How removing images impacted donor conversion
Experiment ID: #148828
Avila Foundation
Experiment Summary
Ended On: 05/05/2023
Avila is an organization that aims to draw Christians worldwide into deeper union with Christ through mystagogically oriented spiritual education and formation.
In an effort to increase donor conversions on the Spiritual Direction donation page, we decided to remove the additional images associated with each giving level.
Research Question
We believe that by removing images for main donation page visitors will achieve a higher donor conversion rate because the content of the page is easier to read and understand.
Design
C: Control
Array
(
[0] => Array
(
[ID] => 57637
[id] => 57637
[title] => Control.png
[filename] => Control-157.png
[filesize] => 2737535
[url] => https://www.nextafter.com/wp-content/uploads/Control-157.png
[link] => https://www.nextafter.com/experiments/how-removing-images-impacted-donor-conversion/attachment/control-png-6744/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-png-6744
[status] => inherit
[uploaded_to] => 52048
[date] => 2024-02-08 23:10:55
[modified] => 2024-02-08 23:10:55
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 2880
[height] => 7178
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/Control-157-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Control-157-120x300.png
[medium-width] => 120
[medium-height] => 300
[medium_large] => https://www.nextafter.com/wp-content/uploads/Control-157-768x1914.png
[medium_large-width] => 640
[medium_large-height] => 1595
[large] => https://www.nextafter.com/wp-content/uploads/Control-157-411x1024.png
[large-width] => 411
[large-height] => 1024
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Control-157-616x1536.png
[1536x1536-width] => 616
[1536x1536-height] => 1536
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Control-157-822x2048.png
[2048x2048-width] => 822
[2048x2048-height] => 2048
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Control-157.png
[tp-image-grid-width] => 281
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Control-157-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Control-157-20x50.png
[admin-width] => 20
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/Control-157.png
[full-width] => 2880
[full-height] => 7178
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Control-157-372x927.png
[thumb_372-width] => 372
[thumb_372-height] => 927
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Control-157-251x625.png
[single_post_thumbnail-width] => 251
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Control-157-13x32.png
[thumb_32_32-width] => 13
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Control-157-19x48.png
[thumb_48_48-width] => 19
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Control-157-26x64.png
[thumb_64_64-width] => 26
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Control-157-51x128.png
[thumb_128_128-width] => 51
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Control-157-27x67.png
[thumb_122_67-width] => 27
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Control-157-61x153.png
[thumb_153_153-width] => 61
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Control-157-65x163.png
[thumb_130_163-width] => 65
[thumb_130_163-height] => 163
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Control-157-71x177.png
[thumb_232_177-width] => 71
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Control-157-261x650.png
[thumb_272_325-width] => 261
[thumb_272_325-height] => 650
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Control-157-139x346.png
[thumb_271_346-width] => 139
[thumb_271_346-height] => 346
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Control-157-109x271.png
[thumb_271_271-width] => 109
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Control-157-69x172.png
[thumb_272_172-width] => 69
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Control-157-185x461.png
[thumb_372_461-width] => 185
[thumb_372_461-height] => 461
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Control-157-201x500.png
[thumb_372_500-width] => 201
[thumb_372_500-height] => 500
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Control-157-108x270.png
[thumb_385_270-width] => 108
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Control-157-97x241.png
[thumb_416_241-width] => 97
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Control-157-165x410.png
[thumb_448_410-width] => 165
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Control-157-329x820.png
[thumb_448_410_retina-width] => 329
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Control-157-153x382.png
[thumb_574_382-width] => 153
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Control-157-158x395.png
[thumb_776_395-width] => 158
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Control-157.png
[gform-image-choice-sm-width] => 120
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Control-157.png
[gform-image-choice-md-width] => 160
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Control-157.png
[gform-image-choice-lg-width] => 241
[gform-image-choice-lg-height] => 600
)
)
[1] => Array
(
[ID] => 57641
[id] => 57641
[title] => Treatment_#1.png
[filename] => Treatment_1-90.png
[filesize] => 2095365
[url] => https://www.nextafter.com/wp-content/uploads/Treatment_1-90.png
[link] => https://www.nextafter.com/experiments/how-removing-images-impacted-donor-conversion/attachment/treatment_1-png-2174/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => treatment_1-png-2174
[status] => inherit
[uploaded_to] => 52048
[date] => 2024-02-08 23:11:13
[modified] => 2024-02-08 23:11:13
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 2880
[height] => 6178
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/Treatment_1-90-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Treatment_1-90-140x300.png
[medium-width] => 140
[medium-height] => 300
[medium_large] => https://www.nextafter.com/wp-content/uploads/Treatment_1-90-768x1647.png
[medium_large-width] => 640
[medium_large-height] => 1373
[large] => https://www.nextafter.com/wp-content/uploads/Treatment_1-90-477x1024.png
[large-width] => 477
[large-height] => 1024
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Treatment_1-90-716x1536.png
[1536x1536-width] => 716
[1536x1536-height] => 1536
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Treatment_1-90-955x2048.png
[2048x2048-width] => 955
[2048x2048-height] => 2048
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Treatment_1-90.png
[tp-image-grid-width] => 326
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Treatment_1-90-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Treatment_1-90-23x50.png
[admin-width] => 23
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/Treatment_1-90.png
[full-width] => 2880
[full-height] => 6178
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Treatment_1-90-372x798.png
[thumb_372-width] => 372
[thumb_372-height] => 798
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Treatment_1-90-291x625.png
[single_post_thumbnail-width] => 291
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Treatment_1-90-15x32.png
[thumb_32_32-width] => 15
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Treatment_1-90-22x48.png
[thumb_48_48-width] => 22
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Treatment_1-90-30x64.png
[thumb_64_64-width] => 30
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Treatment_1-90-60x128.png
[thumb_128_128-width] => 60
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Treatment_1-90-31x67.png
[thumb_122_67-width] => 31
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Treatment_1-90-71x153.png
[thumb_153_153-width] => 71
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Treatment_1-90-76x163.png
[thumb_130_163-width] => 76
[thumb_130_163-height] => 163
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Treatment_1-90-83x177.png
[thumb_232_177-width] => 83
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Treatment_1-90-303x650.png
[thumb_272_325-width] => 303
[thumb_272_325-height] => 650
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Treatment_1-90-161x346.png
[thumb_271_346-width] => 161
[thumb_271_346-height] => 346
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Treatment_1-90-126x271.png
[thumb_271_271-width] => 126
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Treatment_1-90-80x172.png
[thumb_272_172-width] => 80
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Treatment_1-90-215x461.png
[thumb_372_461-width] => 215
[thumb_372_461-height] => 461
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Treatment_1-90-233x500.png
[thumb_372_500-width] => 233
[thumb_372_500-height] => 500
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Treatment_1-90-126x270.png
[thumb_385_270-width] => 126
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Treatment_1-90-112x241.png
[thumb_416_241-width] => 112
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Treatment_1-90-191x410.png
[thumb_448_410-width] => 191
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Treatment_1-90-382x820.png
[thumb_448_410_retina-width] => 382
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Treatment_1-90-178x382.png
[thumb_574_382-width] => 178
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Treatment_1-90-184x395.png
[thumb_776_395-width] => 184
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Treatment_1-90.png
[gform-image-choice-sm-width] => 140
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Treatment_1-90.png
[gform-image-choice-md-width] => 186
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Treatment_1-90.png
[gform-image-choice-lg-width] => 280
[gform-image-choice-lg-height] => 600
)
)
)
T1: Treatment #1
Array
(
[0] => Array
(
[ID] => 57637
[id] => 57637
[title] => Control.png
[filename] => Control-157.png
[filesize] => 2737535
[url] => https://www.nextafter.com/wp-content/uploads/Control-157.png
[link] => https://www.nextafter.com/experiments/how-removing-images-impacted-donor-conversion/attachment/control-png-6744/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-png-6744
[status] => inherit
[uploaded_to] => 52048
[date] => 2024-02-08 23:10:55
[modified] => 2024-02-08 23:10:55
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 2880
[height] => 7178
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/Control-157-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Control-157-120x300.png
[medium-width] => 120
[medium-height] => 300
[medium_large] => https://www.nextafter.com/wp-content/uploads/Control-157-768x1914.png
[medium_large-width] => 640
[medium_large-height] => 1595
[large] => https://www.nextafter.com/wp-content/uploads/Control-157-411x1024.png
[large-width] => 411
[large-height] => 1024
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Control-157-616x1536.png
[1536x1536-width] => 616
[1536x1536-height] => 1536
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Control-157-822x2048.png
[2048x2048-width] => 822
[2048x2048-height] => 2048
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Control-157.png
[tp-image-grid-width] => 281
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Control-157-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Control-157-20x50.png
[admin-width] => 20
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/Control-157.png
[full-width] => 2880
[full-height] => 7178
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Control-157-372x927.png
[thumb_372-width] => 372
[thumb_372-height] => 927
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Control-157-251x625.png
[single_post_thumbnail-width] => 251
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Control-157-13x32.png
[thumb_32_32-width] => 13
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Control-157-19x48.png
[thumb_48_48-width] => 19
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Control-157-26x64.png
[thumb_64_64-width] => 26
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Control-157-51x128.png
[thumb_128_128-width] => 51
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Control-157-27x67.png
[thumb_122_67-width] => 27
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Control-157-61x153.png
[thumb_153_153-width] => 61
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Control-157-65x163.png
[thumb_130_163-width] => 65
[thumb_130_163-height] => 163
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Control-157-71x177.png
[thumb_232_177-width] => 71
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Control-157-261x650.png
[thumb_272_325-width] => 261
[thumb_272_325-height] => 650
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Control-157-139x346.png
[thumb_271_346-width] => 139
[thumb_271_346-height] => 346
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Control-157-109x271.png
[thumb_271_271-width] => 109
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Control-157-69x172.png
[thumb_272_172-width] => 69
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Control-157-185x461.png
[thumb_372_461-width] => 185
[thumb_372_461-height] => 461
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Control-157-201x500.png
[thumb_372_500-width] => 201
[thumb_372_500-height] => 500
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Control-157-108x270.png
[thumb_385_270-width] => 108
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Control-157-97x241.png
[thumb_416_241-width] => 97
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Control-157-165x410.png
[thumb_448_410-width] => 165
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Control-157-329x820.png
[thumb_448_410_retina-width] => 329
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Control-157-153x382.png
[thumb_574_382-width] => 153
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Control-157-158x395.png
[thumb_776_395-width] => 158
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Control-157.png
[gform-image-choice-sm-width] => 120
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Control-157.png
[gform-image-choice-md-width] => 160
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Control-157.png
[gform-image-choice-lg-width] => 241
[gform-image-choice-lg-height] => 600
)
)
[1] => Array
(
[ID] => 57641
[id] => 57641
[title] => Treatment_#1.png
[filename] => Treatment_1-90.png
[filesize] => 2095365
[url] => https://www.nextafter.com/wp-content/uploads/Treatment_1-90.png
[link] => https://www.nextafter.com/experiments/how-removing-images-impacted-donor-conversion/attachment/treatment_1-png-2174/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => treatment_1-png-2174
[status] => inherit
[uploaded_to] => 52048
[date] => 2024-02-08 23:11:13
[modified] => 2024-02-08 23:11:13
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 2880
[height] => 6178
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/Treatment_1-90-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Treatment_1-90-140x300.png
[medium-width] => 140
[medium-height] => 300
[medium_large] => https://www.nextafter.com/wp-content/uploads/Treatment_1-90-768x1647.png
[medium_large-width] => 640
[medium_large-height] => 1373
[large] => https://www.nextafter.com/wp-content/uploads/Treatment_1-90-477x1024.png
[large-width] => 477
[large-height] => 1024
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Treatment_1-90-716x1536.png
[1536x1536-width] => 716
[1536x1536-height] => 1536
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Treatment_1-90-955x2048.png
[2048x2048-width] => 955
[2048x2048-height] => 2048
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Treatment_1-90.png
[tp-image-grid-width] => 326
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Treatment_1-90-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Treatment_1-90-23x50.png
[admin-width] => 23
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/Treatment_1-90.png
[full-width] => 2880
[full-height] => 6178
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Treatment_1-90-372x798.png
[thumb_372-width] => 372
[thumb_372-height] => 798
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Treatment_1-90-291x625.png
[single_post_thumbnail-width] => 291
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Treatment_1-90-15x32.png
[thumb_32_32-width] => 15
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Treatment_1-90-22x48.png
[thumb_48_48-width] => 22
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Treatment_1-90-30x64.png
[thumb_64_64-width] => 30
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Treatment_1-90-60x128.png
[thumb_128_128-width] => 60
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Treatment_1-90-31x67.png
[thumb_122_67-width] => 31
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Treatment_1-90-71x153.png
[thumb_153_153-width] => 71
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Treatment_1-90-76x163.png
[thumb_130_163-width] => 76
[thumb_130_163-height] => 163
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Treatment_1-90-83x177.png
[thumb_232_177-width] => 83
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Treatment_1-90-303x650.png
[thumb_272_325-width] => 303
[thumb_272_325-height] => 650
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Treatment_1-90-161x346.png
[thumb_271_346-width] => 161
[thumb_271_346-height] => 346
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Treatment_1-90-126x271.png
[thumb_271_271-width] => 126
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Treatment_1-90-80x172.png
[thumb_272_172-width] => 80
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Treatment_1-90-215x461.png
[thumb_372_461-width] => 215
[thumb_372_461-height] => 461
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Treatment_1-90-233x500.png
[thumb_372_500-width] => 233
[thumb_372_500-height] => 500
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Treatment_1-90-126x270.png
[thumb_385_270-width] => 126
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Treatment_1-90-112x241.png
[thumb_416_241-width] => 112
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Treatment_1-90-191x410.png
[thumb_448_410-width] => 191
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Treatment_1-90-382x820.png
[thumb_448_410_retina-width] => 382
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Treatment_1-90-178x382.png
[thumb_574_382-width] => 178
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Treatment_1-90-184x395.png
[thumb_776_395-width] => 184
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Treatment_1-90.png
[gform-image-choice-sm-width] => 140
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Treatment_1-90.png
[gform-image-choice-md-width] => 186
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Treatment_1-90.png
[gform-image-choice-lg-width] => 280
[gform-image-choice-lg-height] => 600
)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 2.3% | ||
| T1: | Treatment #1 | 0.92% | -60.4% | 99.9% |
This experiment has a required sample size of 651 in order to be valid. Since the experiment had a total sample size of 3,448, 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
× 60.4% decrease in conversion rate
× 0% increase in average gift
Key Learnings
The A/B experiment conducted by Avila Foundation aimed to increase donor conversions on the Spiritual Direction donation page by removing the additional images associated with each giving level. However, the treatment group witnessed a 60.4% decrease in donations, which indicates that the control group worked better. Therefore, the hypothesis failed, and the key learning from this experiment is that images play a crucial role in donor conversion.
In future experimentation, Avila Foundation should focus on finding better images and ensure that they complement the content of the page. They should conduct more surveys and collect feedback from donors to understand their preferences and expectations better. Also, they should focus on A/B testing with small changes and daily iterations instead of significant changes, which may lead to adverse outcomes. Additionally, they should consider the seasonality, demographics, and location of donors while designing experiments to make them more relevant and personalized. Overall, the experiment highlights the significance of testing and experimentation in driving data-driven decision-making and improving donor conversion rates.