The impact of donor-centric benefits on a monthly donor appeal
Experiment ID: #54406
Care Net
Experiment Summary
Timeframe: 03/10/2021 - 04/23/2021
We have had great success acquiring new monthly donors by using language that emphasized how they would save babies from abortion 365 days a year. However, none of our language focused on ways becoming a monthly donor would benefit the Donor. So we decided to test whether adding benefits to the donor would increase monthly donor conversion on the page.
Research Question
We believe that providing the practical benefits of becoming a monthly donor for visitors will achieve greater conversion.
Design
C: Control
Array
(
[0] => Array
(
[ID] => 52881
[id] => 52881
[title] => Control.PNG
[filename] => Control-4669.png
[filesize] => 431546
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4669.png
[link] => https://www.nextafter.com/experiments/the-impact-of-donor-centric-benefits-on-a-monthly-donor-appeal/attachment/control-png-5472/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-png-5472
[status] => inherit
[uploaded_to] => 18685
[date] => 2023-06-02 19:34:47
[modified] => 2023-06-02 19:34:47
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1100
[height] => 1163
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4669-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4669-284x300.png
[medium-width] => 284
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4669-768x812.png
[medium_large-width] => 640
[medium_large-height] => 677
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4669-969x1024.png
[large-width] => 640
[large-height] => 676
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4669.png
[1536x1536-width] => 1100
[1536x1536-height] => 1163
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4669.png
[2048x2048-width] => 1100
[2048x2048-height] => 1163
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4669-600x400.png
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4669-600x600.png
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4669.png
[tp-image-grid-width] => 662
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4669-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4669-47x50.png
[admin-width] => 47
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4669.png
[full-width] => 1100
[full-height] => 1163
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4669-372x393.png
[thumb_372-width] => 372
[thumb_372-height] => 393
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4669-591x625.png
[single_post_thumbnail-width] => 591
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4669-30x32.png
[thumb_32_32-width] => 30
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4669-45x48.png
[thumb_48_48-width] => 45
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4669-61x64.png
[thumb_64_64-width] => 61
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4669-121x128.png
[thumb_128_128-width] => 121
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4669-63x67.png
[thumb_122_67-width] => 63
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4669-145x153.png
[thumb_153_153-width] => 145
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4669-130x137.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 137
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4669-167x177.png
[thumb_232_177-width] => 167
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4669-544x575.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 575
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4669-271x287.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 287
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4669-256x271.png
[thumb_271_271-width] => 256
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4669-163x172.png
[thumb_272_172-width] => 163
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4669-372x393.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 393
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4669-372x393.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 393
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4669-255x270.png
[thumb_385_270-width] => 255
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4669-228x241.png
[thumb_416_241-width] => 228
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4669-388x410.png
[thumb_448_410-width] => 388
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4669-776x820.png
[thumb_448_410_retina-width] => 776
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4669-361x382.png
[thumb_574_382-width] => 361
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4669-374x395.png
[thumb_776_395-width] => 374
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 52882
[id] => 52882
[title] => With_Benefits.PNG
[filename] => With_Benefits-10.png
[filesize] => 261969
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Benefits-10.png
[link] => https://www.nextafter.com/experiments/the-impact-of-donor-centric-benefits-on-a-monthly-donor-appeal/attachment/with_benefits-png-12/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => with_benefits-png-12
[status] => inherit
[uploaded_to] => 18685
[date] => 2023-06-02 19:35:03
[modified] => 2023-06-02 19:35:03
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 839
[height] => 1037
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Benefits-10-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Benefits-10-243x300.png
[medium-width] => 243
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Benefits-10-768x949.png
[medium_large-width] => 640
[medium_large-height] => 791
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Benefits-10-828x1024.png
[large-width] => 640
[large-height] => 791
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Benefits-10.png
[1536x1536-width] => 839
[1536x1536-height] => 1037
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Benefits-10.png
[2048x2048-width] => 839
[2048x2048-height] => 1037
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Benefits-10-600x400.png
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Benefits-10-600x600.png
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Benefits-10.png
[tp-image-grid-width] => 566
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Benefits-10-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Benefits-10-40x50.png
[admin-width] => 40
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Benefits-10.png
[full-width] => 839
[full-height] => 1037
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Benefits-10-372x460.png
[thumb_372-width] => 372
[thumb_372-height] => 460
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Benefits-10-506x625.png
[single_post_thumbnail-width] => 506
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Benefits-10-26x32.png
[thumb_32_32-width] => 26
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Benefits-10-39x48.png
[thumb_48_48-width] => 39
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Benefits-10-52x64.png
[thumb_64_64-width] => 52
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Benefits-10-104x128.png
[thumb_128_128-width] => 104
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Benefits-10-54x67.png
[thumb_122_67-width] => 54
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Benefits-10-124x153.png
[thumb_153_153-width] => 124
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Benefits-10-130x161.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 161
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Benefits-10-143x177.png
[thumb_232_177-width] => 143
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Benefits-10-526x650.png
[thumb_272_325-width] => 526
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Benefits-10-271x335.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 335
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Benefits-10-219x271.png
[thumb_271_271-width] => 219
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Benefits-10-139x172.png
[thumb_272_172-width] => 139
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Benefits-10-372x461.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Benefits-10-372x460.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 460
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Benefits-10-218x270.png
[thumb_385_270-width] => 218
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Benefits-10-195x241.png
[thumb_416_241-width] => 195
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Benefits-10-332x410.png
[thumb_448_410-width] => 332
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Benefits-10-663x820.png
[thumb_448_410_retina-width] => 663
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Benefits-10-309x382.png
[thumb_574_382-width] => 309
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Benefits-10-320x395.png
[thumb_776_395-width] => 320
[thumb_776_395-height] => 395
) ) )
T1: With Benefits
Array
(
[0] => Array
(
[ID] => 52881
[id] => 52881
[title] => Control.PNG
[filename] => Control-4669.png
[filesize] => 431546
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4669.png
[link] => https://www.nextafter.com/experiments/the-impact-of-donor-centric-benefits-on-a-monthly-donor-appeal/attachment/control-png-5472/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-png-5472
[status] => inherit
[uploaded_to] => 18685
[date] => 2023-06-02 19:34:47
[modified] => 2023-06-02 19:34:47
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1100
[height] => 1163
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4669-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4669-284x300.png
[medium-width] => 284
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4669-768x812.png
[medium_large-width] => 640
[medium_large-height] => 677
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4669-969x1024.png
[large-width] => 640
[large-height] => 676
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4669.png
[1536x1536-width] => 1100
[1536x1536-height] => 1163
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4669.png
[2048x2048-width] => 1100
[2048x2048-height] => 1163
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4669-600x400.png
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4669-600x600.png
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4669.png
[tp-image-grid-width] => 662
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4669-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4669-47x50.png
[admin-width] => 47
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4669.png
[full-width] => 1100
[full-height] => 1163
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4669-372x393.png
[thumb_372-width] => 372
[thumb_372-height] => 393
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4669-591x625.png
[single_post_thumbnail-width] => 591
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4669-30x32.png
[thumb_32_32-width] => 30
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4669-45x48.png
[thumb_48_48-width] => 45
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4669-61x64.png
[thumb_64_64-width] => 61
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4669-121x128.png
[thumb_128_128-width] => 121
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4669-63x67.png
[thumb_122_67-width] => 63
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4669-145x153.png
[thumb_153_153-width] => 145
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4669-130x137.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 137
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4669-167x177.png
[thumb_232_177-width] => 167
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4669-544x575.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 575
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4669-271x287.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 287
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4669-256x271.png
[thumb_271_271-width] => 256
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4669-163x172.png
[thumb_272_172-width] => 163
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4669-372x393.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 393
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4669-372x393.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 393
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4669-255x270.png
[thumb_385_270-width] => 255
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4669-228x241.png
[thumb_416_241-width] => 228
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4669-388x410.png
[thumb_448_410-width] => 388
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4669-776x820.png
[thumb_448_410_retina-width] => 776
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4669-361x382.png
[thumb_574_382-width] => 361
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4669-374x395.png
[thumb_776_395-width] => 374
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 52882
[id] => 52882
[title] => With_Benefits.PNG
[filename] => With_Benefits-10.png
[filesize] => 261969
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Benefits-10.png
[link] => https://www.nextafter.com/experiments/the-impact-of-donor-centric-benefits-on-a-monthly-donor-appeal/attachment/with_benefits-png-12/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => with_benefits-png-12
[status] => inherit
[uploaded_to] => 18685
[date] => 2023-06-02 19:35:03
[modified] => 2023-06-02 19:35:03
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 839
[height] => 1037
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Benefits-10-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Benefits-10-243x300.png
[medium-width] => 243
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Benefits-10-768x949.png
[medium_large-width] => 640
[medium_large-height] => 791
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Benefits-10-828x1024.png
[large-width] => 640
[large-height] => 791
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Benefits-10.png
[1536x1536-width] => 839
[1536x1536-height] => 1037
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Benefits-10.png
[2048x2048-width] => 839
[2048x2048-height] => 1037
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Benefits-10-600x400.png
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Benefits-10-600x600.png
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Benefits-10.png
[tp-image-grid-width] => 566
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Benefits-10-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Benefits-10-40x50.png
[admin-width] => 40
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Benefits-10.png
[full-width] => 839
[full-height] => 1037
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Benefits-10-372x460.png
[thumb_372-width] => 372
[thumb_372-height] => 460
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Benefits-10-506x625.png
[single_post_thumbnail-width] => 506
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Benefits-10-26x32.png
[thumb_32_32-width] => 26
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Benefits-10-39x48.png
[thumb_48_48-width] => 39
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Benefits-10-52x64.png
[thumb_64_64-width] => 52
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Benefits-10-104x128.png
[thumb_128_128-width] => 104
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Benefits-10-54x67.png
[thumb_122_67-width] => 54
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Benefits-10-124x153.png
[thumb_153_153-width] => 124
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Benefits-10-130x161.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 161
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Benefits-10-143x177.png
[thumb_232_177-width] => 143
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Benefits-10-526x650.png
[thumb_272_325-width] => 526
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Benefits-10-271x335.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 335
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Benefits-10-219x271.png
[thumb_271_271-width] => 219
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Benefits-10-139x172.png
[thumb_272_172-width] => 139
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Benefits-10-372x461.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Benefits-10-372x460.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 460
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Benefits-10-218x270.png
[thumb_385_270-width] => 218
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Benefits-10-195x241.png
[thumb_416_241-width] => 195
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Benefits-10-332x410.png
[thumb_448_410-width] => 332
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Benefits-10-663x820.png
[thumb_448_410_retina-width] => 663
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Benefits-10-309x382.png
[thumb_574_382-width] => 309
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/With_Benefits-10-320x395.png
[thumb_776_395-width] => 320
[thumb_776_395-height] => 395
) ) )
Results
| Treatment Name | Revenue per Visitor | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | $0.09 | $26.91 | ||
| T1: | With Benefits | $0.18 | 94.9% | 95.9% | $39.64 |
This experiment was validated using 3rd party testing tools. Based upon those calculations, a significant level of confidence was met so these 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
× 32.3% increase in conversion rate
× 47.3% increase in average gift
94.9% increase in revenue
Key Learnings
While we weren’t able to validate the test for transactions, we found that we significantly increased donor revenue on the treatment (94.9%) for returning visitors and those coming to the page via Email. We believe that this demonstrates that visitors who are already familiar with Care Net and our brand are more likely to react positively to the additional benefits provided by becoming a monthly donor.
Observations of the impact on other visitor segments in the experiment:
- Email visitors had a 689.8% increase in revenue with a 96% level of confidence.
We will roll out this benefits language to all our monthly donor acquisition pages. We will also test it in our emails as well.