-height] => 32 [thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Redesign-30x48.png [thumb_48_48-width] => 30 [thumb_48_48-height] => 48 [thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Redesign-40x64.png [thumb_64_64-width] => 40 [thumb_64_64-height] => 64 [thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Redesign-79x128.png [thumb_128_128-width] => 79 [thumb_128_128-height] => 128 [thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Redesign-41x67.png [thumb_122_67-width] => 41 [thumb_122_67-height] => 67 [thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Redesign-94x153.png [thumb_153_153-width] => 94 [thumb_153_153-height] => 153 [thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Redesign-101x163.png [thumb_130_163-width] => 101 [thumb_130_163-height] => 163 [thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Redesign-109x177.png [thumb_232_177-width] => 109 [thumb_232_177-height] => 177 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Redesign-401x650.png [thumb_272_325-width] => 401 [thumb_272_325-height] => 650 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Redesign-214x346.png [thumb_271_346-width] => 214 [thumb_271_346-height] => 346 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Redesign-167x271.png [thumb_271_271-width] => 167 [thumb_271_271-height] => 271 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Redesign-106x172.png [thumb_272_172-width] => 106 [thumb_272_172-height] => 172 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Redesign-285x461.png [thumb_372_461-width] => 285 [thumb_372_461-height] => 461 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Redesign-309x500.png [thumb_372_500-width] => 309 [thumb_372_500-height] => 500 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Redesign-167x270.png [thumb_385_270-width] => 167 [thumb_385_270-height] => 270 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Redesign-149x241.png [thumb_416_241-width] => 149 [thumb_416_241-height] => 241 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Redesign-253x410.png [thumb_448_410-width] => 253 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Redesign-506x820.png [thumb_448_410_retina-width] => 506 [thumb_448_410_retina-height] => 820 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Redesign-236x382.png [thumb_574_382-width] => 236 [thumb_574_382-height] => 382 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Redesign-244x395.png [thumb_776_395-width] => 244 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Redesign.png [gform-image-choice-sm-width] => 185 [gform-image-choice-sm-height] => 300 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Redesign.png [gform-image-choice-md-width] => 247 [gform-image-choice-md-height] => 400 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Redesign.png [gform-image-choice-lg-width] => 370 [gform-image-choice-lg-height] => 600 ) ) )

Results

  Treatment Name Conv. Rate Relative Difference Confidence Average Gift
C: Original 3.5% $66.33
T1: Redesign 1.8% -47.8% 88.1% $82.78

This experiment has a required sample size of 698 in order to be valid. Since the experiment had a total sample size of 922, and the level of confidence is not above 95% the experiment results are not valid.

Key Learnings

The treatment page produced a 47% decrease in conversion, although these results were not statistically valid due to low traffic to the page. However, the treatment also produced an increase in average gift, which may suggested this motivated a certain segment of people who enrolled in the course to increase their average gift to receive the commentary. However, this additional value proposition appeared to distract from the main value proposition, which converted more registered users into donors. Wally learning to not produce a positive impact on this donation page further testing for how the book is offered throughout the course might produce a lift.


Experiment Documented by Jeff Giddens
Jeff Giddens is President of NextAfter.

Question about experiment #4972

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