How minimized navigation and design affects conversion
Experiment ID: #49906
Compassion International
Experiment Summary
Timeframe: 02/04/2021 - 02/16/2021
Compassion International had found “birthday search” to be a compelling offer for new donor acquisition. For many years, they had leveraged a stripped down page to present this offer, with confetti and a headline that gave the visitor a reason to give. However, they had never tested this against a similar landing page experience that lived within the general Compassion design. They wanted to understand whether the old template, which was outside of current brand standards, was worth keeping up. They decided to test this through an A/B test.
Research Question
We believe that a stripped down page for birthday searchers will achieve an increase in sponsor conversion.
Design
C: Original
Array
(
[0] => Array
(
[ID] => 45457
[id] => 45457
[title] => Original.png
[filename] => Original-55.png
[filesize] => 668867
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-55.png
[link] => https://www.nextafter.com/experiments/how-minimized-navigation-and-design-affects-conversion-2/attachment/original-png-54/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => original-png-54
[status] => inherit
[uploaded_to] => 29597
[date] => 2022-11-01 18:38:24
[modified] => 2022-11-01 18:38:24
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1201
[height] => 1052
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-55-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-55-300x263.png
[medium-width] => 300
[medium-height] => 263
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-55-768x673.png
[medium_large-width] => 640
[medium_large-height] => 561
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-55-1024x897.png
[large-width] => 640
[large-height] => 561
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-55.png
[1536x1536-width] => 1201
[1536x1536-height] => 1052
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-55.png
[2048x2048-width] => 1201
[2048x2048-height] => 1052
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-55-600x400.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/Original-55-600x600.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/Original-55.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 613
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-55-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-55-50x44.png
[admin-width] => 50
[admin-height] => 44
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-55.png
[full-width] => 1201
[full-height] => 1052
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-55-372x326.png
[thumb_372-width] => 372
[thumb_372-height] => 326
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-55-714x625.png
[single_post_thumbnail-width] => 714
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-55-32x28.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 28
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-55-48x42.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 42
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-55-64x56.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 56
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-55-128x112.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 112
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-55-76x67.png
[thumb_122_67-width] => 76
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-55-153x134.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 134
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-55-130x114.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 114
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-55-202x177.png
[thumb_232_177-width] => 202
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-55-544x477.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 477
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-55-271x237.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 237
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-55-271x237.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 237
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-55-196x172.png
[thumb_272_172-width] => 196
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-55-372x326.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 326
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-55-372x326.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 326
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-55-308x270.png
[thumb_385_270-width] => 308
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-55-275x241.png
[thumb_416_241-width] => 275
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-55-448x392.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 392
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-55-896x785.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 785
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-55-436x382.png
[thumb_574_382-width] => 436
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-55-451x395.png
[thumb_776_395-width] => 451
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-55.png
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 263
[gform-image-choice-md] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-55.png
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 350
[gform-image-choice-lg] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-55.png
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 526
)
)
[1] => Array
(
[ID] => 45461
[id] => 45461
[title] => Variation_#1.png
[filename] => Variation_1-44.png
[filesize] => 706661
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-44.png
[link] => https://www.nextafter.com/experiments/how-minimized-navigation-and-design-affects-conversion-2/attachment/variation_1-png-42/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => variation_1-png-42
[status] => inherit
[uploaded_to] => 29597
[date] => 2022-11-01 18:39:15
[modified] => 2022-11-01 18:39:15
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1201
[height] => 1600
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-44-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-44-225x300.png
[medium-width] => 225
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-44-768x1023.png
[medium_large-width] => 640
[medium_large-height] => 853
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-44-769x1024.png
[large-width] => 640
[large-height] => 852
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-44-1153x1536.png
[1536x1536-width] => 1153
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-44.png
[2048x2048-width] => 1201
[2048x2048-height] => 1600
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-44-600x400.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/Variation_1-44-600x600.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/Variation_1-44.png
[tp-image-grid-width] => 525
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-44-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-44-38x50.png
[admin-width] => 38
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-44.png
[full-width] => 1201
[full-height] => 1600
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-44-372x496.png
[thumb_372-width] => 372
[thumb_372-height] => 496
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-44-469x625.png
[single_post_thumbnail-width] => 469
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-44-24x32.png
[thumb_32_32-width] => 24
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-44-36x48.png
[thumb_48_48-width] => 36
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-44-48x64.png
[thumb_64_64-width] => 48
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-44-96x128.png
[thumb_128_128-width] => 96
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-44-50x67.png
[thumb_122_67-width] => 50
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-44-115x153.png
[thumb_153_153-width] => 115
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-44-122x163.png
[thumb_130_163-width] => 122
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-44-133x177.png
[thumb_232_177-width] => 133
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-44-488x650.png
[thumb_272_325-width] => 488
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-44-260x346.png
[thumb_271_346-width] => 260
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-44-203x271.png
[thumb_271_271-width] => 203
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-44-129x172.png
[thumb_272_172-width] => 129
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-44-346x461.png
[thumb_372_461-width] => 346
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-44-372x496.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 496
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-44-203x270.png
[thumb_385_270-width] => 203
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-44-181x241.png
[thumb_416_241-width] => 181
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-44-308x410.png
[thumb_448_410-width] => 308
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-44-616x820.png
[thumb_448_410_retina-width] => 616
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-44-287x382.png
[thumb_574_382-width] => 287
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-44-296x395.png
[thumb_776_395-width] => 296
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-44.png
[gform-image-choice-sm-width] => 225
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-44.png
[gform-image-choice-md-width] => 300
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-44.png
[gform-image-choice-lg-width] => 450
[gform-image-choice-lg-height] => 600
)
)
)
T1: Variation #1
Array
(
[0] => Array
(
[ID] => 45457
[id] => 45457
[title] => Original.png
[filename] => Original-55.png
[filesize] => 668867
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-55.png
[link] => https://www.nextafter.com/experiments/how-minimized-navigation-and-design-affects-conversion-2/attachment/original-png-54/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => original-png-54
[status] => inherit
[uploaded_to] => 29597
[date] => 2022-11-01 18:38:24
[modified] => 2022-11-01 18:38:24
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1201
[height] => 1052
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-55-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-55-300x263.png
[medium-width] => 300
[medium-height] => 263
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-55-768x673.png
[medium_large-width] => 640
[medium_large-height] => 561
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-55-1024x897.png
[large-width] => 640
[large-height] => 561
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-55.png
[1536x1536-width] => 1201
[1536x1536-height] => 1052
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-55.png
[2048x2048-width] => 1201
[2048x2048-height] => 1052
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-55-600x400.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/Original-55-600x600.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/Original-55.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 613
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-55-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-55-50x44.png
[admin-width] => 50
[admin-height] => 44
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-55.png
[full-width] => 1201
[full-height] => 1052
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-55-372x326.png
[thumb_372-width] => 372
[thumb_372-height] => 326
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-55-714x625.png
[single_post_thumbnail-width] => 714
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-55-32x28.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 28
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-55-48x42.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 42
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-55-64x56.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 56
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-55-128x112.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 112
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-55-76x67.png
[thumb_122_67-width] => 76
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-55-153x134.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 134
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-55-130x114.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 114
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-55-202x177.png
[thumb_232_177-width] => 202
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-55-544x477.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 477
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-55-271x237.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 237
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-55-271x237.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 237
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-55-196x172.png
[thumb_272_172-width] => 196
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-55-372x326.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 326
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-55-372x326.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 326
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-55-308x270.png
[thumb_385_270-width] => 308
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-55-275x241.png
[thumb_416_241-width] => 275
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-55-448x392.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 392
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-55-896x785.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 785
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-55-436x382.png
[thumb_574_382-width] => 436
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-55-451x395.png
[thumb_776_395-width] => 451
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-55.png
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 263
[gform-image-choice-md] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-55.png
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 350
[gform-image-choice-lg] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-55.png
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 526
)
)
[1] => Array
(
[ID] => 45461
[id] => 45461
[title] => Variation_#1.png
[filename] => Variation_1-44.png
[filesize] => 706661
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-44.png
[link] => https://www.nextafter.com/experiments/how-minimized-navigation-and-design-affects-conversion-2/attachment/variation_1-png-42/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => variation_1-png-42
[status] => inherit
[uploaded_to] => 29597
[date] => 2022-11-01 18:39:15
[modified] => 2022-11-01 18:39:15
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1201
[height] => 1600
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-44-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-44-225x300.png
[medium-width] => 225
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-44-768x1023.png
[medium_large-width] => 640
[medium_large-height] => 853
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-44-769x1024.png
[large-width] => 640
[large-height] => 852
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-44-1153x1536.png
[1536x1536-width] => 1153
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-44.png
[2048x2048-width] => 1201
[2048x2048-height] => 1600
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-44-600x400.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/Variation_1-44-600x600.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/Variation_1-44.png
[tp-image-grid-width] => 525
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-44-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-44-38x50.png
[admin-width] => 38
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-44.png
[full-width] => 1201
[full-height] => 1600
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-44-372x496.png
[thumb_372-width] => 372
[thumb_372-height] => 496
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-44-469x625.png
[single_post_thumbnail-width] => 469
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-44-24x32.png
[thumb_32_32-width] => 24
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-44-36x48.png
[thumb_48_48-width] => 36
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-44-48x64.png
[thumb_64_64-width] => 48
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-44-96x128.png
[thumb_128_128-width] => 96
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-44-50x67.png
[thumb_122_67-width] => 50
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-44-115x153.png
[thumb_153_153-width] => 115
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-44-122x163.png
[thumb_130_163-width] => 122
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-44-133x177.png
[thumb_232_177-width] => 133
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-44-488x650.png
[thumb_272_325-width] => 488
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-44-260x346.png
[thumb_271_346-width] => 260
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-44-203x271.png
[thumb_271_271-width] => 203
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-44-129x172.png
[thumb_272_172-width] => 129
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-44-346x461.png
[thumb_372_461-width] => 346
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-44-372x496.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 496
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-44-203x270.png
[thumb_385_270-width] => 203
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-44-181x241.png
[thumb_416_241-width] => 181
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-44-308x410.png
[thumb_448_410-width] => 308
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-44-616x820.png
[thumb_448_410_retina-width] => 616
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-44-287x382.png
[thumb_574_382-width] => 287
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-44-296x395.png
[thumb_776_395-width] => 296
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-44.png
[gform-image-choice-sm-width] => 225
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-44.png
[gform-image-choice-md-width] => 300
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-44.png
[gform-image-choice-lg-width] => 450
[gform-image-choice-lg-height] => 600
)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Original | 1.3% | ||
| T1: | Variation #1 | 0.84% | -36.9% | 98.8% |
This experiment has a required sample size of 3,431 in order to be valid. Since the experiment had a total sample size of 11,169, 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
× 36.9% decrease in conversion rate
× 0% increase in average gift
Key Learnings
The treatment, with the stripped down navigation (which removed the Compassion "login" link), produced a 36.9% decrease in conversion. However, it's important to understand exactly what happened here, as there were two different responses based on the device type.
First, mobile visitors had a 45.0% decrease in conversion - with a 100% level of confidence. Since most of the traffic was mobile, this was the deciding factor in the test. However, desktop traffic had a 235.8% increase in conversion - with a 94% level of confidence.
This shows that different designs can produce opposite results with the same page—which stresses the importance of responsive design. It also may hint that something was wrong with the mobile version of the treatment that might be corrected to produce a similar result.