How emphasizing the impact of a content offer on a landing page impacts downstream donor conversion
Experiment ID: #155568
Focus on the Family
Experiment Summary
Timeframe: 06/09/2023 - 06/30/2023
Focus on the Family uses dozens of different free video series offers to acquire new subscribers and donors. For most of these offers, their landing pages feature bullet points outlining the content of each episode in the series. In reviewing this standard design, we wanted to see if we could increase the appeal of the videos by using these bullet points to instead clarify what subscribers would be able to do as a result of these videos. This was inspired by Amy Harrison’s copywriting keynote at the 2022 NIO Summit.
We created a treatment version of their Cherish your Spouse video series landing page where the bullet points stated what subscribers would now be able to do, because of these short videos. We split traffic 50/50 and ran the experiment for 2 weeks. We believe that this new language would increase the perceived value of the videos, leading to more signups on the page and a higher downstream donor conversion on the subsequent donation page.
Research Question
We believe that emphasizing the impact the videos will have on subscribers will increase downstream donor conversion by increasing the perceived value of the videos.
Design
C: Control
Array
(
[0] => Array
(
[ID] => 53493
[id] => 53493
[title] => Control.jpg
[filename] => Control-2453.jpg
[filesize] => 197634
[url] => https://www.nextafter.com/wp-content/uploads/Control-2453.jpg
[link] => https://www.nextafter.com/experiments/how-emphasizing-the-impact-of-a-content-offer-on-a-landing-page-impacts-downstream-donor-conversion-2/attachment/control-jpg-2957/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-jpg-2957
[status] => inherit
[uploaded_to] => 53483
[date] => 2023-07-03 15:01:21
[modified] => 2023-07-03 15:01:21
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 1262
[height] => 1187
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/Control-2453-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Control-2453-300x282.jpg
[medium-width] => 300
[medium-height] => 282
[medium_large] => https://www.nextafter.com/wp-content/uploads/Control-2453-768x722.jpg
[medium_large-width] => 640
[medium_large-height] => 602
[large] => https://www.nextafter.com/wp-content/uploads/Control-2453-1024x963.jpg
[large-width] => 640
[large-height] => 602
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Control-2453.jpg
[1536x1536-width] => 1262
[1536x1536-height] => 1187
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Control-2453.jpg
[2048x2048-width] => 1262
[2048x2048-height] => 1187
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Control-2453.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 658
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Control-2453-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Control-2453-50x47.jpg
[admin-width] => 50
[admin-height] => 47
[full] => https://www.nextafter.com/wp-content/uploads/Control-2453.jpg
[full-width] => 1262
[full-height] => 1187
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Control-2453-372x350.jpg
[thumb_372-width] => 372
[thumb_372-height] => 350
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Control-2453-664x625.jpg
[single_post_thumbnail-width] => 664
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Control-2453-32x30.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 30
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Control-2453-48x45.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 45
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Control-2453-64x60.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 60
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Control-2453-128x120.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 120
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Control-2453-71x67.jpg
[thumb_122_67-width] => 71
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Control-2453-153x144.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 144
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Control-2453-130x122.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 122
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Control-2453-188x177.jpg
[thumb_232_177-width] => 188
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Control-2453-544x512.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 512
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Control-2453-271x255.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 255
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Control-2453-271x255.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 255
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Control-2453-183x172.jpg
[thumb_272_172-width] => 183
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Control-2453-372x350.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 350
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Control-2453-372x350.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 350
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Control-2453-287x270.jpg
[thumb_385_270-width] => 287
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Control-2453-256x241.jpg
[thumb_416_241-width] => 256
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Control-2453-436x410.jpg
[thumb_448_410-width] => 436
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Control-2453-872x820.jpg
[thumb_448_410_retina-width] => 872
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Control-2453-406x382.jpg
[thumb_574_382-width] => 406
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Control-2453-420x395.jpg
[thumb_776_395-width] => 420
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Control-2453.jpg
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 282
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Control-2453.jpg
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 376
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Control-2453.jpg
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 564
)
)
[1] => Array
(
[ID] => 53496
[id] => 53496
[title] => Impact_Language.jpg
[filename] => Treatment_-_Cherish_ValueImpact_Language-3.jpg
[filesize] => 252846
[url] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Cherish_ValueImpact_Language-3.jpg
[link] => https://www.nextafter.com/experiments/how-emphasizing-the-impact-of-a-content-offer-on-a-landing-page-impacts-downstream-donor-conversion-2/attachment/impact_language-jpg-5/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => impact_language-jpg-5
[status] => inherit
[uploaded_to] => 53483
[date] => 2023-07-03 15:01:30
[modified] => 2023-07-03 15:01:30
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 1256
[height] => 1212
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Cherish_ValueImpact_Language-3-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Cherish_ValueImpact_Language-3-300x289.jpg
[medium-width] => 300
[medium-height] => 289
[medium_large] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Cherish_ValueImpact_Language-3-768x741.jpg
[medium_large-width] => 640
[medium_large-height] => 618
[large] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Cherish_ValueImpact_Language-3-1024x988.jpg
[large-width] => 640
[large-height] => 618
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Cherish_ValueImpact_Language-3.jpg
[1536x1536-width] => 1256
[1536x1536-height] => 1212
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Cherish_ValueImpact_Language-3.jpg
[2048x2048-width] => 1256
[2048x2048-height] => 1212
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Cherish_ValueImpact_Language-3.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 675
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Cherish_ValueImpact_Language-3-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Cherish_ValueImpact_Language-3-50x48.jpg
[admin-width] => 50
[admin-height] => 48
[full] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Cherish_ValueImpact_Language-3.jpg
[full-width] => 1256
[full-height] => 1212
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Cherish_ValueImpact_Language-3-372x359.jpg
[thumb_372-width] => 372
[thumb_372-height] => 359
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Cherish_ValueImpact_Language-3-648x625.jpg
[single_post_thumbnail-width] => 648
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Cherish_ValueImpact_Language-3-32x32.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Cherish_ValueImpact_Language-3-48x46.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 46
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Cherish_ValueImpact_Language-3-64x62.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 62
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Cherish_ValueImpact_Language-3-128x124.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 124
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Cherish_ValueImpact_Language-3-69x67.jpg
[thumb_122_67-width] => 69
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Cherish_ValueImpact_Language-3-153x148.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 148
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Cherish_ValueImpact_Language-3-130x125.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 125
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Cherish_ValueImpact_Language-3-183x177.jpg
[thumb_232_177-width] => 183
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Cherish_ValueImpact_Language-3-544x525.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 525
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Cherish_ValueImpact_Language-3-271x262.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 262
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Cherish_ValueImpact_Language-3-271x262.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 262
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Cherish_ValueImpact_Language-3-178x172.jpg
[thumb_272_172-width] => 178
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Cherish_ValueImpact_Language-3-372x359.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 359
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Cherish_ValueImpact_Language-3-372x359.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 359
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Cherish_ValueImpact_Language-3-280x270.jpg
[thumb_385_270-width] => 280
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Cherish_ValueImpact_Language-3-250x241.jpg
[thumb_416_241-width] => 250
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Cherish_ValueImpact_Language-3-425x410.jpg
[thumb_448_410-width] => 425
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Cherish_ValueImpact_Language-3-850x820.jpg
[thumb_448_410_retina-width] => 850
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Cherish_ValueImpact_Language-3-396x382.jpg
[thumb_574_382-width] => 396
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Cherish_ValueImpact_Language-3-409x395.jpg
[thumb_776_395-width] => 409
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Cherish_ValueImpact_Language-3.jpg
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 289
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Cherish_ValueImpact_Language-3.jpg
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 386
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Cherish_ValueImpact_Language-3.jpg
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 579
)
)
)
T1: Treatment - Cherish Value/Impact Language
Array
(
[0] => Array
(
[ID] => 53493
[id] => 53493
[title] => Control.jpg
[filename] => Control-2453.jpg
[filesize] => 197634
[url] => https://www.nextafter.com/wp-content/uploads/Control-2453.jpg
[link] => https://www.nextafter.com/experiments/how-emphasizing-the-impact-of-a-content-offer-on-a-landing-page-impacts-downstream-donor-conversion-2/attachment/control-jpg-2957/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-jpg-2957
[status] => inherit
[uploaded_to] => 53483
[date] => 2023-07-03 15:01:21
[modified] => 2023-07-03 15:01:21
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 1262
[height] => 1187
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/Control-2453-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Control-2453-300x282.jpg
[medium-width] => 300
[medium-height] => 282
[medium_large] => https://www.nextafter.com/wp-content/uploads/Control-2453-768x722.jpg
[medium_large-width] => 640
[medium_large-height] => 602
[large] => https://www.nextafter.com/wp-content/uploads/Control-2453-1024x963.jpg
[large-width] => 640
[large-height] => 602
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Control-2453.jpg
[1536x1536-width] => 1262
[1536x1536-height] => 1187
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Control-2453.jpg
[2048x2048-width] => 1262
[2048x2048-height] => 1187
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Control-2453.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 658
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Control-2453-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Control-2453-50x47.jpg
[admin-width] => 50
[admin-height] => 47
[full] => https://www.nextafter.com/wp-content/uploads/Control-2453.jpg
[full-width] => 1262
[full-height] => 1187
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Control-2453-372x350.jpg
[thumb_372-width] => 372
[thumb_372-height] => 350
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Control-2453-664x625.jpg
[single_post_thumbnail-width] => 664
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Control-2453-32x30.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 30
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Control-2453-48x45.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 45
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Control-2453-64x60.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 60
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Control-2453-128x120.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 120
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Control-2453-71x67.jpg
[thumb_122_67-width] => 71
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Control-2453-153x144.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 144
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Control-2453-130x122.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 122
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Control-2453-188x177.jpg
[thumb_232_177-width] => 188
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Control-2453-544x512.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 512
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Control-2453-271x255.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 255
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Control-2453-271x255.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 255
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Control-2453-183x172.jpg
[thumb_272_172-width] => 183
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Control-2453-372x350.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 350
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Control-2453-372x350.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 350
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Control-2453-287x270.jpg
[thumb_385_270-width] => 287
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Control-2453-256x241.jpg
[thumb_416_241-width] => 256
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Control-2453-436x410.jpg
[thumb_448_410-width] => 436
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Control-2453-872x820.jpg
[thumb_448_410_retina-width] => 872
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Control-2453-406x382.jpg
[thumb_574_382-width] => 406
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Control-2453-420x395.jpg
[thumb_776_395-width] => 420
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Control-2453.jpg
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 282
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Control-2453.jpg
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 376
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Control-2453.jpg
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 564
)
)
[1] => Array
(
[ID] => 53496
[id] => 53496
[title] => Impact_Language.jpg
[filename] => Treatment_-_Cherish_ValueImpact_Language-3.jpg
[filesize] => 252846
[url] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Cherish_ValueImpact_Language-3.jpg
[link] => https://www.nextafter.com/experiments/how-emphasizing-the-impact-of-a-content-offer-on-a-landing-page-impacts-downstream-donor-conversion-2/attachment/impact_language-jpg-5/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => impact_language-jpg-5
[status] => inherit
[uploaded_to] => 53483
[date] => 2023-07-03 15:01:30
[modified] => 2023-07-03 15:01:30
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 1256
[height] => 1212
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Cherish_ValueImpact_Language-3-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Cherish_ValueImpact_Language-3-300x289.jpg
[medium-width] => 300
[medium-height] => 289
[medium_large] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Cherish_ValueImpact_Language-3-768x741.jpg
[medium_large-width] => 640
[medium_large-height] => 618
[large] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Cherish_ValueImpact_Language-3-1024x988.jpg
[large-width] => 640
[large-height] => 618
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Cherish_ValueImpact_Language-3.jpg
[1536x1536-width] => 1256
[1536x1536-height] => 1212
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Cherish_ValueImpact_Language-3.jpg
[2048x2048-width] => 1256
[2048x2048-height] => 1212
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Cherish_ValueImpact_Language-3.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 675
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Cherish_ValueImpact_Language-3-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Cherish_ValueImpact_Language-3-50x48.jpg
[admin-width] => 50
[admin-height] => 48
[full] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Cherish_ValueImpact_Language-3.jpg
[full-width] => 1256
[full-height] => 1212
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Cherish_ValueImpact_Language-3-372x359.jpg
[thumb_372-width] => 372
[thumb_372-height] => 359
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Cherish_ValueImpact_Language-3-648x625.jpg
[single_post_thumbnail-width] => 648
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Cherish_ValueImpact_Language-3-32x32.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Cherish_ValueImpact_Language-3-48x46.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 46
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Cherish_ValueImpact_Language-3-64x62.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 62
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Cherish_ValueImpact_Language-3-128x124.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 124
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Cherish_ValueImpact_Language-3-69x67.jpg
[thumb_122_67-width] => 69
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Cherish_ValueImpact_Language-3-153x148.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 148
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Cherish_ValueImpact_Language-3-130x125.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 125
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Cherish_ValueImpact_Language-3-183x177.jpg
[thumb_232_177-width] => 183
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Cherish_ValueImpact_Language-3-544x525.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 525
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Cherish_ValueImpact_Language-3-271x262.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 262
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Cherish_ValueImpact_Language-3-271x262.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 262
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Cherish_ValueImpact_Language-3-178x172.jpg
[thumb_272_172-width] => 178
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Cherish_ValueImpact_Language-3-372x359.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 359
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Cherish_ValueImpact_Language-3-372x359.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 359
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Cherish_ValueImpact_Language-3-280x270.jpg
[thumb_385_270-width] => 280
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Cherish_ValueImpact_Language-3-250x241.jpg
[thumb_416_241-width] => 250
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Cherish_ValueImpact_Language-3-425x410.jpg
[thumb_448_410-width] => 425
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Cherish_ValueImpact_Language-3-850x820.jpg
[thumb_448_410_retina-width] => 850
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Cherish_ValueImpact_Language-3-396x382.jpg
[thumb_574_382-width] => 396
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Cherish_ValueImpact_Language-3-409x395.jpg
[thumb_776_395-width] => 409
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Cherish_ValueImpact_Language-3.jpg
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 289
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Cherish_ValueImpact_Language-3.jpg
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 386
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Cherish_ValueImpact_Language-3.jpg
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 579
)
)
)
Results
| Treatment Name | Revenue per Visitor | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | $0.32 | $38.33 | ||
| T1: | Treatment - Cherish Value/Impact Language | $0.34 | 6.4% | 60.4% | $39.01 |
This experiment was validated using 3rd party testing tools. Based upon those calculations, a significant level of confidence was not met so these experiment results are not valid.
Key Learnings
After three weeks, we were unable to show any statistically significant impact, positive or negative, from the treatment. Revenue showed the biggest impact, but it too wasn't statistically valid. After testing impact bullet points on three offers, we had one with a clear increase in donor conversion, one with a clear decrease, and this experiment with no significant impact. This shows that the success of emphasizing the value/impact of an offer vs emphasizing the content of the offer depends on the impact that is emphasized. For this offer, emphasizing that the videos will enable you to "feel the closeness that comes from cherishing each other and experience greater marital intimacy" weren't compelling enough impacts to significantly impact conversion. More testing is needed here offer by offer to identify the best value impacts to emphasize in the landing page copy.