How impact callouts on a high urgency sticky bar impacts click rate
Experiment ID: #196670
The Navigators
Experiment Summary
Timeframe: 04/17/2025 - 05/05/2025
For The Navigators’ April Eagle Lake campaign, we tested adding impact callouts to each gift array amount on the pushdown. When a donor selected a gift amount, that amount was automatically pre-selected on the donation page, where the corresponding impact message was reinforced in the copy—creating a more seamless and compelling giving experience.
Research Question
We believe that including impact callouts on the April Eagle Lake pushdown for homepage visitors will achieve an increase in click rate and engagement with the pushdown because it offers the tangible difference each donation amount can make. because it offers the tangible difference each donation amount can make.
Design
C: Gift Array
Array
(
[0] => Array
(
[ID] => 71646
[id] => 71646
[title] => Gift_Array.png
[filename] => Gift_Array-14.png
[filesize] => 185712
[url] => https://www.nextafter.com/wp-content/uploads/Gift_Array-14.png
[link] => https://www.nextafter.com/experiments/how-impact-callouts-on-a-high-urgency-sticky-bar-impacts-click-rate/attachment/gift_array-png-17/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => gift_array-png-17
[status] => inherit
[uploaded_to] => 71604
[date] => 2025-05-05 23:45:06
[modified] => 2025-05-05 23:45:06
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 2720
[height] => 512
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/Gift_Array-14-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Gift_Array-14-300x56.png
[medium-width] => 300
[medium-height] => 56
[medium_large] => https://www.nextafter.com/wp-content/uploads/Gift_Array-14-768x145.png
[medium_large-width] => 640
[medium_large-height] => 121
[large] => https://www.nextafter.com/wp-content/uploads/Gift_Array-14-1024x193.png
[large-width] => 640
[large-height] => 121
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Gift_Array-14-1536x289.png
[1536x1536-width] => 1536
[1536x1536-height] => 289
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Gift_Array-14-2048x386.png
[2048x2048-width] => 2048
[2048x2048-height] => 386
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Gift_Array-14-700x700.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Gift_Array-14-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Gift_Array-14-50x9.png
[admin-width] => 50
[admin-height] => 9
[full] => https://www.nextafter.com/wp-content/uploads/Gift_Array-14.png
[full-width] => 2720
[full-height] => 512
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Gift_Array-14-372x70.png
[thumb_372-width] => 372
[thumb_372-height] => 70
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Gift_Array-14-980x184.png
[single_post_thumbnail-width] => 980
[single_post_thumbnail-height] => 184
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Gift_Array-14-32x6.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 6
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Gift_Array-14-48x9.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 9
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Gift_Array-14-64x12.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 12
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Gift_Array-14-128x24.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 24
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Gift_Array-14-122x23.png
[thumb_122_67-width] => 122
[thumb_122_67-height] => 23
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Gift_Array-14-153x29.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 29
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Gift_Array-14-130x24.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 24
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Gift_Array-14-232x44.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 44
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Gift_Array-14-544x102.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 102
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Gift_Array-14-271x51.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 51
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Gift_Array-14-271x51.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 51
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Gift_Array-14-272x51.png
[thumb_272_172-width] => 272
[thumb_272_172-height] => 51
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Gift_Array-14-372x70.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 70
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Gift_Array-14-372x70.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 70
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Gift_Array-14-385x72.png
[thumb_385_270-width] => 385
[thumb_385_270-height] => 72
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Gift_Array-14-416x78.png
[thumb_416_241-width] => 416
[thumb_416_241-height] => 78
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Gift_Array-14-448x84.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 84
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Gift_Array-14-896x169.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 169
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Gift_Array-14-574x108.png
[thumb_574_382-width] => 574
[thumb_574_382-height] => 108
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Gift_Array-14-776x146.png
[thumb_776_395-width] => 776
[thumb_776_395-height] => 146
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Gift_Array-14.png
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 56
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Gift_Array-14.png
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 75
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Gift_Array-14.png
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 113
)
)
[1] => Array
(
[ID] => 71647
[id] => 71647
[title] => Gift_Array_+_Impact_Callout.png
[filename] => Gift_Array__Impact_Callout-14.png
[filesize] => 280773
[url] => https://www.nextafter.com/wp-content/uploads/Gift_Array__Impact_Callout-14.png
[link] => https://www.nextafter.com/experiments/how-impact-callouts-on-a-high-urgency-sticky-bar-impacts-click-rate/attachment/gift_array__impact_callout-png-15/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => gift_array__impact_callout-png-15
[status] => inherit
[uploaded_to] => 71604
[date] => 2025-05-05 23:45:10
[modified] => 2025-05-05 23:45:10
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 2722
[height] => 606
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/Gift_Array__Impact_Callout-14-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Gift_Array__Impact_Callout-14-300x67.png
[medium-width] => 300
[medium-height] => 67
[medium_large] => https://www.nextafter.com/wp-content/uploads/Gift_Array__Impact_Callout-14-768x171.png
[medium_large-width] => 640
[medium_large-height] => 143
[large] => https://www.nextafter.com/wp-content/uploads/Gift_Array__Impact_Callout-14-1024x228.png
[large-width] => 640
[large-height] => 143
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Gift_Array__Impact_Callout-14-1536x342.png
[1536x1536-width] => 1536
[1536x1536-height] => 342
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Gift_Array__Impact_Callout-14-2048x456.png
[2048x2048-width] => 2048
[2048x2048-height] => 456
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Gift_Array__Impact_Callout-14-700x700.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Gift_Array__Impact_Callout-14-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Gift_Array__Impact_Callout-14-50x11.png
[admin-width] => 50
[admin-height] => 11
[full] => https://www.nextafter.com/wp-content/uploads/Gift_Array__Impact_Callout-14.png
[full-width] => 2722
[full-height] => 606
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Gift_Array__Impact_Callout-14-372x83.png
[thumb_372-width] => 372
[thumb_372-height] => 83
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Gift_Array__Impact_Callout-14-980x218.png
[single_post_thumbnail-width] => 980
[single_post_thumbnail-height] => 218
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Gift_Array__Impact_Callout-14-32x7.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 7
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Gift_Array__Impact_Callout-14-48x11.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 11
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Gift_Array__Impact_Callout-14-64x14.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 14
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Gift_Array__Impact_Callout-14-128x28.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 28
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Gift_Array__Impact_Callout-14-122x27.png
[thumb_122_67-width] => 122
[thumb_122_67-height] => 27
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Gift_Array__Impact_Callout-14-153x34.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 34
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Gift_Array__Impact_Callout-14-130x29.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 29
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Gift_Array__Impact_Callout-14-232x52.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 52
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Gift_Array__Impact_Callout-14-544x121.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 121
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Gift_Array__Impact_Callout-14-271x60.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 60
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Gift_Array__Impact_Callout-14-271x60.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 60
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Gift_Array__Impact_Callout-14-272x61.png
[thumb_272_172-width] => 272
[thumb_272_172-height] => 61
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Gift_Array__Impact_Callout-14-372x83.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 83
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Gift_Array__Impact_Callout-14-372x83.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 83
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Gift_Array__Impact_Callout-14-385x86.png
[thumb_385_270-width] => 385
[thumb_385_270-height] => 86
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Gift_Array__Impact_Callout-14-416x93.png
[thumb_416_241-width] => 416
[thumb_416_241-height] => 93
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Gift_Array__Impact_Callout-14-448x100.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 100
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Gift_Array__Impact_Callout-14-896x199.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 199
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Gift_Array__Impact_Callout-14-574x128.png
[thumb_574_382-width] => 574
[thumb_574_382-height] => 128
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Gift_Array__Impact_Callout-14-776x173.png
[thumb_776_395-width] => 776
[thumb_776_395-height] => 173
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Gift_Array__Impact_Callout-14.png
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 67
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Gift_Array__Impact_Callout-14.png
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 89
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Gift_Array__Impact_Callout-14.png
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 134
)
)
)
T1: Gift Array + Impact Callout
Array
(
[0] => Array
(
[ID] => 71646
[id] => 71646
[title] => Gift_Array.png
[filename] => Gift_Array-14.png
[filesize] => 185712
[url] => https://www.nextafter.com/wp-content/uploads/Gift_Array-14.png
[link] => https://www.nextafter.com/experiments/how-impact-callouts-on-a-high-urgency-sticky-bar-impacts-click-rate/attachment/gift_array-png-17/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => gift_array-png-17
[status] => inherit
[uploaded_to] => 71604
[date] => 2025-05-05 23:45:06
[modified] => 2025-05-05 23:45:06
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 2720
[height] => 512
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/Gift_Array-14-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Gift_Array-14-300x56.png
[medium-width] => 300
[medium-height] => 56
[medium_large] => https://www.nextafter.com/wp-content/uploads/Gift_Array-14-768x145.png
[medium_large-width] => 640
[medium_large-height] => 121
[large] => https://www.nextafter.com/wp-content/uploads/Gift_Array-14-1024x193.png
[large-width] => 640
[large-height] => 121
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Gift_Array-14-1536x289.png
[1536x1536-width] => 1536
[1536x1536-height] => 289
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Gift_Array-14-2048x386.png
[2048x2048-width] => 2048
[2048x2048-height] => 386
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Gift_Array-14-700x700.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Gift_Array-14-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Gift_Array-14-50x9.png
[admin-width] => 50
[admin-height] => 9
[full] => https://www.nextafter.com/wp-content/uploads/Gift_Array-14.png
[full-width] => 2720
[full-height] => 512
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Gift_Array-14-372x70.png
[thumb_372-width] => 372
[thumb_372-height] => 70
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Gift_Array-14-980x184.png
[single_post_thumbnail-width] => 980
[single_post_thumbnail-height] => 184
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Gift_Array-14-32x6.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 6
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Gift_Array-14-48x9.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 9
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Gift_Array-14-64x12.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 12
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Gift_Array-14-128x24.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 24
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Gift_Array-14-122x23.png
[thumb_122_67-width] => 122
[thumb_122_67-height] => 23
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Gift_Array-14-153x29.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 29
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Gift_Array-14-130x24.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 24
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Gift_Array-14-232x44.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 44
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Gift_Array-14-544x102.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 102
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Gift_Array-14-271x51.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 51
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Gift_Array-14-271x51.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 51
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Gift_Array-14-272x51.png
[thumb_272_172-width] => 272
[thumb_272_172-height] => 51
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Gift_Array-14-372x70.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 70
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Gift_Array-14-372x70.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 70
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Gift_Array-14-385x72.png
[thumb_385_270-width] => 385
[thumb_385_270-height] => 72
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Gift_Array-14-416x78.png
[thumb_416_241-width] => 416
[thumb_416_241-height] => 78
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Gift_Array-14-448x84.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 84
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Gift_Array-14-896x169.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 169
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Gift_Array-14-574x108.png
[thumb_574_382-width] => 574
[thumb_574_382-height] => 108
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Gift_Array-14-776x146.png
[thumb_776_395-width] => 776
[thumb_776_395-height] => 146
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Gift_Array-14.png
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 56
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Gift_Array-14.png
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 75
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Gift_Array-14.png
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 113
)
)
[1] => Array
(
[ID] => 71647
[id] => 71647
[title] => Gift_Array_+_Impact_Callout.png
[filename] => Gift_Array__Impact_Callout-14.png
[filesize] => 280773
[url] => https://www.nextafter.com/wp-content/uploads/Gift_Array__Impact_Callout-14.png
[link] => https://www.nextafter.com/experiments/how-impact-callouts-on-a-high-urgency-sticky-bar-impacts-click-rate/attachment/gift_array__impact_callout-png-15/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => gift_array__impact_callout-png-15
[status] => inherit
[uploaded_to] => 71604
[date] => 2025-05-05 23:45:10
[modified] => 2025-05-05 23:45:10
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 2722
[height] => 606
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/Gift_Array__Impact_Callout-14-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Gift_Array__Impact_Callout-14-300x67.png
[medium-width] => 300
[medium-height] => 67
[medium_large] => https://www.nextafter.com/wp-content/uploads/Gift_Array__Impact_Callout-14-768x171.png
[medium_large-width] => 640
[medium_large-height] => 143
[large] => https://www.nextafter.com/wp-content/uploads/Gift_Array__Impact_Callout-14-1024x228.png
[large-width] => 640
[large-height] => 143
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Gift_Array__Impact_Callout-14-1536x342.png
[1536x1536-width] => 1536
[1536x1536-height] => 342
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Gift_Array__Impact_Callout-14-2048x456.png
[2048x2048-width] => 2048
[2048x2048-height] => 456
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Gift_Array__Impact_Callout-14-700x700.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Gift_Array__Impact_Callout-14-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Gift_Array__Impact_Callout-14-50x11.png
[admin-width] => 50
[admin-height] => 11
[full] => https://www.nextafter.com/wp-content/uploads/Gift_Array__Impact_Callout-14.png
[full-width] => 2722
[full-height] => 606
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Gift_Array__Impact_Callout-14-372x83.png
[thumb_372-width] => 372
[thumb_372-height] => 83
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Gift_Array__Impact_Callout-14-980x218.png
[single_post_thumbnail-width] => 980
[single_post_thumbnail-height] => 218
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Gift_Array__Impact_Callout-14-32x7.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 7
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Gift_Array__Impact_Callout-14-48x11.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 11
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Gift_Array__Impact_Callout-14-64x14.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 14
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Gift_Array__Impact_Callout-14-128x28.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 28
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Gift_Array__Impact_Callout-14-122x27.png
[thumb_122_67-width] => 122
[thumb_122_67-height] => 27
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Gift_Array__Impact_Callout-14-153x34.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 34
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Gift_Array__Impact_Callout-14-130x29.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 29
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Gift_Array__Impact_Callout-14-232x52.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 52
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Gift_Array__Impact_Callout-14-544x121.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 121
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Gift_Array__Impact_Callout-14-271x60.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 60
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Gift_Array__Impact_Callout-14-271x60.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 60
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Gift_Array__Impact_Callout-14-272x61.png
[thumb_272_172-width] => 272
[thumb_272_172-height] => 61
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Gift_Array__Impact_Callout-14-372x83.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 83
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Gift_Array__Impact_Callout-14-372x83.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 83
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Gift_Array__Impact_Callout-14-385x86.png
[thumb_385_270-width] => 385
[thumb_385_270-height] => 86
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Gift_Array__Impact_Callout-14-416x93.png
[thumb_416_241-width] => 416
[thumb_416_241-height] => 93
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Gift_Array__Impact_Callout-14-448x100.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 100
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Gift_Array__Impact_Callout-14-896x199.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 199
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Gift_Array__Impact_Callout-14-574x128.png
[thumb_574_382-width] => 574
[thumb_574_382-height] => 128
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Gift_Array__Impact_Callout-14-776x173.png
[thumb_776_395-width] => 776
[thumb_776_395-height] => 173
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Gift_Array__Impact_Callout-14.png
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 67
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Gift_Array__Impact_Callout-14.png
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 89
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Gift_Array__Impact_Callout-14.png
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 134
)
)
)
Results
| Treatment Name | Click Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Gift Array | 0.14% | $162.33 | ||
| T1: | Gift Array + Impact Callout | 0.17% | 18.4% | 53.1% | $172.60 |
This experiment has a required sample size of 172,163 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 key learning from this experiment is that including impact callouts on the April Eagle Lake pushdown for homepage visitors resulted in an 18.4% increase in Clicked CTA button for All Traffic. While this result is promising, the statistical level of confidence was only 53.1%, which is below the generally accepted level of 95%. These results indicate that the impact callouts did in fact get more people to engage with the pushdown. Therefore, these results cannot be considered valid and should not be used for future decision making. In future experimentation, it is important to ensure that the statistical confidence level is high enough to draw reliable conclusions. Additionally, it may be beneficial to explore different ways of including impact callouts or other strategies to improve donor conversion metrics.