Dallas Theological Seminary
How communal language impacted donation page visitors at year-end
Experiment ID: #46792
Dallas Theological Seminary
The DTS mission is, “to glorify God by equipping godly servant-leaders for the proclamation of His Word and the building up of the body of Christ worldwide.” They strive to help men and women fulfill the Great Commission and the Great Commandment, or more simply: Teach Truth. Love Well.
Experiment Summary
Ended On: 01/28/2021
DTS had a sticky bar running on their site at year-end with language about a deadline to reach a $500,000 Challenge Gift. We wanted to test a hypothesis that adding softer, more relationship-based language in place of the transactional, deadline focused language would drive additional traffic to the donation page.
Research Question
We believe that using relationship-based language for site visitors will achieve greater donation page traffic.
Design
C: Control
Array
(
[0] => Array
(
[ID] => 39251
[id] => 39251
[title] => Control.png
[filename] => Control-2942.png
[filesize] => 40312
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2942.png
[link] => https://www.nextafter.com/experiments/how-communal-language-impacted-donation-page-visitors-at-year-end/attachment/control-png-3361/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-png-3361
[status] => inherit
[uploaded_to] => 17766
[date] => 2022-10-19 21:10:10
[modified] => 2022-10-19 21:10:10
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1362
[height] => 110
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2942-150x110.png
[thumbnail-width] => 150
[thumbnail-height] => 110
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2942-300x24.png
[medium-width] => 300
[medium-height] => 24
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2942-768x62.png
[medium_large-width] => 640
[medium_large-height] => 52
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2942-1024x83.png
[large-width] => 640
[large-height] => 52
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2942.png
[1536x1536-width] => 1362
[1536x1536-height] => 110
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2942.png
[2048x2048-width] => 1362
[2048x2048-height] => 110
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2942-600x110.png
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 110
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2942-600x110.png
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 110
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2942.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 57
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2942-150x110.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 110
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2942-50x4.png
[admin-width] => 50
[admin-height] => 4
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2942.png
[full-width] => 1362
[full-height] => 110
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2942-372x30.png
[thumb_372-width] => 372
[thumb_372-height] => 30
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2942-980x79.png
[single_post_thumbnail-width] => 980
[single_post_thumbnail-height] => 79
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2942-32x3.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 3
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2942-48x4.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 4
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2942-64x5.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 5
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2942-128x10.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 10
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2942-122x10.png
[thumb_122_67-width] => 122
[thumb_122_67-height] => 10
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2942-153x12.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 12
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2942-130x10.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 10
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2942-232x19.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 19
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2942-544x44.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 44
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2942-271x22.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 22
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2942-271x22.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 22
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2942-272x22.png
[thumb_272_172-width] => 272
[thumb_272_172-height] => 22
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2942-372x30.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 30
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2942-372x30.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 30
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2942-385x31.png
[thumb_385_270-width] => 385
[thumb_385_270-height] => 31
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2942-416x34.png
[thumb_416_241-width] => 416
[thumb_416_241-height] => 34
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2942-448x36.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 36
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2942-896x72.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 72
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2942-574x46.png
[thumb_574_382-width] => 574
[thumb_574_382-height] => 46
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2942-776x63.png
[thumb_776_395-width] => 776
[thumb_776_395-height] => 63
) ) [1] => Array
(
[ID] => 39256
[id] => 39256
[title] => Treatment_#1.png
[filename] => Treatment_1-852.png
[filesize] => 32245
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-852.png
[link] => https://www.nextafter.com/experiments/how-communal-language-impacted-donation-page-visitors-at-year-end/attachment/treatment_1-png-982/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => treatment_1-png-982
[status] => inherit
[uploaded_to] => 17766
[date] => 2022-10-19 21:10:33
[modified] => 2022-10-19 21:10:33
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1362
[height] => 112
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-852-150x112.png
[thumbnail-width] => 150
[thumbnail-height] => 112
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-852-300x25.png
[medium-width] => 300
[medium-height] => 25
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-852-768x63.png
[medium_large-width] => 640
[medium_large-height] => 53
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-852-1024x84.png
[large-width] => 640
[large-height] => 53
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-852.png
[1536x1536-width] => 1362
[1536x1536-height] => 112
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-852.png
[2048x2048-width] => 1362
[2048x2048-height] => 112
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-852-600x112.png
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 112
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-852-600x112.png
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 112
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-852.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 58
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-852-150x112.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 112
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-852-50x4.png
[admin-width] => 50
[admin-height] => 4
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-852.png
[full-width] => 1362
[full-height] => 112
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-852-372x31.png
[thumb_372-width] => 372
[thumb_372-height] => 31
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-852-980x81.png
[single_post_thumbnail-width] => 980
[single_post_thumbnail-height] => 81
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-852-32x3.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 3
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-852-48x4.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 4
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-852-64x5.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 5
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-852-128x11.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 11
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-852-122x10.png
[thumb_122_67-width] => 122
[thumb_122_67-height] => 10
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-852-153x13.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 13
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-852-130x11.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 11
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-852-232x19.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 19
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-852-544x45.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 45
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-852-271x22.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 22
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-852-271x22.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 22
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-852-272x22.png
[thumb_272_172-width] => 272
[thumb_272_172-height] => 22
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-852-372x31.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 31
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-852-372x31.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 31
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-852-385x32.png
[thumb_385_270-width] => 385
[thumb_385_270-height] => 32
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-852-416x34.png
[thumb_416_241-width] => 416
[thumb_416_241-height] => 34
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-852-448x37.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 37
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-852-896x74.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 74
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-852-574x47.png
[thumb_574_382-width] => 574
[thumb_574_382-height] => 47
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-852-776x64.png
[thumb_776_395-width] => 776
[thumb_776_395-height] => 64
) ) )
T1: Treatment #1
Array
(
[0] => Array
(
[ID] => 39251
[id] => 39251
[title] => Control.png
[filename] => Control-2942.png
[filesize] => 40312
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2942.png
[link] => https://www.nextafter.com/experiments/how-communal-language-impacted-donation-page-visitors-at-year-end/attachment/control-png-3361/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-png-3361
[status] => inherit
[uploaded_to] => 17766
[date] => 2022-10-19 21:10:10
[modified] => 2022-10-19 21:10:10
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1362
[height] => 110
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2942-150x110.png
[thumbnail-width] => 150
[thumbnail-height] => 110
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2942-300x24.png
[medium-width] => 300
[medium-height] => 24
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2942-768x62.png
[medium_large-width] => 640
[medium_large-height] => 52
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2942-1024x83.png
[large-width] => 640
[large-height] => 52
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2942.png
[1536x1536-width] => 1362
[1536x1536-height] => 110
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2942.png
[2048x2048-width] => 1362
[2048x2048-height] => 110
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2942-600x110.png
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 110
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2942-600x110.png
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 110
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2942.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 57
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2942-150x110.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 110
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2942-50x4.png
[admin-width] => 50
[admin-height] => 4
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2942.png
[full-width] => 1362
[full-height] => 110
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2942-372x30.png
[thumb_372-width] => 372
[thumb_372-height] => 30
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2942-980x79.png
[single_post_thumbnail-width] => 980
[single_post_thumbnail-height] => 79
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2942-32x3.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 3
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2942-48x4.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 4
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2942-64x5.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 5
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2942-128x10.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 10
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2942-122x10.png
[thumb_122_67-width] => 122
[thumb_122_67-height] => 10
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2942-153x12.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 12
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2942-130x10.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 10
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2942-232x19.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 19
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2942-544x44.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 44
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2942-271x22.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 22
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2942-271x22.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 22
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2942-272x22.png
[thumb_272_172-width] => 272
[thumb_272_172-height] => 22
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2942-372x30.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 30
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2942-372x30.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 30
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2942-385x31.png
[thumb_385_270-width] => 385
[thumb_385_270-height] => 31
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2942-416x34.png
[thumb_416_241-width] => 416
[thumb_416_241-height] => 34
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2942-448x36.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 36
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2942-896x72.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 72
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2942-574x46.png
[thumb_574_382-width] => 574
[thumb_574_382-height] => 46
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2942-776x63.png
[thumb_776_395-width] => 776
[thumb_776_395-height] => 63
) ) [1] => Array
(
[ID] => 39256
[id] => 39256
[title] => Treatment_#1.png
[filename] => Treatment_1-852.png
[filesize] => 32245
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-852.png
[link] => https://www.nextafter.com/experiments/how-communal-language-impacted-donation-page-visitors-at-year-end/attachment/treatment_1-png-982/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => treatment_1-png-982
[status] => inherit
[uploaded_to] => 17766
[date] => 2022-10-19 21:10:33
[modified] => 2022-10-19 21:10:33
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1362
[height] => 112
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-852-150x112.png
[thumbnail-width] => 150
[thumbnail-height] => 112
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-852-300x25.png
[medium-width] => 300
[medium-height] => 25
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-852-768x63.png
[medium_large-width] => 640
[medium_large-height] => 53
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-852-1024x84.png
[large-width] => 640
[large-height] => 53
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-852.png
[1536x1536-width] => 1362
[1536x1536-height] => 112
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-852.png
[2048x2048-width] => 1362
[2048x2048-height] => 112
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-852-600x112.png
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 112
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-852-600x112.png
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 112
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-852.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 58
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-852-150x112.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 112
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-852-50x4.png
[admin-width] => 50
[admin-height] => 4
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-852.png
[full-width] => 1362
[full-height] => 112
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-852-372x31.png
[thumb_372-width] => 372
[thumb_372-height] => 31
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-852-980x81.png
[single_post_thumbnail-width] => 980
[single_post_thumbnail-height] => 81
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-852-32x3.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 3
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-852-48x4.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 4
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-852-64x5.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 5
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-852-128x11.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 11
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-852-122x10.png
[thumb_122_67-width] => 122
[thumb_122_67-height] => 10
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-852-153x13.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 13
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-852-130x11.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 11
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-852-232x19.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 19
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-852-544x45.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 45
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-852-271x22.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 22
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-852-271x22.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 22
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-852-272x22.png
[thumb_272_172-width] => 272
[thumb_272_172-height] => 22
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-852-372x31.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 31
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-852-372x31.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 31
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-852-385x32.png
[thumb_385_270-width] => 385
[thumb_385_270-height] => 32
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-852-416x34.png
[thumb_416_241-width] => 416
[thumb_416_241-height] => 34
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-852-448x37.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 37
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-852-896x74.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 74
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-852-574x47.png
[thumb_574_382-width] => 574
[thumb_574_382-height] => 47
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-852-776x64.png
[thumb_776_395-width] => 776
[thumb_776_395-height] => 64
) ) )
Results
| Treatment Name | Click Rate | Relative Difference | Confidence |
---|
C: | Control | 0.60% | | |
T1: | Treatment #1 | 0.24% | -60.0% | 96.5% |
This experiment has a required sample size of 2,461 in order to be valid. Since the experiment had a total sample size of 5,746, 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:
60.0% decrease in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
What we found after running the experiment was the treatment copy decreased conversions by 60%. For future experiments, we would want to match the value proposition more closely on the treatment in order to truly isolate the deadline and transactional Challenge Gift language from the communal language. For example, a gift to “reach lives with the truth of the Bible” could have been perceived as more motivating than “reach the world with God’s Word” so the results are too convoluted to draw a true conclusion. We would also like to run a similar test during a different season to see if this alters results at all since we know that donors are typically highly motivated to give during the month of December.