Heritage Action for America
The Heritage Foundation

How refining the value proposition affected the follow-on HAFA gifts

Experiment ID: #2634

Heritage Action for America

The Heritage Foundation

Experiment Summary

Timeframe: 09/25/2015 - 11/18/2015

The follow-on ask for Heritage Action that occurred on Heritage forms had become one of the largest sources of gifts for HAFA. In an effort to continue to improve upon the success of the page, we wanted to see if we could refine the stated value proposition. We set up a test across all donation forms so that we could test it with all completed transactions in order to reach validation quicker.

Research Question

Which value proposition will produce the best conversion rate for follow-on Heritage Action gifts?

Design

C: Original Version
Array ( [0] => Array ( [ID] => 12249 [id] => 12249 [title] => Control1-1.png [filename] => Control1-1.png [filesize] => 0 [url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-1.png [link] => https://www.nextafter.com/experiments/how-refining-the-value-proposition-affected-the-follow-on-hafa-gifts/attachment/control1-1-png/ [alt] => [author] => 1 [description] => [caption] => [name] => control1-1-png [status] => inherit [uploaded_to] => 12248 [date] => 2021-02-24 21:29:11 [modified] => 2021-02-24 21:29:11 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png [width] => 1244 [height] => 1907 [sizes] => Array ( [thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-1-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-1-196x300.png [medium-width] => 196 [medium-height] => 300 [medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-1-768x1177.png [medium_large-width] => 640 [medium_large-height] => 981 [large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-1-668x1024.png [large-width] => 640 [large-height] => 981 [1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-1-1002x1536.png [1536x1536-width] => 1002 [1536x1536-height] => 1536 [2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-1.png [2048x2048-width] => 1244 [2048x2048-height] => 1907 [ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-1-600x400.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/Control1-1-600x600.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/Control1-1.png [tp-image-grid-width] => 457 [tp-image-grid-height] => 700 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-1-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-1-33x50.png [admin-width] => 33 [admin-height] => 50 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-1.png [full-width] => 1244 [full-height] => 1907 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-1-372x570.png [thumb_372-width] => 372 [thumb_372-height] => 570 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-1-408x625.png [single_post_thumbnail-width] => 408 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-1-21x32.png [thumb_32_32-width] => 21 [thumb_32_32-height] => 32 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-1-31x48.png [thumb_48_48-width] => 31 [thumb_48_48-height] => 48 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-1-42x64.png [thumb_64_64-width] => 42 [thumb_64_64-height] => 64 [thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-1-83x128.png [thumb_128_128-width] => 83 [thumb_128_128-height] => 128 [thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-1-44x67.png [thumb_122_67-width] => 44 [thumb_122_67-height] => 67 [thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-1-100x153.png [thumb_153_153-width] => 100 [thumb_153_153-height] => 153 [thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-1-106x163.png [thumb_130_163-width] => 106 [thumb_130_163-height] => 163 [thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-1-115x177.png [thumb_232_177-width] => 115 [thumb_232_177-height] => 177 [thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-1-424x650.png [thumb_272_325-width] => 424 [thumb_272_325-height] => 650 [thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-1-226x346.png [thumb_271_346-width] => 226 [thumb_271_346-height] => 346 [thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-1-177x271.png [thumb_271_271-width] => 177 [thumb_271_271-height] => 271 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-1-112x172.png [thumb_272_172-width] => 112 [thumb_272_172-height] => 172 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-1-301x461.png [thumb_372_461-width] => 301 [thumb_372_461-height] => 461 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-1-326x500.png [thumb_372_500-width] => 326 [thumb_372_500-height] => 500 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-1-176x270.png [thumb_385_270-width] => 176 [thumb_385_270-height] => 270 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-1-157x241.png [thumb_416_241-width] => 157 [thumb_416_241-height] => 241 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-1-267x410.png [thumb_448_410-width] => 267 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-1-535x820.png [thumb_448_410_retina-width] => 535 [thumb_448_410_retina-height] => 820 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-1-249x382.png [thumb_574_382-width] => 249 [thumb_574_382-height] => 382 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-1-258x395.png [thumb_776_395-width] => 258 [thumb_776_395-height] => 395 ) ) [1] => Array ( [ID] => 12250 [id] => 12250 [title] => Treatment-1.png [filename] => Treatment-1.png [filesize] => 421675 [url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-1.png [link] => https://www.nextafter.com/experiments/how-refining-the-value-proposition-affected-the-follow-on-hafa-gifts/attachment/treatment-1-png/ [alt] => [author] => 1 [description] => [caption] => [name] => treatment-1-png [status] => inherit [uploaded_to] => 12248 [date] => 2021-02-24 21:33:05 [modified] => 2021-02-24 21:33:05 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png [width] => 1244 [height] => 1907 [sizes] => Array ( [thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-1-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-1-196x300.png [medium-width] => 196 [medium-height] => 300 [medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-1-768x1177.png [medium_large-width] => 640 [medium_large-height] => 981 [large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-1-668x1024.png [large-width] => 640 [large-height] => 981 [1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-1-1002x1536.png [1536x1536-width] => 1002 [1536x1536-height] => 1536 [2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-1.png [2048x2048-width] => 1244 [2048x2048-height] => 1907 [ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-1-600x400.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/Treatment-1-600x600.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/Treatment-1.png [tp-image-grid-width] => 457 [tp-image-grid-height] => 700 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-1-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-1-33x50.png [admin-width] => 33 [admin-height] => 50 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-1.png [full-width] => 1244 [full-height] => 1907 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-1-372x570.png [thumb_372-width] => 372 [thumb_372-height] => 570 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-1-408x625.png [single_post_thumbnail-width] => 408 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-1-21x32.png [thumb_32_32-width] => 21 [thumb_32_32-height] => 32 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-1-31x48.png [thumb_48_48-width] => 31 [thumb_48_48-height] => 48 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-1-42x64.png [thumb_64_64-width] => 42 [thumb_64_64-height] => 64 [thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-1-83x128.png [thumb_128_128-width] => 83 [thumb_128_128-height] => 128 [thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-1-44x67.png [thumb_122_67-width] => 44 [thumb_122_67-height] => 67 [thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-1-100x153.png [thumb_153_153-width] => 100 [thumb_153_153-height] => 153 [thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-1-106x163.png [thumb_130_163-width] => 106 [thumb_130_163-height] => 163 [thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-1-115x177.png [thumb_232_177-width] => 115 [thumb_232_177-height] => 177 [thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-1-424x650.png [thumb_272_325-width] => 424 [thumb_272_325-height] => 650 [thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-1-226x346.png [thumb_271_346-width] => 226 [thumb_271_346-height] => 346 [thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-1-177x271.png [thumb_271_271-width] => 177 [thumb_271_271-height] => 271 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-1-112x172.png [thumb_272_172-width] => 112 [thumb_272_172-height] => 172 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-1-301x461.png [thumb_372_461-width] => 301 [thumb_372_461-height] => 461 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-1-326x500.png [thumb_372_500-width] => 326 [thumb_372_500-height] => 500 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-1-176x270.png [thumb_385_270-width] => 176 [thumb_385_270-height] => 270 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-1-157x241.png [thumb_416_241-width] => 157 [thumb_416_241-height] => 241 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-1-267x410.png [thumb_448_410-width] => 267 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-1-535x820.png [thumb_448_410_retina-width] => 535 [thumb_448_410_retina-height] => 820 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-1-249x382.png [thumb_574_382-width] => 249 [thumb_574_382-height] => 382 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-1-258x395.png [thumb_776_395-width] => 258 [thumb_776_395-height] => 395 ) ) )
T1: Jeff's Version
Array ( [0] => Array ( [ID] => 12249 [id] => 12249 [title] => Control1-1.png [filename] => Control1-1.png [filesize] => 0 [url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-1.png [link] => https://www.nextafter.com/experiments/how-refining-the-value-proposition-affected-the-follow-on-hafa-gifts/attachment/control1-1-png/ [alt] => [author] => 1 [description] => [caption] => [name] => control1-1-png [status] => inherit [uploaded_to] => 12248 [date] => 2021-02-24 21:29:11 [modified] => 2021-02-24 21:29:11 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png [width] => 1244 [height] => 1907 [sizes] => Array ( [thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-1-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-1-196x300.png [medium-width] => 196 [medium-height] => 300 [medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-1-768x1177.png [medium_large-width] => 640 [medium_large-height] => 981 [large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-1-668x1024.png [large-width] => 640 [large-height] => 981 [1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-1-1002x1536.png [1536x1536-width] => 1002 [1536x1536-height] => 1536 [2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-1.png [2048x2048-width] => 1244 [2048x2048-height] => 1907 [ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-1-600x400.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/Control1-1-600x600.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/Control1-1.png [tp-image-grid-width] => 457 [tp-image-grid-height] => 700 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-1-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-1-33x50.png [admin-width] => 33 [admin-height] => 50 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-1.png [full-width] => 1244 [full-height] => 1907 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-1-372x570.png [thumb_372-width] => 372 [thumb_372-height] => 570 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-1-408x625.png [single_post_thumbnail-width] => 408 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-1-21x32.png [thumb_32_32-width] => 21 [thumb_32_32-height] => 32 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-1-31x48.png [thumb_48_48-width] => 31 [thumb_48_48-height] => 48 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-1-42x64.png [thumb_64_64-width] => 42 [thumb_64_64-height] => 64 [thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-1-83x128.png [thumb_128_128-width] => 83 [thumb_128_128-height] => 128 [thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-1-44x67.png [thumb_122_67-width] => 44 [thumb_122_67-height] => 67 [thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-1-100x153.png [thumb_153_153-width] => 100 [thumb_153_153-height] => 153 [thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-1-106x163.png [thumb_130_163-width] => 106 [thumb_130_163-height] => 163 [thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-1-115x177.png [thumb_232_177-width] => 115 [thumb_232_177-height] => 177 [thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-1-424x650.png [thumb_272_325-width] => 424 [thumb_272_325-height] => 650 [thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-1-226x346.png [thumb_271_346-width] => 226 [thumb_271_346-height] => 346 [thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-1-177x271.png [thumb_271_271-width] => 177 [thumb_271_271-height] => 271 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-1-112x172.png [thumb_272_172-width] => 112 [thumb_272_172-height] => 172 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-1-301x461.png [thumb_372_461-width] => 301 [thumb_372_461-height] => 461 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-1-326x500.png [thumb_372_500-width] => 326 [thumb_372_500-height] => 500 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-1-176x270.png [thumb_385_270-width] => 176 [thumb_385_270-height] => 270 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-1-157x241.png [thumb_416_241-width] => 157 [thumb_416_241-height] => 241 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-1-267x410.png [thumb_448_410-width] => 267 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-1-535x820.png [thumb_448_410_retina-width] => 535 [thumb_448_410_retina-height] => 820 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-1-249x382.png [thumb_574_382-width] => 249 [thumb_574_382-height] => 382 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-1-258x395.png [thumb_776_395-width] => 258 [thumb_776_395-height] => 395 ) ) [1] => Array ( [ID] => 12250 [id] => 12250 [title] => Treatment-1.png [filename] => Treatment-1.png [filesize] => 421675 [url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-1.png [link] => https://www.nextafter.com/experiments/how-refining-the-value-proposition-affected-the-follow-on-hafa-gifts/attachment/treatment-1-png/ [alt] => [author] => 1 [description] => [caption] => [name] => treatment-1-png [status] => inherit [uploaded_to] => 12248 [date] => 2021-02-24 21:33:05 [modified] => 2021-02-24 21:33:05 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png [width] => 1244 [height] => 1907 [sizes] => Array ( [thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-1-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-1-196x300.png [medium-width] => 196 [medium-height] => 300 [medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-1-768x1177.png [medium_large-width] => 640 [medium_large-height] => 981 [large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-1-668x1024.png [large-width] => 640 [large-height] => 981 [1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-1-1002x1536.png [1536x1536-width] => 1002 [1536x1536-height] => 1536 [2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-1.png [2048x2048-width] => 1244 [2048x2048-height] => 1907 [ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-1-600x400.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/Treatment-1-600x600.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/Treatment-1.png [tp-image-grid-width] => 457 [tp-image-grid-height] => 700 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-1-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-1-33x50.png [admin-width] => 33 [admin-height] => 50 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-1.png [full-width] => 1244 [full-height] => 1907 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-1-372x570.png [thumb_372-width] => 372 [thumb_372-height] => 570 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-1-408x625.png [single_post_thumbnail-width] => 408 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-1-21x32.png [thumb_32_32-width] => 21 [thumb_32_32-height] => 32 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-1-31x48.png [thumb_48_48-width] => 31 [thumb_48_48-height] => 48 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-1-42x64.png [thumb_64_64-width] => 42 [thumb_64_64-height] => 64 [thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-1-83x128.png [thumb_128_128-width] => 83 [thumb_128_128-height] => 128 [thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-1-44x67.png [thumb_122_67-width] => 44 [thumb_122_67-height] => 67 [thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-1-100x153.png [thumb_153_153-width] => 100 [thumb_153_153-height] => 153 [thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-1-106x163.png [thumb_130_163-width] => 106 [thumb_130_163-height] => 163 [thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-1-115x177.png [thumb_232_177-width] => 115 [thumb_232_177-height] => 177 [thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-1-424x650.png [thumb_272_325-width] => 424 [thumb_272_325-height] => 650 [thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-1-226x346.png [thumb_271_346-width] => 226 [thumb_271_346-height] => 346 [thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-1-177x271.png [thumb_271_271-width] => 177 [thumb_271_271-height] => 271 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-1-112x172.png [thumb_272_172-width] => 112 [thumb_272_172-height] => 172 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-1-301x461.png [thumb_372_461-width] => 301 [thumb_372_461-height] => 461 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-1-326x500.png [thumb_372_500-width] => 326 [thumb_372_500-height] => 500 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-1-176x270.png [thumb_385_270-width] => 176 [thumb_385_270-height] => 270 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-1-157x241.png [thumb_416_241-width] => 157 [thumb_416_241-height] => 241 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-1-267x410.png [thumb_448_410-width] => 267 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-1-535x820.png [thumb_448_410_retina-width] => 535 [thumb_448_410_retina-height] => 820 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-1-249x382.png [thumb_574_382-width] => 249 [thumb_574_382-height] => 382 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-1-258x395.png [thumb_776_395-width] => 258 [thumb_776_395-height] => 395 ) ) )

Results

 Treatment NameConv. RateRelative DifferenceConfidence
C: Original Version 24.2%
T1: Jeff's Version 24.6%1.8% 20.8%

This experiment has a required sample size of 76,442 in order to be valid. Unfortunately, the required sample size was not met and a level of confidence above 95% was not met so the experiment results are not valid.

Key Learnings

The new treatment with a refined value proposition was not able to significantly impact the conversion rate one way or another. With an average conversion rate of ~24%, it would appear that we are going to have to take a more radical approach in order to improve the results.


Experiment Documented by NextAfter

Question about experiment #2634

If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.