Hoover Institution
How changing copy to focus on a problem/solution impacted email click rates for a donor audience
Experiment ID: #192541
Hoover Institution
Experiment Summary
Timeframe: 10/24/2024 - 10/24/2024
The Hoover Institution is a public policy research center and think tank located at Stanford University in California, United States.
Hoover recirculates a new content offer every Thursday by sending out an email to their Donor and NonDonor audiences. This specific test was on their non-donor audience. For this test on one of their most popular offers, we wanted to see whether email copy focused on the problem/solution will impact email clicks.
Research Question
We believe that using a problem/solution approach for non-donors will achieve a change in email clicks.
Design
C: Control
Array
(
[0] => Array
(
[ID] => 67808
[id] => 67808
[title] => Control.png
[filename] => Control-46.png
[filesize] => 170150
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-46.png
[link] => https://www.nextafter.com/experiments/how-changing-the-copy-to-focus-on-a-problem-solution-impacted-email-click-rates-for-a-donor-audience/attachment/control-png-9229/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-png-9229
[status] => inherit
[uploaded_to] => 67730
[date] => 2024-11-01 21:31:24
[modified] => 2024-11-01 21:31:24
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 805
[height] => 1189
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-46-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-46-203x300.png
[medium-width] => 203
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-46-768x1134.png
[medium_large-width] => 640
[medium_large-height] => 945
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-46-693x1024.png
[large-width] => 640
[large-height] => 946
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-46.png
[1536x1536-width] => 805
[1536x1536-height] => 1189
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-46.png
[2048x2048-width] => 805
[2048x2048-height] => 1189
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-46-600x400.png
[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-46-600x600.png
[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-46-700x700.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-46-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-46-34x50.png
[admin-width] => 34
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-46.png
[full-width] => 805
[full-height] => 1189
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-46-372x549.png
[thumb_372-width] => 372
[thumb_372-height] => 549
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-46-423x625.png
[single_post_thumbnail-width] => 423
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-46-22x32.png
[thumb_32_32-width] => 22
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-46-32x48.png
[thumb_48_48-width] => 32
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-46-43x64.png
[thumb_64_64-width] => 43
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-46-87x128.png
[thumb_128_128-width] => 87
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-46-45x67.png
[thumb_122_67-width] => 45
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-46-104x153.png
[thumb_153_153-width] => 104
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-46-110x163.png
[thumb_130_163-width] => 110
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-46-120x177.png
[thumb_232_177-width] => 120
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-46-440x650.png
[thumb_272_325-width] => 440
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-46-234x346.png
[thumb_271_346-width] => 234
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-46-183x271.png
[thumb_271_271-width] => 183
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-46-116x172.png
[thumb_272_172-width] => 116
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-46-312x461.png
[thumb_372_461-width] => 312
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-46-339x500.png
[thumb_372_500-width] => 339
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-46-183x270.png
[thumb_385_270-width] => 183
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-46-163x241.png
[thumb_416_241-width] => 163
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-46-278x410.png
[thumb_448_410-width] => 278
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-46-555x820.png
[thumb_448_410_retina-width] => 555
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-46-259x382.png
[thumb_574_382-width] => 259
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-46-267x395.png
[thumb_776_395-width] => 267
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 67809
[id] => 67809
[title] => Treatment_#1.png
[filename] => Treatment_1-30.png
[filesize] => 162811
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-30.png
[link] => https://www.nextafter.com/experiments/how-changing-the-copy-to-focus-on-a-problem-solution-impacted-email-click-rates-for-a-donor-audience/attachment/treatment_1-png-3177/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => treatment_1-png-3177
[status] => inherit
[uploaded_to] => 67730
[date] => 2024-11-01 21:31:46
[modified] => 2024-11-01 21:31:46
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 805
[height] => 1156
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-30-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-30-209x300.png
[medium-width] => 209
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-30-768x1103.png
[medium_large-width] => 640
[medium_large-height] => 919
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-30-713x1024.png
[large-width] => 640
[large-height] => 919
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-30.png
[1536x1536-width] => 805
[1536x1536-height] => 1156
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-30.png
[2048x2048-width] => 805
[2048x2048-height] => 1156
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-30-600x400.png
[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/Treatment_1-30-600x600.png
[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/Treatment_1-30-700x700.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-30-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-30-35x50.png
[admin-width] => 35
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-30.png
[full-width] => 805
[full-height] => 1156
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-30-372x534.png
[thumb_372-width] => 372
[thumb_372-height] => 534
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-30-435x625.png
[single_post_thumbnail-width] => 435
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-30-22x32.png
[thumb_32_32-width] => 22
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-30-33x48.png
[thumb_48_48-width] => 33
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-30-45x64.png
[thumb_64_64-width] => 45
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-30-89x128.png
[thumb_128_128-width] => 89
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-30-47x67.png
[thumb_122_67-width] => 47
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-30-107x153.png
[thumb_153_153-width] => 107
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-30-114x163.png
[thumb_130_163-width] => 114
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-30-123x177.png
[thumb_232_177-width] => 123
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-30-453x650.png
[thumb_272_325-width] => 453
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-30-241x346.png
[thumb_271_346-width] => 241
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-30-189x271.png
[thumb_271_271-width] => 189
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-30-120x172.png
[thumb_272_172-width] => 120
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-30-321x461.png
[thumb_372_461-width] => 321
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-30-348x500.png
[thumb_372_500-width] => 348
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-30-188x270.png
[thumb_385_270-width] => 188
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-30-168x241.png
[thumb_416_241-width] => 168
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-30-286x410.png
[thumb_448_410-width] => 286
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-30-571x820.png
[thumb_448_410_retina-width] => 571
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-30-266x382.png
[thumb_574_382-width] => 266
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-30-275x395.png
[thumb_776_395-width] => 275
[thumb_776_395-height] => 395
) ) )
T1: Treatment #1
Array
(
[0] => Array
(
[ID] => 67808
[id] => 67808
[title] => Control.png
[filename] => Control-46.png
[filesize] => 170150
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-46.png
[link] => https://www.nextafter.com/experiments/how-changing-the-copy-to-focus-on-a-problem-solution-impacted-email-click-rates-for-a-donor-audience/attachment/control-png-9229/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-png-9229
[status] => inherit
[uploaded_to] => 67730
[date] => 2024-11-01 21:31:24
[modified] => 2024-11-01 21:31:24
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 805
[height] => 1189
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-46-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-46-203x300.png
[medium-width] => 203
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-46-768x1134.png
[medium_large-width] => 640
[medium_large-height] => 945
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-46-693x1024.png
[large-width] => 640
[large-height] => 946
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-46.png
[1536x1536-width] => 805
[1536x1536-height] => 1189
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-46.png
[2048x2048-width] => 805
[2048x2048-height] => 1189
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-46-600x400.png
[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-46-600x600.png
[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-46-700x700.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-46-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-46-34x50.png
[admin-width] => 34
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-46.png
[full-width] => 805
[full-height] => 1189
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-46-372x549.png
[thumb_372-width] => 372
[thumb_372-height] => 549
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-46-423x625.png
[single_post_thumbnail-width] => 423
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-46-22x32.png
[thumb_32_32-width] => 22
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-46-32x48.png
[thumb_48_48-width] => 32
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-46-43x64.png
[thumb_64_64-width] => 43
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-46-87x128.png
[thumb_128_128-width] => 87
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-46-45x67.png
[thumb_122_67-width] => 45
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-46-104x153.png
[thumb_153_153-width] => 104
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-46-110x163.png
[thumb_130_163-width] => 110
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-46-120x177.png
[thumb_232_177-width] => 120
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-46-440x650.png
[thumb_272_325-width] => 440
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-46-234x346.png
[thumb_271_346-width] => 234
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-46-183x271.png
[thumb_271_271-width] => 183
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-46-116x172.png
[thumb_272_172-width] => 116
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-46-312x461.png
[thumb_372_461-width] => 312
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-46-339x500.png
[thumb_372_500-width] => 339
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-46-183x270.png
[thumb_385_270-width] => 183
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-46-163x241.png
[thumb_416_241-width] => 163
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-46-278x410.png
[thumb_448_410-width] => 278
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-46-555x820.png
[thumb_448_410_retina-width] => 555
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-46-259x382.png
[thumb_574_382-width] => 259
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-46-267x395.png
[thumb_776_395-width] => 267
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 67809
[id] => 67809
[title] => Treatment_#1.png
[filename] => Treatment_1-30.png
[filesize] => 162811
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-30.png
[link] => https://www.nextafter.com/experiments/how-changing-the-copy-to-focus-on-a-problem-solution-impacted-email-click-rates-for-a-donor-audience/attachment/treatment_1-png-3177/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => treatment_1-png-3177
[status] => inherit
[uploaded_to] => 67730
[date] => 2024-11-01 21:31:46
[modified] => 2024-11-01 21:31:46
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 805
[height] => 1156
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-30-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-30-209x300.png
[medium-width] => 209
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-30-768x1103.png
[medium_large-width] => 640
[medium_large-height] => 919
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-30-713x1024.png
[large-width] => 640
[large-height] => 919
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-30.png
[1536x1536-width] => 805
[1536x1536-height] => 1156
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-30.png
[2048x2048-width] => 805
[2048x2048-height] => 1156
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-30-600x400.png
[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/Treatment_1-30-600x600.png
[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/Treatment_1-30-700x700.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-30-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-30-35x50.png
[admin-width] => 35
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-30.png
[full-width] => 805
[full-height] => 1156
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-30-372x534.png
[thumb_372-width] => 372
[thumb_372-height] => 534
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-30-435x625.png
[single_post_thumbnail-width] => 435
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-30-22x32.png
[thumb_32_32-width] => 22
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-30-33x48.png
[thumb_48_48-width] => 33
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-30-45x64.png
[thumb_64_64-width] => 45
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-30-89x128.png
[thumb_128_128-width] => 89
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-30-47x67.png
[thumb_122_67-width] => 47
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-30-107x153.png
[thumb_153_153-width] => 107
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-30-114x163.png
[thumb_130_163-width] => 114
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-30-123x177.png
[thumb_232_177-width] => 123
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-30-453x650.png
[thumb_272_325-width] => 453
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-30-241x346.png
[thumb_271_346-width] => 241
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-30-189x271.png
[thumb_271_271-width] => 189
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-30-120x172.png
[thumb_272_172-width] => 120
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-30-321x461.png
[thumb_372_461-width] => 321
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-30-348x500.png
[thumb_372_500-width] => 348
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-30-188x270.png
[thumb_385_270-width] => 188
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-30-168x241.png
[thumb_416_241-width] => 168
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-30-286x410.png
[thumb_448_410-width] => 286
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-30-571x820.png
[thumb_448_410_retina-width] => 571
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-30-266x382.png
[thumb_574_382-width] => 266
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-30-275x395.png
[thumb_776_395-width] => 275
[thumb_776_395-height] => 395
) ) )
Results
| Treatment Name | Click Rate | Relative Difference | Confidence |
---|
C: | Control | 1.7% | | |
T1: | Treatment #1 | 1.4% | -15.5% | 100.0% |
This experiment has a required sample size of
16,969 in order to be valid. Since the experiment had a total sample size of
227,474, 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:
15.5% decrease in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
The key learning from this experiment is that using a relevancy approach for non-donors did not result in an increase in email clicks. In fact, the treatment group experienced a 15.5% decrease in clicks compared to the control group, with a high level of statistical confidence.
Moving forward, it is essential to carefully evaluate the impact of different messaging approaches on email engagement before implementing them in future experiments. It is also important to continue testing to understand what resonates best with the target audience in order to optimize email performance and achieve the desired outcomes.