How the friction added with website navigation affects conversion rate
Experiment ID: #991
Hillsdale College
Founded in 1844, Hillsdale College is an independent liberal arts college with a student body of about 1,400. Hillsdale’s educational mission rests upon two principles: academic excellence and institutional independence. The College does not accept federal or state taxpayer subsidies for any of its operations.
Experiment Summary
Timeframe: 03/02/2015 - 03/17/2015
Hillsdale College offers a free, online training series named Constitution 101. After initially enrolling, participants are sent to a contextualized donation opportunity where we ask for a gift to help support the efforts of Hillsdale.
There had been complaints recently that the contextualized donation page gave the impression that the course was not free. We wanted to alleviate those concerns while not reducing the revenue or conversion rate of the page.
Research Question
Does adding the standard website header and navigation to the landing page ease the concerns of visitors about the cost of the course while not affecting or increasing conversion rate?
Design
C: No Navigation
Array
(
[0] => Array
(
[ID] => 11650
[id] => 11650
[title] => unnamed-file.C-3.png
[filename] => unnamed-file.C-3.png
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-3.png
[link] => https://www.nextafter.com/experiments/how-including-navigation-affects-conversion-rate/attachment/unnamed-file-c-3-png/
[alt] =>
[author] => 1
[description] =>
[caption] =>
[name] => unnamed-file-c-3-png
[status] => inherit
[uploaded_to] => 11649
[date] => 2021-02-24 14:24:15
[modified] => 2021-02-24 14:24:15
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1282
[height] => 2816
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-3-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-3-137x300.png
[medium-width] => 137
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-3-768x1687.png
[medium_large-width] => 640
[medium_large-height] => 1406
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-3-466x1024.png
[large-width] => 466
[large-height] => 1024
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-3-699x1536.png
[1536x1536-width] => 699
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-3-932x2048.png
[2048x2048-width] => 932
[2048x2048-height] => 2048
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-3-600x400.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/unnamed-file.C-3-600x600.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/unnamed-file.C-3.png
[tp-image-grid-width] => 319
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-3-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-3-23x50.png
[admin-width] => 23
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-3.png
[full-width] => 1282
[full-height] => 2816
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-3-372x817.png
[thumb_372-width] => 372
[thumb_372-height] => 817
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-3-285x625.png
[single_post_thumbnail-width] => 285
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-3-15x32.png
[thumb_32_32-width] => 15
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-3-22x48.png
[thumb_48_48-width] => 22
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-3-29x64.png
[thumb_64_64-width] => 29
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-3-58x128.png
[thumb_128_128-width] => 58
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-3-31x67.png
[thumb_122_67-width] => 31
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-3-70x153.png
[thumb_153_153-width] => 70
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-3-74x163.png
[thumb_130_163-width] => 74
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-3-81x177.png
[thumb_232_177-width] => 81
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-3-296x650.png
[thumb_272_325-width] => 296
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-3-158x346.png
[thumb_271_346-width] => 158
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-3-123x271.png
[thumb_271_271-width] => 123
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-3-78x172.png
[thumb_272_172-width] => 78
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-3-210x461.png
[thumb_372_461-width] => 210
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-3-228x500.png
[thumb_372_500-width] => 228
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-3-123x270.png
[thumb_385_270-width] => 123
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-3-110x241.png
[thumb_416_241-width] => 110
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-3-187x410.png
[thumb_448_410-width] => 187
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-3-373x820.png
[thumb_448_410_retina-width] => 373
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-3-174x382.png
[thumb_574_382-width] => 174
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-3-180x395.png
[thumb_776_395-width] => 180
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 11651
[id] => 11651
[title] => T-2.png
[filename] => T-2.png
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-2.png
[link] => https://www.nextafter.com/experiments/how-including-navigation-affects-conversion-rate/attachment/t-2-png/
[alt] =>
[author] => 1
[description] =>
[caption] =>
[name] => t-2-png
[status] => inherit
[uploaded_to] => 11649
[date] => 2021-02-24 14:24:33
[modified] => 2021-02-24 14:24:33
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1282
[height] => 3035
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-2-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-2-127x300.png
[medium-width] => 127
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-2-768x1818.png
[medium_large-width] => 640
[medium_large-height] => 1515
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-2-433x1024.png
[large-width] => 433
[large-height] => 1024
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-2-649x1536.png
[1536x1536-width] => 649
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-2-865x2048.png
[2048x2048-width] => 865
[2048x2048-height] => 2048
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-2-600x400.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/T-2-600x600.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/T-2.png
[tp-image-grid-width] => 296
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-2-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-2-21x50.png
[admin-width] => 21
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-2.png
[full-width] => 1282
[full-height] => 3035
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-2-372x881.png
[thumb_372-width] => 372
[thumb_372-height] => 881
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-2-264x625.png
[single_post_thumbnail-width] => 264
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-2-14x32.png
[thumb_32_32-width] => 14
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-2-20x48.png
[thumb_48_48-width] => 20
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-2-27x64.png
[thumb_64_64-width] => 27
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-2-54x128.png
[thumb_128_128-width] => 54
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-2-28x67.png
[thumb_122_67-width] => 28
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-2-65x153.png
[thumb_153_153-width] => 65
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-2-69x163.png
[thumb_130_163-width] => 69
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-2-75x177.png
[thumb_232_177-width] => 75
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-2-275x650.png
[thumb_272_325-width] => 275
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-2-146x346.png
[thumb_271_346-width] => 146
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-2-114x271.png
[thumb_271_271-width] => 114
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-2-73x172.png
[thumb_272_172-width] => 73
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-2-195x461.png
[thumb_372_461-width] => 195
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-2-211x500.png
[thumb_372_500-width] => 211
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-2-114x270.png
[thumb_385_270-width] => 114
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-2-102x241.png
[thumb_416_241-width] => 102
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-2-173x410.png
[thumb_448_410-width] => 173
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-2-346x820.png
[thumb_448_410_retina-width] => 346
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-2-161x382.png
[thumb_574_382-width] => 161
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-2-167x395.png
[thumb_776_395-width] => 167
[thumb_776_395-height] => 395
) ) )
T1: With Navigation
Array
(
[0] => Array
(
[ID] => 11650
[id] => 11650
[title] => unnamed-file.C-3.png
[filename] => unnamed-file.C-3.png
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-3.png
[link] => https://www.nextafter.com/experiments/how-including-navigation-affects-conversion-rate/attachment/unnamed-file-c-3-png/
[alt] =>
[author] => 1
[description] =>
[caption] =>
[name] => unnamed-file-c-3-png
[status] => inherit
[uploaded_to] => 11649
[date] => 2021-02-24 14:24:15
[modified] => 2021-02-24 14:24:15
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1282
[height] => 2816
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-3-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-3-137x300.png
[medium-width] => 137
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-3-768x1687.png
[medium_large-width] => 640
[medium_large-height] => 1406
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-3-466x1024.png
[large-width] => 466
[large-height] => 1024
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-3-699x1536.png
[1536x1536-width] => 699
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-3-932x2048.png
[2048x2048-width] => 932
[2048x2048-height] => 2048
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-3-600x400.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/unnamed-file.C-3-600x600.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/unnamed-file.C-3.png
[tp-image-grid-width] => 319
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-3-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-3-23x50.png
[admin-width] => 23
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-3.png
[full-width] => 1282
[full-height] => 2816
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-3-372x817.png
[thumb_372-width] => 372
[thumb_372-height] => 817
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-3-285x625.png
[single_post_thumbnail-width] => 285
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-3-15x32.png
[thumb_32_32-width] => 15
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-3-22x48.png
[thumb_48_48-width] => 22
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-3-29x64.png
[thumb_64_64-width] => 29
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-3-58x128.png
[thumb_128_128-width] => 58
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-3-31x67.png
[thumb_122_67-width] => 31
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-3-70x153.png
[thumb_153_153-width] => 70
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-3-74x163.png
[thumb_130_163-width] => 74
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-3-81x177.png
[thumb_232_177-width] => 81
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-3-296x650.png
[thumb_272_325-width] => 296
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-3-158x346.png
[thumb_271_346-width] => 158
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-3-123x271.png
[thumb_271_271-width] => 123
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-3-78x172.png
[thumb_272_172-width] => 78
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-3-210x461.png
[thumb_372_461-width] => 210
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-3-228x500.png
[thumb_372_500-width] => 228
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-3-123x270.png
[thumb_385_270-width] => 123
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-3-110x241.png
[thumb_416_241-width] => 110
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-3-187x410.png
[thumb_448_410-width] => 187
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-3-373x820.png
[thumb_448_410_retina-width] => 373
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-3-174x382.png
[thumb_574_382-width] => 174
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-3-180x395.png
[thumb_776_395-width] => 180
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 11651
[id] => 11651
[title] => T-2.png
[filename] => T-2.png
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-2.png
[link] => https://www.nextafter.com/experiments/how-including-navigation-affects-conversion-rate/attachment/t-2-png/
[alt] =>
[author] => 1
[description] =>
[caption] =>
[name] => t-2-png
[status] => inherit
[uploaded_to] => 11649
[date] => 2021-02-24 14:24:33
[modified] => 2021-02-24 14:24:33
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1282
[height] => 3035
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-2-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-2-127x300.png
[medium-width] => 127
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-2-768x1818.png
[medium_large-width] => 640
[medium_large-height] => 1515
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-2-433x1024.png
[large-width] => 433
[large-height] => 1024
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-2-649x1536.png
[1536x1536-width] => 649
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-2-865x2048.png
[2048x2048-width] => 865
[2048x2048-height] => 2048
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-2-600x400.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/T-2-600x600.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/T-2.png
[tp-image-grid-width] => 296
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-2-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-2-21x50.png
[admin-width] => 21
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-2.png
[full-width] => 1282
[full-height] => 3035
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-2-372x881.png
[thumb_372-width] => 372
[thumb_372-height] => 881
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-2-264x625.png
[single_post_thumbnail-width] => 264
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-2-14x32.png
[thumb_32_32-width] => 14
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-2-20x48.png
[thumb_48_48-width] => 20
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-2-27x64.png
[thumb_64_64-width] => 27
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-2-54x128.png
[thumb_128_128-width] => 54
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-2-28x67.png
[thumb_122_67-width] => 28
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-2-65x153.png
[thumb_153_153-width] => 65
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-2-69x163.png
[thumb_130_163-width] => 69
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-2-75x177.png
[thumb_232_177-width] => 75
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-2-275x650.png
[thumb_272_325-width] => 275
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-2-146x346.png
[thumb_271_346-width] => 146
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-2-114x271.png
[thumb_271_271-width] => 114
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-2-73x172.png
[thumb_272_172-width] => 73
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-2-195x461.png
[thumb_372_461-width] => 195
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-2-211x500.png
[thumb_372_500-width] => 211
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-2-114x270.png
[thumb_385_270-width] => 114
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-2-102x241.png
[thumb_416_241-width] => 102
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-2-173x410.png
[thumb_448_410-width] => 173
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-2-346x820.png
[thumb_448_410_retina-width] => 346
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-2-161x382.png
[thumb_574_382-width] => 161
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-2-167x395.png
[thumb_776_395-width] => 167
[thumb_776_395-height] => 395
) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | No Navigation | 5.4% | $73.68 | ||
| T1: | With Navigation | 4.3% | -20.2% | 95.6% | $71.56 |
This experiment has a required sample size of 2,986 in order to be valid. Since the experiment had a total sample size of 6,307, 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
× 20.2% decrease in conversion rate
× 2.9% decrease in average gift
22.5% decrease in revenue
Key Learnings
The addition of navigation decreased conversion rate by 17%. Whenever we offer donors the opportunity to explore more areas of the website, we are increasing the likelihood that they will. While we were trying to decrease anxiety, we inadvertently increased the friction associated with making the gift.