How updating the copy and design of a landing page effects email conversion rate
Experiment ID: #64014
Luther Seminary
Experiment Summary
Timeframe: 06/14/2021 - 07/04/2021
With this experiment, we are testing Luther Seminary’s daily devotional called GodPause. This was a radical redesign where we tested removing the header tabs, footer tabs, added the same image we used on the Facebook ad, shortened the form field length, as well as updated the copy on the page. With the copy changes, we did use the word GodPause as new names don’t know what GodPause is. So we changed the copy to talk more about the use case and benefits of this daily devotional.
Research Question
We believe that a radical redesign for the sign up page will achieve an increase in email conversion rate.
Design
C: Control
Array
(
[0] => Array
(
[ID] => 40128
[id] => 40128
[title] => Control.png
[filename] => Control-3088.png
[filesize] => 651933
[url] => https://www.nextafter.com/wp-content/uploads/Control-3088.png
[link] => https://www.nextafter.com/experiments/how-updating-the-copy-and-design-of-a-landing-page-effects-email-conversion-rate/attachment/control-png-3537/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-png-3537
[status] => inherit
[uploaded_to] => 19849
[date] => 2022-10-21 18:04:22
[modified] => 2022-10-21 18:04:22
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 2880
[height] => 3148
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/Control-3088-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Control-3088-274x300.png
[medium-width] => 274
[medium-height] => 300
[medium_large] => https://www.nextafter.com/wp-content/uploads/Control-3088-768x839.png
[medium_large-width] => 640
[medium_large-height] => 699
[large] => https://www.nextafter.com/wp-content/uploads/Control-3088-937x1024.png
[large-width] => 640
[large-height] => 699
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Control-3088-1405x1536.png
[1536x1536-width] => 1405
[1536x1536-height] => 1536
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Control-3088-1874x2048.png
[2048x2048-width] => 1874
[2048x2048-height] => 2048
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Control-3088.png
[tp-image-grid-width] => 640
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Control-3088-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Control-3088-46x50.png
[admin-width] => 46
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/Control-3088.png
[full-width] => 2880
[full-height] => 3148
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Control-3088-372x407.png
[thumb_372-width] => 372
[thumb_372-height] => 407
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Control-3088-572x625.png
[single_post_thumbnail-width] => 572
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Control-3088-29x32.png
[thumb_32_32-width] => 29
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Control-3088-44x48.png
[thumb_48_48-width] => 44
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Control-3088-59x64.png
[thumb_64_64-width] => 59
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Control-3088-117x128.png
[thumb_128_128-width] => 117
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Control-3088-61x67.png
[thumb_122_67-width] => 61
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Control-3088-140x153.png
[thumb_153_153-width] => 140
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Control-3088-130x142.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 142
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Control-3088-162x177.png
[thumb_232_177-width] => 162
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Control-3088-544x595.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 595
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Control-3088-271x296.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 296
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Control-3088-248x271.png
[thumb_271_271-width] => 248
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Control-3088-157x172.png
[thumb_272_172-width] => 157
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Control-3088-372x407.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 407
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Control-3088-372x407.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 407
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Control-3088-247x270.png
[thumb_385_270-width] => 247
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Control-3088-220x241.png
[thumb_416_241-width] => 220
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Control-3088-375x410.png
[thumb_448_410-width] => 375
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Control-3088-750x820.png
[thumb_448_410_retina-width] => 750
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Control-3088-349x382.png
[thumb_574_382-width] => 349
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Control-3088-361x395.png
[thumb_776_395-width] => 361
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Control-3088.png
[gform-image-choice-sm-width] => 274
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Control-3088.png
[gform-image-choice-md-width] => 366
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Control-3088.png
[gform-image-choice-lg-width] => 549
[gform-image-choice-lg-height] => 600
)
)
[1] => Array
(
[ID] => 40132
[id] => 40132
[title] => Radical_Redesign_-_New_Copy.png
[filename] => Radical_Redesign_-_New_Copy-10.png
[filesize] => 697811
[url] => https://www.nextafter.com/wp-content/uploads/Radical_Redesign_-_New_Copy-10.png
[link] => https://www.nextafter.com/experiments/how-updating-the-copy-and-design-of-a-landing-page-effects-email-conversion-rate/attachment/radical_redesign_-_new_copy-png-14/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => radical_redesign_-_new_copy-png-14
[status] => inherit
[uploaded_to] => 19849
[date] => 2022-10-21 18:05:11
[modified] => 2022-10-21 18:05:11
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 2880
[height] => 2160
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/Radical_Redesign_-_New_Copy-10-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Radical_Redesign_-_New_Copy-10-300x225.png
[medium-width] => 300
[medium-height] => 225
[medium_large] => https://www.nextafter.com/wp-content/uploads/Radical_Redesign_-_New_Copy-10-768x576.png
[medium_large-width] => 640
[medium_large-height] => 480
[large] => https://www.nextafter.com/wp-content/uploads/Radical_Redesign_-_New_Copy-10-1024x768.png
[large-width] => 640
[large-height] => 480
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Radical_Redesign_-_New_Copy-10-1536x1152.png
[1536x1536-width] => 1536
[1536x1536-height] => 1152
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Radical_Redesign_-_New_Copy-10-2048x1536.png
[2048x2048-width] => 2048
[2048x2048-height] => 1536
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Radical_Redesign_-_New_Copy-10.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 525
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Radical_Redesign_-_New_Copy-10-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Radical_Redesign_-_New_Copy-10-50x38.png
[admin-width] => 50
[admin-height] => 38
[full] => https://www.nextafter.com/wp-content/uploads/Radical_Redesign_-_New_Copy-10.png
[full-width] => 2880
[full-height] => 2160
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Radical_Redesign_-_New_Copy-10-372x279.png
[thumb_372-width] => 372
[thumb_372-height] => 279
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Radical_Redesign_-_New_Copy-10-833x625.png
[single_post_thumbnail-width] => 833
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Radical_Redesign_-_New_Copy-10-32x24.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 24
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Radical_Redesign_-_New_Copy-10-48x36.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 36
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Radical_Redesign_-_New_Copy-10-64x48.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 48
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Radical_Redesign_-_New_Copy-10-128x96.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 96
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Radical_Redesign_-_New_Copy-10-89x67.png
[thumb_122_67-width] => 89
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Radical_Redesign_-_New_Copy-10-153x115.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 115
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Radical_Redesign_-_New_Copy-10-130x98.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 98
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Radical_Redesign_-_New_Copy-10-232x174.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 174
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Radical_Redesign_-_New_Copy-10-544x408.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 408
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Radical_Redesign_-_New_Copy-10-271x203.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 203
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Radical_Redesign_-_New_Copy-10-271x203.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 203
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Radical_Redesign_-_New_Copy-10-229x172.png
[thumb_272_172-width] => 229
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Radical_Redesign_-_New_Copy-10-372x279.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 279
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Radical_Redesign_-_New_Copy-10-372x279.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 279
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Radical_Redesign_-_New_Copy-10-360x270.png
[thumb_385_270-width] => 360
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Radical_Redesign_-_New_Copy-10-321x241.png
[thumb_416_241-width] => 321
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Radical_Redesign_-_New_Copy-10-448x336.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 336
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Radical_Redesign_-_New_Copy-10-896x672.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 672
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Radical_Redesign_-_New_Copy-10-509x382.png
[thumb_574_382-width] => 509
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Radical_Redesign_-_New_Copy-10-527x395.png
[thumb_776_395-width] => 527
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Radical_Redesign_-_New_Copy-10.png
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 225
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Radical_Redesign_-_New_Copy-10.png
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 300
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Radical_Redesign_-_New_Copy-10.png
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 450
)
)
)
T1: Radical Redesign - New Copy
Array
(
[0] => Array
(
[ID] => 40128
[id] => 40128
[title] => Control.png
[filename] => Control-3088.png
[filesize] => 651933
[url] => https://www.nextafter.com/wp-content/uploads/Control-3088.png
[link] => https://www.nextafter.com/experiments/how-updating-the-copy-and-design-of-a-landing-page-effects-email-conversion-rate/attachment/control-png-3537/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-png-3537
[status] => inherit
[uploaded_to] => 19849
[date] => 2022-10-21 18:04:22
[modified] => 2022-10-21 18:04:22
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 2880
[height] => 3148
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/Control-3088-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Control-3088-274x300.png
[medium-width] => 274
[medium-height] => 300
[medium_large] => https://www.nextafter.com/wp-content/uploads/Control-3088-768x839.png
[medium_large-width] => 640
[medium_large-height] => 699
[large] => https://www.nextafter.com/wp-content/uploads/Control-3088-937x1024.png
[large-width] => 640
[large-height] => 699
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Control-3088-1405x1536.png
[1536x1536-width] => 1405
[1536x1536-height] => 1536
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Control-3088-1874x2048.png
[2048x2048-width] => 1874
[2048x2048-height] => 2048
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Control-3088.png
[tp-image-grid-width] => 640
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Control-3088-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Control-3088-46x50.png
[admin-width] => 46
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/Control-3088.png
[full-width] => 2880
[full-height] => 3148
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Control-3088-372x407.png
[thumb_372-width] => 372
[thumb_372-height] => 407
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Control-3088-572x625.png
[single_post_thumbnail-width] => 572
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Control-3088-29x32.png
[thumb_32_32-width] => 29
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Control-3088-44x48.png
[thumb_48_48-width] => 44
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Control-3088-59x64.png
[thumb_64_64-width] => 59
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Control-3088-117x128.png
[thumb_128_128-width] => 117
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Control-3088-61x67.png
[thumb_122_67-width] => 61
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Control-3088-140x153.png
[thumb_153_153-width] => 140
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Control-3088-130x142.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 142
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Control-3088-162x177.png
[thumb_232_177-width] => 162
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Control-3088-544x595.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 595
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Control-3088-271x296.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 296
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Control-3088-248x271.png
[thumb_271_271-width] => 248
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Control-3088-157x172.png
[thumb_272_172-width] => 157
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Control-3088-372x407.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 407
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Control-3088-372x407.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 407
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Control-3088-247x270.png
[thumb_385_270-width] => 247
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Control-3088-220x241.png
[thumb_416_241-width] => 220
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Control-3088-375x410.png
[thumb_448_410-width] => 375
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Control-3088-750x820.png
[thumb_448_410_retina-width] => 750
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Control-3088-349x382.png
[thumb_574_382-width] => 349
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Control-3088-361x395.png
[thumb_776_395-width] => 361
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Control-3088.png
[gform-image-choice-sm-width] => 274
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Control-3088.png
[gform-image-choice-md-width] => 366
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Control-3088.png
[gform-image-choice-lg-width] => 549
[gform-image-choice-lg-height] => 600
)
)
[1] => Array
(
[ID] => 40132
[id] => 40132
[title] => Radical_Redesign_-_New_Copy.png
[filename] => Radical_Redesign_-_New_Copy-10.png
[filesize] => 697811
[url] => https://www.nextafter.com/wp-content/uploads/Radical_Redesign_-_New_Copy-10.png
[link] => https://www.nextafter.com/experiments/how-updating-the-copy-and-design-of-a-landing-page-effects-email-conversion-rate/attachment/radical_redesign_-_new_copy-png-14/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => radical_redesign_-_new_copy-png-14
[status] => inherit
[uploaded_to] => 19849
[date] => 2022-10-21 18:05:11
[modified] => 2022-10-21 18:05:11
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 2880
[height] => 2160
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/Radical_Redesign_-_New_Copy-10-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Radical_Redesign_-_New_Copy-10-300x225.png
[medium-width] => 300
[medium-height] => 225
[medium_large] => https://www.nextafter.com/wp-content/uploads/Radical_Redesign_-_New_Copy-10-768x576.png
[medium_large-width] => 640
[medium_large-height] => 480
[large] => https://www.nextafter.com/wp-content/uploads/Radical_Redesign_-_New_Copy-10-1024x768.png
[large-width] => 640
[large-height] => 480
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Radical_Redesign_-_New_Copy-10-1536x1152.png
[1536x1536-width] => 1536
[1536x1536-height] => 1152
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Radical_Redesign_-_New_Copy-10-2048x1536.png
[2048x2048-width] => 2048
[2048x2048-height] => 1536
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Radical_Redesign_-_New_Copy-10.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 525
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Radical_Redesign_-_New_Copy-10-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Radical_Redesign_-_New_Copy-10-50x38.png
[admin-width] => 50
[admin-height] => 38
[full] => https://www.nextafter.com/wp-content/uploads/Radical_Redesign_-_New_Copy-10.png
[full-width] => 2880
[full-height] => 2160
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Radical_Redesign_-_New_Copy-10-372x279.png
[thumb_372-width] => 372
[thumb_372-height] => 279
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Radical_Redesign_-_New_Copy-10-833x625.png
[single_post_thumbnail-width] => 833
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Radical_Redesign_-_New_Copy-10-32x24.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 24
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Radical_Redesign_-_New_Copy-10-48x36.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 36
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Radical_Redesign_-_New_Copy-10-64x48.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 48
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Radical_Redesign_-_New_Copy-10-128x96.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 96
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Radical_Redesign_-_New_Copy-10-89x67.png
[thumb_122_67-width] => 89
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Radical_Redesign_-_New_Copy-10-153x115.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 115
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Radical_Redesign_-_New_Copy-10-130x98.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 98
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Radical_Redesign_-_New_Copy-10-232x174.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 174
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Radical_Redesign_-_New_Copy-10-544x408.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 408
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Radical_Redesign_-_New_Copy-10-271x203.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 203
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Radical_Redesign_-_New_Copy-10-271x203.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 203
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Radical_Redesign_-_New_Copy-10-229x172.png
[thumb_272_172-width] => 229
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Radical_Redesign_-_New_Copy-10-372x279.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 279
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Radical_Redesign_-_New_Copy-10-372x279.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 279
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Radical_Redesign_-_New_Copy-10-360x270.png
[thumb_385_270-width] => 360
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Radical_Redesign_-_New_Copy-10-321x241.png
[thumb_416_241-width] => 321
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Radical_Redesign_-_New_Copy-10-448x336.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 336
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Radical_Redesign_-_New_Copy-10-896x672.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 672
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Radical_Redesign_-_New_Copy-10-509x382.png
[thumb_574_382-width] => 509
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Radical_Redesign_-_New_Copy-10-527x395.png
[thumb_776_395-width] => 527
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Radical_Redesign_-_New_Copy-10.png
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 225
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Radical_Redesign_-_New_Copy-10.png
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 300
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Radical_Redesign_-_New_Copy-10.png
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 450
)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 40.9% | $0.00 | ||
| T1: | Radical Redesign - New Copy | 48.1% | 17.7% | 99.4% | $0.00 |
This experiment has a required sample size of 362 in order to be valid. Since the experiment had a total sample size of 1,409, and the level of confidence is above 95% the experiment results are valid.
Flux Metrics Affected
The Flux Metrics analyze the three primary metrics that affect revenue (traffic, conversion rate, and average gift). This experiment produced the following results:
0% increase in traffic
× 17.7% increase in conversion rate
× 0% increase in average gift
Key Learnings
Since this was a radical redesign we are unable to point to a specific reason for the 17% increase in conversion rate. My hypothesis is that it is a combination of the updated copy as well as removing the header tabs.
[ADD THE FULL EXPERIMENT ANALYSIS HERE]
Notable changes to other metrics due to the experiment:
- Donations experienced a 57.8% decrease with a 91% level of confidence.
Observations of the impact on other visitor segments in the experiment:
- (Other) visitors had a 48.5% increase in email acquisitions with a 98% level of confidence.
- Desktop visitors had a 29.2% increase in email acquisitions with a 100% level of confidence.
- New visitors had a 21.4% increase in email acquisitions with a 100% level of confidence.
- Organic Search visitors had a 33.3% increase in email acquisitions with a 92% level of confidence.
- 45-54 visitors had a 40.5% decrease in email acquisitions with a 92% level of confidence.
- Direct visitors had a 100.0% increase in email acquisitions with a 100% level of confidence.