How increasing urgency and perceived need affects donor conversion
Experiment ID: #10327
Texas Public Policy Foundation
Experiment Summary
Timeframe: 12/20/2018 - 01/13/2019
Texas Public Policy Foundation was running a campaign to raise support for their Center for the American Future, which defended citizens against government overreach. They were running a petition of support for John Yearwood, a rancher who faced a threat from the government if he disturbed the habitat of a rare spider—one which he had never seen!
The petition was followed by a donation ask, which was not performing very well. They decided to create a treatment that redesigned the page and message to present the need and urgency in a more forceful manner, hypothesizing that it would increase donor conversion. The treatment page added a headline that thanked the signer. They then tried to heighten the stakes by telling the reader that the stakes of this case were high, and could possibly affect them. The next paragraph of copy focused on a single fact—Mr. Yearwood can’t fund this case by himself, and hundreds of Texans are stepping up to help him fund it. Then comes the “but” statement—they are currently short of goal. They put a thermometer on the page that showed how close they were, and provided some social proof.
Research Question
How will increasing urgency and perceived need affect donor conversion?
Design
C: Control
Array
(
[0] => Array
(
[ID] => 40652
[id] => 40652
[title] => Control.jpg
[filename] => Control-1684.jpg
[filesize] => 296275
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1684.jpg
[link] => https://www.nextafter.com/experiments/how-increasing-urgency-and-perceived-need-affects-donor-conversion/attachment/control-jpg-1959/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-jpg-1959
[status] => inherit
[uploaded_to] => 15688
[date] => 2022-10-22 14:29:29
[modified] => 2022-10-22 14:29:29
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1440
[height] => 2464
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1684-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1684-175x300.jpg
[medium-width] => 175
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1684-768x1314.jpg
[medium_large-width] => 640
[medium_large-height] => 1095
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1684-598x1024.jpg
[large-width] => 598
[large-height] => 1024
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1684-898x1536.jpg
[1536x1536-width] => 898
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1684-1197x2048.jpg
[2048x2048-width] => 1197
[2048x2048-height] => 2048
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1684-600x400.jpg
[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-1684-600x600.jpg
[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-1684.jpg
[tp-image-grid-width] => 409
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1684-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1684-29x50.jpg
[admin-width] => 29
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1684.jpg
[full-width] => 1440
[full-height] => 2464
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1684-372x637.jpg
[thumb_372-width] => 372
[thumb_372-height] => 637
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1684-365x625.jpg
[single_post_thumbnail-width] => 365
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1684-19x32.jpg
[thumb_32_32-width] => 19
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1684-28x48.jpg
[thumb_48_48-width] => 28
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1684-37x64.jpg
[thumb_64_64-width] => 37
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1684-75x128.jpg
[thumb_128_128-width] => 75
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1684-39x67.jpg
[thumb_122_67-width] => 39
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1684-89x153.jpg
[thumb_153_153-width] => 89
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1684-95x163.jpg
[thumb_130_163-width] => 95
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1684-103x177.jpg
[thumb_232_177-width] => 103
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1684-380x650.jpg
[thumb_272_325-width] => 380
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1684-202x346.jpg
[thumb_271_346-width] => 202
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1684-158x271.jpg
[thumb_271_271-width] => 158
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1684-101x172.jpg
[thumb_272_172-width] => 101
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1684-269x461.jpg
[thumb_372_461-width] => 269
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1684-292x500.jpg
[thumb_372_500-width] => 292
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1684-158x270.jpg
[thumb_385_270-width] => 158
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1684-141x241.jpg
[thumb_416_241-width] => 141
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1684-240x410.jpg
[thumb_448_410-width] => 240
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1684-479x820.jpg
[thumb_448_410_retina-width] => 479
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1684-223x382.jpg
[thumb_574_382-width] => 223
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1684-231x395.jpg
[thumb_776_395-width] => 231
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 40654
[id] => 40654
[title] => Radical_Redesign.jpg
[filename] => Radical_Redesign-38.jpg
[filesize] => 282754
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Radical_Redesign-38.jpg
[link] => https://www.nextafter.com/experiments/how-increasing-urgency-and-perceived-need-affects-donor-conversion/attachment/radical_redesign-jpg-38/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => radical_redesign-jpg-38
[status] => inherit
[uploaded_to] => 15688
[date] => 2022-10-22 14:29:53
[modified] => 2022-10-22 14:29:53
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1440
[height] => 2486
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Radical_Redesign-38-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Radical_Redesign-38-174x300.jpg
[medium-width] => 174
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Radical_Redesign-38-768x1326.jpg
[medium_large-width] => 640
[medium_large-height] => 1105
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Radical_Redesign-38-593x1024.jpg
[large-width] => 593
[large-height] => 1024
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Radical_Redesign-38-890x1536.jpg
[1536x1536-width] => 890
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Radical_Redesign-38-1186x2048.jpg
[2048x2048-width] => 1186
[2048x2048-height] => 2048
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Radical_Redesign-38-600x400.jpg
[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/Radical_Redesign-38-600x600.jpg
[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/Radical_Redesign-38.jpg
[tp-image-grid-width] => 405
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Radical_Redesign-38-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Radical_Redesign-38-29x50.jpg
[admin-width] => 29
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Radical_Redesign-38.jpg
[full-width] => 1440
[full-height] => 2486
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Radical_Redesign-38-372x642.jpg
[thumb_372-width] => 372
[thumb_372-height] => 642
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Radical_Redesign-38-362x625.jpg
[single_post_thumbnail-width] => 362
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Radical_Redesign-38-19x32.jpg
[thumb_32_32-width] => 19
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Radical_Redesign-38-28x48.jpg
[thumb_48_48-width] => 28
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Radical_Redesign-38-37x64.jpg
[thumb_64_64-width] => 37
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Radical_Redesign-38-74x128.jpg
[thumb_128_128-width] => 74
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Radical_Redesign-38-39x67.jpg
[thumb_122_67-width] => 39
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Radical_Redesign-38-89x153.jpg
[thumb_153_153-width] => 89
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Radical_Redesign-38-94x163.jpg
[thumb_130_163-width] => 94
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Radical_Redesign-38-103x177.jpg
[thumb_232_177-width] => 103
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Radical_Redesign-38-377x650.jpg
[thumb_272_325-width] => 377
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Radical_Redesign-38-200x346.jpg
[thumb_271_346-width] => 200
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Radical_Redesign-38-157x271.jpg
[thumb_271_271-width] => 157
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Radical_Redesign-38-100x172.jpg
[thumb_272_172-width] => 100
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Radical_Redesign-38-267x461.jpg
[thumb_372_461-width] => 267
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Radical_Redesign-38-290x500.jpg
[thumb_372_500-width] => 290
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Radical_Redesign-38-156x270.jpg
[thumb_385_270-width] => 156
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Radical_Redesign-38-140x241.jpg
[thumb_416_241-width] => 140
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Radical_Redesign-38-237x410.jpg
[thumb_448_410-width] => 237
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Radical_Redesign-38-475x820.jpg
[thumb_448_410_retina-width] => 475
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Radical_Redesign-38-221x382.jpg
[thumb_574_382-width] => 221
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Radical_Redesign-38-229x395.jpg
[thumb_776_395-width] => 229
[thumb_776_395-height] => 395
) ) )
T1: Radical Redesign
Array
(
[0] => Array
(
[ID] => 40652
[id] => 40652
[title] => Control.jpg
[filename] => Control-1684.jpg
[filesize] => 296275
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1684.jpg
[link] => https://www.nextafter.com/experiments/how-increasing-urgency-and-perceived-need-affects-donor-conversion/attachment/control-jpg-1959/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-jpg-1959
[status] => inherit
[uploaded_to] => 15688
[date] => 2022-10-22 14:29:29
[modified] => 2022-10-22 14:29:29
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1440
[height] => 2464
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1684-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1684-175x300.jpg
[medium-width] => 175
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1684-768x1314.jpg
[medium_large-width] => 640
[medium_large-height] => 1095
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1684-598x1024.jpg
[large-width] => 598
[large-height] => 1024
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1684-898x1536.jpg
[1536x1536-width] => 898
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1684-1197x2048.jpg
[2048x2048-width] => 1197
[2048x2048-height] => 2048
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1684-600x400.jpg
[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-1684-600x600.jpg
[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-1684.jpg
[tp-image-grid-width] => 409
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1684-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1684-29x50.jpg
[admin-width] => 29
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1684.jpg
[full-width] => 1440
[full-height] => 2464
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1684-372x637.jpg
[thumb_372-width] => 372
[thumb_372-height] => 637
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1684-365x625.jpg
[single_post_thumbnail-width] => 365
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1684-19x32.jpg
[thumb_32_32-width] => 19
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1684-28x48.jpg
[thumb_48_48-width] => 28
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1684-37x64.jpg
[thumb_64_64-width] => 37
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1684-75x128.jpg
[thumb_128_128-width] => 75
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1684-39x67.jpg
[thumb_122_67-width] => 39
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1684-89x153.jpg
[thumb_153_153-width] => 89
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1684-95x163.jpg
[thumb_130_163-width] => 95
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1684-103x177.jpg
[thumb_232_177-width] => 103
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1684-380x650.jpg
[thumb_272_325-width] => 380
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1684-202x346.jpg
[thumb_271_346-width] => 202
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1684-158x271.jpg
[thumb_271_271-width] => 158
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1684-101x172.jpg
[thumb_272_172-width] => 101
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1684-269x461.jpg
[thumb_372_461-width] => 269
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1684-292x500.jpg
[thumb_372_500-width] => 292
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1684-158x270.jpg
[thumb_385_270-width] => 158
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1684-141x241.jpg
[thumb_416_241-width] => 141
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1684-240x410.jpg
[thumb_448_410-width] => 240
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1684-479x820.jpg
[thumb_448_410_retina-width] => 479
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1684-223x382.jpg
[thumb_574_382-width] => 223
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1684-231x395.jpg
[thumb_776_395-width] => 231
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 40654
[id] => 40654
[title] => Radical_Redesign.jpg
[filename] => Radical_Redesign-38.jpg
[filesize] => 282754
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Radical_Redesign-38.jpg
[link] => https://www.nextafter.com/experiments/how-increasing-urgency-and-perceived-need-affects-donor-conversion/attachment/radical_redesign-jpg-38/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => radical_redesign-jpg-38
[status] => inherit
[uploaded_to] => 15688
[date] => 2022-10-22 14:29:53
[modified] => 2022-10-22 14:29:53
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1440
[height] => 2486
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Radical_Redesign-38-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Radical_Redesign-38-174x300.jpg
[medium-width] => 174
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Radical_Redesign-38-768x1326.jpg
[medium_large-width] => 640
[medium_large-height] => 1105
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Radical_Redesign-38-593x1024.jpg
[large-width] => 593
[large-height] => 1024
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Radical_Redesign-38-890x1536.jpg
[1536x1536-width] => 890
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Radical_Redesign-38-1186x2048.jpg
[2048x2048-width] => 1186
[2048x2048-height] => 2048
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Radical_Redesign-38-600x400.jpg
[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/Radical_Redesign-38-600x600.jpg
[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/Radical_Redesign-38.jpg
[tp-image-grid-width] => 405
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Radical_Redesign-38-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Radical_Redesign-38-29x50.jpg
[admin-width] => 29
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Radical_Redesign-38.jpg
[full-width] => 1440
[full-height] => 2486
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Radical_Redesign-38-372x642.jpg
[thumb_372-width] => 372
[thumb_372-height] => 642
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Radical_Redesign-38-362x625.jpg
[single_post_thumbnail-width] => 362
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Radical_Redesign-38-19x32.jpg
[thumb_32_32-width] => 19
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Radical_Redesign-38-28x48.jpg
[thumb_48_48-width] => 28
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Radical_Redesign-38-37x64.jpg
[thumb_64_64-width] => 37
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Radical_Redesign-38-74x128.jpg
[thumb_128_128-width] => 74
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Radical_Redesign-38-39x67.jpg
[thumb_122_67-width] => 39
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Radical_Redesign-38-89x153.jpg
[thumb_153_153-width] => 89
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Radical_Redesign-38-94x163.jpg
[thumb_130_163-width] => 94
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Radical_Redesign-38-103x177.jpg
[thumb_232_177-width] => 103
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Radical_Redesign-38-377x650.jpg
[thumb_272_325-width] => 377
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Radical_Redesign-38-200x346.jpg
[thumb_271_346-width] => 200
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Radical_Redesign-38-157x271.jpg
[thumb_271_271-width] => 157
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Radical_Redesign-38-100x172.jpg
[thumb_272_172-width] => 100
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Radical_Redesign-38-267x461.jpg
[thumb_372_461-width] => 267
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Radical_Redesign-38-290x500.jpg
[thumb_372_500-width] => 290
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Radical_Redesign-38-156x270.jpg
[thumb_385_270-width] => 156
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Radical_Redesign-38-140x241.jpg
[thumb_416_241-width] => 140
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Radical_Redesign-38-237x410.jpg
[thumb_448_410-width] => 237
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Radical_Redesign-38-475x820.jpg
[thumb_448_410_retina-width] => 475
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Radical_Redesign-38-221x382.jpg
[thumb_574_382-width] => 221
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Radical_Redesign-38-229x395.jpg
[thumb_776_395-width] => 229
[thumb_776_395-height] => 395
) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 0.36% | $0.00 | ||
| T1: | Radical Redesign | 1.2% | 236.1% | 95.0% | $0.00 |
This experiment has a required sample size of 831 in order to be valid. Since the experiment had a total sample size of 1,669, 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
× 236.1% increase in conversion rate
× 0% increase in average gift
Key Learnings
The new donation page produced a 236.1% increase in donor conversion, which showed the importance of communicating not just the cause, but the need for funds. Additionally, social proof and urgency—in this instance, the case moving forward without the necessary funds had an effect.