How the placement of an offer on article pages impacts conversion
Experiment ID: #2452
Focus on the Family
Focus on the Family is a global Christian ministry dedicated to helping families thrive. We provide help and resources for couples to build healthy marriages that reflect God's design, and for parents to raise their children according to morals and values grounded in biblical principles.
Experiment Summary
Timeframe: 11/14/2017 - 11/30/2017
By placing the offer at the end of the article, we were able to increase conversion by 101%! This tells us a couple of things:
1. Placement off an offer on a page matters significantly
2. People are more highly motivated to want/get the offer after they have experienced the full value of the content on the page. The offer acts as a natural next step in the mind of the end-user.
Now that we know where to place offers within article pages to get the highest conversion, we recommend testing the kind of offer we present in that space.
Research Question
Within an article, where is the best placement for an offer to increase conversion?
Design
C: Middle of the Article
Array
(
[0] => Array
(
[ID] => 54078
[id] => 54078
[title] => Middle_of_the_Article.jpg
[filename] => Middle_of_the_Article-6.jpg
[filesize] => 144190
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Middle_of_the_Article-6.jpg
[link] => https://www.nextafter.com/experiments/how-the-placement-of-an-offer-on-article-pages-impacts-conversion/attachment/middle_of_the_article-jpg-10/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => middle_of_the_article-jpg-10
[status] => inherit
[uploaded_to] => 14391
[date] => 2023-08-03 16:18:19
[modified] => 2023-08-03 16:18:19
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 370
[height] => 1400
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Middle_of_the_Article-6-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Middle_of_the_Article-6-79x300.jpg
[medium-width] => 79
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Middle_of_the_Article-6.jpg
[medium_large-width] => 370
[medium_large-height] => 1400
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Middle_of_the_Article-6-271x1024.jpg
[large-width] => 271
[large-height] => 1024
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Middle_of_the_Article-6.jpg
[1536x1536-width] => 370
[1536x1536-height] => 1400
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Middle_of_the_Article-6.jpg
[2048x2048-width] => 370
[2048x2048-height] => 1400
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Middle_of_the_Article-6-370x400.jpg
[ab-block-post-grid-landscape-width] => 370
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Middle_of_the_Article-6-370x600.jpg
[ab-block-post-grid-square-width] => 370
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Middle_of_the_Article-6.jpg
[tp-image-grid-width] => 185
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Middle_of_the_Article-6-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Middle_of_the_Article-6-13x50.jpg
[admin-width] => 13
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Middle_of_the_Article-6.jpg
[full-width] => 370
[full-height] => 1400
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Middle_of_the_Article-6.jpg
[thumb_372-width] => 370
[thumb_372-height] => 1400
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Middle_of_the_Article-6-165x625.jpg
[single_post_thumbnail-width] => 165
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Middle_of_the_Article-6-8x32.jpg
[thumb_32_32-width] => 8
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Middle_of_the_Article-6-13x48.jpg
[thumb_48_48-width] => 13
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Middle_of_the_Article-6-17x64.jpg
[thumb_64_64-width] => 17
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Middle_of_the_Article-6-34x128.jpg
[thumb_128_128-width] => 34
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Middle_of_the_Article-6-18x67.jpg
[thumb_122_67-width] => 18
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Middle_of_the_Article-6-40x153.jpg
[thumb_153_153-width] => 40
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Middle_of_the_Article-6-43x163.jpg
[thumb_130_163-width] => 43
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Middle_of_the_Article-6-47x177.jpg
[thumb_232_177-width] => 47
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Middle_of_the_Article-6-172x650.jpg
[thumb_272_325-width] => 172
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Middle_of_the_Article-6-91x346.jpg
[thumb_271_346-width] => 91
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Middle_of_the_Article-6-72x271.jpg
[thumb_271_271-width] => 72
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Middle_of_the_Article-6-45x172.jpg
[thumb_272_172-width] => 45
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Middle_of_the_Article-6-122x461.jpg
[thumb_372_461-width] => 122
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Middle_of_the_Article-6-132x500.jpg
[thumb_372_500-width] => 132
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Middle_of_the_Article-6-71x270.jpg
[thumb_385_270-width] => 71
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Middle_of_the_Article-6-64x241.jpg
[thumb_416_241-width] => 64
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Middle_of_the_Article-6-108x410.jpg
[thumb_448_410-width] => 108
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Middle_of_the_Article-6-217x820.jpg
[thumb_448_410_retina-width] => 217
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Middle_of_the_Article-6-101x382.jpg
[thumb_574_382-width] => 101
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Middle_of_the_Article-6-104x395.jpg
[thumb_776_395-width] => 104
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 54079
[id] => 54079
[title] => End_of_the_Article.jpg
[filename] => End_of_the_Article-6.jpg
[filesize] => 160892
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/End_of_the_Article-6.jpg
[link] => https://www.nextafter.com/experiments/how-the-placement-of-an-offer-on-article-pages-impacts-conversion/attachment/end_of_the_article-jpg-10/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => end_of_the_article-jpg-10
[status] => inherit
[uploaded_to] => 14391
[date] => 2023-08-03 16:18:27
[modified] => 2023-08-03 16:18:27
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 369
[height] => 1400
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/End_of_the_Article-6-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/End_of_the_Article-6-79x300.jpg
[medium-width] => 79
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/End_of_the_Article-6.jpg
[medium_large-width] => 369
[medium_large-height] => 1400
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/End_of_the_Article-6-270x1024.jpg
[large-width] => 270
[large-height] => 1024
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/End_of_the_Article-6.jpg
[1536x1536-width] => 369
[1536x1536-height] => 1400
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/End_of_the_Article-6.jpg
[2048x2048-width] => 369
[2048x2048-height] => 1400
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/End_of_the_Article-6-369x400.jpg
[ab-block-post-grid-landscape-width] => 369
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/End_of_the_Article-6-369x600.jpg
[ab-block-post-grid-square-width] => 369
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/End_of_the_Article-6.jpg
[tp-image-grid-width] => 185
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/End_of_the_Article-6-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/End_of_the_Article-6-13x50.jpg
[admin-width] => 13
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/End_of_the_Article-6.jpg
[full-width] => 369
[full-height] => 1400
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/End_of_the_Article-6.jpg
[thumb_372-width] => 369
[thumb_372-height] => 1400
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/End_of_the_Article-6-165x625.jpg
[single_post_thumbnail-width] => 165
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/End_of_the_Article-6-8x32.jpg
[thumb_32_32-width] => 8
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/End_of_the_Article-6-13x48.jpg
[thumb_48_48-width] => 13
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/End_of_the_Article-6-17x64.jpg
[thumb_64_64-width] => 17
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/End_of_the_Article-6-34x128.jpg
[thumb_128_128-width] => 34
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/End_of_the_Article-6-18x67.jpg
[thumb_122_67-width] => 18
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/End_of_the_Article-6-40x153.jpg
[thumb_153_153-width] => 40
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/End_of_the_Article-6-43x163.jpg
[thumb_130_163-width] => 43
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/End_of_the_Article-6-47x177.jpg
[thumb_232_177-width] => 47
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/End_of_the_Article-6-171x650.jpg
[thumb_272_325-width] => 171
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/End_of_the_Article-6-91x346.jpg
[thumb_271_346-width] => 91
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/End_of_the_Article-6-71x271.jpg
[thumb_271_271-width] => 71
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/End_of_the_Article-6-45x172.jpg
[thumb_272_172-width] => 45
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/End_of_the_Article-6-122x461.jpg
[thumb_372_461-width] => 122
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/End_of_the_Article-6-132x500.jpg
[thumb_372_500-width] => 132
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/End_of_the_Article-6-71x270.jpg
[thumb_385_270-width] => 71
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/End_of_the_Article-6-64x241.jpg
[thumb_416_241-width] => 64
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/End_of_the_Article-6-108x410.jpg
[thumb_448_410-width] => 108
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/End_of_the_Article-6-216x820.jpg
[thumb_448_410_retina-width] => 216
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/End_of_the_Article-6-101x382.jpg
[thumb_574_382-width] => 101
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/End_of_the_Article-6-104x395.jpg
[thumb_776_395-width] => 104
[thumb_776_395-height] => 395
) ) )
T1: End of the Article
Array
(
[0] => Array
(
[ID] => 54078
[id] => 54078
[title] => Middle_of_the_Article.jpg
[filename] => Middle_of_the_Article-6.jpg
[filesize] => 144190
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Middle_of_the_Article-6.jpg
[link] => https://www.nextafter.com/experiments/how-the-placement-of-an-offer-on-article-pages-impacts-conversion/attachment/middle_of_the_article-jpg-10/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => middle_of_the_article-jpg-10
[status] => inherit
[uploaded_to] => 14391
[date] => 2023-08-03 16:18:19
[modified] => 2023-08-03 16:18:19
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 370
[height] => 1400
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Middle_of_the_Article-6-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Middle_of_the_Article-6-79x300.jpg
[medium-width] => 79
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Middle_of_the_Article-6.jpg
[medium_large-width] => 370
[medium_large-height] => 1400
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Middle_of_the_Article-6-271x1024.jpg
[large-width] => 271
[large-height] => 1024
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Middle_of_the_Article-6.jpg
[1536x1536-width] => 370
[1536x1536-height] => 1400
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Middle_of_the_Article-6.jpg
[2048x2048-width] => 370
[2048x2048-height] => 1400
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Middle_of_the_Article-6-370x400.jpg
[ab-block-post-grid-landscape-width] => 370
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Middle_of_the_Article-6-370x600.jpg
[ab-block-post-grid-square-width] => 370
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Middle_of_the_Article-6.jpg
[tp-image-grid-width] => 185
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Middle_of_the_Article-6-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Middle_of_the_Article-6-13x50.jpg
[admin-width] => 13
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Middle_of_the_Article-6.jpg
[full-width] => 370
[full-height] => 1400
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Middle_of_the_Article-6.jpg
[thumb_372-width] => 370
[thumb_372-height] => 1400
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Middle_of_the_Article-6-165x625.jpg
[single_post_thumbnail-width] => 165
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Middle_of_the_Article-6-8x32.jpg
[thumb_32_32-width] => 8
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Middle_of_the_Article-6-13x48.jpg
[thumb_48_48-width] => 13
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Middle_of_the_Article-6-17x64.jpg
[thumb_64_64-width] => 17
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Middle_of_the_Article-6-34x128.jpg
[thumb_128_128-width] => 34
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Middle_of_the_Article-6-18x67.jpg
[thumb_122_67-width] => 18
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Middle_of_the_Article-6-40x153.jpg
[thumb_153_153-width] => 40
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Middle_of_the_Article-6-43x163.jpg
[thumb_130_163-width] => 43
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Middle_of_the_Article-6-47x177.jpg
[thumb_232_177-width] => 47
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Middle_of_the_Article-6-172x650.jpg
[thumb_272_325-width] => 172
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Middle_of_the_Article-6-91x346.jpg
[thumb_271_346-width] => 91
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Middle_of_the_Article-6-72x271.jpg
[thumb_271_271-width] => 72
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Middle_of_the_Article-6-45x172.jpg
[thumb_272_172-width] => 45
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Middle_of_the_Article-6-122x461.jpg
[thumb_372_461-width] => 122
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Middle_of_the_Article-6-132x500.jpg
[thumb_372_500-width] => 132
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Middle_of_the_Article-6-71x270.jpg
[thumb_385_270-width] => 71
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Middle_of_the_Article-6-64x241.jpg
[thumb_416_241-width] => 64
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Middle_of_the_Article-6-108x410.jpg
[thumb_448_410-width] => 108
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Middle_of_the_Article-6-217x820.jpg
[thumb_448_410_retina-width] => 217
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Middle_of_the_Article-6-101x382.jpg
[thumb_574_382-width] => 101
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Middle_of_the_Article-6-104x395.jpg
[thumb_776_395-width] => 104
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 54079
[id] => 54079
[title] => End_of_the_Article.jpg
[filename] => End_of_the_Article-6.jpg
[filesize] => 160892
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/End_of_the_Article-6.jpg
[link] => https://www.nextafter.com/experiments/how-the-placement-of-an-offer-on-article-pages-impacts-conversion/attachment/end_of_the_article-jpg-10/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => end_of_the_article-jpg-10
[status] => inherit
[uploaded_to] => 14391
[date] => 2023-08-03 16:18:27
[modified] => 2023-08-03 16:18:27
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 369
[height] => 1400
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/End_of_the_Article-6-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/End_of_the_Article-6-79x300.jpg
[medium-width] => 79
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/End_of_the_Article-6.jpg
[medium_large-width] => 369
[medium_large-height] => 1400
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/End_of_the_Article-6-270x1024.jpg
[large-width] => 270
[large-height] => 1024
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/End_of_the_Article-6.jpg
[1536x1536-width] => 369
[1536x1536-height] => 1400
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/End_of_the_Article-6.jpg
[2048x2048-width] => 369
[2048x2048-height] => 1400
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/End_of_the_Article-6-369x400.jpg
[ab-block-post-grid-landscape-width] => 369
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/End_of_the_Article-6-369x600.jpg
[ab-block-post-grid-square-width] => 369
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/End_of_the_Article-6.jpg
[tp-image-grid-width] => 185
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/End_of_the_Article-6-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/End_of_the_Article-6-13x50.jpg
[admin-width] => 13
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/End_of_the_Article-6.jpg
[full-width] => 369
[full-height] => 1400
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/End_of_the_Article-6.jpg
[thumb_372-width] => 369
[thumb_372-height] => 1400
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/End_of_the_Article-6-165x625.jpg
[single_post_thumbnail-width] => 165
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/End_of_the_Article-6-8x32.jpg
[thumb_32_32-width] => 8
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/End_of_the_Article-6-13x48.jpg
[thumb_48_48-width] => 13
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/End_of_the_Article-6-17x64.jpg
[thumb_64_64-width] => 17
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/End_of_the_Article-6-34x128.jpg
[thumb_128_128-width] => 34
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/End_of_the_Article-6-18x67.jpg
[thumb_122_67-width] => 18
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/End_of_the_Article-6-40x153.jpg
[thumb_153_153-width] => 40
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/End_of_the_Article-6-43x163.jpg
[thumb_130_163-width] => 43
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/End_of_the_Article-6-47x177.jpg
[thumb_232_177-width] => 47
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/End_of_the_Article-6-171x650.jpg
[thumb_272_325-width] => 171
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/End_of_the_Article-6-91x346.jpg
[thumb_271_346-width] => 91
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/End_of_the_Article-6-71x271.jpg
[thumb_271_271-width] => 71
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/End_of_the_Article-6-45x172.jpg
[thumb_272_172-width] => 45
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/End_of_the_Article-6-122x461.jpg
[thumb_372_461-width] => 122
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/End_of_the_Article-6-132x500.jpg
[thumb_372_500-width] => 132
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/End_of_the_Article-6-71x270.jpg
[thumb_385_270-width] => 71
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/End_of_the_Article-6-64x241.jpg
[thumb_416_241-width] => 64
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/End_of_the_Article-6-108x410.jpg
[thumb_448_410-width] => 108
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/End_of_the_Article-6-216x820.jpg
[thumb_448_410_retina-width] => 216
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/End_of_the_Article-6-101x382.jpg
[thumb_574_382-width] => 101
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/End_of_the_Article-6-104x395.jpg
[thumb_776_395-width] => 104
[thumb_776_395-height] => 395
) ) )
Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Middle of the Article | 2.2% | ||
| T1: | End of the Article | 4.4% | 101.2% | 100.0% |
This experiment has a required sample size of 498 in order to be valid. Since the experiment had a total sample size of 366,818, 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:
101.2% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
Focus on the Family gets a high volume of traffic on their article pages. In a previous experiment, we tested putting an offer (content or donation) on the article pages to convert that traffic into names and potentially donors for the organization. The content offer was highly successful. For this experiment we built upon those learnings and hypothesized that the placement of the offer may have an impact on conversion. Would an offer in the middle of the page or at the end of the article convert more site visitors? We split the traffic coming to the page to test this and find out.