How an adding a relevant image on a petition landing page impacts email acquisition
Experiment ID: #196722
Experiment Summary
Timeframe: 04/21/2025 - 05/29/2025
Mountain States Legal Foundation protects property rights and economic liberty, defends the right to keep and bear arms, champions free speech and association, and upholds the principle of equal protection.
We ran this test on an instant donation page from a petition. Audience: People from social media ads.
We wanted to know if more people will donate because people see an image on the ad and then the same image on the landing page. We thought this would provide continuity between the channels.
Research Question
Adding the same relevant image to a petition landing page that people saw on the social media ad will increase the email acquisition rate because the image provides continuity for people.
Design
C: Control
Array
(
[0] => Array
(
[ID] => 720202
[id] => 720202
[title] => 736782-86_1747321560123_BakerLP_Image_Control
[filename] => 736782-86_1747321560123_BakerLP_Image_Control.png
[filesize] => 338077
[url] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321560123_BakerLP_Image_Control.png
[link] => https://www.nextafter.com/experiments/how-an-adding-a-relevant-image-on-a-petition-landing-page-impacts-email-acquisition/attachment/736782-86_1747321560123_bakerlp_image_control/
[alt] =>
[author] => 52
[description] =>
[caption] =>
[name] => 736782-86_1747321560123_bakerlp_image_control
[status] => inherit
[uploaded_to] => 720201
[date] => 2025-08-04 21:39:04
[modified] => 2025-08-04 21:39:04
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 1910
[height] => 1266
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321560123_BakerLP_Image_Control-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321560123_BakerLP_Image_Control-300x199.png
[medium-width] => 300
[medium-height] => 199
[medium_large] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321560123_BakerLP_Image_Control-768x509.png
[medium_large-width] => 640
[medium_large-height] => 424
[large] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321560123_BakerLP_Image_Control-1024x679.png
[large-width] => 640
[large-height] => 424
[1536x1536] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321560123_BakerLP_Image_Control-1536x1018.png
[1536x1536-width] => 1536
[1536x1536-height] => 1018
[2048x2048] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321560123_BakerLP_Image_Control.png
[2048x2048-width] => 1910
[2048x2048-height] => 1266
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321560123_BakerLP_Image_Control-700x700.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321560123_BakerLP_Image_Control-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321560123_BakerLP_Image_Control-50x33.png
[admin-width] => 50
[admin-height] => 33
[full] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321560123_BakerLP_Image_Control.png
[full-width] => 1910
[full-height] => 1266
[thumb_372] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321560123_BakerLP_Image_Control-372x247.png
[thumb_372-width] => 372
[thumb_372-height] => 247
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321560123_BakerLP_Image_Control-943x625.png
[single_post_thumbnail-width] => 943
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321560123_BakerLP_Image_Control-32x21.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 21
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321560123_BakerLP_Image_Control-48x32.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 32
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321560123_BakerLP_Image_Control-64x42.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 42
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321560123_BakerLP_Image_Control-128x85.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 85
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321560123_BakerLP_Image_Control-101x67.png
[thumb_122_67-width] => 101
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321560123_BakerLP_Image_Control-153x101.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 101
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321560123_BakerLP_Image_Control-130x86.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 86
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321560123_BakerLP_Image_Control-232x154.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 154
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321560123_BakerLP_Image_Control-544x361.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 361
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321560123_BakerLP_Image_Control-271x180.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 180
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321560123_BakerLP_Image_Control-271x180.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 180
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321560123_BakerLP_Image_Control-259x172.png
[thumb_272_172-width] => 259
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321560123_BakerLP_Image_Control-372x247.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 247
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321560123_BakerLP_Image_Control-372x247.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 247
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321560123_BakerLP_Image_Control-385x255.png
[thumb_385_270-width] => 385
[thumb_385_270-height] => 255
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321560123_BakerLP_Image_Control-364x241.png
[thumb_416_241-width] => 364
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321560123_BakerLP_Image_Control-448x297.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 297
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321560123_BakerLP_Image_Control-896x594.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 594
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321560123_BakerLP_Image_Control-574x380.png
[thumb_574_382-width] => 574
[thumb_574_382-height] => 380
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321560123_BakerLP_Image_Control-596x395.png
[thumb_776_395-width] => 596
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321560123_BakerLP_Image_Control.png
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 199
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321560123_BakerLP_Image_Control.png
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 265
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321560123_BakerLP_Image_Control.png
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 398
)
)
[1] => Array
(
[ID] => 720203
[id] => 720203
[title] => 736782-86_1747321572774_BakerLP_Image_Treatment
[filename] => 736782-86_1747321572774_BakerLP_Image_Treatment.png
[filesize] => 781591
[url] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321572774_BakerLP_Image_Treatment.png
[link] => https://www.nextafter.com/experiments/how-an-adding-a-relevant-image-on-a-petition-landing-page-impacts-email-acquisition/attachment/736782-86_1747321572774_bakerlp_image_treatment/
[alt] =>
[author] => 52
[description] =>
[caption] =>
[name] => 736782-86_1747321572774_bakerlp_image_treatment
[status] => inherit
[uploaded_to] => 720201
[date] => 2025-08-04 21:39:57
[modified] => 2025-08-04 21:39:57
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 1910
[height] => 1747
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321572774_BakerLP_Image_Treatment-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321572774_BakerLP_Image_Treatment-300x274.png
[medium-width] => 300
[medium-height] => 274
[medium_large] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321572774_BakerLP_Image_Treatment-768x702.png
[medium_large-width] => 640
[medium_large-height] => 585
[large] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321572774_BakerLP_Image_Treatment-1024x937.png
[large-width] => 640
[large-height] => 586
[1536x1536] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321572774_BakerLP_Image_Treatment-1536x1405.png
[1536x1536-width] => 1536
[1536x1536-height] => 1405
[2048x2048] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321572774_BakerLP_Image_Treatment.png
[2048x2048-width] => 1910
[2048x2048-height] => 1747
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321572774_BakerLP_Image_Treatment-700x700.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321572774_BakerLP_Image_Treatment-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321572774_BakerLP_Image_Treatment-50x46.png
[admin-width] => 50
[admin-height] => 46
[full] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321572774_BakerLP_Image_Treatment.png
[full-width] => 1910
[full-height] => 1747
[thumb_372] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321572774_BakerLP_Image_Treatment-372x340.png
[thumb_372-width] => 372
[thumb_372-height] => 340
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321572774_BakerLP_Image_Treatment-683x625.png
[single_post_thumbnail-width] => 683
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321572774_BakerLP_Image_Treatment-32x29.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 29
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321572774_BakerLP_Image_Treatment-48x44.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 44
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321572774_BakerLP_Image_Treatment-64x59.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 59
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321572774_BakerLP_Image_Treatment-128x117.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 117
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321572774_BakerLP_Image_Treatment-73x67.png
[thumb_122_67-width] => 73
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321572774_BakerLP_Image_Treatment-153x140.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 140
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321572774_BakerLP_Image_Treatment-130x119.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 119
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321572774_BakerLP_Image_Treatment-194x177.png
[thumb_232_177-width] => 194
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321572774_BakerLP_Image_Treatment-544x498.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 498
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321572774_BakerLP_Image_Treatment-271x248.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 248
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321572774_BakerLP_Image_Treatment-271x248.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 248
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321572774_BakerLP_Image_Treatment-188x172.png
[thumb_272_172-width] => 188
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321572774_BakerLP_Image_Treatment-372x340.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 340
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321572774_BakerLP_Image_Treatment-372x340.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 340
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321572774_BakerLP_Image_Treatment-295x270.png
[thumb_385_270-width] => 295
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321572774_BakerLP_Image_Treatment-263x241.png
[thumb_416_241-width] => 263
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321572774_BakerLP_Image_Treatment-448x410.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321572774_BakerLP_Image_Treatment-896x820.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321572774_BakerLP_Image_Treatment-418x382.png
[thumb_574_382-width] => 418
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321572774_BakerLP_Image_Treatment-432x395.png
[thumb_776_395-width] => 432
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321572774_BakerLP_Image_Treatment.png
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 274
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321572774_BakerLP_Image_Treatment.png
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 366
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321572774_BakerLP_Image_Treatment.png
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 549
)
)
)
T1: Treatment 1
Array
(
[0] => Array
(
[ID] => 720202
[id] => 720202
[title] => 736782-86_1747321560123_BakerLP_Image_Control
[filename] => 736782-86_1747321560123_BakerLP_Image_Control.png
[filesize] => 338077
[url] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321560123_BakerLP_Image_Control.png
[link] => https://www.nextafter.com/experiments/how-an-adding-a-relevant-image-on-a-petition-landing-page-impacts-email-acquisition/attachment/736782-86_1747321560123_bakerlp_image_control/
[alt] =>
[author] => 52
[description] =>
[caption] =>
[name] => 736782-86_1747321560123_bakerlp_image_control
[status] => inherit
[uploaded_to] => 720201
[date] => 2025-08-04 21:39:04
[modified] => 2025-08-04 21:39:04
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 1910
[height] => 1266
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321560123_BakerLP_Image_Control-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321560123_BakerLP_Image_Control-300x199.png
[medium-width] => 300
[medium-height] => 199
[medium_large] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321560123_BakerLP_Image_Control-768x509.png
[medium_large-width] => 640
[medium_large-height] => 424
[large] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321560123_BakerLP_Image_Control-1024x679.png
[large-width] => 640
[large-height] => 424
[1536x1536] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321560123_BakerLP_Image_Control-1536x1018.png
[1536x1536-width] => 1536
[1536x1536-height] => 1018
[2048x2048] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321560123_BakerLP_Image_Control.png
[2048x2048-width] => 1910
[2048x2048-height] => 1266
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321560123_BakerLP_Image_Control-700x700.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321560123_BakerLP_Image_Control-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321560123_BakerLP_Image_Control-50x33.png
[admin-width] => 50
[admin-height] => 33
[full] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321560123_BakerLP_Image_Control.png
[full-width] => 1910
[full-height] => 1266
[thumb_372] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321560123_BakerLP_Image_Control-372x247.png
[thumb_372-width] => 372
[thumb_372-height] => 247
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321560123_BakerLP_Image_Control-943x625.png
[single_post_thumbnail-width] => 943
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321560123_BakerLP_Image_Control-32x21.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 21
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321560123_BakerLP_Image_Control-48x32.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 32
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321560123_BakerLP_Image_Control-64x42.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 42
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321560123_BakerLP_Image_Control-128x85.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 85
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321560123_BakerLP_Image_Control-101x67.png
[thumb_122_67-width] => 101
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321560123_BakerLP_Image_Control-153x101.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 101
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321560123_BakerLP_Image_Control-130x86.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 86
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321560123_BakerLP_Image_Control-232x154.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 154
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321560123_BakerLP_Image_Control-544x361.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 361
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321560123_BakerLP_Image_Control-271x180.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 180
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321560123_BakerLP_Image_Control-271x180.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 180
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321560123_BakerLP_Image_Control-259x172.png
[thumb_272_172-width] => 259
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321560123_BakerLP_Image_Control-372x247.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 247
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321560123_BakerLP_Image_Control-372x247.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 247
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321560123_BakerLP_Image_Control-385x255.png
[thumb_385_270-width] => 385
[thumb_385_270-height] => 255
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321560123_BakerLP_Image_Control-364x241.png
[thumb_416_241-width] => 364
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321560123_BakerLP_Image_Control-448x297.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 297
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321560123_BakerLP_Image_Control-896x594.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 594
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321560123_BakerLP_Image_Control-574x380.png
[thumb_574_382-width] => 574
[thumb_574_382-height] => 380
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321560123_BakerLP_Image_Control-596x395.png
[thumb_776_395-width] => 596
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321560123_BakerLP_Image_Control.png
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 199
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321560123_BakerLP_Image_Control.png
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 265
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321560123_BakerLP_Image_Control.png
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 398
)
)
[1] => Array
(
[ID] => 720203
[id] => 720203
[title] => 736782-86_1747321572774_BakerLP_Image_Treatment
[filename] => 736782-86_1747321572774_BakerLP_Image_Treatment.png
[filesize] => 781591
[url] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321572774_BakerLP_Image_Treatment.png
[link] => https://www.nextafter.com/experiments/how-an-adding-a-relevant-image-on-a-petition-landing-page-impacts-email-acquisition/attachment/736782-86_1747321572774_bakerlp_image_treatment/
[alt] =>
[author] => 52
[description] =>
[caption] =>
[name] => 736782-86_1747321572774_bakerlp_image_treatment
[status] => inherit
[uploaded_to] => 720201
[date] => 2025-08-04 21:39:57
[modified] => 2025-08-04 21:39:57
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 1910
[height] => 1747
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321572774_BakerLP_Image_Treatment-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321572774_BakerLP_Image_Treatment-300x274.png
[medium-width] => 300
[medium-height] => 274
[medium_large] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321572774_BakerLP_Image_Treatment-768x702.png
[medium_large-width] => 640
[medium_large-height] => 585
[large] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321572774_BakerLP_Image_Treatment-1024x937.png
[large-width] => 640
[large-height] => 586
[1536x1536] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321572774_BakerLP_Image_Treatment-1536x1405.png
[1536x1536-width] => 1536
[1536x1536-height] => 1405
[2048x2048] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321572774_BakerLP_Image_Treatment.png
[2048x2048-width] => 1910
[2048x2048-height] => 1747
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321572774_BakerLP_Image_Treatment-700x700.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321572774_BakerLP_Image_Treatment-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321572774_BakerLP_Image_Treatment-50x46.png
[admin-width] => 50
[admin-height] => 46
[full] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321572774_BakerLP_Image_Treatment.png
[full-width] => 1910
[full-height] => 1747
[thumb_372] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321572774_BakerLP_Image_Treatment-372x340.png
[thumb_372-width] => 372
[thumb_372-height] => 340
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321572774_BakerLP_Image_Treatment-683x625.png
[single_post_thumbnail-width] => 683
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321572774_BakerLP_Image_Treatment-32x29.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 29
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321572774_BakerLP_Image_Treatment-48x44.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 44
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321572774_BakerLP_Image_Treatment-64x59.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 59
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321572774_BakerLP_Image_Treatment-128x117.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 117
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321572774_BakerLP_Image_Treatment-73x67.png
[thumb_122_67-width] => 73
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321572774_BakerLP_Image_Treatment-153x140.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 140
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321572774_BakerLP_Image_Treatment-130x119.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 119
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321572774_BakerLP_Image_Treatment-194x177.png
[thumb_232_177-width] => 194
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321572774_BakerLP_Image_Treatment-544x498.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 498
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321572774_BakerLP_Image_Treatment-271x248.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 248
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321572774_BakerLP_Image_Treatment-271x248.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 248
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321572774_BakerLP_Image_Treatment-188x172.png
[thumb_272_172-width] => 188
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321572774_BakerLP_Image_Treatment-372x340.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 340
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321572774_BakerLP_Image_Treatment-372x340.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 340
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321572774_BakerLP_Image_Treatment-295x270.png
[thumb_385_270-width] => 295
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321572774_BakerLP_Image_Treatment-263x241.png
[thumb_416_241-width] => 263
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321572774_BakerLP_Image_Treatment-448x410.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321572774_BakerLP_Image_Treatment-896x820.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321572774_BakerLP_Image_Treatment-418x382.png
[thumb_574_382-width] => 418
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321572774_BakerLP_Image_Treatment-432x395.png
[thumb_776_395-width] => 432
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321572774_BakerLP_Image_Treatment.png
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 274
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321572774_BakerLP_Image_Treatment.png
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 366
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/736782-86_1747321572774_BakerLP_Image_Treatment.png
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 549
)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 0.46% | $22.14 | ||
| T1: | Treatment 1 | 0.03% | -92.8% | 99.9% | $10.00 |
This experiment has a required sample size of 1,042 in order to be valid. Since the experiment had a total sample size of 6,031, 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
× 92.8% decrease in conversion rate
× 54.8% decrease in average gift
96.7% decrease in revenue
Key Learnings
The key learning from this experiment is that adding the same relevant image to a petition landing page that people saw on the social media ad did not lead to an increase in email acquisition rate. In fact, the treatment group saw a significant decrease in transactions and recurring donations compared to the control group. In future experimentation, it is important to carefully consider the impact of image continuity between different channels. While the hypothesis was based on the idea that continuity could enhance the user experience and engagement, the results indicate that this may not always be the case. Moving forward, it is crucial to test hypotheses thoroughly before implementing them on a larger scale. This can help avoid potential negative impacts on donation rates or other key metrics. Additionally, it is important to analyze the results objectively and be prepared to pivot strategies based on data-driven insights, even if they contradict initial assumptions. Overall, this experiment highlights the importance of experimentation and data analysis in optimizing donation pages and marketing strategies. It is essential to continuously learn from both successful and unsuccessful experiments to improve future campaigns and drive better outcomes for the nonprofit organization.