How using short, “concern”, communal language in a pop-up impacts email conversion
Experiment ID: #56317
Save the Children
Experiment Summary
Timeframe: 03/16/2021 - 03/25/2021
In a continued effort to better understand the motivations of site users and people converting on the forced pop-up on the STC website, we tested communal language again – but this time is was much shorter, used “concern” language, and had a similar tone of the call-to-action. This was tested on both mobile and desktop devices.
Research Question
How will short, “concerned”, communal language impact conversion?
Design
C: SIGN UP TO STAY INFORMED
Array
(
[0] => Array
(
[ID] => 62346
[id] => 62346
[title] => SIGN_UP_TO_STAY_INFORMED.png
[filename] => SIGN_UP_TO_STAY_INFORMED.png
[filesize] => 132068
[url] => https://www.nextafter.com/wp-content/uploads/SIGN_UP_TO_STAY_INFORMED.png
[link] => https://www.nextafter.com/experiments/how-using-short-concern-communal-language-in-a-pop-up-impacts-email-conversion/attachment/sign_up_to_stay_informed-png/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => sign_up_to_stay_informed-png
[status] => inherit
[uploaded_to] => 62343
[date] => 2024-08-07 15:39:52
[modified] => 2024-08-07 15:39:52
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 1024
[height] => 478
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/SIGN_UP_TO_STAY_INFORMED-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/SIGN_UP_TO_STAY_INFORMED-300x140.png
[medium-width] => 300
[medium-height] => 140
[medium_large] => https://www.nextafter.com/wp-content/uploads/SIGN_UP_TO_STAY_INFORMED-768x359.png
[medium_large-width] => 640
[medium_large-height] => 299
[large] => https://www.nextafter.com/wp-content/uploads/SIGN_UP_TO_STAY_INFORMED.png
[large-width] => 640
[large-height] => 299
[1536x1536] => https://www.nextafter.com/wp-content/uploads/SIGN_UP_TO_STAY_INFORMED.png
[1536x1536-width] => 1024
[1536x1536-height] => 478
[2048x2048] => https://www.nextafter.com/wp-content/uploads/SIGN_UP_TO_STAY_INFORMED.png
[2048x2048-width] => 1024
[2048x2048-height] => 478
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/SIGN_UP_TO_STAY_INFORMED-700x700.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/SIGN_UP_TO_STAY_INFORMED-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/SIGN_UP_TO_STAY_INFORMED-50x23.png
[admin-width] => 50
[admin-height] => 23
[full] => https://www.nextafter.com/wp-content/uploads/SIGN_UP_TO_STAY_INFORMED.png
[full-width] => 1024
[full-height] => 478
[thumb_372] => https://www.nextafter.com/wp-content/uploads/SIGN_UP_TO_STAY_INFORMED-372x174.png
[thumb_372-width] => 372
[thumb_372-height] => 174
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/SIGN_UP_TO_STAY_INFORMED-980x457.png
[single_post_thumbnail-width] => 980
[single_post_thumbnail-height] => 457
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/SIGN_UP_TO_STAY_INFORMED-32x15.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 15
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/SIGN_UP_TO_STAY_INFORMED-48x22.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 22
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/SIGN_UP_TO_STAY_INFORMED-64x30.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 30
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/SIGN_UP_TO_STAY_INFORMED-128x60.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 60
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/SIGN_UP_TO_STAY_INFORMED-122x57.png
[thumb_122_67-width] => 122
[thumb_122_67-height] => 57
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/SIGN_UP_TO_STAY_INFORMED-153x71.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 71
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/SIGN_UP_TO_STAY_INFORMED-130x61.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 61
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/SIGN_UP_TO_STAY_INFORMED-232x108.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 108
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/SIGN_UP_TO_STAY_INFORMED-544x254.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 254
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/SIGN_UP_TO_STAY_INFORMED-271x127.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 127
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/SIGN_UP_TO_STAY_INFORMED-271x127.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 127
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/SIGN_UP_TO_STAY_INFORMED-272x127.png
[thumb_272_172-width] => 272
[thumb_272_172-height] => 127
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/SIGN_UP_TO_STAY_INFORMED-372x174.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 174
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/SIGN_UP_TO_STAY_INFORMED-372x174.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 174
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/SIGN_UP_TO_STAY_INFORMED-385x180.png
[thumb_385_270-width] => 385
[thumb_385_270-height] => 180
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/SIGN_UP_TO_STAY_INFORMED-416x194.png
[thumb_416_241-width] => 416
[thumb_416_241-height] => 194
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/SIGN_UP_TO_STAY_INFORMED-448x209.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 209
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/SIGN_UP_TO_STAY_INFORMED-896x418.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 418
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/SIGN_UP_TO_STAY_INFORMED-574x268.png
[thumb_574_382-width] => 574
[thumb_574_382-height] => 268
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/SIGN_UP_TO_STAY_INFORMED-776x362.png
[thumb_776_395-width] => 776
[thumb_776_395-height] => 362
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/SIGN_UP_TO_STAY_INFORMED.png
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 140
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/SIGN_UP_TO_STAY_INFORMED.png
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 187
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/SIGN_UP_TO_STAY_INFORMED.png
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 280
)
)
[1] => Array
(
[ID] => 62349
[id] => 62349
[title] => YOU_ARE_RIGHT_TO_BE_CONCERNED.png
[filename] => YOU_ARE_RIGHT_TO_BE_CONCERNED.png
[filesize] => 186385
[url] => https://www.nextafter.com/wp-content/uploads/YOU_ARE_RIGHT_TO_BE_CONCERNED.png
[link] => https://www.nextafter.com/experiments/how-using-short-concern-communal-language-in-a-pop-up-impacts-email-conversion/attachment/you_are_right_to_be_concerned-png-2/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => you_are_right_to_be_concerned-png-2
[status] => inherit
[uploaded_to] => 62343
[date] => 2024-08-07 15:39:56
[modified] => 2024-08-07 15:39:56
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 1022
[height] => 552
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/YOU_ARE_RIGHT_TO_BE_CONCERNED-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/YOU_ARE_RIGHT_TO_BE_CONCERNED-300x162.png
[medium-width] => 300
[medium-height] => 162
[medium_large] => https://www.nextafter.com/wp-content/uploads/YOU_ARE_RIGHT_TO_BE_CONCERNED-768x415.png
[medium_large-width] => 640
[medium_large-height] => 346
[large] => https://www.nextafter.com/wp-content/uploads/YOU_ARE_RIGHT_TO_BE_CONCERNED.png
[large-width] => 640
[large-height] => 346
[1536x1536] => https://www.nextafter.com/wp-content/uploads/YOU_ARE_RIGHT_TO_BE_CONCERNED.png
[1536x1536-width] => 1022
[1536x1536-height] => 552
[2048x2048] => https://www.nextafter.com/wp-content/uploads/YOU_ARE_RIGHT_TO_BE_CONCERNED.png
[2048x2048-width] => 1022
[2048x2048-height] => 552
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/YOU_ARE_RIGHT_TO_BE_CONCERNED-700x700.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/YOU_ARE_RIGHT_TO_BE_CONCERNED-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/YOU_ARE_RIGHT_TO_BE_CONCERNED-50x27.png
[admin-width] => 50
[admin-height] => 27
[full] => https://www.nextafter.com/wp-content/uploads/YOU_ARE_RIGHT_TO_BE_CONCERNED.png
[full-width] => 1022
[full-height] => 552
[thumb_372] => https://www.nextafter.com/wp-content/uploads/YOU_ARE_RIGHT_TO_BE_CONCERNED-372x201.png
[thumb_372-width] => 372
[thumb_372-height] => 201
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/YOU_ARE_RIGHT_TO_BE_CONCERNED-980x529.png
[single_post_thumbnail-width] => 980
[single_post_thumbnail-height] => 529
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/YOU_ARE_RIGHT_TO_BE_CONCERNED-32x17.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 17
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/YOU_ARE_RIGHT_TO_BE_CONCERNED-48x26.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 26
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/YOU_ARE_RIGHT_TO_BE_CONCERNED-64x35.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 35
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/YOU_ARE_RIGHT_TO_BE_CONCERNED-128x69.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 69
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/YOU_ARE_RIGHT_TO_BE_CONCERNED-122x67.png
[thumb_122_67-width] => 122
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/YOU_ARE_RIGHT_TO_BE_CONCERNED-153x83.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 83
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/YOU_ARE_RIGHT_TO_BE_CONCERNED-130x70.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 70
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/YOU_ARE_RIGHT_TO_BE_CONCERNED-232x125.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 125
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/YOU_ARE_RIGHT_TO_BE_CONCERNED-544x294.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 294
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/YOU_ARE_RIGHT_TO_BE_CONCERNED-271x146.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 146
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/YOU_ARE_RIGHT_TO_BE_CONCERNED-271x146.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 146
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/YOU_ARE_RIGHT_TO_BE_CONCERNED-272x147.png
[thumb_272_172-width] => 272
[thumb_272_172-height] => 147
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/YOU_ARE_RIGHT_TO_BE_CONCERNED-372x201.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 201
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/YOU_ARE_RIGHT_TO_BE_CONCERNED-372x201.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 201
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/YOU_ARE_RIGHT_TO_BE_CONCERNED-385x208.png
[thumb_385_270-width] => 385
[thumb_385_270-height] => 208
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/YOU_ARE_RIGHT_TO_BE_CONCERNED-416x225.png
[thumb_416_241-width] => 416
[thumb_416_241-height] => 225
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/YOU_ARE_RIGHT_TO_BE_CONCERNED-448x242.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 242
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/YOU_ARE_RIGHT_TO_BE_CONCERNED-896x484.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 484
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/YOU_ARE_RIGHT_TO_BE_CONCERNED-574x310.png
[thumb_574_382-width] => 574
[thumb_574_382-height] => 310
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/YOU_ARE_RIGHT_TO_BE_CONCERNED-731x395.png
[thumb_776_395-width] => 731
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/YOU_ARE_RIGHT_TO_BE_CONCERNED.png
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 162
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/YOU_ARE_RIGHT_TO_BE_CONCERNED.png
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 216
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/YOU_ARE_RIGHT_TO_BE_CONCERNED.png
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 324
)
)
)
T1: YOU ARE RIGHT TO BE CONCERNED
Array
(
[0] => Array
(
[ID] => 62346
[id] => 62346
[title] => SIGN_UP_TO_STAY_INFORMED.png
[filename] => SIGN_UP_TO_STAY_INFORMED.png
[filesize] => 132068
[url] => https://www.nextafter.com/wp-content/uploads/SIGN_UP_TO_STAY_INFORMED.png
[link] => https://www.nextafter.com/experiments/how-using-short-concern-communal-language-in-a-pop-up-impacts-email-conversion/attachment/sign_up_to_stay_informed-png/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => sign_up_to_stay_informed-png
[status] => inherit
[uploaded_to] => 62343
[date] => 2024-08-07 15:39:52
[modified] => 2024-08-07 15:39:52
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 1024
[height] => 478
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/SIGN_UP_TO_STAY_INFORMED-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/SIGN_UP_TO_STAY_INFORMED-300x140.png
[medium-width] => 300
[medium-height] => 140
[medium_large] => https://www.nextafter.com/wp-content/uploads/SIGN_UP_TO_STAY_INFORMED-768x359.png
[medium_large-width] => 640
[medium_large-height] => 299
[large] => https://www.nextafter.com/wp-content/uploads/SIGN_UP_TO_STAY_INFORMED.png
[large-width] => 640
[large-height] => 299
[1536x1536] => https://www.nextafter.com/wp-content/uploads/SIGN_UP_TO_STAY_INFORMED.png
[1536x1536-width] => 1024
[1536x1536-height] => 478
[2048x2048] => https://www.nextafter.com/wp-content/uploads/SIGN_UP_TO_STAY_INFORMED.png
[2048x2048-width] => 1024
[2048x2048-height] => 478
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/SIGN_UP_TO_STAY_INFORMED-700x700.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/SIGN_UP_TO_STAY_INFORMED-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/SIGN_UP_TO_STAY_INFORMED-50x23.png
[admin-width] => 50
[admin-height] => 23
[full] => https://www.nextafter.com/wp-content/uploads/SIGN_UP_TO_STAY_INFORMED.png
[full-width] => 1024
[full-height] => 478
[thumb_372] => https://www.nextafter.com/wp-content/uploads/SIGN_UP_TO_STAY_INFORMED-372x174.png
[thumb_372-width] => 372
[thumb_372-height] => 174
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/SIGN_UP_TO_STAY_INFORMED-980x457.png
[single_post_thumbnail-width] => 980
[single_post_thumbnail-height] => 457
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/SIGN_UP_TO_STAY_INFORMED-32x15.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 15
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/SIGN_UP_TO_STAY_INFORMED-48x22.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 22
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/SIGN_UP_TO_STAY_INFORMED-64x30.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 30
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/SIGN_UP_TO_STAY_INFORMED-128x60.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 60
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/SIGN_UP_TO_STAY_INFORMED-122x57.png
[thumb_122_67-width] => 122
[thumb_122_67-height] => 57
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/SIGN_UP_TO_STAY_INFORMED-153x71.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 71
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/SIGN_UP_TO_STAY_INFORMED-130x61.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 61
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/SIGN_UP_TO_STAY_INFORMED-232x108.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 108
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/SIGN_UP_TO_STAY_INFORMED-544x254.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 254
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/SIGN_UP_TO_STAY_INFORMED-271x127.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 127
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/SIGN_UP_TO_STAY_INFORMED-271x127.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 127
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/SIGN_UP_TO_STAY_INFORMED-272x127.png
[thumb_272_172-width] => 272
[thumb_272_172-height] => 127
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/SIGN_UP_TO_STAY_INFORMED-372x174.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 174
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/SIGN_UP_TO_STAY_INFORMED-372x174.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 174
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/SIGN_UP_TO_STAY_INFORMED-385x180.png
[thumb_385_270-width] => 385
[thumb_385_270-height] => 180
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/SIGN_UP_TO_STAY_INFORMED-416x194.png
[thumb_416_241-width] => 416
[thumb_416_241-height] => 194
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/SIGN_UP_TO_STAY_INFORMED-448x209.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 209
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/SIGN_UP_TO_STAY_INFORMED-896x418.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 418
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/SIGN_UP_TO_STAY_INFORMED-574x268.png
[thumb_574_382-width] => 574
[thumb_574_382-height] => 268
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/SIGN_UP_TO_STAY_INFORMED-776x362.png
[thumb_776_395-width] => 776
[thumb_776_395-height] => 362
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/SIGN_UP_TO_STAY_INFORMED.png
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 140
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/SIGN_UP_TO_STAY_INFORMED.png
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 187
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/SIGN_UP_TO_STAY_INFORMED.png
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 280
)
)
[1] => Array
(
[ID] => 62349
[id] => 62349
[title] => YOU_ARE_RIGHT_TO_BE_CONCERNED.png
[filename] => YOU_ARE_RIGHT_TO_BE_CONCERNED.png
[filesize] => 186385
[url] => https://www.nextafter.com/wp-content/uploads/YOU_ARE_RIGHT_TO_BE_CONCERNED.png
[link] => https://www.nextafter.com/experiments/how-using-short-concern-communal-language-in-a-pop-up-impacts-email-conversion/attachment/you_are_right_to_be_concerned-png-2/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => you_are_right_to_be_concerned-png-2
[status] => inherit
[uploaded_to] => 62343
[date] => 2024-08-07 15:39:56
[modified] => 2024-08-07 15:39:56
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 1022
[height] => 552
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/YOU_ARE_RIGHT_TO_BE_CONCERNED-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/YOU_ARE_RIGHT_TO_BE_CONCERNED-300x162.png
[medium-width] => 300
[medium-height] => 162
[medium_large] => https://www.nextafter.com/wp-content/uploads/YOU_ARE_RIGHT_TO_BE_CONCERNED-768x415.png
[medium_large-width] => 640
[medium_large-height] => 346
[large] => https://www.nextafter.com/wp-content/uploads/YOU_ARE_RIGHT_TO_BE_CONCERNED.png
[large-width] => 640
[large-height] => 346
[1536x1536] => https://www.nextafter.com/wp-content/uploads/YOU_ARE_RIGHT_TO_BE_CONCERNED.png
[1536x1536-width] => 1022
[1536x1536-height] => 552
[2048x2048] => https://www.nextafter.com/wp-content/uploads/YOU_ARE_RIGHT_TO_BE_CONCERNED.png
[2048x2048-width] => 1022
[2048x2048-height] => 552
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/YOU_ARE_RIGHT_TO_BE_CONCERNED-700x700.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/YOU_ARE_RIGHT_TO_BE_CONCERNED-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/YOU_ARE_RIGHT_TO_BE_CONCERNED-50x27.png
[admin-width] => 50
[admin-height] => 27
[full] => https://www.nextafter.com/wp-content/uploads/YOU_ARE_RIGHT_TO_BE_CONCERNED.png
[full-width] => 1022
[full-height] => 552
[thumb_372] => https://www.nextafter.com/wp-content/uploads/YOU_ARE_RIGHT_TO_BE_CONCERNED-372x201.png
[thumb_372-width] => 372
[thumb_372-height] => 201
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/YOU_ARE_RIGHT_TO_BE_CONCERNED-980x529.png
[single_post_thumbnail-width] => 980
[single_post_thumbnail-height] => 529
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/YOU_ARE_RIGHT_TO_BE_CONCERNED-32x17.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 17
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/YOU_ARE_RIGHT_TO_BE_CONCERNED-48x26.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 26
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/YOU_ARE_RIGHT_TO_BE_CONCERNED-64x35.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 35
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/YOU_ARE_RIGHT_TO_BE_CONCERNED-128x69.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 69
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/YOU_ARE_RIGHT_TO_BE_CONCERNED-122x67.png
[thumb_122_67-width] => 122
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/YOU_ARE_RIGHT_TO_BE_CONCERNED-153x83.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 83
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/YOU_ARE_RIGHT_TO_BE_CONCERNED-130x70.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 70
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/YOU_ARE_RIGHT_TO_BE_CONCERNED-232x125.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 125
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/YOU_ARE_RIGHT_TO_BE_CONCERNED-544x294.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 294
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/YOU_ARE_RIGHT_TO_BE_CONCERNED-271x146.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 146
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/YOU_ARE_RIGHT_TO_BE_CONCERNED-271x146.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 146
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/YOU_ARE_RIGHT_TO_BE_CONCERNED-272x147.png
[thumb_272_172-width] => 272
[thumb_272_172-height] => 147
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/YOU_ARE_RIGHT_TO_BE_CONCERNED-372x201.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 201
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/YOU_ARE_RIGHT_TO_BE_CONCERNED-372x201.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 201
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/YOU_ARE_RIGHT_TO_BE_CONCERNED-385x208.png
[thumb_385_270-width] => 385
[thumb_385_270-height] => 208
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/YOU_ARE_RIGHT_TO_BE_CONCERNED-416x225.png
[thumb_416_241-width] => 416
[thumb_416_241-height] => 225
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/YOU_ARE_RIGHT_TO_BE_CONCERNED-448x242.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 242
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/YOU_ARE_RIGHT_TO_BE_CONCERNED-896x484.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 484
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/YOU_ARE_RIGHT_TO_BE_CONCERNED-574x310.png
[thumb_574_382-width] => 574
[thumb_574_382-height] => 310
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/YOU_ARE_RIGHT_TO_BE_CONCERNED-731x395.png
[thumb_776_395-width] => 731
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/YOU_ARE_RIGHT_TO_BE_CONCERNED.png
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 162
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/YOU_ARE_RIGHT_TO_BE_CONCERNED.png
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 216
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/YOU_ARE_RIGHT_TO_BE_CONCERNED.png
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 324
)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | SIGN UP TO STAY INFORMED | 3.0% | ||
| T1: | YOU ARE RIGHT TO BE CONCERNED | 3.0% | 2.7% | 24.9% |
This experiment has a required sample size of 361,761 in order to be valid. Unfortunately, the required sample size was not met and a level of confidence above 95% was not met so the experiment results are not valid.
Key Learnings
After running the experiment for nine days, there was no difference in conversion and no sign of the percentage of validity increasing either. The good news is that we didn't see any negative impact on email conversion. That said, the motivation of people seeing and converting on this pop-up is extremely high, and even when trying to reinforce how a person feels - that they are "concerned" - we aren't able to influence their decision to convert or get more people to convert.