How giving is impacted by the use of buttons in an email appeal
Experiment ID: #123471
Reasons to Believe
Experiment Summary
Ended On: 01/17/2023
RTB historically uses multiple “Give Now” buttons in email appeals. During calendar year end we decided to run an experiment where we removed the buttons from the email appeal. The idea is that the removal of the buttons would actually humanize the communication more, make the email seem less promotion-like, and encourage people to read the entire appeal/case for support before deciding to give. This in turn, has the potential to increase donor conversion rate. We chose one email in the campaign to test this concept.
Research Question
We believe that removing donation buttons from an email appeal for email recipients will achieve a higher donor conversion rate .
Design
C: Control
Array
(
[0] => Array
(
[ID] => 49847
[id] => 49847
[title] => Control.png
[filename] => Control-4144.png
[filesize] => 1085449
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4144.png
[link] => https://www.nextafter.com/experiments/how-giving-is-impacted-by-the-use-of-buttons-in-an-email-appeal/attachment/control-png-4801/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-png-4801
[status] => inherit
[uploaded_to] => 49299
[date] => 2023-02-15 15:02:06
[modified] => 2023-02-15 15:02:06
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 2880
[height] => 2060
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4144-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4144-300x215.png
[medium-width] => 300
[medium-height] => 215
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4144-768x549.png
[medium_large-width] => 640
[medium_large-height] => 458
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4144-1024x732.png
[large-width] => 640
[large-height] => 458
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4144-1536x1099.png
[1536x1536-width] => 1536
[1536x1536-height] => 1099
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4144-2048x1465.png
[2048x2048-width] => 2048
[2048x2048-height] => 1465
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4144-600x400.png
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4144-600x600.png
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4144.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 501
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4144-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4144-50x36.png
[admin-width] => 50
[admin-height] => 36
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4144.png
[full-width] => 2880
[full-height] => 2060
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4144-372x266.png
[thumb_372-width] => 372
[thumb_372-height] => 266
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4144-874x625.png
[single_post_thumbnail-width] => 874
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4144-32x23.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 23
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4144-48x34.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 34
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4144-64x46.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 46
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4144-128x92.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 92
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4144-94x67.png
[thumb_122_67-width] => 94
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4144-153x109.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 109
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4144-130x93.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 93
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4144-232x166.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 166
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4144-544x389.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 389
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4144-271x194.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 194
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4144-271x194.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 194
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4144-240x172.png
[thumb_272_172-width] => 240
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4144-372x266.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 266
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4144-372x266.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 266
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4144-377x270.png
[thumb_385_270-width] => 377
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4144-337x241.png
[thumb_416_241-width] => 337
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4144-448x320.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 320
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4144-896x641.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 641
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4144-534x382.png
[thumb_574_382-width] => 534
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4144-552x395.png
[thumb_776_395-width] => 552
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4144.png
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 215
[gform-image-choice-md] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4144.png
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 286
[gform-image-choice-lg] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4144.png
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 429
)
)
[1] => Array
(
[ID] => 49306
[id] => 49306
[title] => Treatment_#1.png
[filename] => Treatment_1-1153.png
[filesize] => 1053971
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1153.png
[link] => https://www.nextafter.com/experiments/how-giving-is-impacted-by-the-use-of-buttons-in-an-email-appeal/attachment/treatment_1-png-1364/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => treatment_1-png-1364
[status] => inherit
[uploaded_to] => 49299
[date] => 2023-01-17 20:09:24
[modified] => 2023-01-17 20:09:24
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 2880
[height] => 3853
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1153-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1153-224x300.png
[medium-width] => 224
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1153-768x1027.png
[medium_large-width] => 640
[medium_large-height] => 856
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1153-765x1024.png
[large-width] => 640
[large-height] => 857
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1153-1148x1536.png
[1536x1536-width] => 1148
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1153-1531x2048.png
[2048x2048-width] => 1531
[2048x2048-height] => 2048
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1153-600x400.png
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1153-600x600.png
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1153.png
[tp-image-grid-width] => 523
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1153-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1153-37x50.png
[admin-width] => 37
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1153.png
[full-width] => 2880
[full-height] => 3853
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1153-372x498.png
[thumb_372-width] => 372
[thumb_372-height] => 498
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1153-467x625.png
[single_post_thumbnail-width] => 467
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1153-24x32.png
[thumb_32_32-width] => 24
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1153-36x48.png
[thumb_48_48-width] => 36
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1153-48x64.png
[thumb_64_64-width] => 48
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1153-96x128.png
[thumb_128_128-width] => 96
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1153-50x67.png
[thumb_122_67-width] => 50
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1153-114x153.png
[thumb_153_153-width] => 114
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1153-122x163.png
[thumb_130_163-width] => 122
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1153-132x177.png
[thumb_232_177-width] => 132
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1153-486x650.png
[thumb_272_325-width] => 486
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1153-259x346.png
[thumb_271_346-width] => 259
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1153-203x271.png
[thumb_271_271-width] => 203
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1153-129x172.png
[thumb_272_172-width] => 129
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1153-345x461.png
[thumb_372_461-width] => 345
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1153-372x498.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 498
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1153-202x270.png
[thumb_385_270-width] => 202
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1153-180x241.png
[thumb_416_241-width] => 180
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1153-306x410.png
[thumb_448_410-width] => 306
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1153-613x820.png
[thumb_448_410_retina-width] => 613
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1153-286x382.png
[thumb_574_382-width] => 286
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1153-295x395.png
[thumb_776_395-width] => 295
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1153.png
[gform-image-choice-sm-width] => 224
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1153.png
[gform-image-choice-md-width] => 299
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1153.png
[gform-image-choice-lg-width] => 448
[gform-image-choice-lg-height] => 600
)
)
)
T1: Treatment #1
Array
(
[0] => Array
(
[ID] => 49847
[id] => 49847
[title] => Control.png
[filename] => Control-4144.png
[filesize] => 1085449
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4144.png
[link] => https://www.nextafter.com/experiments/how-giving-is-impacted-by-the-use-of-buttons-in-an-email-appeal/attachment/control-png-4801/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-png-4801
[status] => inherit
[uploaded_to] => 49299
[date] => 2023-02-15 15:02:06
[modified] => 2023-02-15 15:02:06
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 2880
[height] => 2060
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4144-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4144-300x215.png
[medium-width] => 300
[medium-height] => 215
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4144-768x549.png
[medium_large-width] => 640
[medium_large-height] => 458
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4144-1024x732.png
[large-width] => 640
[large-height] => 458
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4144-1536x1099.png
[1536x1536-width] => 1536
[1536x1536-height] => 1099
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4144-2048x1465.png
[2048x2048-width] => 2048
[2048x2048-height] => 1465
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4144-600x400.png
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4144-600x600.png
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4144.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 501
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4144-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4144-50x36.png
[admin-width] => 50
[admin-height] => 36
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4144.png
[full-width] => 2880
[full-height] => 2060
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4144-372x266.png
[thumb_372-width] => 372
[thumb_372-height] => 266
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4144-874x625.png
[single_post_thumbnail-width] => 874
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4144-32x23.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 23
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4144-48x34.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 34
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4144-64x46.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 46
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4144-128x92.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 92
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4144-94x67.png
[thumb_122_67-width] => 94
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4144-153x109.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 109
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4144-130x93.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 93
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4144-232x166.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 166
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4144-544x389.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 389
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4144-271x194.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 194
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4144-271x194.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 194
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4144-240x172.png
[thumb_272_172-width] => 240
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4144-372x266.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 266
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4144-372x266.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 266
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4144-377x270.png
[thumb_385_270-width] => 377
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4144-337x241.png
[thumb_416_241-width] => 337
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4144-448x320.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 320
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4144-896x641.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 641
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4144-534x382.png
[thumb_574_382-width] => 534
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4144-552x395.png
[thumb_776_395-width] => 552
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4144.png
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 215
[gform-image-choice-md] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4144.png
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 286
[gform-image-choice-lg] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4144.png
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 429
)
)
[1] => Array
(
[ID] => 49306
[id] => 49306
[title] => Treatment_#1.png
[filename] => Treatment_1-1153.png
[filesize] => 1053971
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1153.png
[link] => https://www.nextafter.com/experiments/how-giving-is-impacted-by-the-use-of-buttons-in-an-email-appeal/attachment/treatment_1-png-1364/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => treatment_1-png-1364
[status] => inherit
[uploaded_to] => 49299
[date] => 2023-01-17 20:09:24
[modified] => 2023-01-17 20:09:24
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 2880
[height] => 3853
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1153-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1153-224x300.png
[medium-width] => 224
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1153-768x1027.png
[medium_large-width] => 640
[medium_large-height] => 856
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1153-765x1024.png
[large-width] => 640
[large-height] => 857
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1153-1148x1536.png
[1536x1536-width] => 1148
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1153-1531x2048.png
[2048x2048-width] => 1531
[2048x2048-height] => 2048
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1153-600x400.png
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1153-600x600.png
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1153.png
[tp-image-grid-width] => 523
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1153-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1153-37x50.png
[admin-width] => 37
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1153.png
[full-width] => 2880
[full-height] => 3853
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1153-372x498.png
[thumb_372-width] => 372
[thumb_372-height] => 498
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1153-467x625.png
[single_post_thumbnail-width] => 467
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1153-24x32.png
[thumb_32_32-width] => 24
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1153-36x48.png
[thumb_48_48-width] => 36
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1153-48x64.png
[thumb_64_64-width] => 48
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1153-96x128.png
[thumb_128_128-width] => 96
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1153-50x67.png
[thumb_122_67-width] => 50
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1153-114x153.png
[thumb_153_153-width] => 114
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1153-122x163.png
[thumb_130_163-width] => 122
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1153-132x177.png
[thumb_232_177-width] => 132
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1153-486x650.png
[thumb_272_325-width] => 486
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1153-259x346.png
[thumb_271_346-width] => 259
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1153-203x271.png
[thumb_271_271-width] => 203
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1153-129x172.png
[thumb_272_172-width] => 129
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1153-345x461.png
[thumb_372_461-width] => 345
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1153-372x498.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 498
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1153-202x270.png
[thumb_385_270-width] => 202
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1153-180x241.png
[thumb_416_241-width] => 180
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1153-306x410.png
[thumb_448_410-width] => 306
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1153-613x820.png
[thumb_448_410_retina-width] => 613
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1153-286x382.png
[thumb_574_382-width] => 286
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1153-295x395.png
[thumb_776_395-width] => 295
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1153.png
[gform-image-choice-sm-width] => 224
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1153.png
[gform-image-choice-md-width] => 299
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1153.png
[gform-image-choice-lg-width] => 448
[gform-image-choice-lg-height] => 600
)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.12% | ||
| T1: | Treatment #1 | 0.12% | -0.4% | 0.7% |
This experiment has a required sample size of 518,499,973 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
Results in this experiment were flat. We saw .35% decrease in donor conversion rate with a .68% level of confidence. The average gift across both the control and treatment were also negligible (control: $250, treatment: $238) so the humanized treatment did not inspire people to give more either. A concern in removing the buttons from the email was that it would negatively impact click thru rate. However, results indicate that the removal of the buttons has no effect on click thru rate either. Click thru rate stayed the same at .4%.
Where we did see a noticeable difference was the impact on new donors. New donors experienced a 497% increase in donor conversion rate with a level of confidence of 94%. More non donors were activated to give through the treatment (no buttons) than the control. While it's not a large number of transactions, the organization should consider using this new layout (no buttons) knowing that it will not impact giving overall but may active more new donors. It's likely that non donors saw the email as less transactional/promotional and decided to read more of the appeal and were therefore more motivated to give.