How streamlining the tribute widget affects clickthrough rate
Experiment ID: #1204
CaringBridge
Experiment Summary
Timeframe: 03/01/2015 - 04/24/2015
Most gifts to CaringBridge start with the “tribute widget”, a small box that appears on all Site Journal pages and profile pages. We noticed one day that the tribute widget had a lot of information that could be extraneous and distracting from the intended action, which was to begin the gift process.
The CaringBridge team developed a streamlined version of this widget that removed a “most recent quote”, along with avatars for signed in users. To increase clarity, the team put pre-filled text into the box to instruct the user what to write. Also, we added social proof into the widget, dynamically pulling the number of previous donors to inspire the user to join them.
Research Question
Will a streamlined widget with added social proof inspire more people to begin the donation process?
Design
C: Control
Array
(
[0] => Array
(
[ID] => 11710
[id] => 11710
[title] => unnamed-2.jpg
[filename] => unnamed-2.jpg
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-2.jpg
[link] => https://www.nextafter.com/experiments/how-streamlining-the-tribute-widget-affects-clickthrough/attachment/unnamed-2-jpg/
[alt] =>
[author] => 6
[description] =>
[caption] =>
[name] => unnamed-2-jpg
[status] => inherit
[uploaded_to] => 11709
[date] => 2021-02-24 14:59:56
[modified] => 2021-02-24 14:59:56
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 202
[height] => 281
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-2-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-2.jpg
[medium-width] => 202
[medium-height] => 281
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-2.jpg
[medium_large-width] => 202
[medium_large-height] => 281
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-2.jpg
[large-width] => 202
[large-height] => 281
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-2.jpg
[1536x1536-width] => 202
[1536x1536-height] => 281
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-2.jpg
[2048x2048-width] => 202
[2048x2048-height] => 281
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-2.jpg
[ab-block-post-grid-landscape-width] => 202
[ab-block-post-grid-landscape-height] => 281
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-2.jpg
[ab-block-post-grid-square-width] => 202
[ab-block-post-grid-square-height] => 281
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-2.jpg
[tp-image-grid-width] => 202
[tp-image-grid-height] => 281
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-2-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-2-36x50.jpg
[admin-width] => 36
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-2.jpg
[full-width] => 202
[full-height] => 281
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-2.jpg
[thumb_372-width] => 202
[thumb_372-height] => 281
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-2.jpg
[single_post_thumbnail-width] => 202
[single_post_thumbnail-height] => 281
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-2-23x32.jpg
[thumb_32_32-width] => 23
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-2-35x48.jpg
[thumb_48_48-width] => 35
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-2-46x64.jpg
[thumb_64_64-width] => 46
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-2-92x128.jpg
[thumb_128_128-width] => 92
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-2-48x67.jpg
[thumb_122_67-width] => 48
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-2-110x153.jpg
[thumb_153_153-width] => 110
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-2-117x163.jpg
[thumb_130_163-width] => 117
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-2-127x177.jpg
[thumb_232_177-width] => 127
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-2.jpg
[thumb_272_325-width] => 202
[thumb_272_325-height] => 281
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-2.jpg
[thumb_271_346-width] => 202
[thumb_271_346-height] => 281
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-2-195x271.jpg
[thumb_271_271-width] => 195
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-2-124x172.jpg
[thumb_272_172-width] => 124
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-2.jpg
[thumb_372_461-width] => 202
[thumb_372_461-height] => 281
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-2.jpg
[thumb_372_500-width] => 202
[thumb_372_500-height] => 281
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-2-194x270.jpg
[thumb_385_270-width] => 194
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-2-173x241.jpg
[thumb_416_241-width] => 173
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-2.jpg
[thumb_448_410-width] => 202
[thumb_448_410-height] => 281
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-2.jpg
[thumb_448_410_retina-width] => 202
[thumb_448_410_retina-height] => 281
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-2.jpg
[thumb_574_382-width] => 202
[thumb_574_382-height] => 281
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-2.jpg
[thumb_776_395-width] => 202
[thumb_776_395-height] => 281
) ) [1] => Array
(
[ID] => 11711
[id] => 11711
[title] => unnamed.png
[filename] => unnamed.png
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed.png
[link] => https://www.nextafter.com/experiments/how-streamlining-the-tribute-widget-affects-clickthrough/attachment/unnamed-png/
[alt] =>
[author] => 6
[description] =>
[caption] =>
[name] => unnamed-png
[status] => inherit
[uploaded_to] => 11709
[date] => 2021-02-24 15:00:40
[modified] => 2021-02-24 15:00:40
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 386
[height] => 446
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-260x300.png
[medium-width] => 260
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed.png
[medium_large-width] => 386
[medium_large-height] => 446
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed.png
[large-width] => 386
[large-height] => 446
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed.png
[1536x1536-width] => 386
[1536x1536-height] => 446
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed.png
[2048x2048-width] => 386
[2048x2048-height] => 446
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-386x400.png
[ab-block-post-grid-landscape-width] => 386
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed.png
[ab-block-post-grid-square-width] => 386
[ab-block-post-grid-square-height] => 446
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed.png
[tp-image-grid-width] => 386
[tp-image-grid-height] => 446
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-43x50.png
[admin-width] => 43
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed.png
[full-width] => 386
[full-height] => 446
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-372x430.png
[thumb_372-width] => 372
[thumb_372-height] => 430
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed.png
[single_post_thumbnail-width] => 386
[single_post_thumbnail-height] => 446
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-28x32.png
[thumb_32_32-width] => 28
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-42x48.png
[thumb_48_48-width] => 42
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-55x64.png
[thumb_64_64-width] => 55
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-111x128.png
[thumb_128_128-width] => 111
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-58x67.png
[thumb_122_67-width] => 58
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-132x153.png
[thumb_153_153-width] => 132
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-130x150.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 150
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-153x177.png
[thumb_232_177-width] => 153
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed.png
[thumb_272_325-width] => 386
[thumb_272_325-height] => 446
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-271x313.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 313
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-235x271.png
[thumb_271_271-width] => 235
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-149x172.png
[thumb_272_172-width] => 149
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-372x430.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 430
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-372x430.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 430
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-234x270.png
[thumb_385_270-width] => 234
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-209x241.png
[thumb_416_241-width] => 209
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-355x410.png
[thumb_448_410-width] => 355
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed.png
[thumb_448_410_retina-width] => 386
[thumb_448_410_retina-height] => 446
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-331x382.png
[thumb_574_382-width] => 331
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-342x395.png
[thumb_776_395-width] => 342
[thumb_776_395-height] => 395
) ) )
T1: Treatment 1
Array
(
[0] => Array
(
[ID] => 11710
[id] => 11710
[title] => unnamed-2.jpg
[filename] => unnamed-2.jpg
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-2.jpg
[link] => https://www.nextafter.com/experiments/how-streamlining-the-tribute-widget-affects-clickthrough/attachment/unnamed-2-jpg/
[alt] =>
[author] => 6
[description] =>
[caption] =>
[name] => unnamed-2-jpg
[status] => inherit
[uploaded_to] => 11709
[date] => 2021-02-24 14:59:56
[modified] => 2021-02-24 14:59:56
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 202
[height] => 281
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-2-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-2.jpg
[medium-width] => 202
[medium-height] => 281
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-2.jpg
[medium_large-width] => 202
[medium_large-height] => 281
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-2.jpg
[large-width] => 202
[large-height] => 281
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-2.jpg
[1536x1536-width] => 202
[1536x1536-height] => 281
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-2.jpg
[2048x2048-width] => 202
[2048x2048-height] => 281
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-2.jpg
[ab-block-post-grid-landscape-width] => 202
[ab-block-post-grid-landscape-height] => 281
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-2.jpg
[ab-block-post-grid-square-width] => 202
[ab-block-post-grid-square-height] => 281
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-2.jpg
[tp-image-grid-width] => 202
[tp-image-grid-height] => 281
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-2-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-2-36x50.jpg
[admin-width] => 36
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-2.jpg
[full-width] => 202
[full-height] => 281
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-2.jpg
[thumb_372-width] => 202
[thumb_372-height] => 281
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-2.jpg
[single_post_thumbnail-width] => 202
[single_post_thumbnail-height] => 281
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-2-23x32.jpg
[thumb_32_32-width] => 23
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-2-35x48.jpg
[thumb_48_48-width] => 35
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-2-46x64.jpg
[thumb_64_64-width] => 46
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-2-92x128.jpg
[thumb_128_128-width] => 92
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-2-48x67.jpg
[thumb_122_67-width] => 48
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-2-110x153.jpg
[thumb_153_153-width] => 110
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-2-117x163.jpg
[thumb_130_163-width] => 117
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-2-127x177.jpg
[thumb_232_177-width] => 127
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-2.jpg
[thumb_272_325-width] => 202
[thumb_272_325-height] => 281
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-2.jpg
[thumb_271_346-width] => 202
[thumb_271_346-height] => 281
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-2-195x271.jpg
[thumb_271_271-width] => 195
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-2-124x172.jpg
[thumb_272_172-width] => 124
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-2.jpg
[thumb_372_461-width] => 202
[thumb_372_461-height] => 281
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-2.jpg
[thumb_372_500-width] => 202
[thumb_372_500-height] => 281
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-2-194x270.jpg
[thumb_385_270-width] => 194
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-2-173x241.jpg
[thumb_416_241-width] => 173
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-2.jpg
[thumb_448_410-width] => 202
[thumb_448_410-height] => 281
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-2.jpg
[thumb_448_410_retina-width] => 202
[thumb_448_410_retina-height] => 281
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-2.jpg
[thumb_574_382-width] => 202
[thumb_574_382-height] => 281
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-2.jpg
[thumb_776_395-width] => 202
[thumb_776_395-height] => 281
) ) [1] => Array
(
[ID] => 11711
[id] => 11711
[title] => unnamed.png
[filename] => unnamed.png
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed.png
[link] => https://www.nextafter.com/experiments/how-streamlining-the-tribute-widget-affects-clickthrough/attachment/unnamed-png/
[alt] =>
[author] => 6
[description] =>
[caption] =>
[name] => unnamed-png
[status] => inherit
[uploaded_to] => 11709
[date] => 2021-02-24 15:00:40
[modified] => 2021-02-24 15:00:40
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 386
[height] => 446
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-260x300.png
[medium-width] => 260
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed.png
[medium_large-width] => 386
[medium_large-height] => 446
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed.png
[large-width] => 386
[large-height] => 446
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed.png
[1536x1536-width] => 386
[1536x1536-height] => 446
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed.png
[2048x2048-width] => 386
[2048x2048-height] => 446
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-386x400.png
[ab-block-post-grid-landscape-width] => 386
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed.png
[ab-block-post-grid-square-width] => 386
[ab-block-post-grid-square-height] => 446
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed.png
[tp-image-grid-width] => 386
[tp-image-grid-height] => 446
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-43x50.png
[admin-width] => 43
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed.png
[full-width] => 386
[full-height] => 446
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-372x430.png
[thumb_372-width] => 372
[thumb_372-height] => 430
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed.png
[single_post_thumbnail-width] => 386
[single_post_thumbnail-height] => 446
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-28x32.png
[thumb_32_32-width] => 28
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-42x48.png
[thumb_48_48-width] => 42
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-55x64.png
[thumb_64_64-width] => 55
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-111x128.png
[thumb_128_128-width] => 111
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-58x67.png
[thumb_122_67-width] => 58
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-132x153.png
[thumb_153_153-width] => 132
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-130x150.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 150
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-153x177.png
[thumb_232_177-width] => 153
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed.png
[thumb_272_325-width] => 386
[thumb_272_325-height] => 446
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-271x313.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 313
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-235x271.png
[thumb_271_271-width] => 235
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-149x172.png
[thumb_272_172-width] => 149
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-372x430.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 430
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-372x430.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 430
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-234x270.png
[thumb_385_270-width] => 234
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-209x241.png
[thumb_416_241-width] => 209
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-355x410.png
[thumb_448_410-width] => 355
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed.png
[thumb_448_410_retina-width] => 386
[thumb_448_410_retina-height] => 446
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-331x382.png
[thumb_574_382-width] => 331
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-342x395.png
[thumb_776_395-width] => 342
[thumb_776_395-height] => 395
) ) )
Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.27% | ||
| T1: | Treatment 1 | 0.42% | 51.9% | 100.0% |
This experiment has a required sample size of 12,992 in order to be valid. Since the experiment had a total sample size of 3,184,069, 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:
51.9% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
The streamlined widget with added social proof resulted in nearly 52% more people beginning the donation process. We closely monitored donation page conversion rates as well, and there was no change. Clarifying the value proposition by removing extra graphics and copy and reducing anxiety through social proof resulted in a significant lift in dollars raised.