How “shared responsibility” affects clickthrough rate on a Facebook ad
Experiment ID: #11355
Texas Public Policy Foundation
Experiment Summary
Ended On: 04/12/2019
Texas Public Policy Foundation was promoting a property tax survey, which was followed by a donation ask. The original version of the Facebook ad asked the reader to “join your fellow Texans” and take the survey. However, they wondered if this “shared responsibility” might actually be negatively affecting clickthrough rate. The reader might think that there are plenty of other people taking the survey, and not feel inclined to complete it personally. They removed that line and launched a test to see if they could improve response rate.
Research Question
How will removing “shared responsibility” to highlight personal responsibility affect response rate?
Design
C: Shared responsibility
Array
(
[0] => Array
(
[ID] => 40648
[id] => 40648
[title] => Shared_responsibility.jpg
[filename] => Shared_responsibility-3.jpg
[filesize] => 114142
[url] => https://www.nextafter.com/wp-content/uploads/Shared_responsibility-3.jpg
[link] => https://www.nextafter.com/experiments/how-shared-responsibility-affects-clickthrough-rate-on-a-facebook-ad/attachment/shared_responsibility-jpg-5/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => shared_responsibility-jpg-5
[status] => inherit
[uploaded_to] => 16201
[date] => 2022-10-22 14:28:50
[modified] => 2022-10-22 14:28:50
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 512
[height] => 622
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/Shared_responsibility-3-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Shared_responsibility-3-247x300.jpg
[medium-width] => 247
[medium-height] => 300
[medium_large] => https://www.nextafter.com/wp-content/uploads/Shared_responsibility-3.jpg
[medium_large-width] => 512
[medium_large-height] => 622
[large] => https://www.nextafter.com/wp-content/uploads/Shared_responsibility-3.jpg
[large-width] => 512
[large-height] => 622
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Shared_responsibility-3.jpg
[1536x1536-width] => 512
[1536x1536-height] => 622
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Shared_responsibility-3.jpg
[2048x2048-width] => 512
[2048x2048-height] => 622
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Shared_responsibility-3.jpg
[tp-image-grid-width] => 512
[tp-image-grid-height] => 622
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Shared_responsibility-3-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Shared_responsibility-3-41x50.jpg
[admin-width] => 41
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/Shared_responsibility-3.jpg
[full-width] => 512
[full-height] => 622
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Shared_responsibility-3-372x452.jpg
[thumb_372-width] => 372
[thumb_372-height] => 452
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Shared_responsibility-3.jpg
[single_post_thumbnail-width] => 512
[single_post_thumbnail-height] => 622
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Shared_responsibility-3-26x32.jpg
[thumb_32_32-width] => 26
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Shared_responsibility-3-40x48.jpg
[thumb_48_48-width] => 40
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Shared_responsibility-3-53x64.jpg
[thumb_64_64-width] => 53
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Shared_responsibility-3-105x128.jpg
[thumb_128_128-width] => 105
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Shared_responsibility-3-55x67.jpg
[thumb_122_67-width] => 55
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Shared_responsibility-3-126x153.jpg
[thumb_153_153-width] => 126
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Shared_responsibility-3-130x158.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 158
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Shared_responsibility-3-146x177.jpg
[thumb_232_177-width] => 146
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Shared_responsibility-3.jpg
[thumb_272_325-width] => 512
[thumb_272_325-height] => 622
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Shared_responsibility-3-271x329.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 329
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Shared_responsibility-3-223x271.jpg
[thumb_271_271-width] => 223
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Shared_responsibility-3-142x172.jpg
[thumb_272_172-width] => 142
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Shared_responsibility-3-372x452.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 452
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Shared_responsibility-3-372x452.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 452
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Shared_responsibility-3-222x270.jpg
[thumb_385_270-width] => 222
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Shared_responsibility-3-198x241.jpg
[thumb_416_241-width] => 198
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Shared_responsibility-3-337x410.jpg
[thumb_448_410-width] => 337
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Shared_responsibility-3.jpg
[thumb_448_410_retina-width] => 512
[thumb_448_410_retina-height] => 622
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Shared_responsibility-3-314x382.jpg
[thumb_574_382-width] => 314
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Shared_responsibility-3-325x395.jpg
[thumb_776_395-width] => 325
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Shared_responsibility-3.jpg
[gform-image-choice-sm-width] => 247
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Shared_responsibility-3.jpg
[gform-image-choice-md-width] => 329
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Shared_responsibility-3.jpg
[gform-image-choice-lg-width] => 494
[gform-image-choice-lg-height] => 600
)
)
[1] => Array
(
[ID] => 40650
[id] => 40650
[title] => Personal_responsibility.jpg
[filename] => Personal_responsibility-2.jpg
[filesize] => 115440
[url] => https://www.nextafter.com/wp-content/uploads/Personal_responsibility-2.jpg
[link] => https://www.nextafter.com/experiments/how-shared-responsibility-affects-clickthrough-rate-on-a-facebook-ad/attachment/personal_responsibility-jpg-5/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => personal_responsibility-jpg-5
[status] => inherit
[uploaded_to] => 16201
[date] => 2022-10-22 14:29:08
[modified] => 2022-10-22 14:29:08
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 517
[height] => 608
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/Personal_responsibility-2-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Personal_responsibility-2-255x300.jpg
[medium-width] => 255
[medium-height] => 300
[medium_large] => https://www.nextafter.com/wp-content/uploads/Personal_responsibility-2.jpg
[medium_large-width] => 517
[medium_large-height] => 608
[large] => https://www.nextafter.com/wp-content/uploads/Personal_responsibility-2.jpg
[large-width] => 517
[large-height] => 608
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Personal_responsibility-2.jpg
[1536x1536-width] => 517
[1536x1536-height] => 608
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Personal_responsibility-2.jpg
[2048x2048-width] => 517
[2048x2048-height] => 608
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Personal_responsibility-2.jpg
[tp-image-grid-width] => 517
[tp-image-grid-height] => 608
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Personal_responsibility-2-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Personal_responsibility-2-43x50.jpg
[admin-width] => 43
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/Personal_responsibility-2.jpg
[full-width] => 517
[full-height] => 608
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Personal_responsibility-2-372x437.jpg
[thumb_372-width] => 372
[thumb_372-height] => 437
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Personal_responsibility-2.jpg
[single_post_thumbnail-width] => 517
[single_post_thumbnail-height] => 608
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Personal_responsibility-2-27x32.jpg
[thumb_32_32-width] => 27
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Personal_responsibility-2-41x48.jpg
[thumb_48_48-width] => 41
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Personal_responsibility-2-54x64.jpg
[thumb_64_64-width] => 54
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Personal_responsibility-2-109x128.jpg
[thumb_128_128-width] => 109
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Personal_responsibility-2-57x67.jpg
[thumb_122_67-width] => 57
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Personal_responsibility-2-130x153.jpg
[thumb_153_153-width] => 130
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Personal_responsibility-2-130x153.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 153
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Personal_responsibility-2-151x177.jpg
[thumb_232_177-width] => 151
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Personal_responsibility-2.jpg
[thumb_272_325-width] => 517
[thumb_272_325-height] => 608
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Personal_responsibility-2-271x319.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 319
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Personal_responsibility-2-230x271.jpg
[thumb_271_271-width] => 230
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Personal_responsibility-2-146x172.jpg
[thumb_272_172-width] => 146
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Personal_responsibility-2-372x437.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 437
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Personal_responsibility-2-372x437.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 437
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Personal_responsibility-2-230x270.jpg
[thumb_385_270-width] => 230
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Personal_responsibility-2-205x241.jpg
[thumb_416_241-width] => 205
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Personal_responsibility-2-349x410.jpg
[thumb_448_410-width] => 349
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Personal_responsibility-2.jpg
[thumb_448_410_retina-width] => 517
[thumb_448_410_retina-height] => 608
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Personal_responsibility-2-325x382.jpg
[thumb_574_382-width] => 325
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Personal_responsibility-2-336x395.jpg
[thumb_776_395-width] => 336
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Personal_responsibility-2.jpg
[gform-image-choice-sm-width] => 255
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Personal_responsibility-2.jpg
[gform-image-choice-md-width] => 340
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Personal_responsibility-2.jpg
[gform-image-choice-lg-width] => 510
[gform-image-choice-lg-height] => 600
)
)
)
T1: Personal responsibility
Array
(
[0] => Array
(
[ID] => 40648
[id] => 40648
[title] => Shared_responsibility.jpg
[filename] => Shared_responsibility-3.jpg
[filesize] => 114142
[url] => https://www.nextafter.com/wp-content/uploads/Shared_responsibility-3.jpg
[link] => https://www.nextafter.com/experiments/how-shared-responsibility-affects-clickthrough-rate-on-a-facebook-ad/attachment/shared_responsibility-jpg-5/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => shared_responsibility-jpg-5
[status] => inherit
[uploaded_to] => 16201
[date] => 2022-10-22 14:28:50
[modified] => 2022-10-22 14:28:50
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 512
[height] => 622
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/Shared_responsibility-3-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Shared_responsibility-3-247x300.jpg
[medium-width] => 247
[medium-height] => 300
[medium_large] => https://www.nextafter.com/wp-content/uploads/Shared_responsibility-3.jpg
[medium_large-width] => 512
[medium_large-height] => 622
[large] => https://www.nextafter.com/wp-content/uploads/Shared_responsibility-3.jpg
[large-width] => 512
[large-height] => 622
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Shared_responsibility-3.jpg
[1536x1536-width] => 512
[1536x1536-height] => 622
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Shared_responsibility-3.jpg
[2048x2048-width] => 512
[2048x2048-height] => 622
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Shared_responsibility-3.jpg
[tp-image-grid-width] => 512
[tp-image-grid-height] => 622
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Shared_responsibility-3-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Shared_responsibility-3-41x50.jpg
[admin-width] => 41
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/Shared_responsibility-3.jpg
[full-width] => 512
[full-height] => 622
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Shared_responsibility-3-372x452.jpg
[thumb_372-width] => 372
[thumb_372-height] => 452
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Shared_responsibility-3.jpg
[single_post_thumbnail-width] => 512
[single_post_thumbnail-height] => 622
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Shared_responsibility-3-26x32.jpg
[thumb_32_32-width] => 26
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Shared_responsibility-3-40x48.jpg
[thumb_48_48-width] => 40
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Shared_responsibility-3-53x64.jpg
[thumb_64_64-width] => 53
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Shared_responsibility-3-105x128.jpg
[thumb_128_128-width] => 105
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Shared_responsibility-3-55x67.jpg
[thumb_122_67-width] => 55
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Shared_responsibility-3-126x153.jpg
[thumb_153_153-width] => 126
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Shared_responsibility-3-130x158.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 158
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Shared_responsibility-3-146x177.jpg
[thumb_232_177-width] => 146
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Shared_responsibility-3.jpg
[thumb_272_325-width] => 512
[thumb_272_325-height] => 622
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Shared_responsibility-3-271x329.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 329
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Shared_responsibility-3-223x271.jpg
[thumb_271_271-width] => 223
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Shared_responsibility-3-142x172.jpg
[thumb_272_172-width] => 142
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Shared_responsibility-3-372x452.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 452
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Shared_responsibility-3-372x452.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 452
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Shared_responsibility-3-222x270.jpg
[thumb_385_270-width] => 222
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Shared_responsibility-3-198x241.jpg
[thumb_416_241-width] => 198
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Shared_responsibility-3-337x410.jpg
[thumb_448_410-width] => 337
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Shared_responsibility-3.jpg
[thumb_448_410_retina-width] => 512
[thumb_448_410_retina-height] => 622
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Shared_responsibility-3-314x382.jpg
[thumb_574_382-width] => 314
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Shared_responsibility-3-325x395.jpg
[thumb_776_395-width] => 325
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Shared_responsibility-3.jpg
[gform-image-choice-sm-width] => 247
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Shared_responsibility-3.jpg
[gform-image-choice-md-width] => 329
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Shared_responsibility-3.jpg
[gform-image-choice-lg-width] => 494
[gform-image-choice-lg-height] => 600
)
)
[1] => Array
(
[ID] => 40650
[id] => 40650
[title] => Personal_responsibility.jpg
[filename] => Personal_responsibility-2.jpg
[filesize] => 115440
[url] => https://www.nextafter.com/wp-content/uploads/Personal_responsibility-2.jpg
[link] => https://www.nextafter.com/experiments/how-shared-responsibility-affects-clickthrough-rate-on-a-facebook-ad/attachment/personal_responsibility-jpg-5/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => personal_responsibility-jpg-5
[status] => inherit
[uploaded_to] => 16201
[date] => 2022-10-22 14:29:08
[modified] => 2022-10-22 14:29:08
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 517
[height] => 608
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/Personal_responsibility-2-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Personal_responsibility-2-255x300.jpg
[medium-width] => 255
[medium-height] => 300
[medium_large] => https://www.nextafter.com/wp-content/uploads/Personal_responsibility-2.jpg
[medium_large-width] => 517
[medium_large-height] => 608
[large] => https://www.nextafter.com/wp-content/uploads/Personal_responsibility-2.jpg
[large-width] => 517
[large-height] => 608
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Personal_responsibility-2.jpg
[1536x1536-width] => 517
[1536x1536-height] => 608
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Personal_responsibility-2.jpg
[2048x2048-width] => 517
[2048x2048-height] => 608
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Personal_responsibility-2.jpg
[tp-image-grid-width] => 517
[tp-image-grid-height] => 608
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Personal_responsibility-2-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Personal_responsibility-2-43x50.jpg
[admin-width] => 43
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/Personal_responsibility-2.jpg
[full-width] => 517
[full-height] => 608
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Personal_responsibility-2-372x437.jpg
[thumb_372-width] => 372
[thumb_372-height] => 437
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Personal_responsibility-2.jpg
[single_post_thumbnail-width] => 517
[single_post_thumbnail-height] => 608
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Personal_responsibility-2-27x32.jpg
[thumb_32_32-width] => 27
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Personal_responsibility-2-41x48.jpg
[thumb_48_48-width] => 41
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Personal_responsibility-2-54x64.jpg
[thumb_64_64-width] => 54
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Personal_responsibility-2-109x128.jpg
[thumb_128_128-width] => 109
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Personal_responsibility-2-57x67.jpg
[thumb_122_67-width] => 57
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Personal_responsibility-2-130x153.jpg
[thumb_153_153-width] => 130
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Personal_responsibility-2-130x153.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 153
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Personal_responsibility-2-151x177.jpg
[thumb_232_177-width] => 151
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Personal_responsibility-2.jpg
[thumb_272_325-width] => 517
[thumb_272_325-height] => 608
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Personal_responsibility-2-271x319.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 319
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Personal_responsibility-2-230x271.jpg
[thumb_271_271-width] => 230
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Personal_responsibility-2-146x172.jpg
[thumb_272_172-width] => 146
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Personal_responsibility-2-372x437.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 437
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Personal_responsibility-2-372x437.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 437
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Personal_responsibility-2-230x270.jpg
[thumb_385_270-width] => 230
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Personal_responsibility-2-205x241.jpg
[thumb_416_241-width] => 205
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Personal_responsibility-2-349x410.jpg
[thumb_448_410-width] => 349
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Personal_responsibility-2.jpg
[thumb_448_410_retina-width] => 517
[thumb_448_410_retina-height] => 608
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Personal_responsibility-2-325x382.jpg
[thumb_574_382-width] => 325
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Personal_responsibility-2-336x395.jpg
[thumb_776_395-width] => 336
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Personal_responsibility-2.jpg
[gform-image-choice-sm-width] => 255
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Personal_responsibility-2.jpg
[gform-image-choice-md-width] => 340
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Personal_responsibility-2.jpg
[gform-image-choice-lg-width] => 510
[gform-image-choice-lg-height] => 600
)
)
)
Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Shared responsibility | 2.3% | ||
| T1: | Personal responsibility | 2.9% | 25.0% | 99.4% |
This experiment has a required sample size of 6,231 in order to be valid. Since the experiment had a total sample size of 47,725, 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:
25.0% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
The second ad, which removed the "shared responsibility" sentence from the copy produced a 25% increase in clickthrough rate, which led to a large increase in both names acquired and donations. A single sentence might not presume to have so much impact, but considering the audience, personal responsibility is a big motivator. This learning can be used in future offers to optimize results.