Hillsdale College

How social pressure in the copy affects change in conversions

Experiment ID: #5850

Hillsdale College

Experiment Summary

Timeframe: 04/19/2018 - 04/25/2018

This experiment was tested on Hillsdale College’s online course page. They wanted to know if copy that pressured the reader to engage would perform better than the more encouraging treatment, which asked the reader to enhance what they already know. The control makes the reader feel like they need to be better or face ridicule, while the treatment encourages the reader. The hypothesis was that the more direct language would pressure the reader to make the conversion.

Research Question

Does pressuring rather than encouraging someone to improve their knowledge cause a change in conversions?

Design

C: Version A
Array ( [0] => Array ( [ID] => 15578 [id] => 15578 [title] => Version_A-3.jpg [filename] => Version_A-3.jpg [filesize] => 0 [url] => https://www.nextafter.com/wp-content/uploads/Version_A-3.jpg [link] => https://www.nextafter.com/experiments/how-social-pressure-in-the-copy-affects-change-in-conversions/attachment/version_a-3-jpg/ [alt] => [author] => 1 [description] => [caption] => [name] => version_a-3-jpg [status] => inherit [uploaded_to] => 15577 [date] => 2021-02-25 10:06:34 [modified] => 2021-02-25 10:06:34 [menu_order] => 0 [mime_type] => image/jpeg [type] => image [subtype] => jpeg [icon] => https://www.nextafter.com/wp-includes/images/media/default.png [width] => 1203 [height] => 1354 [sizes] => Array ( [thumbnail] => https://www.nextafter.com/wp-content/uploads/Version_A-3-150x150.jpg [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://www.nextafter.com/wp-content/uploads/Version_A-3-267x300.jpg [medium-width] => 267 [medium-height] => 300 [medium_large] => https://www.nextafter.com/wp-content/uploads/Version_A-3-768x864.jpg [medium_large-width] => 640 [medium_large-height] => 720 [large] => https://www.nextafter.com/wp-content/uploads/Version_A-3-910x1024.jpg [large-width] => 640 [large-height] => 720 [1536x1536] => https://www.nextafter.com/wp-content/uploads/Version_A-3.jpg [1536x1536-width] => 1203 [1536x1536-height] => 1354 [2048x2048] => https://www.nextafter.com/wp-content/uploads/Version_A-3.jpg [2048x2048-width] => 1203 [2048x2048-height] => 1354 [tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Version_A-3.jpg [tp-image-grid-width] => 622 [tp-image-grid-height] => 700 [post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Version_A-3-150x150.jpg [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://www.nextafter.com/wp-content/uploads/Version_A-3-44x50.jpg [admin-width] => 44 [admin-height] => 50 [full] => https://www.nextafter.com/wp-content/uploads/Version_A-3.jpg [full-width] => 1203 [full-height] => 1354 [thumb_372] => https://www.nextafter.com/wp-content/uploads/Version_A-3-372x419.jpg [thumb_372-width] => 372 [thumb_372-height] => 419 [single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Version_A-3-555x625.jpg [single_post_thumbnail-width] => 555 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Version_A-3-28x32.jpg [thumb_32_32-width] => 28 [thumb_32_32-height] => 32 [thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Version_A-3-43x48.jpg [thumb_48_48-width] => 43 [thumb_48_48-height] => 48 [thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Version_A-3-57x64.jpg [thumb_64_64-width] => 57 [thumb_64_64-height] => 64 [thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Version_A-3-114x128.jpg [thumb_128_128-width] => 114 [thumb_128_128-height] => 128 [thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Version_A-3-60x67.jpg [thumb_122_67-width] => 60 [thumb_122_67-height] => 67 [thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Version_A-3-136x153.jpg [thumb_153_153-width] => 136 [thumb_153_153-height] => 153 [thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Version_A-3-130x146.jpg [thumb_130_163-width] => 130 [thumb_130_163-height] => 146 [thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Version_A-3-157x177.jpg [thumb_232_177-width] => 157 [thumb_232_177-height] => 177 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Version_A-3-544x612.jpg [thumb_272_325-width] => 544 [thumb_272_325-height] => 612 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Version_A-3-271x305.jpg [thumb_271_346-width] => 271 [thumb_271_346-height] => 305 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Version_A-3-241x271.jpg [thumb_271_271-width] => 241 [thumb_271_271-height] => 271 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Version_A-3-153x172.jpg [thumb_272_172-width] => 153 [thumb_272_172-height] => 172 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Version_A-3-372x419.jpg [thumb_372_461-width] => 372 [thumb_372_461-height] => 419 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Version_A-3-372x419.jpg [thumb_372_500-width] => 372 [thumb_372_500-height] => 419 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Version_A-3-240x270.jpg [thumb_385_270-width] => 240 [thumb_385_270-height] => 270 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Version_A-3-214x241.jpg [thumb_416_241-width] => 214 [thumb_416_241-height] => 241 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Version_A-3-364x410.jpg [thumb_448_410-width] => 364 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Version_A-3-729x820.jpg [thumb_448_410_retina-width] => 729 [thumb_448_410_retina-height] => 820 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Version_A-3-339x382.jpg [thumb_574_382-width] => 339 [thumb_574_382-height] => 382 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Version_A-3-351x395.jpg [thumb_776_395-width] => 351 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Version_A-3.jpg [gform-image-choice-sm-width] => 267 [gform-image-choice-sm-height] => 300 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Version_A-3.jpg [gform-image-choice-md-width] => 355 [gform-image-choice-md-height] => 400 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Version_A-3.jpg [gform-image-choice-lg-width] => 533 [gform-image-choice-lg-height] => 600 ) ) [1] => Array ( [ID] => 15579 [id] => 15579 [title] => Version_B-3.jpg [filename] => Version_B-3.jpg [filesize] => 0 [url] => https://www.nextafter.com/wp-content/uploads/Version_B-3.jpg [link] => https://www.nextafter.com/experiments/how-social-pressure-in-the-copy-affects-change-in-conversions/attachment/version_b-3-jpg/ [alt] => [author] => 1 [description] => [caption] => [name] => version_b-3-jpg [status] => inherit [uploaded_to] => 15577 [date] => 2021-02-25 10:06:44 [modified] => 2021-02-25 10:06:44 [menu_order] => 0 [mime_type] => image/jpeg [type] => image [subtype] => jpeg [icon] => https://www.nextafter.com/wp-includes/images/media/default.png [width] => 1208 [height] => 1323 [sizes] => Array ( [thumbnail] => https://www.nextafter.com/wp-content/uploads/Version_B-3-150x150.jpg [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://www.nextafter.com/wp-content/uploads/Version_B-3-274x300.jpg [medium-width] => 274 [medium-height] => 300 [medium_large] => https://www.nextafter.com/wp-content/uploads/Version_B-3-768x841.jpg [medium_large-width] => 640 [medium_large-height] => 701 [large] => https://www.nextafter.com/wp-content/uploads/Version_B-3-935x1024.jpg [large-width] => 640 [large-height] => 701 [1536x1536] => https://www.nextafter.com/wp-content/uploads/Version_B-3.jpg [1536x1536-width] => 1208 [1536x1536-height] => 1323 [2048x2048] => https://www.nextafter.com/wp-content/uploads/Version_B-3.jpg [2048x2048-width] => 1208 [2048x2048-height] => 1323 [tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Version_B-3.jpg [tp-image-grid-width] => 639 [tp-image-grid-height] => 700 [post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Version_B-3-150x150.jpg [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://www.nextafter.com/wp-content/uploads/Version_B-3-46x50.jpg [admin-width] => 46 [admin-height] => 50 [full] => https://www.nextafter.com/wp-content/uploads/Version_B-3.jpg [full-width] => 1208 [full-height] => 1323 [thumb_372] => https://www.nextafter.com/wp-content/uploads/Version_B-3-372x407.jpg [thumb_372-width] => 372 [thumb_372-height] => 407 [single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Version_B-3-571x625.jpg [single_post_thumbnail-width] => 571 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Version_B-3-29x32.jpg [thumb_32_32-width] => 29 [thumb_32_32-height] => 32 [thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Version_B-3-44x48.jpg [thumb_48_48-width] => 44 [thumb_48_48-height] => 48 [thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Version_B-3-58x64.jpg [thumb_64_64-width] => 58 [thumb_64_64-height] => 64 [thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Version_B-3-117x128.jpg [thumb_128_128-width] => 117 [thumb_128_128-height] => 128 [thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Version_B-3-61x67.jpg [thumb_122_67-width] => 61 [thumb_122_67-height] => 67 [thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Version_B-3-140x153.jpg [thumb_153_153-width] => 140 [thumb_153_153-height] => 153 [thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Version_B-3-130x142.jpg [thumb_130_163-width] => 130 [thumb_130_163-height] => 142 [thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Version_B-3-162x177.jpg [thumb_232_177-width] => 162 [thumb_232_177-height] => 177 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Version_B-3-544x596.jpg [thumb_272_325-width] => 544 [thumb_272_325-height] => 596 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Version_B-3-271x297.jpg [thumb_271_346-width] => 271 [thumb_271_346-height] => 297 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Version_B-3-247x271.jpg [thumb_271_271-width] => 247 [thumb_271_271-height] => 271 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Version_B-3-157x172.jpg [thumb_272_172-width] => 157 [thumb_272_172-height] => 172 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Version_B-3-372x407.jpg [thumb_372_461-width] => 372 [thumb_372_461-height] => 407 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Version_B-3-372x407.jpg [thumb_372_500-width] => 372 [thumb_372_500-height] => 407 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Version_B-3-247x270.jpg [thumb_385_270-width] => 247 [thumb_385_270-height] => 270 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Version_B-3-220x241.jpg [thumb_416_241-width] => 220 [thumb_416_241-height] => 241 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Version_B-3-374x410.jpg [thumb_448_410-width] => 374 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Version_B-3-749x820.jpg [thumb_448_410_retina-width] => 749 [thumb_448_410_retina-height] => 820 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Version_B-3-349x382.jpg [thumb_574_382-width] => 349 [thumb_574_382-height] => 382 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Version_B-3-361x395.jpg [thumb_776_395-width] => 361 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Version_B-3.jpg [gform-image-choice-sm-width] => 274 [gform-image-choice-sm-height] => 300 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Version_B-3.jpg [gform-image-choice-md-width] => 365 [gform-image-choice-md-height] => 400 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Version_B-3.jpg [gform-image-choice-lg-width] => 548 [gform-image-choice-lg-height] => 600 ) ) )
T1: Version B
Array ( [0] => Array ( [ID] => 15578 [id] => 15578 [title] => Version_A-3.jpg [filename] => Version_A-3.jpg [filesize] => 0 [url] => https://www.nextafter.com/wp-content/uploads/Version_A-3.jpg [link] => https://www.nextafter.com/experiments/how-social-pressure-in-the-copy-affects-change-in-conversions/attachment/version_a-3-jpg/ [alt] => [author] => 1 [description] => [caption] => [name] => version_a-3-jpg [status] => inherit [uploaded_to] => 15577 [date] => 2021-02-25 10:06:34 [modified] => 2021-02-25 10:06:34 [menu_order] => 0 [mime_type] => image/jpeg [type] => image [subtype] => jpeg [icon] => https://www.nextafter.com/wp-includes/images/media/default.png [width] => 1203 [height] => 1354 [sizes] => Array ( [thumbnail] => https://www.nextafter.com/wp-content/uploads/Version_A-3-150x150.jpg [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://www.nextafter.com/wp-content/uploads/Version_A-3-267x300.jpg [medium-width] => 267 [medium-height] => 300 [medium_large] => https://www.nextafter.com/wp-content/uploads/Version_A-3-768x864.jpg [medium_large-width] => 640 [medium_large-height] => 720 [large] => https://www.nextafter.com/wp-content/uploads/Version_A-3-910x1024.jpg [large-width] => 640 [large-height] => 720 [1536x1536] => https://www.nextafter.com/wp-content/uploads/Version_A-3.jpg [1536x1536-width] => 1203 [1536x1536-height] => 1354 [2048x2048] => https://www.nextafter.com/wp-content/uploads/Version_A-3.jpg [2048x2048-width] => 1203 [2048x2048-height] => 1354 [tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Version_A-3.jpg [tp-image-grid-width] => 622 [tp-image-grid-height] => 700 [post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Version_A-3-150x150.jpg [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://www.nextafter.com/wp-content/uploads/Version_A-3-44x50.jpg [admin-width] => 44 [admin-height] => 50 [full] => https://www.nextafter.com/wp-content/uploads/Version_A-3.jpg [full-width] => 1203 [full-height] => 1354 [thumb_372] => https://www.nextafter.com/wp-content/uploads/Version_A-3-372x419.jpg [thumb_372-width] => 372 [thumb_372-height] => 419 [single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Version_A-3-555x625.jpg [single_post_thumbnail-width] => 555 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Version_A-3-28x32.jpg [thumb_32_32-width] => 28 [thumb_32_32-height] => 32 [thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Version_A-3-43x48.jpg [thumb_48_48-width] => 43 [thumb_48_48-height] => 48 [thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Version_A-3-57x64.jpg [thumb_64_64-width] => 57 [thumb_64_64-height] => 64 [thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Version_A-3-114x128.jpg [thumb_128_128-width] => 114 [thumb_128_128-height] => 128 [thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Version_A-3-60x67.jpg [thumb_122_67-width] => 60 [thumb_122_67-height] => 67 [thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Version_A-3-136x153.jpg [thumb_153_153-width] => 136 [thumb_153_153-height] => 153 [thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Version_A-3-130x146.jpg [thumb_130_163-width] => 130 [thumb_130_163-height] => 146 [thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Version_A-3-157x177.jpg [thumb_232_177-width] => 157 [thumb_232_177-height] => 177 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Version_A-3-544x612.jpg [thumb_272_325-width] => 544 [thumb_272_325-height] => 612 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Version_A-3-271x305.jpg [thumb_271_346-width] => 271 [thumb_271_346-height] => 305 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Version_A-3-241x271.jpg [thumb_271_271-width] => 241 [thumb_271_271-height] => 271 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Version_A-3-153x172.jpg [thumb_272_172-width] => 153 [thumb_272_172-height] => 172 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Version_A-3-372x419.jpg [thumb_372_461-width] => 372 [thumb_372_461-height] => 419 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Version_A-3-372x419.jpg [thumb_372_500-width] => 372 [thumb_372_500-height] => 419 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Version_A-3-240x270.jpg [thumb_385_270-width] => 240 [thumb_385_270-height] => 270 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Version_A-3-214x241.jpg [thumb_416_241-width] => 214 [thumb_416_241-height] => 241 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Version_A-3-364x410.jpg [thumb_448_410-width] => 364 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Version_A-3-729x820.jpg [thumb_448_410_retina-width] => 729 [thumb_448_410_retina-height] => 820 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Version_A-3-339x382.jpg [thumb_574_382-width] => 339 [thumb_574_382-height] => 382 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Version_A-3-351x395.jpg [thumb_776_395-width] => 351 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Version_A-3.jpg [gform-image-choice-sm-width] => 267 [gform-image-choice-sm-height] => 300 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Version_A-3.jpg [gform-image-choice-md-width] => 355 [gform-image-choice-md-height] => 400 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Version_A-3.jpg [gform-image-choice-lg-width] => 533 [gform-image-choice-lg-height] => 600 ) ) [1] => Array ( [ID] => 15579 [id] => 15579 [title] => Version_B-3.jpg [filename] => Version_B-3.jpg [filesize] => 0 [url] => https://www.nextafter.com/wp-content/uploads/Version_B-3.jpg [link] => https://www.nextafter.com/experiments/how-social-pressure-in-the-copy-affects-change-in-conversions/attachment/version_b-3-jpg/ [alt] => [author] => 1 [description] => [caption] => [name] => version_b-3-jpg [status] => inherit [uploaded_to] => 15577 [date] => 2021-02-25 10:06:44 [modified] => 2021-02-25 10:06:44 [menu_order] => 0 [mime_type] => image/jpeg [type] => image [subtype] => jpeg [icon] => https://www.nextafter.com/wp-includes/images/media/default.png [width] => 1208 [height] => 1323 [sizes] => Array ( [thumbnail] => https://www.nextafter.com/wp-content/uploads/Version_B-3-150x150.jpg [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://www.nextafter.com/wp-content/uploads/Version_B-3-274x300.jpg [medium-width] => 274 [medium-height] => 300 [medium_large] => https://www.nextafter.com/wp-content/uploads/Version_B-3-768x841.jpg [medium_large-width] => 640 [medium_large-height] => 701 [large] => https://www.nextafter.com/wp-content/uploads/Version_B-3-935x1024.jpg [large-width] => 640 [large-height] => 701 [1536x1536] => https://www.nextafter.com/wp-content/uploads/Version_B-3.jpg [1536x1536-width] => 1208 [1536x1536-height] => 1323 [2048x2048] => https://www.nextafter.com/wp-content/uploads/Version_B-3.jpg [2048x2048-width] => 1208 [2048x2048-height] => 1323 [tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Version_B-3.jpg [tp-image-grid-width] => 639 [tp-image-grid-height] => 700 [post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Version_B-3-150x150.jpg [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://www.nextafter.com/wp-content/uploads/Version_B-3-46x50.jpg [admin-width] => 46 [admin-height] => 50 [full] => https://www.nextafter.com/wp-content/uploads/Version_B-3.jpg [full-width] => 1208 [full-height] => 1323 [thumb_372] => https://www.nextafter.com/wp-content/uploads/Version_B-3-372x407.jpg [thumb_372-width] => 372 [thumb_372-height] => 407 [single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Version_B-3-571x625.jpg [single_post_thumbnail-width] => 571 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Version_B-3-29x32.jpg [thumb_32_32-width] => 29 [thumb_32_32-height] => 32 [thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Version_B-3-44x48.jpg [thumb_48_48-width] => 44 [thumb_48_48-height] => 48 [thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Version_B-3-58x64.jpg [thumb_64_64-width] => 58 [thumb_64_64-height] => 64 [thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Version_B-3-117x128.jpg [thumb_128_128-width] => 117 [thumb_128_128-height] => 128 [thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Version_B-3-61x67.jpg [thumb_122_67-width] => 61 [thumb_122_67-height] => 67 [thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Version_B-3-140x153.jpg [thumb_153_153-width] => 140 [thumb_153_153-height] => 153 [thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Version_B-3-130x142.jpg [thumb_130_163-width] => 130 [thumb_130_163-height] => 142 [thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Version_B-3-162x177.jpg [thumb_232_177-width] => 162 [thumb_232_177-height] => 177 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Version_B-3-544x596.jpg [thumb_272_325-width] => 544 [thumb_272_325-height] => 596 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Version_B-3-271x297.jpg [thumb_271_346-width] => 271 [thumb_271_346-height] => 297 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Version_B-3-247x271.jpg [thumb_271_271-width] => 247 [thumb_271_271-height] => 271 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Version_B-3-157x172.jpg [thumb_272_172-width] => 157 [thumb_272_172-height] => 172 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Version_B-3-372x407.jpg [thumb_372_461-width] => 372 [thumb_372_461-height] => 407 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Version_B-3-372x407.jpg [thumb_372_500-width] => 372 [thumb_372_500-height] => 407 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Version_B-3-247x270.jpg [thumb_385_270-width] => 247 [thumb_385_270-height] => 270 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Version_B-3-220x241.jpg [thumb_416_241-width] => 220 [thumb_416_241-height] => 241 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Version_B-3-374x410.jpg [thumb_448_410-width] => 374 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Version_B-3-749x820.jpg [thumb_448_410_retina-width] => 749 [thumb_448_410_retina-height] => 820 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Version_B-3-349x382.jpg [thumb_574_382-width] => 349 [thumb_574_382-height] => 382 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Version_B-3-361x395.jpg [thumb_776_395-width] => 361 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Version_B-3.jpg [gform-image-choice-sm-width] => 274 [gform-image-choice-sm-height] => 300 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Version_B-3.jpg [gform-image-choice-md-width] => 365 [gform-image-choice-md-height] => 400 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Version_B-3.jpg [gform-image-choice-lg-width] => 548 [gform-image-choice-lg-height] => 600 ) ) )

Results

  Treatment Name Click Rate Relative Difference Confidence
C: Version A 0.52%
T1: Version B 0.57% 9.1% 84.7%

This experiment has a required sample size of 185,104 in order to be valid. Since the experiment had a total sample size of 197,184, and the level of confidence is not above 95% the experiment results are not valid.

Key Learnings

The copy that applied more pressure to the reader saw a .52% click rate while the more encouraging copy saw a .57% click rate. Since there was no statistically significant difference in results, we can conclude that the more direct copy had no change in conversion results.


Experiment Documented by NextAfter

Question about experiment #5850

If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.