How donor-centric copy affects email acquisition
Experiment ID: #5484
National Breast Cancer Foundation
Experiment Summary
Timeframe: 10/05/2016 - 10/14/2016
The National Breast Cancer Foundation was giving away a free eBook, What Every Woman Needs To Know during Breast Cancer Awareness Month. They featured this eBook on their Breast Cancer Awareness Month page, with a form right on the page to download it.
The team at NBCF hypothesized that using copy that addressed the reader directly would increase email acquisition rate. They created a treatment that personalized each element: rather than “Get the free breast health guide”, the treatment offered the visitor the chance to “Get your free breast health guide”. Additionally, they revised the paragraph copy to show how the content of the eBook allows the visitor to be proactive about their own health. Finally, they added the value proposition element of “free” into the call-to-action.
They launched an A/B test to determine a winner.
Research Question
Will donor-centric copy increase the number of emails acquired?
Design
C: Original
Array
(
[0] => Array
(
[ID] => 13122
[id] => 13122
[title] => Original-1-533x1024-1.png
[filename] => Original-1-533x1024-1.png
[filesize] => 0
[url] => https://www.nextafter.com/wp-content/uploads/Original-1-533x1024-1.png
[link] => https://www.nextafter.com/experiments/how-donor-centric-copy-affects-email-acquisition/attachment/original-1-533x1024-1-png/
[alt] =>
[author] => 6
[description] =>
[caption] =>
[name] => original-1-533x1024-1-png
[status] => inherit
[uploaded_to] => 13121
[date] => 2021-02-25 05:30:08
[modified] => 2021-02-25 05:30:08
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 214
[height] => 163
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/Original-1-533x1024-1-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Original-1-533x1024-1.png
[medium-width] => 214
[medium-height] => 163
[medium_large] => https://www.nextafter.com/wp-content/uploads/Original-1-533x1024-1.png
[medium_large-width] => 214
[medium_large-height] => 163
[large] => https://www.nextafter.com/wp-content/uploads/Original-1-533x1024-1.png
[large-width] => 214
[large-height] => 163
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Original-1-533x1024-1.png
[1536x1536-width] => 214
[1536x1536-height] => 163
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Original-1-533x1024-1.png
[2048x2048-width] => 214
[2048x2048-height] => 163
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Original-1-533x1024-1.png
[tp-image-grid-width] => 214
[tp-image-grid-height] => 163
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Original-1-533x1024-1-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Original-1-533x1024-1-50x38.png
[admin-width] => 50
[admin-height] => 38
[full] => https://www.nextafter.com/wp-content/uploads/Original-1-533x1024-1.png
[full-width] => 214
[full-height] => 163
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Original-1-533x1024-1.png
[thumb_372-width] => 214
[thumb_372-height] => 163
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Original-1-533x1024-1.png
[single_post_thumbnail-width] => 214
[single_post_thumbnail-height] => 163
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Original-1-533x1024-1-32x24.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 24
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Original-1-533x1024-1-48x37.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 37
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Original-1-533x1024-1-64x49.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 49
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Original-1-533x1024-1-128x97.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 97
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Original-1-533x1024-1-88x67.png
[thumb_122_67-width] => 88
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Original-1-533x1024-1-153x117.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 117
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Original-1-533x1024-1-130x99.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 99
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Original-1-533x1024-1.png
[thumb_232_177-width] => 214
[thumb_232_177-height] => 163
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Original-1-533x1024-1.png
[thumb_272_325-width] => 214
[thumb_272_325-height] => 163
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Original-1-533x1024-1.png
[thumb_271_346-width] => 214
[thumb_271_346-height] => 163
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Original-1-533x1024-1.png
[thumb_271_271-width] => 214
[thumb_271_271-height] => 163
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Original-1-533x1024-1.png
[thumb_272_172-width] => 214
[thumb_272_172-height] => 163
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Original-1-533x1024-1.png
[thumb_372_461-width] => 214
[thumb_372_461-height] => 163
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Original-1-533x1024-1.png
[thumb_372_500-width] => 214
[thumb_372_500-height] => 163
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Original-1-533x1024-1.png
[thumb_385_270-width] => 214
[thumb_385_270-height] => 163
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Original-1-533x1024-1.png
[thumb_416_241-width] => 214
[thumb_416_241-height] => 163
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Original-1-533x1024-1.png
[thumb_448_410-width] => 214
[thumb_448_410-height] => 163
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Original-1-533x1024-1.png
[thumb_448_410_retina-width] => 214
[thumb_448_410_retina-height] => 163
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Original-1-533x1024-1.png
[thumb_574_382-width] => 214
[thumb_574_382-height] => 163
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Original-1-533x1024-1.png
[thumb_776_395-width] => 214
[thumb_776_395-height] => 163
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Original-1-533x1024-1.png
[gform-image-choice-sm-width] => 214
[gform-image-choice-sm-height] => 163
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Original-1-533x1024-1.png
[gform-image-choice-md-width] => 214
[gform-image-choice-md-height] => 163
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Original-1-533x1024-1.png
[gform-image-choice-lg-width] => 214
[gform-image-choice-lg-height] => 163
)
)
[1] => Array
(
[ID] => 13123
[id] => 13123
[title] => Personalized-533x1024-1.png
[filename] => Personalized-533x1024-1.png
[filesize] => 0
[url] => https://www.nextafter.com/wp-content/uploads/Personalized-533x1024-1.png
[link] => https://www.nextafter.com/experiments/how-donor-centric-copy-affects-email-acquisition/attachment/personalized-533x1024-1-png/
[alt] =>
[author] => 6
[description] =>
[caption] =>
[name] => personalized-533x1024-1-png
[status] => inherit
[uploaded_to] => 13121
[date] => 2021-02-25 05:30:10
[modified] => 2021-02-25 05:30:10
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 237
[height] => 166
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/Personalized-533x1024-1-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Personalized-533x1024-1.png
[medium-width] => 237
[medium-height] => 166
[medium_large] => https://www.nextafter.com/wp-content/uploads/Personalized-533x1024-1.png
[medium_large-width] => 237
[medium_large-height] => 166
[large] => https://www.nextafter.com/wp-content/uploads/Personalized-533x1024-1.png
[large-width] => 237
[large-height] => 166
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Personalized-533x1024-1.png
[1536x1536-width] => 237
[1536x1536-height] => 166
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Personalized-533x1024-1.png
[2048x2048-width] => 237
[2048x2048-height] => 166
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Personalized-533x1024-1.png
[tp-image-grid-width] => 237
[tp-image-grid-height] => 166
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Personalized-533x1024-1-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Personalized-533x1024-1-50x35.png
[admin-width] => 50
[admin-height] => 35
[full] => https://www.nextafter.com/wp-content/uploads/Personalized-533x1024-1.png
[full-width] => 237
[full-height] => 166
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Personalized-533x1024-1.png
[thumb_372-width] => 237
[thumb_372-height] => 166
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Personalized-533x1024-1.png
[single_post_thumbnail-width] => 237
[single_post_thumbnail-height] => 166
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Personalized-533x1024-1-32x22.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 22
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Personalized-533x1024-1-48x34.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 34
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Personalized-533x1024-1-64x45.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 45
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Personalized-533x1024-1-128x90.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 90
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Personalized-533x1024-1-96x67.png
[thumb_122_67-width] => 96
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Personalized-533x1024-1-153x107.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 107
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Personalized-533x1024-1-130x91.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 91
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Personalized-533x1024-1-232x162.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 162
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Personalized-533x1024-1.png
[thumb_272_325-width] => 237
[thumb_272_325-height] => 166
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Personalized-533x1024-1.png
[thumb_271_346-width] => 237
[thumb_271_346-height] => 166
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Personalized-533x1024-1.png
[thumb_271_271-width] => 237
[thumb_271_271-height] => 166
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Personalized-533x1024-1.png
[thumb_272_172-width] => 237
[thumb_272_172-height] => 166
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Personalized-533x1024-1.png
[thumb_372_461-width] => 237
[thumb_372_461-height] => 166
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Personalized-533x1024-1.png
[thumb_372_500-width] => 237
[thumb_372_500-height] => 166
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Personalized-533x1024-1.png
[thumb_385_270-width] => 237
[thumb_385_270-height] => 166
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Personalized-533x1024-1.png
[thumb_416_241-width] => 237
[thumb_416_241-height] => 166
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Personalized-533x1024-1.png
[thumb_448_410-width] => 237
[thumb_448_410-height] => 166
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Personalized-533x1024-1.png
[thumb_448_410_retina-width] => 237
[thumb_448_410_retina-height] => 166
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Personalized-533x1024-1.png
[thumb_574_382-width] => 237
[thumb_574_382-height] => 166
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Personalized-533x1024-1.png
[thumb_776_395-width] => 237
[thumb_776_395-height] => 166
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Personalized-533x1024-1.png
[gform-image-choice-sm-width] => 237
[gform-image-choice-sm-height] => 166
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Personalized-533x1024-1.png
[gform-image-choice-md-width] => 237
[gform-image-choice-md-height] => 166
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Personalized-533x1024-1.png
[gform-image-choice-lg-width] => 237
[gform-image-choice-lg-height] => 166
)
)
)
T1: Personalized
Array
(
[0] => Array
(
[ID] => 13122
[id] => 13122
[title] => Original-1-533x1024-1.png
[filename] => Original-1-533x1024-1.png
[filesize] => 0
[url] => https://www.nextafter.com/wp-content/uploads/Original-1-533x1024-1.png
[link] => https://www.nextafter.com/experiments/how-donor-centric-copy-affects-email-acquisition/attachment/original-1-533x1024-1-png/
[alt] =>
[author] => 6
[description] =>
[caption] =>
[name] => original-1-533x1024-1-png
[status] => inherit
[uploaded_to] => 13121
[date] => 2021-02-25 05:30:08
[modified] => 2021-02-25 05:30:08
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 214
[height] => 163
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/Original-1-533x1024-1-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Original-1-533x1024-1.png
[medium-width] => 214
[medium-height] => 163
[medium_large] => https://www.nextafter.com/wp-content/uploads/Original-1-533x1024-1.png
[medium_large-width] => 214
[medium_large-height] => 163
[large] => https://www.nextafter.com/wp-content/uploads/Original-1-533x1024-1.png
[large-width] => 214
[large-height] => 163
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Original-1-533x1024-1.png
[1536x1536-width] => 214
[1536x1536-height] => 163
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Original-1-533x1024-1.png
[2048x2048-width] => 214
[2048x2048-height] => 163
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Original-1-533x1024-1.png
[tp-image-grid-width] => 214
[tp-image-grid-height] => 163
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Original-1-533x1024-1-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Original-1-533x1024-1-50x38.png
[admin-width] => 50
[admin-height] => 38
[full] => https://www.nextafter.com/wp-content/uploads/Original-1-533x1024-1.png
[full-width] => 214
[full-height] => 163
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Original-1-533x1024-1.png
[thumb_372-width] => 214
[thumb_372-height] => 163
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Original-1-533x1024-1.png
[single_post_thumbnail-width] => 214
[single_post_thumbnail-height] => 163
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Original-1-533x1024-1-32x24.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 24
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Original-1-533x1024-1-48x37.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 37
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Original-1-533x1024-1-64x49.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 49
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Original-1-533x1024-1-128x97.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 97
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Original-1-533x1024-1-88x67.png
[thumb_122_67-width] => 88
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Original-1-533x1024-1-153x117.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 117
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Original-1-533x1024-1-130x99.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 99
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Original-1-533x1024-1.png
[thumb_232_177-width] => 214
[thumb_232_177-height] => 163
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Original-1-533x1024-1.png
[thumb_272_325-width] => 214
[thumb_272_325-height] => 163
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Original-1-533x1024-1.png
[thumb_271_346-width] => 214
[thumb_271_346-height] => 163
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Original-1-533x1024-1.png
[thumb_271_271-width] => 214
[thumb_271_271-height] => 163
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Original-1-533x1024-1.png
[thumb_272_172-width] => 214
[thumb_272_172-height] => 163
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Original-1-533x1024-1.png
[thumb_372_461-width] => 214
[thumb_372_461-height] => 163
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Original-1-533x1024-1.png
[thumb_372_500-width] => 214
[thumb_372_500-height] => 163
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Original-1-533x1024-1.png
[thumb_385_270-width] => 214
[thumb_385_270-height] => 163
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Original-1-533x1024-1.png
[thumb_416_241-width] => 214
[thumb_416_241-height] => 163
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Original-1-533x1024-1.png
[thumb_448_410-width] => 214
[thumb_448_410-height] => 163
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Original-1-533x1024-1.png
[thumb_448_410_retina-width] => 214
[thumb_448_410_retina-height] => 163
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Original-1-533x1024-1.png
[thumb_574_382-width] => 214
[thumb_574_382-height] => 163
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Original-1-533x1024-1.png
[thumb_776_395-width] => 214
[thumb_776_395-height] => 163
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Original-1-533x1024-1.png
[gform-image-choice-sm-width] => 214
[gform-image-choice-sm-height] => 163
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Original-1-533x1024-1.png
[gform-image-choice-md-width] => 214
[gform-image-choice-md-height] => 163
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Original-1-533x1024-1.png
[gform-image-choice-lg-width] => 214
[gform-image-choice-lg-height] => 163
)
)
[1] => Array
(
[ID] => 13123
[id] => 13123
[title] => Personalized-533x1024-1.png
[filename] => Personalized-533x1024-1.png
[filesize] => 0
[url] => https://www.nextafter.com/wp-content/uploads/Personalized-533x1024-1.png
[link] => https://www.nextafter.com/experiments/how-donor-centric-copy-affects-email-acquisition/attachment/personalized-533x1024-1-png/
[alt] =>
[author] => 6
[description] =>
[caption] =>
[name] => personalized-533x1024-1-png
[status] => inherit
[uploaded_to] => 13121
[date] => 2021-02-25 05:30:10
[modified] => 2021-02-25 05:30:10
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 237
[height] => 166
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/Personalized-533x1024-1-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Personalized-533x1024-1.png
[medium-width] => 237
[medium-height] => 166
[medium_large] => https://www.nextafter.com/wp-content/uploads/Personalized-533x1024-1.png
[medium_large-width] => 237
[medium_large-height] => 166
[large] => https://www.nextafter.com/wp-content/uploads/Personalized-533x1024-1.png
[large-width] => 237
[large-height] => 166
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Personalized-533x1024-1.png
[1536x1536-width] => 237
[1536x1536-height] => 166
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Personalized-533x1024-1.png
[2048x2048-width] => 237
[2048x2048-height] => 166
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Personalized-533x1024-1.png
[tp-image-grid-width] => 237
[tp-image-grid-height] => 166
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Personalized-533x1024-1-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Personalized-533x1024-1-50x35.png
[admin-width] => 50
[admin-height] => 35
[full] => https://www.nextafter.com/wp-content/uploads/Personalized-533x1024-1.png
[full-width] => 237
[full-height] => 166
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Personalized-533x1024-1.png
[thumb_372-width] => 237
[thumb_372-height] => 166
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Personalized-533x1024-1.png
[single_post_thumbnail-width] => 237
[single_post_thumbnail-height] => 166
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Personalized-533x1024-1-32x22.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 22
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Personalized-533x1024-1-48x34.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 34
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Personalized-533x1024-1-64x45.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 45
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Personalized-533x1024-1-128x90.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 90
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Personalized-533x1024-1-96x67.png
[thumb_122_67-width] => 96
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Personalized-533x1024-1-153x107.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 107
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Personalized-533x1024-1-130x91.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 91
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Personalized-533x1024-1-232x162.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 162
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Personalized-533x1024-1.png
[thumb_272_325-width] => 237
[thumb_272_325-height] => 166
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Personalized-533x1024-1.png
[thumb_271_346-width] => 237
[thumb_271_346-height] => 166
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Personalized-533x1024-1.png
[thumb_271_271-width] => 237
[thumb_271_271-height] => 166
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Personalized-533x1024-1.png
[thumb_272_172-width] => 237
[thumb_272_172-height] => 166
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Personalized-533x1024-1.png
[thumb_372_461-width] => 237
[thumb_372_461-height] => 166
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Personalized-533x1024-1.png
[thumb_372_500-width] => 237
[thumb_372_500-height] => 166
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Personalized-533x1024-1.png
[thumb_385_270-width] => 237
[thumb_385_270-height] => 166
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Personalized-533x1024-1.png
[thumb_416_241-width] => 237
[thumb_416_241-height] => 166
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Personalized-533x1024-1.png
[thumb_448_410-width] => 237
[thumb_448_410-height] => 166
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Personalized-533x1024-1.png
[thumb_448_410_retina-width] => 237
[thumb_448_410_retina-height] => 166
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Personalized-533x1024-1.png
[thumb_574_382-width] => 237
[thumb_574_382-height] => 166
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Personalized-533x1024-1.png
[thumb_776_395-width] => 237
[thumb_776_395-height] => 166
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Personalized-533x1024-1.png
[gform-image-choice-sm-width] => 237
[gform-image-choice-sm-height] => 166
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Personalized-533x1024-1.png
[gform-image-choice-md-width] => 237
[gform-image-choice-md-height] => 166
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Personalized-533x1024-1.png
[gform-image-choice-lg-width] => 237
[gform-image-choice-lg-height] => 166
)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Original | 3.0% | ||
| T1: | Personalized | 2.9% | -5.4% | 53.7% |
This experiment has a required sample size of 80,585 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 treatment produced no statistical lift or decrease in email acquisition—in short, it made no difference. This revealed a few key insights:
- It’s possible that visitors who were going to download this eBook were highly motivated and the slight changes in copy were not enough to affect that initial motivation.
- It’s possible that the copy changes were too slight, and need a more radical treatment.
- The copy may not be the primary factor affecting email acquisition—it may be location on the page.
This prompts future tests to see how the eBook can be better leveraged for name acquisition.