How longer form calendar year-end copy impacted donor conversion rate.
Experiment ID: #11127
Heritage Action for America
Experiment Summary
Ended On: 12/17/2018
When building the landing page for HAFA’s calendar year-end efforts to finish 2018, we built the “control” from a close derivative from what was used in the previous year (with updates really to the issues that were pertinent heading into the upcoming year).
The treatment draft unpacked the priorities that were being addressed in a series of emails to increase relevancy between the messaging being delivered in the inbox, such that when someone clicked one of the emails (regardless of which one it was in the series), that there would be a bullet point on the landing page addressing that particular issue as a “top priority” for the upcoming year.
Because of this approach, it increased the amount of copy on the landing page by about 20-25%. So, we wanted to experiment with whether or not the longer form copy could perform similarly or better than the shortened control language.
Research Question
Will longer form copy increase donor conversion rate compared to the standard shortened version?
Design
C: Control
Array
(
[0] => Array
(
[ID] => 15802
[id] => 15802
[title] => Control-76.jpg
[filename] => Control-76-scaled.jpg
[filesize] => 0
[url] => https://www.nextafter.com/wp-content/uploads/Control-76-scaled.jpg
[link] => https://www.nextafter.com/experiments/how-longer-form-calendar-year-end-copy-impacted-donor-conversion-rate/attachment/control-76-jpg/
[alt] =>
[author] => 16
[description] =>
[caption] =>
[name] => control-76-jpg
[status] => inherit
[uploaded_to] => 15801
[date] => 2021-02-25 10:30:39
[modified] => 2021-02-25 10:30:39
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 1113
[height] => 2560
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/Control-76-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Control-76-130x300.jpg
[medium-width] => 130
[medium-height] => 300
[medium_large] => https://www.nextafter.com/wp-content/uploads/Control-76-768x1766.jpg
[medium_large-width] => 640
[medium_large-height] => 1472
[large] => https://www.nextafter.com/wp-content/uploads/Control-76-445x1024.jpg
[large-width] => 445
[large-height] => 1024
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Control-76-668x1536.jpg
[1536x1536-width] => 668
[1536x1536-height] => 1536
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Control-76-891x2048.jpg
[2048x2048-width] => 891
[2048x2048-height] => 2048
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Control-76-scaled.jpg
[tp-image-grid-width] => 304
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Control-76-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Control-76-22x50.jpg
[admin-width] => 22
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/Control-76-scaled.jpg
[full-width] => 1113
[full-height] => 2560
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Control-76-372x855.jpg
[thumb_372-width] => 372
[thumb_372-height] => 855
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Control-76-272x625.jpg
[single_post_thumbnail-width] => 272
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Control-76-14x32.jpg
[thumb_32_32-width] => 14
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Control-76-21x48.jpg
[thumb_48_48-width] => 21
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Control-76-28x64.jpg
[thumb_64_64-width] => 28
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Control-76-56x128.jpg
[thumb_128_128-width] => 56
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Control-76-29x67.jpg
[thumb_122_67-width] => 29
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Control-76-67x153.jpg
[thumb_153_153-width] => 67
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Control-76-71x163.jpg
[thumb_130_163-width] => 71
[thumb_130_163-height] => 163
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Control-76-77x177.jpg
[thumb_232_177-width] => 77
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Control-76-283x650.jpg
[thumb_272_325-width] => 283
[thumb_272_325-height] => 650
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Control-76-150x346.jpg
[thumb_271_346-width] => 150
[thumb_271_346-height] => 346
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Control-76-118x271.jpg
[thumb_271_271-width] => 118
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Control-76-75x172.jpg
[thumb_272_172-width] => 75
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Control-76-200x461.jpg
[thumb_372_461-width] => 200
[thumb_372_461-height] => 461
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Control-76-217x500.jpg
[thumb_372_500-width] => 217
[thumb_372_500-height] => 500
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Control-76-117x270.jpg
[thumb_385_270-width] => 117
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Control-76-105x241.jpg
[thumb_416_241-width] => 105
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Control-76-178x410.jpg
[thumb_448_410-width] => 178
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Control-76-357x820.jpg
[thumb_448_410_retina-width] => 357
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Control-76-166x382.jpg
[thumb_574_382-width] => 166
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Control-76-172x395.jpg
[thumb_776_395-width] => 172
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Control-76-scaled.jpg
[gform-image-choice-sm-width] => 130
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Control-76-scaled.jpg
[gform-image-choice-md-width] => 174
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Control-76-scaled.jpg
[gform-image-choice-lg-width] => 261
[gform-image-choice-lg-height] => 600
)
)
[1] => Array
(
[ID] => 15803
[id] => 15803
[title] => Treatment_1-27.jpg
[filename] => Treatment_1-27-scaled.jpg
[filesize] => 0
[url] => https://www.nextafter.com/wp-content/uploads/Treatment_1-27-scaled.jpg
[link] => https://www.nextafter.com/experiments/how-longer-form-calendar-year-end-copy-impacted-donor-conversion-rate/attachment/treatment_1-27-jpg/
[alt] =>
[author] => 16
[description] =>
[caption] =>
[name] => treatment_1-27-jpg
[status] => inherit
[uploaded_to] => 15801
[date] => 2021-02-25 10:30:52
[modified] => 2021-02-25 10:30:52
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 1076
[height] => 2560
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/Treatment_1-27-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Treatment_1-27-126x300.jpg
[medium-width] => 126
[medium-height] => 300
[medium_large] => https://www.nextafter.com/wp-content/uploads/Treatment_1-27-768x1828.jpg
[medium_large-width] => 640
[medium_large-height] => 1523
[large] => https://www.nextafter.com/wp-content/uploads/Treatment_1-27-430x1024.jpg
[large-width] => 430
[large-height] => 1024
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Treatment_1-27-645x1536.jpg
[1536x1536-width] => 645
[1536x1536-height] => 1536
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Treatment_1-27-861x2048.jpg
[2048x2048-width] => 861
[2048x2048-height] => 2048
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Treatment_1-27-scaled.jpg
[tp-image-grid-width] => 294
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Treatment_1-27-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Treatment_1-27-21x50.jpg
[admin-width] => 21
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/Treatment_1-27-scaled.jpg
[full-width] => 1076
[full-height] => 2560
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Treatment_1-27-372x885.jpg
[thumb_372-width] => 372
[thumb_372-height] => 885
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Treatment_1-27-263x625.jpg
[single_post_thumbnail-width] => 263
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Treatment_1-27-13x32.jpg
[thumb_32_32-width] => 13
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Treatment_1-27-20x48.jpg
[thumb_48_48-width] => 20
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Treatment_1-27-27x64.jpg
[thumb_64_64-width] => 27
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Treatment_1-27-54x128.jpg
[thumb_128_128-width] => 54
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Treatment_1-27-28x67.jpg
[thumb_122_67-width] => 28
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Treatment_1-27-64x153.jpg
[thumb_153_153-width] => 64
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Treatment_1-27-68x163.jpg
[thumb_130_163-width] => 68
[thumb_130_163-height] => 163
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Treatment_1-27-74x177.jpg
[thumb_232_177-width] => 74
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Treatment_1-27-273x650.jpg
[thumb_272_325-width] => 273
[thumb_272_325-height] => 650
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Treatment_1-27-145x346.jpg
[thumb_271_346-width] => 145
[thumb_271_346-height] => 346
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Treatment_1-27-114x271.jpg
[thumb_271_271-width] => 114
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Treatment_1-27-72x172.jpg
[thumb_272_172-width] => 72
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Treatment_1-27-194x461.jpg
[thumb_372_461-width] => 194
[thumb_372_461-height] => 461
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Treatment_1-27-210x500.jpg
[thumb_372_500-width] => 210
[thumb_372_500-height] => 500
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Treatment_1-27-113x270.jpg
[thumb_385_270-width] => 113
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Treatment_1-27-101x241.jpg
[thumb_416_241-width] => 101
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Treatment_1-27-172x410.jpg
[thumb_448_410-width] => 172
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Treatment_1-27-345x820.jpg
[thumb_448_410_retina-width] => 345
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Treatment_1-27-161x382.jpg
[thumb_574_382-width] => 161
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Treatment_1-27-166x395.jpg
[thumb_776_395-width] => 166
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Treatment_1-27-scaled.jpg
[gform-image-choice-sm-width] => 126
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Treatment_1-27-scaled.jpg
[gform-image-choice-md-width] => 168
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Treatment_1-27-scaled.jpg
[gform-image-choice-lg-width] => 252
[gform-image-choice-lg-height] => 600
)
)
)
T1: Treatment #1
Array
(
[0] => Array
(
[ID] => 15802
[id] => 15802
[title] => Control-76.jpg
[filename] => Control-76-scaled.jpg
[filesize] => 0
[url] => https://www.nextafter.com/wp-content/uploads/Control-76-scaled.jpg
[link] => https://www.nextafter.com/experiments/how-longer-form-calendar-year-end-copy-impacted-donor-conversion-rate/attachment/control-76-jpg/
[alt] =>
[author] => 16
[description] =>
[caption] =>
[name] => control-76-jpg
[status] => inherit
[uploaded_to] => 15801
[date] => 2021-02-25 10:30:39
[modified] => 2021-02-25 10:30:39
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 1113
[height] => 2560
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/Control-76-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Control-76-130x300.jpg
[medium-width] => 130
[medium-height] => 300
[medium_large] => https://www.nextafter.com/wp-content/uploads/Control-76-768x1766.jpg
[medium_large-width] => 640
[medium_large-height] => 1472
[large] => https://www.nextafter.com/wp-content/uploads/Control-76-445x1024.jpg
[large-width] => 445
[large-height] => 1024
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Control-76-668x1536.jpg
[1536x1536-width] => 668
[1536x1536-height] => 1536
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Control-76-891x2048.jpg
[2048x2048-width] => 891
[2048x2048-height] => 2048
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Control-76-scaled.jpg
[tp-image-grid-width] => 304
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Control-76-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Control-76-22x50.jpg
[admin-width] => 22
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/Control-76-scaled.jpg
[full-width] => 1113
[full-height] => 2560
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Control-76-372x855.jpg
[thumb_372-width] => 372
[thumb_372-height] => 855
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Control-76-272x625.jpg
[single_post_thumbnail-width] => 272
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Control-76-14x32.jpg
[thumb_32_32-width] => 14
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Control-76-21x48.jpg
[thumb_48_48-width] => 21
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Control-76-28x64.jpg
[thumb_64_64-width] => 28
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Control-76-56x128.jpg
[thumb_128_128-width] => 56
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Control-76-29x67.jpg
[thumb_122_67-width] => 29
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Control-76-67x153.jpg
[thumb_153_153-width] => 67
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Control-76-71x163.jpg
[thumb_130_163-width] => 71
[thumb_130_163-height] => 163
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Control-76-77x177.jpg
[thumb_232_177-width] => 77
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Control-76-283x650.jpg
[thumb_272_325-width] => 283
[thumb_272_325-height] => 650
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Control-76-150x346.jpg
[thumb_271_346-width] => 150
[thumb_271_346-height] => 346
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Control-76-118x271.jpg
[thumb_271_271-width] => 118
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Control-76-75x172.jpg
[thumb_272_172-width] => 75
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Control-76-200x461.jpg
[thumb_372_461-width] => 200
[thumb_372_461-height] => 461
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Control-76-217x500.jpg
[thumb_372_500-width] => 217
[thumb_372_500-height] => 500
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Control-76-117x270.jpg
[thumb_385_270-width] => 117
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Control-76-105x241.jpg
[thumb_416_241-width] => 105
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Control-76-178x410.jpg
[thumb_448_410-width] => 178
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Control-76-357x820.jpg
[thumb_448_410_retina-width] => 357
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Control-76-166x382.jpg
[thumb_574_382-width] => 166
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Control-76-172x395.jpg
[thumb_776_395-width] => 172
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Control-76-scaled.jpg
[gform-image-choice-sm-width] => 130
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Control-76-scaled.jpg
[gform-image-choice-md-width] => 174
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Control-76-scaled.jpg
[gform-image-choice-lg-width] => 261
[gform-image-choice-lg-height] => 600
)
)
[1] => Array
(
[ID] => 15803
[id] => 15803
[title] => Treatment_1-27.jpg
[filename] => Treatment_1-27-scaled.jpg
[filesize] => 0
[url] => https://www.nextafter.com/wp-content/uploads/Treatment_1-27-scaled.jpg
[link] => https://www.nextafter.com/experiments/how-longer-form-calendar-year-end-copy-impacted-donor-conversion-rate/attachment/treatment_1-27-jpg/
[alt] =>
[author] => 16
[description] =>
[caption] =>
[name] => treatment_1-27-jpg
[status] => inherit
[uploaded_to] => 15801
[date] => 2021-02-25 10:30:52
[modified] => 2021-02-25 10:30:52
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 1076
[height] => 2560
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/Treatment_1-27-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Treatment_1-27-126x300.jpg
[medium-width] => 126
[medium-height] => 300
[medium_large] => https://www.nextafter.com/wp-content/uploads/Treatment_1-27-768x1828.jpg
[medium_large-width] => 640
[medium_large-height] => 1523
[large] => https://www.nextafter.com/wp-content/uploads/Treatment_1-27-430x1024.jpg
[large-width] => 430
[large-height] => 1024
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Treatment_1-27-645x1536.jpg
[1536x1536-width] => 645
[1536x1536-height] => 1536
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Treatment_1-27-861x2048.jpg
[2048x2048-width] => 861
[2048x2048-height] => 2048
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Treatment_1-27-scaled.jpg
[tp-image-grid-width] => 294
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Treatment_1-27-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Treatment_1-27-21x50.jpg
[admin-width] => 21
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/Treatment_1-27-scaled.jpg
[full-width] => 1076
[full-height] => 2560
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Treatment_1-27-372x885.jpg
[thumb_372-width] => 372
[thumb_372-height] => 885
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Treatment_1-27-263x625.jpg
[single_post_thumbnail-width] => 263
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Treatment_1-27-13x32.jpg
[thumb_32_32-width] => 13
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Treatment_1-27-20x48.jpg
[thumb_48_48-width] => 20
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Treatment_1-27-27x64.jpg
[thumb_64_64-width] => 27
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Treatment_1-27-54x128.jpg
[thumb_128_128-width] => 54
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Treatment_1-27-28x67.jpg
[thumb_122_67-width] => 28
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Treatment_1-27-64x153.jpg
[thumb_153_153-width] => 64
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Treatment_1-27-68x163.jpg
[thumb_130_163-width] => 68
[thumb_130_163-height] => 163
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Treatment_1-27-74x177.jpg
[thumb_232_177-width] => 74
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Treatment_1-27-273x650.jpg
[thumb_272_325-width] => 273
[thumb_272_325-height] => 650
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Treatment_1-27-145x346.jpg
[thumb_271_346-width] => 145
[thumb_271_346-height] => 346
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Treatment_1-27-114x271.jpg
[thumb_271_271-width] => 114
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Treatment_1-27-72x172.jpg
[thumb_272_172-width] => 72
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Treatment_1-27-194x461.jpg
[thumb_372_461-width] => 194
[thumb_372_461-height] => 461
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Treatment_1-27-210x500.jpg
[thumb_372_500-width] => 210
[thumb_372_500-height] => 500
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Treatment_1-27-113x270.jpg
[thumb_385_270-width] => 113
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Treatment_1-27-101x241.jpg
[thumb_416_241-width] => 101
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Treatment_1-27-172x410.jpg
[thumb_448_410-width] => 172
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Treatment_1-27-345x820.jpg
[thumb_448_410_retina-width] => 345
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Treatment_1-27-161x382.jpg
[thumb_574_382-width] => 161
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Treatment_1-27-166x395.jpg
[thumb_776_395-width] => 166
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Treatment_1-27-scaled.jpg
[gform-image-choice-sm-width] => 126
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Treatment_1-27-scaled.jpg
[gform-image-choice-md-width] => 168
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Treatment_1-27-scaled.jpg
[gform-image-choice-lg-width] => 252
[gform-image-choice-lg-height] => 600
)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 23.0% | ||
| T1: | Treatment #1 | 24.2% | 5.0% | 39.3% |
This experiment has a required sample size of 10,554 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
With the experiment only achieving a 39.3% confidence score value, further experimentation is required to fully understand the impact of the longer form copy on donor conversion rates.
Even so, we did see a slightly higher donor conversion rate (a +5% increase) on the treatment draft.
Considering we didn’t validate on donor conversions, we certainly would not have validated this experiment for revenue lift, but it is at least worth noting that we did see an improvement in revenue for the treatment draft over the control by an increase of 19.5%, as well.