How removing the navigation from a premium landing page impacts donations
Experiment ID: #178103
Pathway to Victory
Experiment Summary
Timeframe: 05/06/2024 - 05/21/2024
Pathway to Victory is the broadcast ministry of First Baptist Dallas
We have seen with other organizations that removing navigation from pages that lead to donation pages or for fundraising efforts, tend to see an increase in conversions because there are less distractions and CTAs.
Research Question
We believe that by removing the navigation for web traffic will achieve a higher conversion rate because there is less distractions, frictions and CTAs.
Design
C: Control
Array
(
[0] => Array
(
[ID] => 59993
[id] => 59993
[title] => a1595abbb4c3a326636dd178757cd6c11716300873
[filename] => a1595abbb4c3a326636dd178757cd6c11716300873-scaled.jpg
[filesize] => 689574
[url] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11716300873-scaled.jpg
[link] => https://www.nextafter.com/experiments/how-removing-the-navigation-from-a-premium-landing-page-impacts-donations/attachment/a1595abbb4c3a326636dd178757cd6c11716300873/
[alt] =>
[author] => 52
[description] =>
[caption] =>
[name] => a1595abbb4c3a326636dd178757cd6c11716300873
[status] => inherit
[uploaded_to] => 59860
[date] => 2024-06-04 15:08:17
[modified] => 2024-06-04 15:08:17
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 1627
[height] => 2560
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11716300873-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11716300873-191x300.jpg
[medium-width] => 191
[medium-height] => 300
[medium_large] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11716300873-768x1208.jpg
[medium_large-width] => 640
[medium_large-height] => 1007
[large] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11716300873-651x1024.jpg
[large-width] => 640
[large-height] => 1007
[1536x1536] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11716300873-976x1536.jpg
[1536x1536-width] => 976
[1536x1536-height] => 1536
[2048x2048] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11716300873-1302x2048.jpg
[2048x2048-width] => 1302
[2048x2048-height] => 2048
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11716300873-700x700.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11716300873-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11716300873-32x50.jpg
[admin-width] => 32
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11716300873-scaled.jpg
[full-width] => 1627
[full-height] => 2560
[thumb_372] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11716300873-372x585.jpg
[thumb_372-width] => 372
[thumb_372-height] => 585
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11716300873-397x625.jpg
[single_post_thumbnail-width] => 397
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11716300873-20x32.jpg
[thumb_32_32-width] => 20
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11716300873-31x48.jpg
[thumb_48_48-width] => 31
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11716300873-41x64.jpg
[thumb_64_64-width] => 41
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11716300873-81x128.jpg
[thumb_128_128-width] => 81
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11716300873-43x67.jpg
[thumb_122_67-width] => 43
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11716300873-97x153.jpg
[thumb_153_153-width] => 97
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11716300873-104x163.jpg
[thumb_130_163-width] => 104
[thumb_130_163-height] => 163
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11716300873-113x177.jpg
[thumb_232_177-width] => 113
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11716300873-413x650.jpg
[thumb_272_325-width] => 413
[thumb_272_325-height] => 650
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11716300873-220x346.jpg
[thumb_271_346-width] => 220
[thumb_271_346-height] => 346
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11716300873-172x271.jpg
[thumb_271_271-width] => 172
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11716300873-109x172.jpg
[thumb_272_172-width] => 109
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11716300873-293x461.jpg
[thumb_372_461-width] => 293
[thumb_372_461-height] => 461
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11716300873-318x500.jpg
[thumb_372_500-width] => 318
[thumb_372_500-height] => 500
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11716300873-172x270.jpg
[thumb_385_270-width] => 172
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11716300873-153x241.jpg
[thumb_416_241-width] => 153
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11716300873-261x410.jpg
[thumb_448_410-width] => 261
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11716300873-521x820.jpg
[thumb_448_410_retina-width] => 521
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11716300873-243x382.jpg
[thumb_574_382-width] => 243
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11716300873-251x395.jpg
[thumb_776_395-width] => 251
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11716300873-scaled.jpg
[gform-image-choice-sm-width] => 191
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11716300873-scaled.jpg
[gform-image-choice-md-width] => 254
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11716300873-scaled.jpg
[gform-image-choice-lg-width] => 381
[gform-image-choice-lg-height] => 600
)
)
[1] => Array
(
[ID] => 59994
[id] => 59994
[title] => df73182ff350a82966016276a8376bdb1716300853
[filename] => df73182ff350a82966016276a8376bdb1716300853.jpg
[filesize] => 168036
[url] => https://www.nextafter.com/wp-content/uploads/df73182ff350a82966016276a8376bdb1716300853.jpg
[link] => https://www.nextafter.com/experiments/how-removing-the-navigation-from-a-premium-landing-page-impacts-donations/attachment/df73182ff350a82966016276a8376bdb1716300853/
[alt] =>
[author] => 52
[description] =>
[caption] =>
[name] => df73182ff350a82966016276a8376bdb1716300853
[status] => inherit
[uploaded_to] => 59860
[date] => 2024-06-04 15:09:40
[modified] => 2024-06-04 15:09:40
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 1705
[height] => 2361
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/df73182ff350a82966016276a8376bdb1716300853-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/df73182ff350a82966016276a8376bdb1716300853-217x300.jpg
[medium-width] => 217
[medium-height] => 300
[medium_large] => https://www.nextafter.com/wp-content/uploads/df73182ff350a82966016276a8376bdb1716300853-768x1063.jpg
[medium_large-width] => 640
[medium_large-height] => 886
[large] => https://www.nextafter.com/wp-content/uploads/df73182ff350a82966016276a8376bdb1716300853-739x1024.jpg
[large-width] => 640
[large-height] => 887
[1536x1536] => https://www.nextafter.com/wp-content/uploads/df73182ff350a82966016276a8376bdb1716300853-1109x1536.jpg
[1536x1536-width] => 1109
[1536x1536-height] => 1536
[2048x2048] => https://www.nextafter.com/wp-content/uploads/df73182ff350a82966016276a8376bdb1716300853-1479x2048.jpg
[2048x2048-width] => 1479
[2048x2048-height] => 2048
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/df73182ff350a82966016276a8376bdb1716300853-700x700.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/df73182ff350a82966016276a8376bdb1716300853-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/df73182ff350a82966016276a8376bdb1716300853-36x50.jpg
[admin-width] => 36
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/df73182ff350a82966016276a8376bdb1716300853.jpg
[full-width] => 1705
[full-height] => 2361
[thumb_372] => https://www.nextafter.com/wp-content/uploads/df73182ff350a82966016276a8376bdb1716300853-372x515.jpg
[thumb_372-width] => 372
[thumb_372-height] => 515
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/df73182ff350a82966016276a8376bdb1716300853-451x625.jpg
[single_post_thumbnail-width] => 451
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/df73182ff350a82966016276a8376bdb1716300853-23x32.jpg
[thumb_32_32-width] => 23
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/df73182ff350a82966016276a8376bdb1716300853-35x48.jpg
[thumb_48_48-width] => 35
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/df73182ff350a82966016276a8376bdb1716300853-46x64.jpg
[thumb_64_64-width] => 46
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/df73182ff350a82966016276a8376bdb1716300853-92x128.jpg
[thumb_128_128-width] => 92
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/df73182ff350a82966016276a8376bdb1716300853-48x67.jpg
[thumb_122_67-width] => 48
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/df73182ff350a82966016276a8376bdb1716300853-110x153.jpg
[thumb_153_153-width] => 110
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/df73182ff350a82966016276a8376bdb1716300853-118x163.jpg
[thumb_130_163-width] => 118
[thumb_130_163-height] => 163
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/df73182ff350a82966016276a8376bdb1716300853-128x177.jpg
[thumb_232_177-width] => 128
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/df73182ff350a82966016276a8376bdb1716300853-469x650.jpg
[thumb_272_325-width] => 469
[thumb_272_325-height] => 650
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/df73182ff350a82966016276a8376bdb1716300853-250x346.jpg
[thumb_271_346-width] => 250
[thumb_271_346-height] => 346
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/df73182ff350a82966016276a8376bdb1716300853-196x271.jpg
[thumb_271_271-width] => 196
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/df73182ff350a82966016276a8376bdb1716300853-124x172.jpg
[thumb_272_172-width] => 124
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/df73182ff350a82966016276a8376bdb1716300853-333x461.jpg
[thumb_372_461-width] => 333
[thumb_372_461-height] => 461
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/df73182ff350a82966016276a8376bdb1716300853-361x500.jpg
[thumb_372_500-width] => 361
[thumb_372_500-height] => 500
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/df73182ff350a82966016276a8376bdb1716300853-195x270.jpg
[thumb_385_270-width] => 195
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/df73182ff350a82966016276a8376bdb1716300853-174x241.jpg
[thumb_416_241-width] => 174
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/df73182ff350a82966016276a8376bdb1716300853-296x410.jpg
[thumb_448_410-width] => 296
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/df73182ff350a82966016276a8376bdb1716300853-592x820.jpg
[thumb_448_410_retina-width] => 592
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/df73182ff350a82966016276a8376bdb1716300853-276x382.jpg
[thumb_574_382-width] => 276
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/df73182ff350a82966016276a8376bdb1716300853-285x395.jpg
[thumb_776_395-width] => 285
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/df73182ff350a82966016276a8376bdb1716300853.jpg
[gform-image-choice-sm-width] => 217
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/df73182ff350a82966016276a8376bdb1716300853.jpg
[gform-image-choice-md-width] => 289
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/df73182ff350a82966016276a8376bdb1716300853.jpg
[gform-image-choice-lg-width] => 433
[gform-image-choice-lg-height] => 600
)
)
)
T1: Removed Distractions
Array
(
[0] => Array
(
[ID] => 59993
[id] => 59993
[title] => a1595abbb4c3a326636dd178757cd6c11716300873
[filename] => a1595abbb4c3a326636dd178757cd6c11716300873-scaled.jpg
[filesize] => 689574
[url] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11716300873-scaled.jpg
[link] => https://www.nextafter.com/experiments/how-removing-the-navigation-from-a-premium-landing-page-impacts-donations/attachment/a1595abbb4c3a326636dd178757cd6c11716300873/
[alt] =>
[author] => 52
[description] =>
[caption] =>
[name] => a1595abbb4c3a326636dd178757cd6c11716300873
[status] => inherit
[uploaded_to] => 59860
[date] => 2024-06-04 15:08:17
[modified] => 2024-06-04 15:08:17
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 1627
[height] => 2560
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11716300873-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11716300873-191x300.jpg
[medium-width] => 191
[medium-height] => 300
[medium_large] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11716300873-768x1208.jpg
[medium_large-width] => 640
[medium_large-height] => 1007
[large] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11716300873-651x1024.jpg
[large-width] => 640
[large-height] => 1007
[1536x1536] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11716300873-976x1536.jpg
[1536x1536-width] => 976
[1536x1536-height] => 1536
[2048x2048] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11716300873-1302x2048.jpg
[2048x2048-width] => 1302
[2048x2048-height] => 2048
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11716300873-700x700.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11716300873-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11716300873-32x50.jpg
[admin-width] => 32
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11716300873-scaled.jpg
[full-width] => 1627
[full-height] => 2560
[thumb_372] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11716300873-372x585.jpg
[thumb_372-width] => 372
[thumb_372-height] => 585
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11716300873-397x625.jpg
[single_post_thumbnail-width] => 397
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11716300873-20x32.jpg
[thumb_32_32-width] => 20
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11716300873-31x48.jpg
[thumb_48_48-width] => 31
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11716300873-41x64.jpg
[thumb_64_64-width] => 41
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11716300873-81x128.jpg
[thumb_128_128-width] => 81
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11716300873-43x67.jpg
[thumb_122_67-width] => 43
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11716300873-97x153.jpg
[thumb_153_153-width] => 97
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11716300873-104x163.jpg
[thumb_130_163-width] => 104
[thumb_130_163-height] => 163
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11716300873-113x177.jpg
[thumb_232_177-width] => 113
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11716300873-413x650.jpg
[thumb_272_325-width] => 413
[thumb_272_325-height] => 650
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11716300873-220x346.jpg
[thumb_271_346-width] => 220
[thumb_271_346-height] => 346
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11716300873-172x271.jpg
[thumb_271_271-width] => 172
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11716300873-109x172.jpg
[thumb_272_172-width] => 109
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11716300873-293x461.jpg
[thumb_372_461-width] => 293
[thumb_372_461-height] => 461
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11716300873-318x500.jpg
[thumb_372_500-width] => 318
[thumb_372_500-height] => 500
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11716300873-172x270.jpg
[thumb_385_270-width] => 172
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11716300873-153x241.jpg
[thumb_416_241-width] => 153
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11716300873-261x410.jpg
[thumb_448_410-width] => 261
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11716300873-521x820.jpg
[thumb_448_410_retina-width] => 521
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11716300873-243x382.jpg
[thumb_574_382-width] => 243
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11716300873-251x395.jpg
[thumb_776_395-width] => 251
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11716300873-scaled.jpg
[gform-image-choice-sm-width] => 191
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11716300873-scaled.jpg
[gform-image-choice-md-width] => 254
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11716300873-scaled.jpg
[gform-image-choice-lg-width] => 381
[gform-image-choice-lg-height] => 600
)
)
[1] => Array
(
[ID] => 59994
[id] => 59994
[title] => df73182ff350a82966016276a8376bdb1716300853
[filename] => df73182ff350a82966016276a8376bdb1716300853.jpg
[filesize] => 168036
[url] => https://www.nextafter.com/wp-content/uploads/df73182ff350a82966016276a8376bdb1716300853.jpg
[link] => https://www.nextafter.com/experiments/how-removing-the-navigation-from-a-premium-landing-page-impacts-donations/attachment/df73182ff350a82966016276a8376bdb1716300853/
[alt] =>
[author] => 52
[description] =>
[caption] =>
[name] => df73182ff350a82966016276a8376bdb1716300853
[status] => inherit
[uploaded_to] => 59860
[date] => 2024-06-04 15:09:40
[modified] => 2024-06-04 15:09:40
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 1705
[height] => 2361
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/df73182ff350a82966016276a8376bdb1716300853-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/df73182ff350a82966016276a8376bdb1716300853-217x300.jpg
[medium-width] => 217
[medium-height] => 300
[medium_large] => https://www.nextafter.com/wp-content/uploads/df73182ff350a82966016276a8376bdb1716300853-768x1063.jpg
[medium_large-width] => 640
[medium_large-height] => 886
[large] => https://www.nextafter.com/wp-content/uploads/df73182ff350a82966016276a8376bdb1716300853-739x1024.jpg
[large-width] => 640
[large-height] => 887
[1536x1536] => https://www.nextafter.com/wp-content/uploads/df73182ff350a82966016276a8376bdb1716300853-1109x1536.jpg
[1536x1536-width] => 1109
[1536x1536-height] => 1536
[2048x2048] => https://www.nextafter.com/wp-content/uploads/df73182ff350a82966016276a8376bdb1716300853-1479x2048.jpg
[2048x2048-width] => 1479
[2048x2048-height] => 2048
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/df73182ff350a82966016276a8376bdb1716300853-700x700.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/df73182ff350a82966016276a8376bdb1716300853-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/df73182ff350a82966016276a8376bdb1716300853-36x50.jpg
[admin-width] => 36
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/df73182ff350a82966016276a8376bdb1716300853.jpg
[full-width] => 1705
[full-height] => 2361
[thumb_372] => https://www.nextafter.com/wp-content/uploads/df73182ff350a82966016276a8376bdb1716300853-372x515.jpg
[thumb_372-width] => 372
[thumb_372-height] => 515
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/df73182ff350a82966016276a8376bdb1716300853-451x625.jpg
[single_post_thumbnail-width] => 451
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/df73182ff350a82966016276a8376bdb1716300853-23x32.jpg
[thumb_32_32-width] => 23
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/df73182ff350a82966016276a8376bdb1716300853-35x48.jpg
[thumb_48_48-width] => 35
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/df73182ff350a82966016276a8376bdb1716300853-46x64.jpg
[thumb_64_64-width] => 46
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/df73182ff350a82966016276a8376bdb1716300853-92x128.jpg
[thumb_128_128-width] => 92
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/df73182ff350a82966016276a8376bdb1716300853-48x67.jpg
[thumb_122_67-width] => 48
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/df73182ff350a82966016276a8376bdb1716300853-110x153.jpg
[thumb_153_153-width] => 110
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/df73182ff350a82966016276a8376bdb1716300853-118x163.jpg
[thumb_130_163-width] => 118
[thumb_130_163-height] => 163
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/df73182ff350a82966016276a8376bdb1716300853-128x177.jpg
[thumb_232_177-width] => 128
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/df73182ff350a82966016276a8376bdb1716300853-469x650.jpg
[thumb_272_325-width] => 469
[thumb_272_325-height] => 650
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/df73182ff350a82966016276a8376bdb1716300853-250x346.jpg
[thumb_271_346-width] => 250
[thumb_271_346-height] => 346
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/df73182ff350a82966016276a8376bdb1716300853-196x271.jpg
[thumb_271_271-width] => 196
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/df73182ff350a82966016276a8376bdb1716300853-124x172.jpg
[thumb_272_172-width] => 124
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/df73182ff350a82966016276a8376bdb1716300853-333x461.jpg
[thumb_372_461-width] => 333
[thumb_372_461-height] => 461
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/df73182ff350a82966016276a8376bdb1716300853-361x500.jpg
[thumb_372_500-width] => 361
[thumb_372_500-height] => 500
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/df73182ff350a82966016276a8376bdb1716300853-195x270.jpg
[thumb_385_270-width] => 195
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/df73182ff350a82966016276a8376bdb1716300853-174x241.jpg
[thumb_416_241-width] => 174
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/df73182ff350a82966016276a8376bdb1716300853-296x410.jpg
[thumb_448_410-width] => 296
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/df73182ff350a82966016276a8376bdb1716300853-592x820.jpg
[thumb_448_410_retina-width] => 592
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/df73182ff350a82966016276a8376bdb1716300853-276x382.jpg
[thumb_574_382-width] => 276
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/df73182ff350a82966016276a8376bdb1716300853-285x395.jpg
[thumb_776_395-width] => 285
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/df73182ff350a82966016276a8376bdb1716300853.jpg
[gform-image-choice-sm-width] => 217
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/df73182ff350a82966016276a8376bdb1716300853.jpg
[gform-image-choice-md-width] => 289
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/df73182ff350a82966016276a8376bdb1716300853.jpg
[gform-image-choice-lg-width] => 433
[gform-image-choice-lg-height] => 600
)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 10.1% | $0.00 | ||
| T1: | Removed Distractions | 6.8% | -32.4% | 97.0% | $0.00 |
This experiment has a required sample size of 550 in order to be valid. Since the experiment had a total sample size of 1,356, 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
× 32.4% decrease in conversion rate
× 0% increase in average gift
Key Learnings
The key learning from this experiment is that removing navigation for web traffic on donation or fundraising pages does not lead to a higher conversion rate for Pathway to Victory. In fact, the treatment group experienced a significant decrease in transactions by 32.4% compared to the control group, with a high level of statistical confidence at 97.0%. For future experimentation, it is recommended to continue testing different strategies and elements on the website to optimize conversion rates. It is important to carefully monitor the results of each experiment and make data-driven decisions based on the outcomes to continually improve the user experience and achieve the desired goals of Pathway to Victory.