The Heritage Foundation
How the strength of a headline affects click rate
Experiment ID: #1332
The Heritage Foundation
Experiment Summary
Timeframe: 08/01/2014 - 08/15/2014
As part of the Board Challenge campaign, we ran Facebook advertising targeted at known donors and audiences who matched the profile of a Heritage supporter. The landing page had a quote from a well-known public figure so we were able to use them in the advertisement to help drive traffic. We wanted to discover what messaging approach would allow us to drive the most traffic.
Research Question
Will the more active “challenge” language increase the amount of traffic being driven compared to the more passive “announcement” language?
Design
C: Passive "announcement"
Array
(
[0] => Array
(
[ID] => 38461
[id] => 38461
[title] => Passive_"announcement".png
[filename] => Passive_announcement-4.png
[filesize] => 954356
[url] => https://www.nextafter.com/wp-content/uploads/Passive_announcement-4.png
[link] => https://www.nextafter.com/experiments/how-the-strength-of-a-headline-affects-click-rate/attachment/passive_announcement-png-5/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => passive_announcement-png-5
[status] => inherit
[uploaded_to] => 38460
[date] => 2022-10-19 14:35:47
[modified] => 2022-10-19 14:35:47
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 2448
[height] => 1561
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/Passive_announcement-4-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Passive_announcement-4-300x191.png
[medium-width] => 300
[medium-height] => 191
[medium_large] => https://www.nextafter.com/wp-content/uploads/Passive_announcement-4-768x490.png
[medium_large-width] => 640
[medium_large-height] => 408
[large] => https://www.nextafter.com/wp-content/uploads/Passive_announcement-4-1024x653.png
[large-width] => 640
[large-height] => 408
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Passive_announcement-4-1536x979.png
[1536x1536-width] => 1536
[1536x1536-height] => 979
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Passive_announcement-4-2048x1306.png
[2048x2048-width] => 2048
[2048x2048-height] => 1306
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Passive_announcement-4.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 446
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Passive_announcement-4-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Passive_announcement-4-50x32.png
[admin-width] => 50
[admin-height] => 32
[full] => https://www.nextafter.com/wp-content/uploads/Passive_announcement-4.png
[full-width] => 2448
[full-height] => 1561
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Passive_announcement-4-372x237.png
[thumb_372-width] => 372
[thumb_372-height] => 237
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Passive_announcement-4-980x625.png
[single_post_thumbnail-width] => 980
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Passive_announcement-4-32x20.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 20
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Passive_announcement-4-48x31.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 31
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Passive_announcement-4-64x41.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 41
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Passive_announcement-4-128x82.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 82
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Passive_announcement-4-105x67.png
[thumb_122_67-width] => 105
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Passive_announcement-4-153x98.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 98
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Passive_announcement-4-130x83.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 83
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Passive_announcement-4-232x148.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 148
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Passive_announcement-4-544x347.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 347
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Passive_announcement-4-271x173.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 173
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Passive_announcement-4-271x173.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 173
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Passive_announcement-4-270x172.png
[thumb_272_172-width] => 270
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Passive_announcement-4-372x237.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 237
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Passive_announcement-4-372x237.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 237
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Passive_announcement-4-385x246.png
[thumb_385_270-width] => 385
[thumb_385_270-height] => 246
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Passive_announcement-4-378x241.png
[thumb_416_241-width] => 378
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Passive_announcement-4-448x286.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 286
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Passive_announcement-4-896x571.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 571
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Passive_announcement-4-574x366.png
[thumb_574_382-width] => 574
[thumb_574_382-height] => 366
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Passive_announcement-4-619x395.png
[thumb_776_395-width] => 619
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Passive_announcement-4.png
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 191
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Passive_announcement-4.png
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 255
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Passive_announcement-4.png
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 383
)
)
[1] => Array
(
[ID] => 38468
[id] => 38468
[title] => Active_"challenge".png
[filename] => Active_challenge-4.png
[filesize] => 1164428
[url] => https://www.nextafter.com/wp-content/uploads/Active_challenge-4.png
[link] => https://www.nextafter.com/experiments/how-the-strength-of-a-headline-affects-click-rate/attachment/active_challenge-png-5/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => active_challenge-png-5
[status] => inherit
[uploaded_to] => 38460
[date] => 2022-10-19 14:36:59
[modified] => 2022-10-19 14:36:59
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 2809
[height] => 1800
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/Active_challenge-4-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Active_challenge-4-300x192.png
[medium-width] => 300
[medium-height] => 192
[medium_large] => https://www.nextafter.com/wp-content/uploads/Active_challenge-4-768x492.png
[medium_large-width] => 640
[medium_large-height] => 410
[large] => https://www.nextafter.com/wp-content/uploads/Active_challenge-4-1024x656.png
[large-width] => 640
[large-height] => 410
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Active_challenge-4-1536x984.png
[1536x1536-width] => 1536
[1536x1536-height] => 984
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Active_challenge-4.png
[2048x2048-width] => 2048
[2048x2048-height] => 1312
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Active_challenge-4.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 449
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Active_challenge-4.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 96
[admin] => https://www.nextafter.com/wp-content/uploads/Active_challenge-4.png
[admin-width] => 50
[admin-height] => 32
[full] => https://www.nextafter.com/wp-content/uploads/Active_challenge-4.png
[full-width] => 2809
[full-height] => 1800
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Active_challenge-4.png
[thumb_372-width] => 372
[thumb_372-height] => 238
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Active_challenge-4.png
[single_post_thumbnail-width] => 975
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Active_challenge-4.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 21
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Active_challenge-4.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 31
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Active_challenge-4.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 41
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Active_challenge-4.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 82
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Active_challenge-4.png
[thumb_122_67-width] => 105
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Active_challenge-4.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 98
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Active_challenge-4.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 83
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Active_challenge-4.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 149
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Active_challenge-4.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 349
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Active_challenge-4.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 174
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Active_challenge-4.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 174
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Active_challenge-4.png
[thumb_272_172-width] => 268
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Active_challenge-4.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 238
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Active_challenge-4.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 238
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Active_challenge-4.png
[thumb_385_270-width] => 385
[thumb_385_270-height] => 247
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Active_challenge-4.png
[thumb_416_241-width] => 376
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Active_challenge-4.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 287
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Active_challenge-4.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 574
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Active_challenge-4.png
[thumb_574_382-width] => 574
[thumb_574_382-height] => 368
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Active_challenge-4.png
[thumb_776_395-width] => 616
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Active_challenge-4.png
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 192
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Active_challenge-4.png
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 256
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Active_challenge-4.png
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 384
)
)
)
T1:
Array
(
[0] => Array
(
[ID] => 38461
[id] => 38461
[title] => Passive_"announcement".png
[filename] => Passive_announcement-4.png
[filesize] => 954356
[url] => https://www.nextafter.com/wp-content/uploads/Passive_announcement-4.png
[link] => https://www.nextafter.com/experiments/how-the-strength-of-a-headline-affects-click-rate/attachment/passive_announcement-png-5/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => passive_announcement-png-5
[status] => inherit
[uploaded_to] => 38460
[date] => 2022-10-19 14:35:47
[modified] => 2022-10-19 14:35:47
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 2448
[height] => 1561
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/Passive_announcement-4-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Passive_announcement-4-300x191.png
[medium-width] => 300
[medium-height] => 191
[medium_large] => https://www.nextafter.com/wp-content/uploads/Passive_announcement-4-768x490.png
[medium_large-width] => 640
[medium_large-height] => 408
[large] => https://www.nextafter.com/wp-content/uploads/Passive_announcement-4-1024x653.png
[large-width] => 640
[large-height] => 408
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Passive_announcement-4-1536x979.png
[1536x1536-width] => 1536
[1536x1536-height] => 979
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Passive_announcement-4-2048x1306.png
[2048x2048-width] => 2048
[2048x2048-height] => 1306
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Passive_announcement-4.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 446
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Passive_announcement-4-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Passive_announcement-4-50x32.png
[admin-width] => 50
[admin-height] => 32
[full] => https://www.nextafter.com/wp-content/uploads/Passive_announcement-4.png
[full-width] => 2448
[full-height] => 1561
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Passive_announcement-4-372x237.png
[thumb_372-width] => 372
[thumb_372-height] => 237
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Passive_announcement-4-980x625.png
[single_post_thumbnail-width] => 980
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Passive_announcement-4-32x20.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 20
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Passive_announcement-4-48x31.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 31
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Passive_announcement-4-64x41.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 41
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Passive_announcement-4-128x82.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 82
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Passive_announcement-4-105x67.png
[thumb_122_67-width] => 105
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Passive_announcement-4-153x98.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 98
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Passive_announcement-4-130x83.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 83
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Passive_announcement-4-232x148.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 148
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Passive_announcement-4-544x347.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 347
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Passive_announcement-4-271x173.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 173
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Passive_announcement-4-271x173.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 173
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Passive_announcement-4-270x172.png
[thumb_272_172-width] => 270
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Passive_announcement-4-372x237.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 237
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Passive_announcement-4-372x237.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 237
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Passive_announcement-4-385x246.png
[thumb_385_270-width] => 385
[thumb_385_270-height] => 246
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Passive_announcement-4-378x241.png
[thumb_416_241-width] => 378
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Passive_announcement-4-448x286.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 286
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Passive_announcement-4-896x571.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 571
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Passive_announcement-4-574x366.png
[thumb_574_382-width] => 574
[thumb_574_382-height] => 366
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Passive_announcement-4-619x395.png
[thumb_776_395-width] => 619
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Passive_announcement-4.png
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 191
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Passive_announcement-4.png
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 255
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Passive_announcement-4.png
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 383
)
)
[1] => Array
(
[ID] => 38468
[id] => 38468
[title] => Active_"challenge".png
[filename] => Active_challenge-4.png
[filesize] => 1164428
[url] => https://www.nextafter.com/wp-content/uploads/Active_challenge-4.png
[link] => https://www.nextafter.com/experiments/how-the-strength-of-a-headline-affects-click-rate/attachment/active_challenge-png-5/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => active_challenge-png-5
[status] => inherit
[uploaded_to] => 38460
[date] => 2022-10-19 14:36:59
[modified] => 2022-10-19 14:36:59
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 2809
[height] => 1800
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/Active_challenge-4-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Active_challenge-4-300x192.png
[medium-width] => 300
[medium-height] => 192
[medium_large] => https://www.nextafter.com/wp-content/uploads/Active_challenge-4-768x492.png
[medium_large-width] => 640
[medium_large-height] => 410
[large] => https://www.nextafter.com/wp-content/uploads/Active_challenge-4-1024x656.png
[large-width] => 640
[large-height] => 410
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Active_challenge-4-1536x984.png
[1536x1536-width] => 1536
[1536x1536-height] => 984
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Active_challenge-4.png
[2048x2048-width] => 2048
[2048x2048-height] => 1312
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Active_challenge-4.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 449
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Active_challenge-4.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 96
[admin] => https://www.nextafter.com/wp-content/uploads/Active_challenge-4.png
[admin-width] => 50
[admin-height] => 32
[full] => https://www.nextafter.com/wp-content/uploads/Active_challenge-4.png
[full-width] => 2809
[full-height] => 1800
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Active_challenge-4.png
[thumb_372-width] => 372
[thumb_372-height] => 238
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Active_challenge-4.png
[single_post_thumbnail-width] => 975
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Active_challenge-4.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 21
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Active_challenge-4.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 31
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Active_challenge-4.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 41
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Active_challenge-4.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 82
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Active_challenge-4.png
[thumb_122_67-width] => 105
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Active_challenge-4.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 98
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Active_challenge-4.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 83
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Active_challenge-4.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 149
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Active_challenge-4.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 349
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Active_challenge-4.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 174
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Active_challenge-4.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 174
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Active_challenge-4.png
[thumb_272_172-width] => 268
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Active_challenge-4.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 238
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Active_challenge-4.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 238
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Active_challenge-4.png
[thumb_385_270-width] => 385
[thumb_385_270-height] => 247
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Active_challenge-4.png
[thumb_416_241-width] => 376
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Active_challenge-4.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 287
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Active_challenge-4.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 574
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Active_challenge-4.png
[thumb_574_382-width] => 574
[thumb_574_382-height] => 368
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Active_challenge-4.png
[thumb_776_395-width] => 616
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Active_challenge-4.png
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 192
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Active_challenge-4.png
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 256
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Active_challenge-4.png
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 384
)
)
)
Results
| |
Treatment Name |
Click Rate |
Relative Difference |
Confidence |
| C: |
Passive "announcement"
|
3.6% |
|
|
| T1: |
|
0.00% |
-100.0% |
100.0%
|
This experiment has a required sample size of
205 in order to be valid. Since the experiment had a total sample size of
46,262, 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:
100.0% decrease in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
The "challenge" language captured the interest of those that saw the advertisement. This resulted in a 45% increase to visitors to the landing page.