How we validated the impact a new offer would have on email acquisition
Experiment ID: #9958
Alliance Defending Freedom
Experiment Summary
Timeframe: 12/19/2018 - 01/11/2019
Alliance Defending Freedom had been running the current statement of belief on their blog pages as a method for email acquisition for well over three months. The statement related to one of their more recent cases, Jack Phillips, and focused on the need to fight back against government suppression of first amendment rights. Since it had been running for so long, we started to notice a decline in results as many of the visitors likely to convert had already done so.
With this finding, we decided to launch a new statement of belief. This time, we opted for a statement that would be more evergreen, one that didn’t rely on a specific case. We also wanted to try a more positive approach in the messaging to attract a different style of subscriber.
Research Question
Will a new offer yield better results than the long-standing Jack Phillips Statement of Belief?
Design
C: Fighting Back
Array
(
[0] => Array
(
[ID] => 45449
[id] => 45449
[title] => Fighting_Back.jpg
[filename] => Fighting_Back-5.jpg
[filesize] => 131534
[url] => https://www.nextafter.com/wp-content/uploads/Fighting_Back-5.jpg
[link] => https://www.nextafter.com/experiments/how-we-validated-the-impact-a-new-offer-would-have-on-email-acquisition/attachment/fighting_back-jpg-8/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => fighting_back-jpg-8
[status] => inherit
[uploaded_to] => 15670
[date] => 2022-11-01 18:37:37
[modified] => 2022-11-01 18:37:37
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 1024
[height] => 737
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/Fighting_Back-5-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Fighting_Back-5-300x216.jpg
[medium-width] => 300
[medium-height] => 216
[medium_large] => https://www.nextafter.com/wp-content/uploads/Fighting_Back-5-768x553.jpg
[medium_large-width] => 640
[medium_large-height] => 461
[large] => https://www.nextafter.com/wp-content/uploads/Fighting_Back-5.jpg
[large-width] => 640
[large-height] => 461
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Fighting_Back-5.jpg
[1536x1536-width] => 1024
[1536x1536-height] => 737
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Fighting_Back-5.jpg
[2048x2048-width] => 1024
[2048x2048-height] => 737
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Fighting_Back-5.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 504
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Fighting_Back-5-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Fighting_Back-5-50x36.jpg
[admin-width] => 50
[admin-height] => 36
[full] => https://www.nextafter.com/wp-content/uploads/Fighting_Back-5.jpg
[full-width] => 1024
[full-height] => 737
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Fighting_Back-5-372x268.jpg
[thumb_372-width] => 372
[thumb_372-height] => 268
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Fighting_Back-5-868x625.jpg
[single_post_thumbnail-width] => 868
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Fighting_Back-5-32x23.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 23
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Fighting_Back-5-48x35.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 35
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Fighting_Back-5-64x46.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 46
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Fighting_Back-5-128x92.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 92
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Fighting_Back-5-93x67.jpg
[thumb_122_67-width] => 93
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Fighting_Back-5-153x110.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 110
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Fighting_Back-5-130x94.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 94
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Fighting_Back-5-232x167.jpg
[thumb_232_177-width] => 232
[thumb_232_177-height] => 167
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Fighting_Back-5-544x392.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 392
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Fighting_Back-5-271x195.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 195
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Fighting_Back-5-271x195.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 195
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Fighting_Back-5-239x172.jpg
[thumb_272_172-width] => 239
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Fighting_Back-5-372x268.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 268
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Fighting_Back-5-372x268.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 268
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Fighting_Back-5-375x270.jpg
[thumb_385_270-width] => 375
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Fighting_Back-5-335x241.jpg
[thumb_416_241-width] => 335
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Fighting_Back-5-448x322.jpg
[thumb_448_410-width] => 448
[thumb_448_410-height] => 322
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Fighting_Back-5-896x645.jpg
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 645
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Fighting_Back-5-531x382.jpg
[thumb_574_382-width] => 531
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Fighting_Back-5-549x395.jpg
[thumb_776_395-width] => 549
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Fighting_Back-5.jpg
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 216
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Fighting_Back-5.jpg
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 288
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Fighting_Back-5.jpg
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 432
)
)
[1] => Array
(
[ID] => 45455
[id] => 45455
[title] => What_We_Are_For.jpg
[filename] => What_We_Are_For-6.jpg
[filesize] => 134925
[url] => https://www.nextafter.com/wp-content/uploads/What_We_Are_For-6.jpg
[link] => https://www.nextafter.com/experiments/how-we-validated-the-impact-a-new-offer-would-have-on-email-acquisition/attachment/what_we_are_for-jpg-9/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => what_we_are_for-jpg-9
[status] => inherit
[uploaded_to] => 15670
[date] => 2022-11-01 18:37:58
[modified] => 2022-11-01 18:37:58
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 1026
[height] => 833
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/What_We_Are_For-6-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/What_We_Are_For-6-300x244.jpg
[medium-width] => 300
[medium-height] => 244
[medium_large] => https://www.nextafter.com/wp-content/uploads/What_We_Are_For-6-768x624.jpg
[medium_large-width] => 640
[medium_large-height] => 520
[large] => https://www.nextafter.com/wp-content/uploads/What_We_Are_For-6-1024x831.jpg
[large-width] => 640
[large-height] => 519
[1536x1536] => https://www.nextafter.com/wp-content/uploads/What_We_Are_For-6.jpg
[1536x1536-width] => 1026
[1536x1536-height] => 833
[2048x2048] => https://www.nextafter.com/wp-content/uploads/What_We_Are_For-6.jpg
[2048x2048-width] => 1026
[2048x2048-height] => 833
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/What_We_Are_For-6.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 568
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/What_We_Are_For-6-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/What_We_Are_For-6-50x41.jpg
[admin-width] => 50
[admin-height] => 41
[full] => https://www.nextafter.com/wp-content/uploads/What_We_Are_For-6.jpg
[full-width] => 1026
[full-height] => 833
[thumb_372] => https://www.nextafter.com/wp-content/uploads/What_We_Are_For-6-372x302.jpg
[thumb_372-width] => 372
[thumb_372-height] => 302
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/What_We_Are_For-6-770x625.jpg
[single_post_thumbnail-width] => 770
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/What_We_Are_For-6-32x26.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 26
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/What_We_Are_For-6-48x39.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 39
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/What_We_Are_For-6-64x52.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 52
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/What_We_Are_For-6-128x104.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 104
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/What_We_Are_For-6-83x67.jpg
[thumb_122_67-width] => 83
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/What_We_Are_For-6-153x124.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 124
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/What_We_Are_For-6-130x106.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 106
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/What_We_Are_For-6-218x177.jpg
[thumb_232_177-width] => 218
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/What_We_Are_For-6-544x442.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 442
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/What_We_Are_For-6-271x220.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 220
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/What_We_Are_For-6-271x220.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 220
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/What_We_Are_For-6-212x172.jpg
[thumb_272_172-width] => 212
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/What_We_Are_For-6-372x302.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 302
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/What_We_Are_For-6-372x302.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 302
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/What_We_Are_For-6-333x270.jpg
[thumb_385_270-width] => 333
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/What_We_Are_For-6-297x241.jpg
[thumb_416_241-width] => 297
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/What_We_Are_For-6-448x364.jpg
[thumb_448_410-width] => 448
[thumb_448_410-height] => 364
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/What_We_Are_For-6-896x727.jpg
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 727
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/What_We_Are_For-6-471x382.jpg
[thumb_574_382-width] => 471
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/What_We_Are_For-6-487x395.jpg
[thumb_776_395-width] => 487
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/What_We_Are_For-6.jpg
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 244
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/What_We_Are_For-6.jpg
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 325
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/What_We_Are_For-6.jpg
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 487
)
)
)
T1: What We Are For
Array
(
[0] => Array
(
[ID] => 45449
[id] => 45449
[title] => Fighting_Back.jpg
[filename] => Fighting_Back-5.jpg
[filesize] => 131534
[url] => https://www.nextafter.com/wp-content/uploads/Fighting_Back-5.jpg
[link] => https://www.nextafter.com/experiments/how-we-validated-the-impact-a-new-offer-would-have-on-email-acquisition/attachment/fighting_back-jpg-8/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => fighting_back-jpg-8
[status] => inherit
[uploaded_to] => 15670
[date] => 2022-11-01 18:37:37
[modified] => 2022-11-01 18:37:37
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 1024
[height] => 737
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/Fighting_Back-5-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Fighting_Back-5-300x216.jpg
[medium-width] => 300
[medium-height] => 216
[medium_large] => https://www.nextafter.com/wp-content/uploads/Fighting_Back-5-768x553.jpg
[medium_large-width] => 640
[medium_large-height] => 461
[large] => https://www.nextafter.com/wp-content/uploads/Fighting_Back-5.jpg
[large-width] => 640
[large-height] => 461
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Fighting_Back-5.jpg
[1536x1536-width] => 1024
[1536x1536-height] => 737
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Fighting_Back-5.jpg
[2048x2048-width] => 1024
[2048x2048-height] => 737
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Fighting_Back-5.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 504
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Fighting_Back-5-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Fighting_Back-5-50x36.jpg
[admin-width] => 50
[admin-height] => 36
[full] => https://www.nextafter.com/wp-content/uploads/Fighting_Back-5.jpg
[full-width] => 1024
[full-height] => 737
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Fighting_Back-5-372x268.jpg
[thumb_372-width] => 372
[thumb_372-height] => 268
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Fighting_Back-5-868x625.jpg
[single_post_thumbnail-width] => 868
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Fighting_Back-5-32x23.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 23
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Fighting_Back-5-48x35.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 35
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Fighting_Back-5-64x46.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 46
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Fighting_Back-5-128x92.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 92
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Fighting_Back-5-93x67.jpg
[thumb_122_67-width] => 93
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Fighting_Back-5-153x110.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 110
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Fighting_Back-5-130x94.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 94
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Fighting_Back-5-232x167.jpg
[thumb_232_177-width] => 232
[thumb_232_177-height] => 167
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Fighting_Back-5-544x392.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 392
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Fighting_Back-5-271x195.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 195
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Fighting_Back-5-271x195.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 195
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Fighting_Back-5-239x172.jpg
[thumb_272_172-width] => 239
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Fighting_Back-5-372x268.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 268
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Fighting_Back-5-372x268.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 268
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Fighting_Back-5-375x270.jpg
[thumb_385_270-width] => 375
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Fighting_Back-5-335x241.jpg
[thumb_416_241-width] => 335
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Fighting_Back-5-448x322.jpg
[thumb_448_410-width] => 448
[thumb_448_410-height] => 322
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Fighting_Back-5-896x645.jpg
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 645
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Fighting_Back-5-531x382.jpg
[thumb_574_382-width] => 531
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Fighting_Back-5-549x395.jpg
[thumb_776_395-width] => 549
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Fighting_Back-5.jpg
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 216
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Fighting_Back-5.jpg
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 288
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Fighting_Back-5.jpg
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 432
)
)
[1] => Array
(
[ID] => 45455
[id] => 45455
[title] => What_We_Are_For.jpg
[filename] => What_We_Are_For-6.jpg
[filesize] => 134925
[url] => https://www.nextafter.com/wp-content/uploads/What_We_Are_For-6.jpg
[link] => https://www.nextafter.com/experiments/how-we-validated-the-impact-a-new-offer-would-have-on-email-acquisition/attachment/what_we_are_for-jpg-9/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => what_we_are_for-jpg-9
[status] => inherit
[uploaded_to] => 15670
[date] => 2022-11-01 18:37:58
[modified] => 2022-11-01 18:37:58
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 1026
[height] => 833
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/What_We_Are_For-6-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/What_We_Are_For-6-300x244.jpg
[medium-width] => 300
[medium-height] => 244
[medium_large] => https://www.nextafter.com/wp-content/uploads/What_We_Are_For-6-768x624.jpg
[medium_large-width] => 640
[medium_large-height] => 520
[large] => https://www.nextafter.com/wp-content/uploads/What_We_Are_For-6-1024x831.jpg
[large-width] => 640
[large-height] => 519
[1536x1536] => https://www.nextafter.com/wp-content/uploads/What_We_Are_For-6.jpg
[1536x1536-width] => 1026
[1536x1536-height] => 833
[2048x2048] => https://www.nextafter.com/wp-content/uploads/What_We_Are_For-6.jpg
[2048x2048-width] => 1026
[2048x2048-height] => 833
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/What_We_Are_For-6.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 568
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/What_We_Are_For-6-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/What_We_Are_For-6-50x41.jpg
[admin-width] => 50
[admin-height] => 41
[full] => https://www.nextafter.com/wp-content/uploads/What_We_Are_For-6.jpg
[full-width] => 1026
[full-height] => 833
[thumb_372] => https://www.nextafter.com/wp-content/uploads/What_We_Are_For-6-372x302.jpg
[thumb_372-width] => 372
[thumb_372-height] => 302
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/What_We_Are_For-6-770x625.jpg
[single_post_thumbnail-width] => 770
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/What_We_Are_For-6-32x26.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 26
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/What_We_Are_For-6-48x39.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 39
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/What_We_Are_For-6-64x52.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 52
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/What_We_Are_For-6-128x104.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 104
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/What_We_Are_For-6-83x67.jpg
[thumb_122_67-width] => 83
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/What_We_Are_For-6-153x124.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 124
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/What_We_Are_For-6-130x106.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 106
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/What_We_Are_For-6-218x177.jpg
[thumb_232_177-width] => 218
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/What_We_Are_For-6-544x442.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 442
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/What_We_Are_For-6-271x220.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 220
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/What_We_Are_For-6-271x220.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 220
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/What_We_Are_For-6-212x172.jpg
[thumb_272_172-width] => 212
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/What_We_Are_For-6-372x302.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 302
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/What_We_Are_For-6-372x302.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 302
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/What_We_Are_For-6-333x270.jpg
[thumb_385_270-width] => 333
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/What_We_Are_For-6-297x241.jpg
[thumb_416_241-width] => 297
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/What_We_Are_For-6-448x364.jpg
[thumb_448_410-width] => 448
[thumb_448_410-height] => 364
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/What_We_Are_For-6-896x727.jpg
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 727
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/What_We_Are_For-6-471x382.jpg
[thumb_574_382-width] => 471
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/What_We_Are_For-6-487x395.jpg
[thumb_776_395-width] => 487
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/What_We_Are_For-6.jpg
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 244
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/What_We_Are_For-6.jpg
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 325
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/What_We_Are_For-6.jpg
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 487
)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Fighting Back | 1.0% | $0.00 | ||
| T1: | What We Are For | 1.3% | 25.3% | 98.2% | $0.00 |
This experiment has a required sample size of 12,874 in order to be valid. Since the experiment had a total sample size of 38,298, 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
× 25.3% increase in conversion rate
× 0% increase in average gift
Key Learnings
After running for nearly 3 weeks, we saw that the new statement of belief that focused on "What we are for" instead of "Fighting back" increased email acquisition by 25%. We also examined downstream donor conversion and noticed no significant difference between the two offers.
This finding will allow us to move forward with the new offer and continue to iterate our testing on the new control.