The Heritage Foundation

How Facebook ads impacted a campaign’s active member conversion rates

Experiment ID: #10644

The Heritage Foundation

Experiment Summary

Ended On: 02/07/2019

During The Heritage Foundation’s Kickoff Campaign, we wanted to run Facebook ads designed to remind members to renew their annual membership to see if it would boost response rates by adding a 3rd channel (digital ads) along side regularly scheduled email and direct mail messages.

Research Question

Will adding a 3rd channel of touches increase donor conversion rate for reminding active members to renew their membership?

Design

C: No Ads
Array ( [0] => Array ( [ID] => 43955 [id] => 43955 [title] => No_Ads.jpg [filename] => No_Ads-18.jpg [filesize] => 21037 [url] => https://www.nextafter.com/wp-content/uploads/No_Ads-18.jpg [link] => https://www.nextafter.com/experiments/how-facebook-ads-impacted-a-campaigns-active-member-conversion-rates/attachment/no_ads-jpg-18/ [alt] => [author] => 0 [description] => [caption] => [name] => no_ads-jpg-18 [status] => inherit [uploaded_to] => 15946 [date] => 2022-10-31 16:30:05 [modified] => 2022-10-31 16:30:05 [menu_order] => 0 [mime_type] => image/jpeg [type] => image [subtype] => jpeg [icon] => https://www.nextafter.com/wp-includes/images/media/default.png [width] => 720 [height] => 405 [sizes] => Array ( [thumbnail] => https://www.nextafter.com/wp-content/uploads/No_Ads-18-150x150.jpg [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://www.nextafter.com/wp-content/uploads/No_Ads-18-300x169.jpg [medium-width] => 300 [medium-height] => 169 [medium_large] => https://www.nextafter.com/wp-content/uploads/No_Ads-18.jpg [medium_large-width] => 640 [medium_large-height] => 360 [large] => https://www.nextafter.com/wp-content/uploads/No_Ads-18.jpg [large-width] => 640 [large-height] => 360 [1536x1536] => https://www.nextafter.com/wp-content/uploads/No_Ads-18.jpg [1536x1536-width] => 720 [1536x1536-height] => 405 [2048x2048] => https://www.nextafter.com/wp-content/uploads/No_Ads-18.jpg [2048x2048-width] => 720 [2048x2048-height] => 405 [tp-image-grid] => https://www.nextafter.com/wp-content/uploads/No_Ads-18.jpg [tp-image-grid-width] => 700 [tp-image-grid-height] => 394 [post-thumbnail] => https://www.nextafter.com/wp-content/uploads/No_Ads-18-150x150.jpg [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://www.nextafter.com/wp-content/uploads/No_Ads-18-50x28.jpg [admin-width] => 50 [admin-height] => 28 [full] => https://www.nextafter.com/wp-content/uploads/No_Ads-18.jpg [full-width] => 720 [full-height] => 405 [thumb_372] => https://www.nextafter.com/wp-content/uploads/No_Ads-18-372x209.jpg [thumb_372-width] => 372 [thumb_372-height] => 209 [single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/No_Ads-18.jpg [single_post_thumbnail-width] => 720 [single_post_thumbnail-height] => 405 [thumb_32_32] => https://www.nextafter.com/wp-content/uploads/No_Ads-18-32x18.jpg [thumb_32_32-width] => 32 [thumb_32_32-height] => 18 [thumb_48_48] => https://www.nextafter.com/wp-content/uploads/No_Ads-18-48x27.jpg [thumb_48_48-width] => 48 [thumb_48_48-height] => 27 [thumb_64_64] => https://www.nextafter.com/wp-content/uploads/No_Ads-18-64x36.jpg [thumb_64_64-width] => 64 [thumb_64_64-height] => 36 [thumb_128_128] => https://www.nextafter.com/wp-content/uploads/No_Ads-18-128x72.jpg [thumb_128_128-width] => 128 [thumb_128_128-height] => 72 [thumb_122_67] => https://www.nextafter.com/wp-content/uploads/No_Ads-18-119x67.jpg [thumb_122_67-width] => 119 [thumb_122_67-height] => 67 [thumb_153_153] => https://www.nextafter.com/wp-content/uploads/No_Ads-18-153x86.jpg [thumb_153_153-width] => 153 [thumb_153_153-height] => 86 [thumb_130_163] => https://www.nextafter.com/wp-content/uploads/No_Ads-18-130x73.jpg [thumb_130_163-width] => 130 [thumb_130_163-height] => 73 [thumb_232_177] => https://www.nextafter.com/wp-content/uploads/No_Ads-18-232x131.jpg [thumb_232_177-width] => 232 [thumb_232_177-height] => 131 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/No_Ads-18-544x306.jpg [thumb_272_325-width] => 544 [thumb_272_325-height] => 306 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/No_Ads-18-271x152.jpg [thumb_271_346-width] => 271 [thumb_271_346-height] => 152 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/No_Ads-18-271x152.jpg [thumb_271_271-width] => 271 [thumb_271_271-height] => 152 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/No_Ads-18-272x153.jpg [thumb_272_172-width] => 272 [thumb_272_172-height] => 153 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/No_Ads-18-372x209.jpg [thumb_372_461-width] => 372 [thumb_372_461-height] => 209 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/No_Ads-18-372x209.jpg [thumb_372_500-width] => 372 [thumb_372_500-height] => 209 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/No_Ads-18-385x217.jpg [thumb_385_270-width] => 385 [thumb_385_270-height] => 217 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/No_Ads-18-416x234.jpg [thumb_416_241-width] => 416 [thumb_416_241-height] => 234 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/No_Ads-18-448x252.jpg [thumb_448_410-width] => 448 [thumb_448_410-height] => 252 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/No_Ads-18.jpg [thumb_448_410_retina-width] => 720 [thumb_448_410_retina-height] => 405 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/No_Ads-18-574x323.jpg [thumb_574_382-width] => 574 [thumb_574_382-height] => 323 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/No_Ads-18-702x395.jpg [thumb_776_395-width] => 702 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/No_Ads-18.jpg [gform-image-choice-sm-width] => 300 [gform-image-choice-sm-height] => 169 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/No_Ads-18.jpg [gform-image-choice-md-width] => 400 [gform-image-choice-md-height] => 225 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/No_Ads-18.jpg [gform-image-choice-lg-width] => 600 [gform-image-choice-lg-height] => 338 ) ) [1] => Array ( [ID] => 15948 [id] => 15948 [title] => With_Ads-3.jpg [filename] => With_Ads-3.jpg [filesize] => 0 [url] => https://www.nextafter.com/wp-content/uploads/With_Ads-3.jpg [link] => https://www.nextafter.com/experiments/how-facebook-ads-impacted-a-campaigns-active-member-conversion-rates/attachment/with_ads-3-jpg/ [alt] => [author] => 16 [description] => [caption] => [name] => with_ads-3-jpg [status] => inherit [uploaded_to] => 15946 [date] => 2021-02-25 10:52:14 [modified] => 2021-02-25 10:52:14 [menu_order] => 0 [mime_type] => image/jpeg [type] => image [subtype] => jpeg [icon] => https://www.nextafter.com/wp-includes/images/media/default.png [width] => 720 [height] => 405 [sizes] => Array ( [thumbnail] => https://www.nextafter.com/wp-content/uploads/With_Ads-3-150x150.jpg [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://www.nextafter.com/wp-content/uploads/With_Ads-3-300x169.jpg [medium-width] => 300 [medium-height] => 169 [medium_large] => https://www.nextafter.com/wp-content/uploads/With_Ads-3.jpg [medium_large-width] => 640 [medium_large-height] => 360 [large] => https://www.nextafter.com/wp-content/uploads/With_Ads-3.jpg [large-width] => 640 [large-height] => 360 [1536x1536] => https://www.nextafter.com/wp-content/uploads/With_Ads-3.jpg [1536x1536-width] => 720 [1536x1536-height] => 405 [2048x2048] => https://www.nextafter.com/wp-content/uploads/With_Ads-3.jpg [2048x2048-width] => 720 [2048x2048-height] => 405 [tp-image-grid] => https://www.nextafter.com/wp-content/uploads/With_Ads-3.jpg [tp-image-grid-width] => 700 [tp-image-grid-height] => 394 [post-thumbnail] => https://www.nextafter.com/wp-content/uploads/With_Ads-3-150x150.jpg [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://www.nextafter.com/wp-content/uploads/With_Ads-3-50x28.jpg [admin-width] => 50 [admin-height] => 28 [full] => https://www.nextafter.com/wp-content/uploads/With_Ads-3.jpg [full-width] => 720 [full-height] => 405 [thumb_372] => https://www.nextafter.com/wp-content/uploads/With_Ads-3-372x209.jpg [thumb_372-width] => 372 [thumb_372-height] => 209 [single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/With_Ads-3.jpg [single_post_thumbnail-width] => 720 [single_post_thumbnail-height] => 405 [thumb_32_32] => https://www.nextafter.com/wp-content/uploads/With_Ads-3-32x18.jpg [thumb_32_32-width] => 32 [thumb_32_32-height] => 18 [thumb_48_48] => https://www.nextafter.com/wp-content/uploads/With_Ads-3-48x27.jpg [thumb_48_48-width] => 48 [thumb_48_48-height] => 27 [thumb_64_64] => https://www.nextafter.com/wp-content/uploads/With_Ads-3-64x36.jpg [thumb_64_64-width] => 64 [thumb_64_64-height] => 36 [thumb_128_128] => https://www.nextafter.com/wp-content/uploads/With_Ads-3-128x72.jpg [thumb_128_128-width] => 128 [thumb_128_128-height] => 72 [thumb_122_67] => https://www.nextafter.com/wp-content/uploads/With_Ads-3-119x67.jpg [thumb_122_67-width] => 119 [thumb_122_67-height] => 67 [thumb_153_153] => https://www.nextafter.com/wp-content/uploads/With_Ads-3-153x86.jpg [thumb_153_153-width] => 153 [thumb_153_153-height] => 86 [thumb_130_163] => https://www.nextafter.com/wp-content/uploads/With_Ads-3-130x73.jpg [thumb_130_163-width] => 130 [thumb_130_163-height] => 73 [thumb_232_177] => https://www.nextafter.com/wp-content/uploads/With_Ads-3-232x131.jpg [thumb_232_177-width] => 232 [thumb_232_177-height] => 131 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/With_Ads-3-544x306.jpg [thumb_272_325-width] => 544 [thumb_272_325-height] => 306 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/With_Ads-3-271x152.jpg [thumb_271_346-width] => 271 [thumb_271_346-height] => 152 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/With_Ads-3-271x152.jpg [thumb_271_271-width] => 271 [thumb_271_271-height] => 152 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/With_Ads-3-272x153.jpg [thumb_272_172-width] => 272 [thumb_272_172-height] => 153 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/With_Ads-3-372x209.jpg [thumb_372_461-width] => 372 [thumb_372_461-height] => 209 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/With_Ads-3-372x209.jpg [thumb_372_500-width] => 372 [thumb_372_500-height] => 209 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/With_Ads-3-385x217.jpg [thumb_385_270-width] => 385 [thumb_385_270-height] => 217 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/With_Ads-3-416x234.jpg [thumb_416_241-width] => 416 [thumb_416_241-height] => 234 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/With_Ads-3-448x252.jpg [thumb_448_410-width] => 448 [thumb_448_410-height] => 252 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/With_Ads-3.jpg [thumb_448_410_retina-width] => 720 [thumb_448_410_retina-height] => 405 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/With_Ads-3-574x323.jpg [thumb_574_382-width] => 574 [thumb_574_382-height] => 323 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/With_Ads-3-702x395.jpg [thumb_776_395-width] => 702 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/With_Ads-3.jpg [gform-image-choice-sm-width] => 300 [gform-image-choice-sm-height] => 169 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/With_Ads-3.jpg [gform-image-choice-md-width] => 400 [gform-image-choice-md-height] => 225 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/With_Ads-3.jpg [gform-image-choice-lg-width] => 600 [gform-image-choice-lg-height] => 338 ) ) )
T1: With Ads
Array ( [0] => Array ( [ID] => 43955 [id] => 43955 [title] => No_Ads.jpg [filename] => No_Ads-18.jpg [filesize] => 21037 [url] => https://www.nextafter.com/wp-content/uploads/No_Ads-18.jpg [link] => https://www.nextafter.com/experiments/how-facebook-ads-impacted-a-campaigns-active-member-conversion-rates/attachment/no_ads-jpg-18/ [alt] => [author] => 0 [description] => [caption] => [name] => no_ads-jpg-18 [status] => inherit [uploaded_to] => 15946 [date] => 2022-10-31 16:30:05 [modified] => 2022-10-31 16:30:05 [menu_order] => 0 [mime_type] => image/jpeg [type] => image [subtype] => jpeg [icon] => https://www.nextafter.com/wp-includes/images/media/default.png [width] => 720 [height] => 405 [sizes] => Array ( [thumbnail] => https://www.nextafter.com/wp-content/uploads/No_Ads-18-150x150.jpg [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://www.nextafter.com/wp-content/uploads/No_Ads-18-300x169.jpg [medium-width] => 300 [medium-height] => 169 [medium_large] => https://www.nextafter.com/wp-content/uploads/No_Ads-18.jpg [medium_large-width] => 640 [medium_large-height] => 360 [large] => https://www.nextafter.com/wp-content/uploads/No_Ads-18.jpg [large-width] => 640 [large-height] => 360 [1536x1536] => https://www.nextafter.com/wp-content/uploads/No_Ads-18.jpg [1536x1536-width] => 720 [1536x1536-height] => 405 [2048x2048] => https://www.nextafter.com/wp-content/uploads/No_Ads-18.jpg [2048x2048-width] => 720 [2048x2048-height] => 405 [tp-image-grid] => https://www.nextafter.com/wp-content/uploads/No_Ads-18.jpg [tp-image-grid-width] => 700 [tp-image-grid-height] => 394 [post-thumbnail] => https://www.nextafter.com/wp-content/uploads/No_Ads-18-150x150.jpg [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://www.nextafter.com/wp-content/uploads/No_Ads-18-50x28.jpg [admin-width] => 50 [admin-height] => 28 [full] => https://www.nextafter.com/wp-content/uploads/No_Ads-18.jpg [full-width] => 720 [full-height] => 405 [thumb_372] => https://www.nextafter.com/wp-content/uploads/No_Ads-18-372x209.jpg [thumb_372-width] => 372 [thumb_372-height] => 209 [single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/No_Ads-18.jpg [single_post_thumbnail-width] => 720 [single_post_thumbnail-height] => 405 [thumb_32_32] => https://www.nextafter.com/wp-content/uploads/No_Ads-18-32x18.jpg [thumb_32_32-width] => 32 [thumb_32_32-height] => 18 [thumb_48_48] => https://www.nextafter.com/wp-content/uploads/No_Ads-18-48x27.jpg [thumb_48_48-width] => 48 [thumb_48_48-height] => 27 [thumb_64_64] => https://www.nextafter.com/wp-content/uploads/No_Ads-18-64x36.jpg [thumb_64_64-width] => 64 [thumb_64_64-height] => 36 [thumb_128_128] => https://www.nextafter.com/wp-content/uploads/No_Ads-18-128x72.jpg [thumb_128_128-width] => 128 [thumb_128_128-height] => 72 [thumb_122_67] => https://www.nextafter.com/wp-content/uploads/No_Ads-18-119x67.jpg [thumb_122_67-width] => 119 [thumb_122_67-height] => 67 [thumb_153_153] => https://www.nextafter.com/wp-content/uploads/No_Ads-18-153x86.jpg [thumb_153_153-width] => 153 [thumb_153_153-height] => 86 [thumb_130_163] => https://www.nextafter.com/wp-content/uploads/No_Ads-18-130x73.jpg [thumb_130_163-width] => 130 [thumb_130_163-height] => 73 [thumb_232_177] => https://www.nextafter.com/wp-content/uploads/No_Ads-18-232x131.jpg [thumb_232_177-width] => 232 [thumb_232_177-height] => 131 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/No_Ads-18-544x306.jpg [thumb_272_325-width] => 544 [thumb_272_325-height] => 306 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/No_Ads-18-271x152.jpg [thumb_271_346-width] => 271 [thumb_271_346-height] => 152 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/No_Ads-18-271x152.jpg [thumb_271_271-width] => 271 [thumb_271_271-height] => 152 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/No_Ads-18-272x153.jpg [thumb_272_172-width] => 272 [thumb_272_172-height] => 153 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/No_Ads-18-372x209.jpg [thumb_372_461-width] => 372 [thumb_372_461-height] => 209 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/No_Ads-18-372x209.jpg [thumb_372_500-width] => 372 [thumb_372_500-height] => 209 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/No_Ads-18-385x217.jpg [thumb_385_270-width] => 385 [thumb_385_270-height] => 217 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/No_Ads-18-416x234.jpg [thumb_416_241-width] => 416 [thumb_416_241-height] => 234 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/No_Ads-18-448x252.jpg [thumb_448_410-width] => 448 [thumb_448_410-height] => 252 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/No_Ads-18.jpg [thumb_448_410_retina-width] => 720 [thumb_448_410_retina-height] => 405 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/No_Ads-18-574x323.jpg [thumb_574_382-width] => 574 [thumb_574_382-height] => 323 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/No_Ads-18-702x395.jpg [thumb_776_395-width] => 702 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/No_Ads-18.jpg [gform-image-choice-sm-width] => 300 [gform-image-choice-sm-height] => 169 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/No_Ads-18.jpg [gform-image-choice-md-width] => 400 [gform-image-choice-md-height] => 225 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/No_Ads-18.jpg [gform-image-choice-lg-width] => 600 [gform-image-choice-lg-height] => 338 ) ) [1] => Array ( [ID] => 15948 [id] => 15948 [title] => With_Ads-3.jpg [filename] => With_Ads-3.jpg [filesize] => 0 [url] => https://www.nextafter.com/wp-content/uploads/With_Ads-3.jpg [link] => https://www.nextafter.com/experiments/how-facebook-ads-impacted-a-campaigns-active-member-conversion-rates/attachment/with_ads-3-jpg/ [alt] => [author] => 16 [description] => [caption] => [name] => with_ads-3-jpg [status] => inherit [uploaded_to] => 15946 [date] => 2021-02-25 10:52:14 [modified] => 2021-02-25 10:52:14 [menu_order] => 0 [mime_type] => image/jpeg [type] => image [subtype] => jpeg [icon] => https://www.nextafter.com/wp-includes/images/media/default.png [width] => 720 [height] => 405 [sizes] => Array ( [thumbnail] => https://www.nextafter.com/wp-content/uploads/With_Ads-3-150x150.jpg [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://www.nextafter.com/wp-content/uploads/With_Ads-3-300x169.jpg [medium-width] => 300 [medium-height] => 169 [medium_large] => https://www.nextafter.com/wp-content/uploads/With_Ads-3.jpg [medium_large-width] => 640 [medium_large-height] => 360 [large] => https://www.nextafter.com/wp-content/uploads/With_Ads-3.jpg [large-width] => 640 [large-height] => 360 [1536x1536] => https://www.nextafter.com/wp-content/uploads/With_Ads-3.jpg [1536x1536-width] => 720 [1536x1536-height] => 405 [2048x2048] => https://www.nextafter.com/wp-content/uploads/With_Ads-3.jpg [2048x2048-width] => 720 [2048x2048-height] => 405 [tp-image-grid] => https://www.nextafter.com/wp-content/uploads/With_Ads-3.jpg [tp-image-grid-width] => 700 [tp-image-grid-height] => 394 [post-thumbnail] => https://www.nextafter.com/wp-content/uploads/With_Ads-3-150x150.jpg [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://www.nextafter.com/wp-content/uploads/With_Ads-3-50x28.jpg [admin-width] => 50 [admin-height] => 28 [full] => https://www.nextafter.com/wp-content/uploads/With_Ads-3.jpg [full-width] => 720 [full-height] => 405 [thumb_372] => https://www.nextafter.com/wp-content/uploads/With_Ads-3-372x209.jpg [thumb_372-width] => 372 [thumb_372-height] => 209 [single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/With_Ads-3.jpg [single_post_thumbnail-width] => 720 [single_post_thumbnail-height] => 405 [thumb_32_32] => https://www.nextafter.com/wp-content/uploads/With_Ads-3-32x18.jpg [thumb_32_32-width] => 32 [thumb_32_32-height] => 18 [thumb_48_48] => https://www.nextafter.com/wp-content/uploads/With_Ads-3-48x27.jpg [thumb_48_48-width] => 48 [thumb_48_48-height] => 27 [thumb_64_64] => https://www.nextafter.com/wp-content/uploads/With_Ads-3-64x36.jpg [thumb_64_64-width] => 64 [thumb_64_64-height] => 36 [thumb_128_128] => https://www.nextafter.com/wp-content/uploads/With_Ads-3-128x72.jpg [thumb_128_128-width] => 128 [thumb_128_128-height] => 72 [thumb_122_67] => https://www.nextafter.com/wp-content/uploads/With_Ads-3-119x67.jpg [thumb_122_67-width] => 119 [thumb_122_67-height] => 67 [thumb_153_153] => https://www.nextafter.com/wp-content/uploads/With_Ads-3-153x86.jpg [thumb_153_153-width] => 153 [thumb_153_153-height] => 86 [thumb_130_163] => https://www.nextafter.com/wp-content/uploads/With_Ads-3-130x73.jpg [thumb_130_163-width] => 130 [thumb_130_163-height] => 73 [thumb_232_177] => https://www.nextafter.com/wp-content/uploads/With_Ads-3-232x131.jpg [thumb_232_177-width] => 232 [thumb_232_177-height] => 131 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/With_Ads-3-544x306.jpg [thumb_272_325-width] => 544 [thumb_272_325-height] => 306 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/With_Ads-3-271x152.jpg [thumb_271_346-width] => 271 [thumb_271_346-height] => 152 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/With_Ads-3-271x152.jpg [thumb_271_271-width] => 271 [thumb_271_271-height] => 152 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/With_Ads-3-272x153.jpg [thumb_272_172-width] => 272 [thumb_272_172-height] => 153 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/With_Ads-3-372x209.jpg [thumb_372_461-width] => 372 [thumb_372_461-height] => 209 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/With_Ads-3-372x209.jpg [thumb_372_500-width] => 372 [thumb_372_500-height] => 209 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/With_Ads-3-385x217.jpg [thumb_385_270-width] => 385 [thumb_385_270-height] => 217 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/With_Ads-3-416x234.jpg [thumb_416_241-width] => 416 [thumb_416_241-height] => 234 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/With_Ads-3-448x252.jpg [thumb_448_410-width] => 448 [thumb_448_410-height] => 252 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/With_Ads-3.jpg [thumb_448_410_retina-width] => 720 [thumb_448_410_retina-height] => 405 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/With_Ads-3-574x323.jpg [thumb_574_382-width] => 574 [thumb_574_382-height] => 323 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/With_Ads-3-702x395.jpg [thumb_776_395-width] => 702 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/With_Ads-3.jpg [gform-image-choice-sm-width] => 300 [gform-image-choice-sm-height] => 169 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/With_Ads-3.jpg [gform-image-choice-md-width] => 400 [gform-image-choice-md-height] => 225 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/With_Ads-3.jpg [gform-image-choice-lg-width] => 600 [gform-image-choice-lg-height] => 338 ) ) )

Results

  Treatment Name Conv. Rate Relative Difference Confidence
C: No Ads 0.24%
T1: With Ads 2.0% 719.7% 100.0%

This experiment has a required sample size of 494 in order to be valid. Since the experiment had a total sample size of 280,143, 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:

    0% increase in traffic
× 719.7% increase in conversion rate
× 0% increase in average gift

Key Learnings

As shown above, the samples were not split properly ahead of the campaign. Further testing is required, but based upon preliminary findings, it would appear that the 3rd channel did play a role in increasing donor conversion rates for active members by a healthy margin.

Further experimentation is required to properly split the addressable universe on the next test.


Experiment Documented by Greg Colunga

Question about experiment #10644

If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.