How creating a congruent experience impacted visitor engagement
Experiment ID: #2510
Alliance Defending Freedom
Experiment Summary
Timeframe: 10/15/2016 - 11/07/2016
Alliance Defending Freedom maintains a blog section of their website that is updated at least once per day. A recent data analysis discovered that, while there was significant volume to the blog, the engagement of this audience was low. On average 85% of all traffic left within the first 10 seconds of arriving on the site.
After digging deeper into the website metrics, we discovered that mobile and desktop traffic were suffering the most from low engagement. Since the primary goal of the blog is to engage visitors, we decided to run an experiment designed to get more visitors to stay longer on the site. Our primary measure of success would be the number of visitors that stayed on the site longer than 60 seconds.
Our hypothesis was that there was a disconnect between the environment that the majority of visitors were coming from (in this case, Facebook) and the environment they were landing on. As a result, we decided to test out a mobile blog experience that was more congruent with the Facebook’s style of browsing.
We stripped out many of the images, reduced the navigation and secondary calls-to-action, and then gave visitors a small amount of the content with the remainder hidden behind a “Read More” button. The goal of the “Read More” button was to expose them to the additional content found at the bottom of the page.
Research Question
Will a mobile experience that is more congruent with the visitors’ original source (Facebook) increase their engagement with the content?
Design
C: Original Blog Design
Array
(
[0] => Array
(
[ID] => 46383
[id] => 46383
[title] => Original_Blog_Design.jpg
[filename] => Original_Blog_Design-3.jpg
[filesize] => 34441
[url] => https://www.nextafter.com/wp-content/uploads/Original_Blog_Design-3.jpg
[link] => https://www.nextafter.com/experiments/how-creating-a-congruent-experience-impacted-visitor-engagement/attachment/original_blog_design-jpg-4/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => original_blog_design-jpg-4
[status] => inherit
[uploaded_to] => 13161
[date] => 2022-11-01 21:53:04
[modified] => 2022-11-01 21:53:04
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 56
[height] => 1400
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/Original_Blog_Design-3-56x150.jpg
[thumbnail-width] => 56
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Original_Blog_Design-3-12x300.jpg
[medium-width] => 12
[medium-height] => 300
[medium_large] => https://www.nextafter.com/wp-content/uploads/Original_Blog_Design-3.jpg
[medium_large-width] => 56
[medium_large-height] => 1400
[large] => https://www.nextafter.com/wp-content/uploads/Original_Blog_Design-3-41x1024.jpg
[large-width] => 41
[large-height] => 1024
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Original_Blog_Design-3.jpg
[1536x1536-width] => 56
[1536x1536-height] => 1400
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Original_Blog_Design-3.jpg
[2048x2048-width] => 56
[2048x2048-height] => 1400
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Original_Blog_Design-3.jpg
[tp-image-grid-width] => 28
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Original_Blog_Design-3-56x150.jpg
[post-thumbnail-width] => 56
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Original_Blog_Design-3-2x50.jpg
[admin-width] => 2
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/Original_Blog_Design-3.jpg
[full-width] => 56
[full-height] => 1400
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Original_Blog_Design-3.jpg
[thumb_372-width] => 56
[thumb_372-height] => 1400
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Original_Blog_Design-3-25x625.jpg
[single_post_thumbnail-width] => 25
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Original_Blog_Design-3-1x32.jpg
[thumb_32_32-width] => 1
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Original_Blog_Design-3-2x48.jpg
[thumb_48_48-width] => 2
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Original_Blog_Design-3-3x64.jpg
[thumb_64_64-width] => 3
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Original_Blog_Design-3-5x128.jpg
[thumb_128_128-width] => 5
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Original_Blog_Design-3-3x67.jpg
[thumb_122_67-width] => 3
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Original_Blog_Design-3-6x153.jpg
[thumb_153_153-width] => 6
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Original_Blog_Design-3-7x163.jpg
[thumb_130_163-width] => 7
[thumb_130_163-height] => 163
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Original_Blog_Design-3-7x177.jpg
[thumb_232_177-width] => 7
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Original_Blog_Design-3-26x650.jpg
[thumb_272_325-width] => 26
[thumb_272_325-height] => 650
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Original_Blog_Design-3-14x346.jpg
[thumb_271_346-width] => 14
[thumb_271_346-height] => 346
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Original_Blog_Design-3-11x271.jpg
[thumb_271_271-width] => 11
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Original_Blog_Design-3-7x172.jpg
[thumb_272_172-width] => 7
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Original_Blog_Design-3-18x461.jpg
[thumb_372_461-width] => 18
[thumb_372_461-height] => 461
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Original_Blog_Design-3-20x500.jpg
[thumb_372_500-width] => 20
[thumb_372_500-height] => 500
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Original_Blog_Design-3-11x270.jpg
[thumb_385_270-width] => 11
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Original_Blog_Design-3-10x241.jpg
[thumb_416_241-width] => 10
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Original_Blog_Design-3-16x410.jpg
[thumb_448_410-width] => 16
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Original_Blog_Design-3-33x820.jpg
[thumb_448_410_retina-width] => 33
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Original_Blog_Design-3-15x382.jpg
[thumb_574_382-width] => 15
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Original_Blog_Design-3-16x395.jpg
[thumb_776_395-width] => 16
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Original_Blog_Design-3.jpg
[gform-image-choice-sm-width] => 12
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Original_Blog_Design-3.jpg
[gform-image-choice-md-width] => 16
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Original_Blog_Design-3.jpg
[gform-image-choice-lg-width] => 24
[gform-image-choice-lg-height] => 600
)
)
[1] => Array
(
[ID] => 46387
[id] => 46387
[title] => Mobile_Optimized_Blog_Design.jpg
[filename] => Mobile_Optimized_Blog_Design-1.jpg
[filesize] => 117786
[url] => https://www.nextafter.com/wp-content/uploads/Mobile_Optimized_Blog_Design-1.jpg
[link] => https://www.nextafter.com/experiments/how-creating-a-congruent-experience-impacted-visitor-engagement/attachment/mobile_optimized_blog_design-jpg-4/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => mobile_optimized_blog_design-jpg-4
[status] => inherit
[uploaded_to] => 13161
[date] => 2022-11-01 21:53:26
[modified] => 2022-11-01 21:53:26
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 313
[height] => 1400
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/Mobile_Optimized_Blog_Design-1-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Mobile_Optimized_Blog_Design-1-67x300.jpg
[medium-width] => 67
[medium-height] => 300
[medium_large] => https://www.nextafter.com/wp-content/uploads/Mobile_Optimized_Blog_Design-1.jpg
[medium_large-width] => 313
[medium_large-height] => 1400
[large] => https://www.nextafter.com/wp-content/uploads/Mobile_Optimized_Blog_Design-1-229x1024.jpg
[large-width] => 229
[large-height] => 1024
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Mobile_Optimized_Blog_Design-1.jpg
[1536x1536-width] => 313
[1536x1536-height] => 1400
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Mobile_Optimized_Blog_Design-1.jpg
[2048x2048-width] => 313
[2048x2048-height] => 1400
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Mobile_Optimized_Blog_Design-1.jpg
[tp-image-grid-width] => 157
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Mobile_Optimized_Blog_Design-1-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Mobile_Optimized_Blog_Design-1-11x50.jpg
[admin-width] => 11
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/Mobile_Optimized_Blog_Design-1.jpg
[full-width] => 313
[full-height] => 1400
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Mobile_Optimized_Blog_Design-1.jpg
[thumb_372-width] => 313
[thumb_372-height] => 1400
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Mobile_Optimized_Blog_Design-1-140x625.jpg
[single_post_thumbnail-width] => 140
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Mobile_Optimized_Blog_Design-1-7x32.jpg
[thumb_32_32-width] => 7
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Mobile_Optimized_Blog_Design-1-11x48.jpg
[thumb_48_48-width] => 11
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Mobile_Optimized_Blog_Design-1-14x64.jpg
[thumb_64_64-width] => 14
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Mobile_Optimized_Blog_Design-1-29x128.jpg
[thumb_128_128-width] => 29
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Mobile_Optimized_Blog_Design-1-15x67.jpg
[thumb_122_67-width] => 15
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Mobile_Optimized_Blog_Design-1-34x153.jpg
[thumb_153_153-width] => 34
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Mobile_Optimized_Blog_Design-1-36x163.jpg
[thumb_130_163-width] => 36
[thumb_130_163-height] => 163
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Mobile_Optimized_Blog_Design-1-40x177.jpg
[thumb_232_177-width] => 40
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Mobile_Optimized_Blog_Design-1-145x650.jpg
[thumb_272_325-width] => 145
[thumb_272_325-height] => 650
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Mobile_Optimized_Blog_Design-1-77x346.jpg
[thumb_271_346-width] => 77
[thumb_271_346-height] => 346
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Mobile_Optimized_Blog_Design-1-61x271.jpg
[thumb_271_271-width] => 61
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Mobile_Optimized_Blog_Design-1-38x172.jpg
[thumb_272_172-width] => 38
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Mobile_Optimized_Blog_Design-1-103x461.jpg
[thumb_372_461-width] => 103
[thumb_372_461-height] => 461
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Mobile_Optimized_Blog_Design-1-112x500.jpg
[thumb_372_500-width] => 112
[thumb_372_500-height] => 500
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Mobile_Optimized_Blog_Design-1-60x270.jpg
[thumb_385_270-width] => 60
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Mobile_Optimized_Blog_Design-1-54x241.jpg
[thumb_416_241-width] => 54
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Mobile_Optimized_Blog_Design-1-92x410.jpg
[thumb_448_410-width] => 92
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Mobile_Optimized_Blog_Design-1-183x820.jpg
[thumb_448_410_retina-width] => 183
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Mobile_Optimized_Blog_Design-1-85x382.jpg
[thumb_574_382-width] => 85
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Mobile_Optimized_Blog_Design-1-88x395.jpg
[thumb_776_395-width] => 88
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Mobile_Optimized_Blog_Design-1.jpg
[gform-image-choice-sm-width] => 67
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Mobile_Optimized_Blog_Design-1.jpg
[gform-image-choice-md-width] => 89
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Mobile_Optimized_Blog_Design-1.jpg
[gform-image-choice-lg-width] => 134
[gform-image-choice-lg-height] => 600
)
)
)
T1: Mobile Optimized Blog Design
Array
(
[0] => Array
(
[ID] => 46383
[id] => 46383
[title] => Original_Blog_Design.jpg
[filename] => Original_Blog_Design-3.jpg
[filesize] => 34441
[url] => https://www.nextafter.com/wp-content/uploads/Original_Blog_Design-3.jpg
[link] => https://www.nextafter.com/experiments/how-creating-a-congruent-experience-impacted-visitor-engagement/attachment/original_blog_design-jpg-4/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => original_blog_design-jpg-4
[status] => inherit
[uploaded_to] => 13161
[date] => 2022-11-01 21:53:04
[modified] => 2022-11-01 21:53:04
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 56
[height] => 1400
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/Original_Blog_Design-3-56x150.jpg
[thumbnail-width] => 56
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Original_Blog_Design-3-12x300.jpg
[medium-width] => 12
[medium-height] => 300
[medium_large] => https://www.nextafter.com/wp-content/uploads/Original_Blog_Design-3.jpg
[medium_large-width] => 56
[medium_large-height] => 1400
[large] => https://www.nextafter.com/wp-content/uploads/Original_Blog_Design-3-41x1024.jpg
[large-width] => 41
[large-height] => 1024
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Original_Blog_Design-3.jpg
[1536x1536-width] => 56
[1536x1536-height] => 1400
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Original_Blog_Design-3.jpg
[2048x2048-width] => 56
[2048x2048-height] => 1400
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Original_Blog_Design-3.jpg
[tp-image-grid-width] => 28
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Original_Blog_Design-3-56x150.jpg
[post-thumbnail-width] => 56
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Original_Blog_Design-3-2x50.jpg
[admin-width] => 2
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/Original_Blog_Design-3.jpg
[full-width] => 56
[full-height] => 1400
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Original_Blog_Design-3.jpg
[thumb_372-width] => 56
[thumb_372-height] => 1400
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Original_Blog_Design-3-25x625.jpg
[single_post_thumbnail-width] => 25
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Original_Blog_Design-3-1x32.jpg
[thumb_32_32-width] => 1
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Original_Blog_Design-3-2x48.jpg
[thumb_48_48-width] => 2
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Original_Blog_Design-3-3x64.jpg
[thumb_64_64-width] => 3
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Original_Blog_Design-3-5x128.jpg
[thumb_128_128-width] => 5
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Original_Blog_Design-3-3x67.jpg
[thumb_122_67-width] => 3
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Original_Blog_Design-3-6x153.jpg
[thumb_153_153-width] => 6
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Original_Blog_Design-3-7x163.jpg
[thumb_130_163-width] => 7
[thumb_130_163-height] => 163
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Original_Blog_Design-3-7x177.jpg
[thumb_232_177-width] => 7
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Original_Blog_Design-3-26x650.jpg
[thumb_272_325-width] => 26
[thumb_272_325-height] => 650
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Original_Blog_Design-3-14x346.jpg
[thumb_271_346-width] => 14
[thumb_271_346-height] => 346
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Original_Blog_Design-3-11x271.jpg
[thumb_271_271-width] => 11
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Original_Blog_Design-3-7x172.jpg
[thumb_272_172-width] => 7
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Original_Blog_Design-3-18x461.jpg
[thumb_372_461-width] => 18
[thumb_372_461-height] => 461
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Original_Blog_Design-3-20x500.jpg
[thumb_372_500-width] => 20
[thumb_372_500-height] => 500
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Original_Blog_Design-3-11x270.jpg
[thumb_385_270-width] => 11
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Original_Blog_Design-3-10x241.jpg
[thumb_416_241-width] => 10
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Original_Blog_Design-3-16x410.jpg
[thumb_448_410-width] => 16
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Original_Blog_Design-3-33x820.jpg
[thumb_448_410_retina-width] => 33
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Original_Blog_Design-3-15x382.jpg
[thumb_574_382-width] => 15
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Original_Blog_Design-3-16x395.jpg
[thumb_776_395-width] => 16
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Original_Blog_Design-3.jpg
[gform-image-choice-sm-width] => 12
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Original_Blog_Design-3.jpg
[gform-image-choice-md-width] => 16
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Original_Blog_Design-3.jpg
[gform-image-choice-lg-width] => 24
[gform-image-choice-lg-height] => 600
)
)
[1] => Array
(
[ID] => 46387
[id] => 46387
[title] => Mobile_Optimized_Blog_Design.jpg
[filename] => Mobile_Optimized_Blog_Design-1.jpg
[filesize] => 117786
[url] => https://www.nextafter.com/wp-content/uploads/Mobile_Optimized_Blog_Design-1.jpg
[link] => https://www.nextafter.com/experiments/how-creating-a-congruent-experience-impacted-visitor-engagement/attachment/mobile_optimized_blog_design-jpg-4/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => mobile_optimized_blog_design-jpg-4
[status] => inherit
[uploaded_to] => 13161
[date] => 2022-11-01 21:53:26
[modified] => 2022-11-01 21:53:26
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 313
[height] => 1400
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/Mobile_Optimized_Blog_Design-1-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Mobile_Optimized_Blog_Design-1-67x300.jpg
[medium-width] => 67
[medium-height] => 300
[medium_large] => https://www.nextafter.com/wp-content/uploads/Mobile_Optimized_Blog_Design-1.jpg
[medium_large-width] => 313
[medium_large-height] => 1400
[large] => https://www.nextafter.com/wp-content/uploads/Mobile_Optimized_Blog_Design-1-229x1024.jpg
[large-width] => 229
[large-height] => 1024
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Mobile_Optimized_Blog_Design-1.jpg
[1536x1536-width] => 313
[1536x1536-height] => 1400
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Mobile_Optimized_Blog_Design-1.jpg
[2048x2048-width] => 313
[2048x2048-height] => 1400
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Mobile_Optimized_Blog_Design-1.jpg
[tp-image-grid-width] => 157
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Mobile_Optimized_Blog_Design-1-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Mobile_Optimized_Blog_Design-1-11x50.jpg
[admin-width] => 11
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/Mobile_Optimized_Blog_Design-1.jpg
[full-width] => 313
[full-height] => 1400
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Mobile_Optimized_Blog_Design-1.jpg
[thumb_372-width] => 313
[thumb_372-height] => 1400
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Mobile_Optimized_Blog_Design-1-140x625.jpg
[single_post_thumbnail-width] => 140
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Mobile_Optimized_Blog_Design-1-7x32.jpg
[thumb_32_32-width] => 7
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Mobile_Optimized_Blog_Design-1-11x48.jpg
[thumb_48_48-width] => 11
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Mobile_Optimized_Blog_Design-1-14x64.jpg
[thumb_64_64-width] => 14
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Mobile_Optimized_Blog_Design-1-29x128.jpg
[thumb_128_128-width] => 29
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Mobile_Optimized_Blog_Design-1-15x67.jpg
[thumb_122_67-width] => 15
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Mobile_Optimized_Blog_Design-1-34x153.jpg
[thumb_153_153-width] => 34
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Mobile_Optimized_Blog_Design-1-36x163.jpg
[thumb_130_163-width] => 36
[thumb_130_163-height] => 163
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Mobile_Optimized_Blog_Design-1-40x177.jpg
[thumb_232_177-width] => 40
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Mobile_Optimized_Blog_Design-1-145x650.jpg
[thumb_272_325-width] => 145
[thumb_272_325-height] => 650
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Mobile_Optimized_Blog_Design-1-77x346.jpg
[thumb_271_346-width] => 77
[thumb_271_346-height] => 346
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Mobile_Optimized_Blog_Design-1-61x271.jpg
[thumb_271_271-width] => 61
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Mobile_Optimized_Blog_Design-1-38x172.jpg
[thumb_272_172-width] => 38
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Mobile_Optimized_Blog_Design-1-103x461.jpg
[thumb_372_461-width] => 103
[thumb_372_461-height] => 461
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Mobile_Optimized_Blog_Design-1-112x500.jpg
[thumb_372_500-width] => 112
[thumb_372_500-height] => 500
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Mobile_Optimized_Blog_Design-1-60x270.jpg
[thumb_385_270-width] => 60
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Mobile_Optimized_Blog_Design-1-54x241.jpg
[thumb_416_241-width] => 54
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Mobile_Optimized_Blog_Design-1-92x410.jpg
[thumb_448_410-width] => 92
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Mobile_Optimized_Blog_Design-1-183x820.jpg
[thumb_448_410_retina-width] => 183
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Mobile_Optimized_Blog_Design-1-85x382.jpg
[thumb_574_382-width] => 85
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Mobile_Optimized_Blog_Design-1-88x395.jpg
[thumb_776_395-width] => 88
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Mobile_Optimized_Blog_Design-1.jpg
[gform-image-choice-sm-width] => 67
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Mobile_Optimized_Blog_Design-1.jpg
[gform-image-choice-md-width] => 89
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Mobile_Optimized_Blog_Design-1.jpg
[gform-image-choice-lg-width] => 134
[gform-image-choice-lg-height] => 600
)
)
)
Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Original Blog Design | 11.1% | ||
| T1: | Mobile Optimized Blog Design | 19.5% | 75.6% | 100.0% |
This experiment has a required sample size of 142 in order to be valid. Since the experiment had a total sample size of 38,339, 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:
75.6% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
The mobile-optimized blog yielded a 76% increase in the number of visitors that stayed on the site longer than 60 seconds. This equated to 1,656 more people that consumed ADF’s content in a 3 week period.
While the 60-second mark was the primary success metric for this experiment, looking at some of the earlier times yielded even larger lifts in engagement. We saw a 182% increase in the number of visitors that stayed at least 30 seconds and a 366% increase in the number that stayed longer than 10 seconds.
To us, this demonstrates the importance of visual congruency for the visitor. If we are able to match the environment they are coming from, the visitors will be more likely to engage with and consume the content.