How additional value proposition copy affects donor conversion rate on a calendar year end page
Experiment ID: #41804
The Navigators
Experiment Summary
Timeframe: 12/15/2020 - 12/25/2020
The Navigators were running a year-end campaign and wanted to test whether additional value proposition copy on the donation page would increase conversion. While the page already had visuals, a story, and value proposition copy at the bottom, they wanted to add it to the top of the page to motivate people who might arrive at the page unconvinced to give.
They drafted copy that outlined their plan for the next year, making a case for support, and tested the two pages against each other.
Research Question
We believe that adding value proposition copy for year end donation page visitors will achieve an increase in conversion rate.
Design
C: Control
Array
(
[0] => Array
(
[ID] => 62896
[id] => 62896
[title] => Control.png
[filename] => Control-344.png
[filesize] => 400743
[url] => https://www.nextafter.com/wp-content/uploads/Control-344.png
[link] => https://www.nextafter.com/experiments/how-additional-value-proposition-copy-affects-donor-conversion-rate-on-a-calendar-year-end-page/attachment/control-png-8159/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-png-8159
[status] => inherit
[uploaded_to] => 62892
[date] => 2024-08-08 20:14:24
[modified] => 2024-08-08 20:14:24
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 1457
[height] => 1185
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/Control-344-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Control-344-300x244.png
[medium-width] => 300
[medium-height] => 244
[medium_large] => https://www.nextafter.com/wp-content/uploads/Control-344-768x625.png
[medium_large-width] => 640
[medium_large-height] => 521
[large] => https://www.nextafter.com/wp-content/uploads/Control-344-1024x833.png
[large-width] => 640
[large-height] => 521
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Control-344.png
[1536x1536-width] => 1457
[1536x1536-height] => 1185
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Control-344.png
[2048x2048-width] => 1457
[2048x2048-height] => 1185
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Control-344-700x700.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Control-344-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Control-344-50x41.png
[admin-width] => 50
[admin-height] => 41
[full] => https://www.nextafter.com/wp-content/uploads/Control-344.png
[full-width] => 1457
[full-height] => 1185
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Control-344-372x303.png
[thumb_372-width] => 372
[thumb_372-height] => 303
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Control-344-768x625.png
[single_post_thumbnail-width] => 768
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Control-344-32x26.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 26
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Control-344-48x39.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 39
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Control-344-64x52.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 52
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Control-344-128x104.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 104
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Control-344-82x67.png
[thumb_122_67-width] => 82
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Control-344-153x124.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 124
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Control-344-130x106.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 106
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Control-344-218x177.png
[thumb_232_177-width] => 218
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Control-344-544x442.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 442
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Control-344-271x220.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 220
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Control-344-271x220.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 220
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Control-344-211x172.png
[thumb_272_172-width] => 211
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Control-344-372x303.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 303
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Control-344-372x303.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 303
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Control-344-332x270.png
[thumb_385_270-width] => 332
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Control-344-296x241.png
[thumb_416_241-width] => 296
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Control-344-448x364.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 364
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Control-344-896x729.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 729
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Control-344-470x382.png
[thumb_574_382-width] => 470
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Control-344-486x395.png
[thumb_776_395-width] => 486
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Control-344.png
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 244
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Control-344.png
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 325
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Control-344.png
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 488
)
)
[1] => Array
(
[ID] => 62899
[id] => 62899
[title] => Variant_1.png
[filename] => Variant_1-23.png
[filesize] => 706636
[url] => https://www.nextafter.com/wp-content/uploads/Variant_1-23.png
[link] => https://www.nextafter.com/experiments/how-additional-value-proposition-copy-affects-donor-conversion-rate-on-a-calendar-year-end-page/attachment/variant_1-png-133/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => variant_1-png-133
[status] => inherit
[uploaded_to] => 62892
[date] => 2024-08-08 20:14:43
[modified] => 2024-08-08 20:14:43
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 1385
[height] => 1193
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/Variant_1-23-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Variant_1-23-300x258.png
[medium-width] => 300
[medium-height] => 258
[medium_large] => https://www.nextafter.com/wp-content/uploads/Variant_1-23-768x662.png
[medium_large-width] => 640
[medium_large-height] => 552
[large] => https://www.nextafter.com/wp-content/uploads/Variant_1-23-1024x882.png
[large-width] => 640
[large-height] => 551
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Variant_1-23.png
[1536x1536-width] => 1385
[1536x1536-height] => 1193
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Variant_1-23.png
[2048x2048-width] => 1385
[2048x2048-height] => 1193
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Variant_1-23-700x700.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Variant_1-23-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Variant_1-23-50x43.png
[admin-width] => 50
[admin-height] => 43
[full] => https://www.nextafter.com/wp-content/uploads/Variant_1-23.png
[full-width] => 1385
[full-height] => 1193
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Variant_1-23-372x320.png
[thumb_372-width] => 372
[thumb_372-height] => 320
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Variant_1-23-726x625.png
[single_post_thumbnail-width] => 726
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Variant_1-23-32x28.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 28
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Variant_1-23-48x41.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 41
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Variant_1-23-64x55.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 55
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Variant_1-23-128x110.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 110
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Variant_1-23-78x67.png
[thumb_122_67-width] => 78
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Variant_1-23-153x132.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 132
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Variant_1-23-130x112.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 112
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Variant_1-23-205x177.png
[thumb_232_177-width] => 205
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Variant_1-23-544x469.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 469
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Variant_1-23-271x233.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 233
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Variant_1-23-271x233.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 233
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Variant_1-23-200x172.png
[thumb_272_172-width] => 200
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Variant_1-23-372x320.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 320
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Variant_1-23-372x320.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 320
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Variant_1-23-313x270.png
[thumb_385_270-width] => 313
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Variant_1-23-280x241.png
[thumb_416_241-width] => 280
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Variant_1-23-448x386.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 386
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Variant_1-23-896x772.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 772
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Variant_1-23-443x382.png
[thumb_574_382-width] => 443
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Variant_1-23-459x395.png
[thumb_776_395-width] => 459
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Variant_1-23.png
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 258
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Variant_1-23.png
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 345
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Variant_1-23.png
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 517
)
)
)
T1: Variant 1
Array
(
[0] => Array
(
[ID] => 62896
[id] => 62896
[title] => Control.png
[filename] => Control-344.png
[filesize] => 400743
[url] => https://www.nextafter.com/wp-content/uploads/Control-344.png
[link] => https://www.nextafter.com/experiments/how-additional-value-proposition-copy-affects-donor-conversion-rate-on-a-calendar-year-end-page/attachment/control-png-8159/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-png-8159
[status] => inherit
[uploaded_to] => 62892
[date] => 2024-08-08 20:14:24
[modified] => 2024-08-08 20:14:24
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 1457
[height] => 1185
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/Control-344-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Control-344-300x244.png
[medium-width] => 300
[medium-height] => 244
[medium_large] => https://www.nextafter.com/wp-content/uploads/Control-344-768x625.png
[medium_large-width] => 640
[medium_large-height] => 521
[large] => https://www.nextafter.com/wp-content/uploads/Control-344-1024x833.png
[large-width] => 640
[large-height] => 521
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Control-344.png
[1536x1536-width] => 1457
[1536x1536-height] => 1185
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Control-344.png
[2048x2048-width] => 1457
[2048x2048-height] => 1185
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Control-344-700x700.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Control-344-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Control-344-50x41.png
[admin-width] => 50
[admin-height] => 41
[full] => https://www.nextafter.com/wp-content/uploads/Control-344.png
[full-width] => 1457
[full-height] => 1185
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Control-344-372x303.png
[thumb_372-width] => 372
[thumb_372-height] => 303
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Control-344-768x625.png
[single_post_thumbnail-width] => 768
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Control-344-32x26.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 26
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Control-344-48x39.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 39
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Control-344-64x52.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 52
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Control-344-128x104.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 104
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Control-344-82x67.png
[thumb_122_67-width] => 82
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Control-344-153x124.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 124
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Control-344-130x106.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 106
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Control-344-218x177.png
[thumb_232_177-width] => 218
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Control-344-544x442.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 442
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Control-344-271x220.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 220
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Control-344-271x220.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 220
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Control-344-211x172.png
[thumb_272_172-width] => 211
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Control-344-372x303.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 303
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Control-344-372x303.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 303
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Control-344-332x270.png
[thumb_385_270-width] => 332
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Control-344-296x241.png
[thumb_416_241-width] => 296
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Control-344-448x364.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 364
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Control-344-896x729.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 729
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Control-344-470x382.png
[thumb_574_382-width] => 470
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Control-344-486x395.png
[thumb_776_395-width] => 486
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Control-344.png
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 244
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Control-344.png
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 325
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Control-344.png
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 488
)
)
[1] => Array
(
[ID] => 62899
[id] => 62899
[title] => Variant_1.png
[filename] => Variant_1-23.png
[filesize] => 706636
[url] => https://www.nextafter.com/wp-content/uploads/Variant_1-23.png
[link] => https://www.nextafter.com/experiments/how-additional-value-proposition-copy-affects-donor-conversion-rate-on-a-calendar-year-end-page/attachment/variant_1-png-133/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => variant_1-png-133
[status] => inherit
[uploaded_to] => 62892
[date] => 2024-08-08 20:14:43
[modified] => 2024-08-08 20:14:43
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 1385
[height] => 1193
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/Variant_1-23-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Variant_1-23-300x258.png
[medium-width] => 300
[medium-height] => 258
[medium_large] => https://www.nextafter.com/wp-content/uploads/Variant_1-23-768x662.png
[medium_large-width] => 640
[medium_large-height] => 552
[large] => https://www.nextafter.com/wp-content/uploads/Variant_1-23-1024x882.png
[large-width] => 640
[large-height] => 551
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Variant_1-23.png
[1536x1536-width] => 1385
[1536x1536-height] => 1193
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Variant_1-23.png
[2048x2048-width] => 1385
[2048x2048-height] => 1193
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Variant_1-23-700x700.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Variant_1-23-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Variant_1-23-50x43.png
[admin-width] => 50
[admin-height] => 43
[full] => https://www.nextafter.com/wp-content/uploads/Variant_1-23.png
[full-width] => 1385
[full-height] => 1193
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Variant_1-23-372x320.png
[thumb_372-width] => 372
[thumb_372-height] => 320
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Variant_1-23-726x625.png
[single_post_thumbnail-width] => 726
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Variant_1-23-32x28.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 28
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Variant_1-23-48x41.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 41
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Variant_1-23-64x55.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 55
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Variant_1-23-128x110.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 110
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Variant_1-23-78x67.png
[thumb_122_67-width] => 78
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Variant_1-23-153x132.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 132
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Variant_1-23-130x112.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 112
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Variant_1-23-205x177.png
[thumb_232_177-width] => 205
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Variant_1-23-544x469.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 469
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Variant_1-23-271x233.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 233
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Variant_1-23-271x233.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 233
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Variant_1-23-200x172.png
[thumb_272_172-width] => 200
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Variant_1-23-372x320.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 320
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Variant_1-23-372x320.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 320
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Variant_1-23-313x270.png
[thumb_385_270-width] => 313
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Variant_1-23-280x241.png
[thumb_416_241-width] => 280
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Variant_1-23-448x386.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 386
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Variant_1-23-896x772.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 772
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Variant_1-23-443x382.png
[thumb_574_382-width] => 443
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Variant_1-23-459x395.png
[thumb_776_395-width] => 459
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Variant_1-23.png
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 258
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Variant_1-23.png
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 345
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Variant_1-23.png
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 517
)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 37.7% | $0.00 | ||
| T1: | Variant 1 | 37.3% | -1.1% | 17.2% | $0.00 |
This experiment has a required sample size of 109,002 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
Ultimately, there was no significant increase or decrease on the page. Early on, there was a notable increase—but as the month went on, and motivation (and conversion rate) increased, the copy had less and less impact, as the visitors were more motivated to give regardless of what was on the page.