FamilyLife
How value-focused copy in a headline affects conversion rate in a Facebook ad
Experiment ID: #2689
FamilyLife
Experiment Summary
Timeframe: 09/27/2017 - 10/02/2017
FamilyLife launched a new online course and was promoting the offer through a paid Facebook campaign. They wanted to see whether adding value proposition-focused copy to the headline would increase conversion rate. All other elements of the ads remained the same.
Research Question
Does value proposition copy in the headline of a Facebook ad affect conversion rate?
Design
C: Learn More
Array
(
[0] => Array
(
[ID] => 37449
[id] => 37449
[title] => Learn_More.jpg
[filename] => Learn_More-21.jpg
[filesize] => 98803
[url] => https://www.nextafter.com/wp-content/uploads/Learn_More-21.jpg
[link] => https://www.nextafter.com/experiments/how-value-focused-copy-in-a-headline-affects-conversion-rate-in-a-facebook-ad/attachment/learn_more-jpg-20/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => learn_more-jpg-20
[status] => inherit
[uploaded_to] => 14150
[date] => 2022-10-17 20:32:05
[modified] => 2022-10-17 20:32:05
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 491
[height] => 591
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/Learn_More-21-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Learn_More-21-249x300.jpg
[medium-width] => 249
[medium-height] => 300
[medium_large] => https://www.nextafter.com/wp-content/uploads/Learn_More-21.jpg
[medium_large-width] => 491
[medium_large-height] => 591
[large] => https://www.nextafter.com/wp-content/uploads/Learn_More-21.jpg
[large-width] => 491
[large-height] => 591
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Learn_More-21.jpg
[1536x1536-width] => 491
[1536x1536-height] => 591
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Learn_More-21.jpg
[2048x2048-width] => 491
[2048x2048-height] => 591
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Learn_More-21.jpg
[tp-image-grid-width] => 491
[tp-image-grid-height] => 591
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Learn_More-21-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Learn_More-21-42x50.jpg
[admin-width] => 42
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/Learn_More-21.jpg
[full-width] => 491
[full-height] => 591
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Learn_More-21-372x448.jpg
[thumb_372-width] => 372
[thumb_372-height] => 448
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Learn_More-21.jpg
[single_post_thumbnail-width] => 491
[single_post_thumbnail-height] => 591
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Learn_More-21-27x32.jpg
[thumb_32_32-width] => 27
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Learn_More-21-40x48.jpg
[thumb_48_48-width] => 40
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Learn_More-21-53x64.jpg
[thumb_64_64-width] => 53
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Learn_More-21-106x128.jpg
[thumb_128_128-width] => 106
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Learn_More-21-56x67.jpg
[thumb_122_67-width] => 56
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Learn_More-21-127x153.jpg
[thumb_153_153-width] => 127
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Learn_More-21-130x156.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 156
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Learn_More-21-147x177.jpg
[thumb_232_177-width] => 147
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Learn_More-21.jpg
[thumb_272_325-width] => 491
[thumb_272_325-height] => 591
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Learn_More-21-271x326.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 326
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Learn_More-21-225x271.jpg
[thumb_271_271-width] => 225
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Learn_More-21-143x172.jpg
[thumb_272_172-width] => 143
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Learn_More-21-372x448.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 448
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Learn_More-21-372x448.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 448
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Learn_More-21-224x270.jpg
[thumb_385_270-width] => 224
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Learn_More-21-200x241.jpg
[thumb_416_241-width] => 200
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Learn_More-21-341x410.jpg
[thumb_448_410-width] => 341
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Learn_More-21.jpg
[thumb_448_410_retina-width] => 491
[thumb_448_410_retina-height] => 591
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Learn_More-21-317x382.jpg
[thumb_574_382-width] => 317
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Learn_More-21-328x395.jpg
[thumb_776_395-width] => 328
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Learn_More-21.jpg
[gform-image-choice-sm-width] => 249
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Learn_More-21.jpg
[gform-image-choice-md-width] => 332
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Learn_More-21.jpg
[gform-image-choice-lg-width] => 491
[gform-image-choice-lg-height] => 591
)
)
[1] => Array
(
[ID] => 37452
[id] => 37452
[title] => Strengthen_Your_Marriage_and_Recommit_to.jpg
[filename] => Strengthen_Your_Marriage_and_Recommit_to-5.jpg
[filesize] => 99496
[url] => https://www.nextafter.com/wp-content/uploads/Strengthen_Your_Marriage_and_Recommit_to-5.jpg
[link] => https://www.nextafter.com/experiments/how-value-focused-copy-in-a-headline-affects-conversion-rate-in-a-facebook-ad/attachment/strengthen_your_marriage_and_recommit_to-jpg-6/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => strengthen_your_marriage_and_recommit_to-jpg-6
[status] => inherit
[uploaded_to] => 14150
[date] => 2022-10-17 20:32:29
[modified] => 2022-10-17 20:32:29
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 478
[height] => 589
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/Strengthen_Your_Marriage_and_Recommit_to-5-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Strengthen_Your_Marriage_and_Recommit_to-5-243x300.jpg
[medium-width] => 243
[medium-height] => 300
[medium_large] => https://www.nextafter.com/wp-content/uploads/Strengthen_Your_Marriage_and_Recommit_to-5.jpg
[medium_large-width] => 478
[medium_large-height] => 589
[large] => https://www.nextafter.com/wp-content/uploads/Strengthen_Your_Marriage_and_Recommit_to-5.jpg
[large-width] => 478
[large-height] => 589
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Strengthen_Your_Marriage_and_Recommit_to-5.jpg
[1536x1536-width] => 478
[1536x1536-height] => 589
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Strengthen_Your_Marriage_and_Recommit_to-5.jpg
[2048x2048-width] => 478
[2048x2048-height] => 589
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Strengthen_Your_Marriage_and_Recommit_to-5.jpg
[tp-image-grid-width] => 478
[tp-image-grid-height] => 589
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Strengthen_Your_Marriage_and_Recommit_to-5-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Strengthen_Your_Marriage_and_Recommit_to-5-41x50.jpg
[admin-width] => 41
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/Strengthen_Your_Marriage_and_Recommit_to-5.jpg
[full-width] => 478
[full-height] => 589
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Strengthen_Your_Marriage_and_Recommit_to-5-372x458.jpg
[thumb_372-width] => 372
[thumb_372-height] => 458
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Strengthen_Your_Marriage_and_Recommit_to-5.jpg
[single_post_thumbnail-width] => 478
[single_post_thumbnail-height] => 589
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Strengthen_Your_Marriage_and_Recommit_to-5-26x32.jpg
[thumb_32_32-width] => 26
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Strengthen_Your_Marriage_and_Recommit_to-5-39x48.jpg
[thumb_48_48-width] => 39
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Strengthen_Your_Marriage_and_Recommit_to-5-52x64.jpg
[thumb_64_64-width] => 52
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Strengthen_Your_Marriage_and_Recommit_to-5-104x128.jpg
[thumb_128_128-width] => 104
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Strengthen_Your_Marriage_and_Recommit_to-5-54x67.jpg
[thumb_122_67-width] => 54
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Strengthen_Your_Marriage_and_Recommit_to-5-124x153.jpg
[thumb_153_153-width] => 124
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Strengthen_Your_Marriage_and_Recommit_to-5-130x160.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 160
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Strengthen_Your_Marriage_and_Recommit_to-5-144x177.jpg
[thumb_232_177-width] => 144
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Strengthen_Your_Marriage_and_Recommit_to-5.jpg
[thumb_272_325-width] => 478
[thumb_272_325-height] => 589
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Strengthen_Your_Marriage_and_Recommit_to-5-271x334.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 334
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Strengthen_Your_Marriage_and_Recommit_to-5-220x271.jpg
[thumb_271_271-width] => 220
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Strengthen_Your_Marriage_and_Recommit_to-5-140x172.jpg
[thumb_272_172-width] => 140
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Strengthen_Your_Marriage_and_Recommit_to-5-372x458.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 458
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Strengthen_Your_Marriage_and_Recommit_to-5-372x458.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 458
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Strengthen_Your_Marriage_and_Recommit_to-5-219x270.jpg
[thumb_385_270-width] => 219
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Strengthen_Your_Marriage_and_Recommit_to-5-196x241.jpg
[thumb_416_241-width] => 196
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Strengthen_Your_Marriage_and_Recommit_to-5-333x410.jpg
[thumb_448_410-width] => 333
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Strengthen_Your_Marriage_and_Recommit_to-5.jpg
[thumb_448_410_retina-width] => 478
[thumb_448_410_retina-height] => 589
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Strengthen_Your_Marriage_and_Recommit_to-5-310x382.jpg
[thumb_574_382-width] => 310
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Strengthen_Your_Marriage_and_Recommit_to-5-321x395.jpg
[thumb_776_395-width] => 321
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Strengthen_Your_Marriage_and_Recommit_to-5.jpg
[gform-image-choice-sm-width] => 243
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Strengthen_Your_Marriage_and_Recommit_to-5.jpg
[gform-image-choice-md-width] => 325
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Strengthen_Your_Marriage_and_Recommit_to-5.jpg
[gform-image-choice-lg-width] => 478
[gform-image-choice-lg-height] => 589
)
)
)
T1: Strengthen Your Marriage and Recommit to
Array
(
[0] => Array
(
[ID] => 37449
[id] => 37449
[title] => Learn_More.jpg
[filename] => Learn_More-21.jpg
[filesize] => 98803
[url] => https://www.nextafter.com/wp-content/uploads/Learn_More-21.jpg
[link] => https://www.nextafter.com/experiments/how-value-focused-copy-in-a-headline-affects-conversion-rate-in-a-facebook-ad/attachment/learn_more-jpg-20/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => learn_more-jpg-20
[status] => inherit
[uploaded_to] => 14150
[date] => 2022-10-17 20:32:05
[modified] => 2022-10-17 20:32:05
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 491
[height] => 591
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/Learn_More-21-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Learn_More-21-249x300.jpg
[medium-width] => 249
[medium-height] => 300
[medium_large] => https://www.nextafter.com/wp-content/uploads/Learn_More-21.jpg
[medium_large-width] => 491
[medium_large-height] => 591
[large] => https://www.nextafter.com/wp-content/uploads/Learn_More-21.jpg
[large-width] => 491
[large-height] => 591
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Learn_More-21.jpg
[1536x1536-width] => 491
[1536x1536-height] => 591
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Learn_More-21.jpg
[2048x2048-width] => 491
[2048x2048-height] => 591
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Learn_More-21.jpg
[tp-image-grid-width] => 491
[tp-image-grid-height] => 591
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Learn_More-21-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Learn_More-21-42x50.jpg
[admin-width] => 42
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/Learn_More-21.jpg
[full-width] => 491
[full-height] => 591
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Learn_More-21-372x448.jpg
[thumb_372-width] => 372
[thumb_372-height] => 448
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Learn_More-21.jpg
[single_post_thumbnail-width] => 491
[single_post_thumbnail-height] => 591
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Learn_More-21-27x32.jpg
[thumb_32_32-width] => 27
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Learn_More-21-40x48.jpg
[thumb_48_48-width] => 40
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Learn_More-21-53x64.jpg
[thumb_64_64-width] => 53
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Learn_More-21-106x128.jpg
[thumb_128_128-width] => 106
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Learn_More-21-56x67.jpg
[thumb_122_67-width] => 56
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Learn_More-21-127x153.jpg
[thumb_153_153-width] => 127
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Learn_More-21-130x156.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 156
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Learn_More-21-147x177.jpg
[thumb_232_177-width] => 147
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Learn_More-21.jpg
[thumb_272_325-width] => 491
[thumb_272_325-height] => 591
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Learn_More-21-271x326.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 326
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Learn_More-21-225x271.jpg
[thumb_271_271-width] => 225
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Learn_More-21-143x172.jpg
[thumb_272_172-width] => 143
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Learn_More-21-372x448.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 448
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Learn_More-21-372x448.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 448
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Learn_More-21-224x270.jpg
[thumb_385_270-width] => 224
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Learn_More-21-200x241.jpg
[thumb_416_241-width] => 200
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Learn_More-21-341x410.jpg
[thumb_448_410-width] => 341
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Learn_More-21.jpg
[thumb_448_410_retina-width] => 491
[thumb_448_410_retina-height] => 591
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Learn_More-21-317x382.jpg
[thumb_574_382-width] => 317
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Learn_More-21-328x395.jpg
[thumb_776_395-width] => 328
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Learn_More-21.jpg
[gform-image-choice-sm-width] => 249
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Learn_More-21.jpg
[gform-image-choice-md-width] => 332
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Learn_More-21.jpg
[gform-image-choice-lg-width] => 491
[gform-image-choice-lg-height] => 591
)
)
[1] => Array
(
[ID] => 37452
[id] => 37452
[title] => Strengthen_Your_Marriage_and_Recommit_to.jpg
[filename] => Strengthen_Your_Marriage_and_Recommit_to-5.jpg
[filesize] => 99496
[url] => https://www.nextafter.com/wp-content/uploads/Strengthen_Your_Marriage_and_Recommit_to-5.jpg
[link] => https://www.nextafter.com/experiments/how-value-focused-copy-in-a-headline-affects-conversion-rate-in-a-facebook-ad/attachment/strengthen_your_marriage_and_recommit_to-jpg-6/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => strengthen_your_marriage_and_recommit_to-jpg-6
[status] => inherit
[uploaded_to] => 14150
[date] => 2022-10-17 20:32:29
[modified] => 2022-10-17 20:32:29
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 478
[height] => 589
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/Strengthen_Your_Marriage_and_Recommit_to-5-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Strengthen_Your_Marriage_and_Recommit_to-5-243x300.jpg
[medium-width] => 243
[medium-height] => 300
[medium_large] => https://www.nextafter.com/wp-content/uploads/Strengthen_Your_Marriage_and_Recommit_to-5.jpg
[medium_large-width] => 478
[medium_large-height] => 589
[large] => https://www.nextafter.com/wp-content/uploads/Strengthen_Your_Marriage_and_Recommit_to-5.jpg
[large-width] => 478
[large-height] => 589
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Strengthen_Your_Marriage_and_Recommit_to-5.jpg
[1536x1536-width] => 478
[1536x1536-height] => 589
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Strengthen_Your_Marriage_and_Recommit_to-5.jpg
[2048x2048-width] => 478
[2048x2048-height] => 589
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Strengthen_Your_Marriage_and_Recommit_to-5.jpg
[tp-image-grid-width] => 478
[tp-image-grid-height] => 589
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Strengthen_Your_Marriage_and_Recommit_to-5-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Strengthen_Your_Marriage_and_Recommit_to-5-41x50.jpg
[admin-width] => 41
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/Strengthen_Your_Marriage_and_Recommit_to-5.jpg
[full-width] => 478
[full-height] => 589
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Strengthen_Your_Marriage_and_Recommit_to-5-372x458.jpg
[thumb_372-width] => 372
[thumb_372-height] => 458
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Strengthen_Your_Marriage_and_Recommit_to-5.jpg
[single_post_thumbnail-width] => 478
[single_post_thumbnail-height] => 589
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Strengthen_Your_Marriage_and_Recommit_to-5-26x32.jpg
[thumb_32_32-width] => 26
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Strengthen_Your_Marriage_and_Recommit_to-5-39x48.jpg
[thumb_48_48-width] => 39
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Strengthen_Your_Marriage_and_Recommit_to-5-52x64.jpg
[thumb_64_64-width] => 52
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Strengthen_Your_Marriage_and_Recommit_to-5-104x128.jpg
[thumb_128_128-width] => 104
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Strengthen_Your_Marriage_and_Recommit_to-5-54x67.jpg
[thumb_122_67-width] => 54
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Strengthen_Your_Marriage_and_Recommit_to-5-124x153.jpg
[thumb_153_153-width] => 124
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Strengthen_Your_Marriage_and_Recommit_to-5-130x160.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 160
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Strengthen_Your_Marriage_and_Recommit_to-5-144x177.jpg
[thumb_232_177-width] => 144
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Strengthen_Your_Marriage_and_Recommit_to-5.jpg
[thumb_272_325-width] => 478
[thumb_272_325-height] => 589
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Strengthen_Your_Marriage_and_Recommit_to-5-271x334.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 334
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Strengthen_Your_Marriage_and_Recommit_to-5-220x271.jpg
[thumb_271_271-width] => 220
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Strengthen_Your_Marriage_and_Recommit_to-5-140x172.jpg
[thumb_272_172-width] => 140
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Strengthen_Your_Marriage_and_Recommit_to-5-372x458.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 458
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Strengthen_Your_Marriage_and_Recommit_to-5-372x458.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 458
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Strengthen_Your_Marriage_and_Recommit_to-5-219x270.jpg
[thumb_385_270-width] => 219
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Strengthen_Your_Marriage_and_Recommit_to-5-196x241.jpg
[thumb_416_241-width] => 196
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Strengthen_Your_Marriage_and_Recommit_to-5-333x410.jpg
[thumb_448_410-width] => 333
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Strengthen_Your_Marriage_and_Recommit_to-5.jpg
[thumb_448_410_retina-width] => 478
[thumb_448_410_retina-height] => 589
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Strengthen_Your_Marriage_and_Recommit_to-5-310x382.jpg
[thumb_574_382-width] => 310
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Strengthen_Your_Marriage_and_Recommit_to-5-321x395.jpg
[thumb_776_395-width] => 321
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Strengthen_Your_Marriage_and_Recommit_to-5.jpg
[gform-image-choice-sm-width] => 243
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Strengthen_Your_Marriage_and_Recommit_to-5.jpg
[gform-image-choice-md-width] => 325
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Strengthen_Your_Marriage_and_Recommit_to-5.jpg
[gform-image-choice-lg-width] => 478
[gform-image-choice-lg-height] => 589
)
)
)
Results
This experiment has a required sample size of
6,566 in order to be valid. Since the experiment had a total sample size of
99,845, 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
× 79.4% increase in conversion rate
× 0% increase in average gift
Key Learnings
The headline that clearly articulated the value of the offer to the audience increased conversion rate by 79%. This is directly correlated to the heightened perceived value of the offer by stating the benefits to the person’s marriage as a result of the online course. It also increased clarity on what the online course would cover.