How Changing the Headlines on GOAA/SOAA Pages to be focused on the value of the content vs the organization impacted donor transaction rates
Experiment ID: #177477
NextAfter
Experiment Summary
Ended On: 04/26/2024
Focus on the Family have GOAA/SOAA (gift of any amount, sustainer of any amount) pages where you can make a donation of any amount and receive the premium that is being offered. These pages are often called out on their broadcast for specific days. Usually the headline is focused around the organization. However, we wondered if we could change the focus of the headline to be focused on the value that they would be receiving.
Because these pages only draw traffic for a day or two we had to string multiple days together to be able to test. Each day offers a different premium, therefore no two days had the same headlines.
Research Question
We believe that changing the headlines to be more value focused for the GOAA/SOAA pages will achieve a higher donor conversion rate because traffic coming to these pages are more focused on receiving the premium being offered rather than the organizational value prop.
Design
C: Control
Array
(
[0] => Array
(
[ID] => 59539
[id] => 59539
[title] => 15e02a61_1714160455124_Screenshot+2024-04-26+at+2.40.20+PM
[filename] => 15e02a61_1714160455124_Screenshot2024-04-26at2.40.20PM.jpg
[filesize] => 77386
[url] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160455124_Screenshot2024-04-26at2.40.20PM.jpg
[link] => https://www.nextafter.com/experiments/how-changing-the-headlines-on-goaa-soaa-pages-to-be-focused-on-the-value-of-the-content-vs-the-organization-impacted-donor-transaction-rates/attachment/15e02a61_1714160455124_screenshot2024-04-26at2-40-20pm/
[alt] =>
[author] => 52
[description] =>
[caption] =>
[name] => 15e02a61_1714160455124_screenshot2024-04-26at2-40-20pm
[status] => inherit
[uploaded_to] => 59536
[date] => 2024-04-29 14:49:59
[modified] => 2024-04-29 14:49:59
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 1138
[height] => 550
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160455124_Screenshot2024-04-26at2.40.20PM-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160455124_Screenshot2024-04-26at2.40.20PM-300x145.jpg
[medium-width] => 300
[medium-height] => 145
[medium_large] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160455124_Screenshot2024-04-26at2.40.20PM-768x371.jpg
[medium_large-width] => 640
[medium_large-height] => 309
[large] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160455124_Screenshot2024-04-26at2.40.20PM-1024x495.jpg
[large-width] => 640
[large-height] => 309
[1536x1536] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160455124_Screenshot2024-04-26at2.40.20PM.jpg
[1536x1536-width] => 1138
[1536x1536-height] => 550
[2048x2048] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160455124_Screenshot2024-04-26at2.40.20PM.jpg
[2048x2048-width] => 1138
[2048x2048-height] => 550
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160455124_Screenshot2024-04-26at2.40.20PM-700x700.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160455124_Screenshot2024-04-26at2.40.20PM-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160455124_Screenshot2024-04-26at2.40.20PM-50x24.jpg
[admin-width] => 50
[admin-height] => 24
[full] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160455124_Screenshot2024-04-26at2.40.20PM.jpg
[full-width] => 1138
[full-height] => 550
[thumb_372] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160455124_Screenshot2024-04-26at2.40.20PM-372x180.jpg
[thumb_372-width] => 372
[thumb_372-height] => 180
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160455124_Screenshot2024-04-26at2.40.20PM-980x474.jpg
[single_post_thumbnail-width] => 980
[single_post_thumbnail-height] => 474
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160455124_Screenshot2024-04-26at2.40.20PM-32x15.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 15
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160455124_Screenshot2024-04-26at2.40.20PM-48x23.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 23
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160455124_Screenshot2024-04-26at2.40.20PM-64x31.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 31
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160455124_Screenshot2024-04-26at2.40.20PM-128x62.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 62
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160455124_Screenshot2024-04-26at2.40.20PM-122x59.jpg
[thumb_122_67-width] => 122
[thumb_122_67-height] => 59
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160455124_Screenshot2024-04-26at2.40.20PM-153x74.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 74
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160455124_Screenshot2024-04-26at2.40.20PM-130x63.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 63
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160455124_Screenshot2024-04-26at2.40.20PM-232x112.jpg
[thumb_232_177-width] => 232
[thumb_232_177-height] => 112
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160455124_Screenshot2024-04-26at2.40.20PM-544x263.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 263
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160455124_Screenshot2024-04-26at2.40.20PM-271x131.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 131
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160455124_Screenshot2024-04-26at2.40.20PM-271x131.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 131
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160455124_Screenshot2024-04-26at2.40.20PM-272x131.jpg
[thumb_272_172-width] => 272
[thumb_272_172-height] => 131
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160455124_Screenshot2024-04-26at2.40.20PM-372x180.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 180
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160455124_Screenshot2024-04-26at2.40.20PM-372x180.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 180
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160455124_Screenshot2024-04-26at2.40.20PM-385x186.jpg
[thumb_385_270-width] => 385
[thumb_385_270-height] => 186
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160455124_Screenshot2024-04-26at2.40.20PM-416x201.jpg
[thumb_416_241-width] => 416
[thumb_416_241-height] => 201
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160455124_Screenshot2024-04-26at2.40.20PM-448x217.jpg
[thumb_448_410-width] => 448
[thumb_448_410-height] => 217
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160455124_Screenshot2024-04-26at2.40.20PM-896x433.jpg
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 433
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160455124_Screenshot2024-04-26at2.40.20PM-574x277.jpg
[thumb_574_382-width] => 574
[thumb_574_382-height] => 277
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160455124_Screenshot2024-04-26at2.40.20PM-776x375.jpg
[thumb_776_395-width] => 776
[thumb_776_395-height] => 375
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160455124_Screenshot2024-04-26at2.40.20PM.jpg
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 145
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160455124_Screenshot2024-04-26at2.40.20PM.jpg
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 193
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160455124_Screenshot2024-04-26at2.40.20PM.jpg
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 290
)
)
[1] => Array
(
[ID] => 59541
[id] => 59541
[title] => 15e02a61_1714160468741_Screenshot+2024-04-26+at+2.40.44+PM
[filename] => 15e02a61_1714160468741_Screenshot2024-04-26at2.40.44PM.jpg
[filesize] => 75544
[url] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160468741_Screenshot2024-04-26at2.40.44PM.jpg
[link] => https://www.nextafter.com/experiments/how-changing-the-headlines-on-goaa-soaa-pages-to-be-focused-on-the-value-of-the-content-vs-the-organization-impacted-donor-transaction-rates/attachment/15e02a61_1714160468741_screenshot2024-04-26at2-40-44pm/
[alt] =>
[author] => 52
[description] =>
[caption] =>
[name] => 15e02a61_1714160468741_screenshot2024-04-26at2-40-44pm
[status] => inherit
[uploaded_to] => 59536
[date] => 2024-04-29 14:51:21
[modified] => 2024-04-29 14:51:21
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 1286
[height] => 487
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160468741_Screenshot2024-04-26at2.40.44PM-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160468741_Screenshot2024-04-26at2.40.44PM-300x114.jpg
[medium-width] => 300
[medium-height] => 114
[medium_large] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160468741_Screenshot2024-04-26at2.40.44PM-768x291.jpg
[medium_large-width] => 640
[medium_large-height] => 243
[large] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160468741_Screenshot2024-04-26at2.40.44PM-1024x388.jpg
[large-width] => 640
[large-height] => 243
[1536x1536] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160468741_Screenshot2024-04-26at2.40.44PM.jpg
[1536x1536-width] => 1286
[1536x1536-height] => 487
[2048x2048] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160468741_Screenshot2024-04-26at2.40.44PM.jpg
[2048x2048-width] => 1286
[2048x2048-height] => 487
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160468741_Screenshot2024-04-26at2.40.44PM-700x700.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160468741_Screenshot2024-04-26at2.40.44PM-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160468741_Screenshot2024-04-26at2.40.44PM-50x19.jpg
[admin-width] => 50
[admin-height] => 19
[full] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160468741_Screenshot2024-04-26at2.40.44PM.jpg
[full-width] => 1286
[full-height] => 487
[thumb_372] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160468741_Screenshot2024-04-26at2.40.44PM-372x141.jpg
[thumb_372-width] => 372
[thumb_372-height] => 141
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160468741_Screenshot2024-04-26at2.40.44PM-980x371.jpg
[single_post_thumbnail-width] => 980
[single_post_thumbnail-height] => 371
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160468741_Screenshot2024-04-26at2.40.44PM-32x12.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 12
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160468741_Screenshot2024-04-26at2.40.44PM-48x18.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 18
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160468741_Screenshot2024-04-26at2.40.44PM-64x24.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 24
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160468741_Screenshot2024-04-26at2.40.44PM-128x48.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 48
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160468741_Screenshot2024-04-26at2.40.44PM-122x46.jpg
[thumb_122_67-width] => 122
[thumb_122_67-height] => 46
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160468741_Screenshot2024-04-26at2.40.44PM-153x58.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 58
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160468741_Screenshot2024-04-26at2.40.44PM-130x49.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 49
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160468741_Screenshot2024-04-26at2.40.44PM-232x88.jpg
[thumb_232_177-width] => 232
[thumb_232_177-height] => 88
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160468741_Screenshot2024-04-26at2.40.44PM-544x206.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 206
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160468741_Screenshot2024-04-26at2.40.44PM-271x103.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 103
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160468741_Screenshot2024-04-26at2.40.44PM-271x103.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 103
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160468741_Screenshot2024-04-26at2.40.44PM-272x103.jpg
[thumb_272_172-width] => 272
[thumb_272_172-height] => 103
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160468741_Screenshot2024-04-26at2.40.44PM-372x141.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 141
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160468741_Screenshot2024-04-26at2.40.44PM-372x141.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 141
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160468741_Screenshot2024-04-26at2.40.44PM-385x146.jpg
[thumb_385_270-width] => 385
[thumb_385_270-height] => 146
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160468741_Screenshot2024-04-26at2.40.44PM-416x158.jpg
[thumb_416_241-width] => 416
[thumb_416_241-height] => 158
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160468741_Screenshot2024-04-26at2.40.44PM-448x170.jpg
[thumb_448_410-width] => 448
[thumb_448_410-height] => 170
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160468741_Screenshot2024-04-26at2.40.44PM-896x339.jpg
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 339
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160468741_Screenshot2024-04-26at2.40.44PM-574x217.jpg
[thumb_574_382-width] => 574
[thumb_574_382-height] => 217
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160468741_Screenshot2024-04-26at2.40.44PM-776x294.jpg
[thumb_776_395-width] => 776
[thumb_776_395-height] => 294
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160468741_Screenshot2024-04-26at2.40.44PM.jpg
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 114
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160468741_Screenshot2024-04-26at2.40.44PM.jpg
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 151
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160468741_Screenshot2024-04-26at2.40.44PM.jpg
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 227
)
)
)
T1: Treatment 1
Array
(
[0] => Array
(
[ID] => 59539
[id] => 59539
[title] => 15e02a61_1714160455124_Screenshot+2024-04-26+at+2.40.20+PM
[filename] => 15e02a61_1714160455124_Screenshot2024-04-26at2.40.20PM.jpg
[filesize] => 77386
[url] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160455124_Screenshot2024-04-26at2.40.20PM.jpg
[link] => https://www.nextafter.com/experiments/how-changing-the-headlines-on-goaa-soaa-pages-to-be-focused-on-the-value-of-the-content-vs-the-organization-impacted-donor-transaction-rates/attachment/15e02a61_1714160455124_screenshot2024-04-26at2-40-20pm/
[alt] =>
[author] => 52
[description] =>
[caption] =>
[name] => 15e02a61_1714160455124_screenshot2024-04-26at2-40-20pm
[status] => inherit
[uploaded_to] => 59536
[date] => 2024-04-29 14:49:59
[modified] => 2024-04-29 14:49:59
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 1138
[height] => 550
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160455124_Screenshot2024-04-26at2.40.20PM-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160455124_Screenshot2024-04-26at2.40.20PM-300x145.jpg
[medium-width] => 300
[medium-height] => 145
[medium_large] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160455124_Screenshot2024-04-26at2.40.20PM-768x371.jpg
[medium_large-width] => 640
[medium_large-height] => 309
[large] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160455124_Screenshot2024-04-26at2.40.20PM-1024x495.jpg
[large-width] => 640
[large-height] => 309
[1536x1536] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160455124_Screenshot2024-04-26at2.40.20PM.jpg
[1536x1536-width] => 1138
[1536x1536-height] => 550
[2048x2048] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160455124_Screenshot2024-04-26at2.40.20PM.jpg
[2048x2048-width] => 1138
[2048x2048-height] => 550
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160455124_Screenshot2024-04-26at2.40.20PM-700x700.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160455124_Screenshot2024-04-26at2.40.20PM-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160455124_Screenshot2024-04-26at2.40.20PM-50x24.jpg
[admin-width] => 50
[admin-height] => 24
[full] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160455124_Screenshot2024-04-26at2.40.20PM.jpg
[full-width] => 1138
[full-height] => 550
[thumb_372] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160455124_Screenshot2024-04-26at2.40.20PM-372x180.jpg
[thumb_372-width] => 372
[thumb_372-height] => 180
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160455124_Screenshot2024-04-26at2.40.20PM-980x474.jpg
[single_post_thumbnail-width] => 980
[single_post_thumbnail-height] => 474
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160455124_Screenshot2024-04-26at2.40.20PM-32x15.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 15
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160455124_Screenshot2024-04-26at2.40.20PM-48x23.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 23
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160455124_Screenshot2024-04-26at2.40.20PM-64x31.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 31
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160455124_Screenshot2024-04-26at2.40.20PM-128x62.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 62
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160455124_Screenshot2024-04-26at2.40.20PM-122x59.jpg
[thumb_122_67-width] => 122
[thumb_122_67-height] => 59
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160455124_Screenshot2024-04-26at2.40.20PM-153x74.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 74
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160455124_Screenshot2024-04-26at2.40.20PM-130x63.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 63
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160455124_Screenshot2024-04-26at2.40.20PM-232x112.jpg
[thumb_232_177-width] => 232
[thumb_232_177-height] => 112
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160455124_Screenshot2024-04-26at2.40.20PM-544x263.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 263
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160455124_Screenshot2024-04-26at2.40.20PM-271x131.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 131
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160455124_Screenshot2024-04-26at2.40.20PM-271x131.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 131
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160455124_Screenshot2024-04-26at2.40.20PM-272x131.jpg
[thumb_272_172-width] => 272
[thumb_272_172-height] => 131
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160455124_Screenshot2024-04-26at2.40.20PM-372x180.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 180
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160455124_Screenshot2024-04-26at2.40.20PM-372x180.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 180
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160455124_Screenshot2024-04-26at2.40.20PM-385x186.jpg
[thumb_385_270-width] => 385
[thumb_385_270-height] => 186
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160455124_Screenshot2024-04-26at2.40.20PM-416x201.jpg
[thumb_416_241-width] => 416
[thumb_416_241-height] => 201
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160455124_Screenshot2024-04-26at2.40.20PM-448x217.jpg
[thumb_448_410-width] => 448
[thumb_448_410-height] => 217
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160455124_Screenshot2024-04-26at2.40.20PM-896x433.jpg
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 433
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160455124_Screenshot2024-04-26at2.40.20PM-574x277.jpg
[thumb_574_382-width] => 574
[thumb_574_382-height] => 277
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160455124_Screenshot2024-04-26at2.40.20PM-776x375.jpg
[thumb_776_395-width] => 776
[thumb_776_395-height] => 375
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160455124_Screenshot2024-04-26at2.40.20PM.jpg
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 145
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160455124_Screenshot2024-04-26at2.40.20PM.jpg
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 193
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160455124_Screenshot2024-04-26at2.40.20PM.jpg
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 290
)
)
[1] => Array
(
[ID] => 59541
[id] => 59541
[title] => 15e02a61_1714160468741_Screenshot+2024-04-26+at+2.40.44+PM
[filename] => 15e02a61_1714160468741_Screenshot2024-04-26at2.40.44PM.jpg
[filesize] => 75544
[url] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160468741_Screenshot2024-04-26at2.40.44PM.jpg
[link] => https://www.nextafter.com/experiments/how-changing-the-headlines-on-goaa-soaa-pages-to-be-focused-on-the-value-of-the-content-vs-the-organization-impacted-donor-transaction-rates/attachment/15e02a61_1714160468741_screenshot2024-04-26at2-40-44pm/
[alt] =>
[author] => 52
[description] =>
[caption] =>
[name] => 15e02a61_1714160468741_screenshot2024-04-26at2-40-44pm
[status] => inherit
[uploaded_to] => 59536
[date] => 2024-04-29 14:51:21
[modified] => 2024-04-29 14:51:21
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 1286
[height] => 487
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160468741_Screenshot2024-04-26at2.40.44PM-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160468741_Screenshot2024-04-26at2.40.44PM-300x114.jpg
[medium-width] => 300
[medium-height] => 114
[medium_large] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160468741_Screenshot2024-04-26at2.40.44PM-768x291.jpg
[medium_large-width] => 640
[medium_large-height] => 243
[large] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160468741_Screenshot2024-04-26at2.40.44PM-1024x388.jpg
[large-width] => 640
[large-height] => 243
[1536x1536] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160468741_Screenshot2024-04-26at2.40.44PM.jpg
[1536x1536-width] => 1286
[1536x1536-height] => 487
[2048x2048] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160468741_Screenshot2024-04-26at2.40.44PM.jpg
[2048x2048-width] => 1286
[2048x2048-height] => 487
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160468741_Screenshot2024-04-26at2.40.44PM-700x700.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160468741_Screenshot2024-04-26at2.40.44PM-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160468741_Screenshot2024-04-26at2.40.44PM-50x19.jpg
[admin-width] => 50
[admin-height] => 19
[full] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160468741_Screenshot2024-04-26at2.40.44PM.jpg
[full-width] => 1286
[full-height] => 487
[thumb_372] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160468741_Screenshot2024-04-26at2.40.44PM-372x141.jpg
[thumb_372-width] => 372
[thumb_372-height] => 141
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160468741_Screenshot2024-04-26at2.40.44PM-980x371.jpg
[single_post_thumbnail-width] => 980
[single_post_thumbnail-height] => 371
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160468741_Screenshot2024-04-26at2.40.44PM-32x12.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 12
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160468741_Screenshot2024-04-26at2.40.44PM-48x18.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 18
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160468741_Screenshot2024-04-26at2.40.44PM-64x24.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 24
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160468741_Screenshot2024-04-26at2.40.44PM-128x48.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 48
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160468741_Screenshot2024-04-26at2.40.44PM-122x46.jpg
[thumb_122_67-width] => 122
[thumb_122_67-height] => 46
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160468741_Screenshot2024-04-26at2.40.44PM-153x58.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 58
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160468741_Screenshot2024-04-26at2.40.44PM-130x49.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 49
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160468741_Screenshot2024-04-26at2.40.44PM-232x88.jpg
[thumb_232_177-width] => 232
[thumb_232_177-height] => 88
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160468741_Screenshot2024-04-26at2.40.44PM-544x206.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 206
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160468741_Screenshot2024-04-26at2.40.44PM-271x103.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 103
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160468741_Screenshot2024-04-26at2.40.44PM-271x103.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 103
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160468741_Screenshot2024-04-26at2.40.44PM-272x103.jpg
[thumb_272_172-width] => 272
[thumb_272_172-height] => 103
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160468741_Screenshot2024-04-26at2.40.44PM-372x141.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 141
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160468741_Screenshot2024-04-26at2.40.44PM-372x141.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 141
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160468741_Screenshot2024-04-26at2.40.44PM-385x146.jpg
[thumb_385_270-width] => 385
[thumb_385_270-height] => 146
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160468741_Screenshot2024-04-26at2.40.44PM-416x158.jpg
[thumb_416_241-width] => 416
[thumb_416_241-height] => 158
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160468741_Screenshot2024-04-26at2.40.44PM-448x170.jpg
[thumb_448_410-width] => 448
[thumb_448_410-height] => 170
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160468741_Screenshot2024-04-26at2.40.44PM-896x339.jpg
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 339
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160468741_Screenshot2024-04-26at2.40.44PM-574x217.jpg
[thumb_574_382-width] => 574
[thumb_574_382-height] => 217
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160468741_Screenshot2024-04-26at2.40.44PM-776x294.jpg
[thumb_776_395-width] => 776
[thumb_776_395-height] => 294
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160468741_Screenshot2024-04-26at2.40.44PM.jpg
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 114
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160468741_Screenshot2024-04-26at2.40.44PM.jpg
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 151
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/15e02a61_1714160468741_Screenshot2024-04-26at2.40.44PM.jpg
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 227
)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 17.2% | ||
| T1: | Treatment 1 | 17.0% | -1.5% | 11.1% |
This experiment has a required sample size of 160,184 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
The key learnings from this experiment are that changing the headlines on the GOAA/SOAA donation pages to be more value-focused did not yield the desired results. In fact, the treatment group, which received the value-focused headlines, saw a decrease in donations compared to the control group. However, the statistical level of confidence was only 11.1%.