How a 3rd party endorsement affects email acquisition
Experiment ID: #3224
Texas State Historical Association
Experiment Summary
Timeframe: 02/09/2016 - 02/15/2016
After the initial launch of the Texas State Historical Association’s eBook celebrating Black History Month, they received an endorsement for the work from a well known public figure, the mayor of Houston. The quote promoted both TSHA and the eBook itself. We had the hypothesis that if we added the quote to the page, it would decrease the anxiety which would, in turn, increase the conversion rate. We decided to test this out against the existing control page.
Research Question
Does adding a 3rd party endorsement improve the email acquisition rate on the page?
Design
C: No Quote
Array
(
[0] => Array
(
[ID] => 12473
[id] => 12473
[title] => No_Quote.png
[filename] => No_Quote.png
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Quote.png
[link] => https://www.nextafter.com/experiments/how-a-3rd-party-endorsement-affects-email-acquisition/attachment/no_quote-png/
[alt] =>
[author] => 1
[description] =>
[caption] =>
[name] => no_quote-png
[status] => inherit
[uploaded_to] => 12472
[date] => 2021-02-25 00:18:56
[modified] => 2021-02-25 00:18:56
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1440
[height] => 1366
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Quote-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Quote-300x285.png
[medium-width] => 300
[medium-height] => 285
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Quote-768x729.png
[medium_large-width] => 640
[medium_large-height] => 608
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Quote-1024x971.png
[large-width] => 640
[large-height] => 607
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Quote.png
[1536x1536-width] => 1440
[1536x1536-height] => 1366
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Quote.png
[2048x2048-width] => 1440
[2048x2048-height] => 1366
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Quote-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/No_Quote-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/No_Quote.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 664
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Quote-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Quote-50x47.png
[admin-width] => 50
[admin-height] => 47
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Quote.png
[full-width] => 1440
[full-height] => 1366
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Quote-372x353.png
[thumb_372-width] => 372
[thumb_372-height] => 353
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Quote-659x625.png
[single_post_thumbnail-width] => 659
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Quote-32x30.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 30
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Quote-48x46.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 46
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Quote-64x61.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 61
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Quote-128x121.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 121
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Quote-71x67.png
[thumb_122_67-width] => 71
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Quote-153x145.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 145
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Quote-130x123.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 123
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Quote-187x177.png
[thumb_232_177-width] => 187
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Quote-544x516.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 516
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Quote-271x257.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 257
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Quote-271x257.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 257
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Quote-181x172.png
[thumb_272_172-width] => 181
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Quote-372x353.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 353
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Quote-372x353.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 353
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Quote-285x270.png
[thumb_385_270-width] => 285
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Quote-254x241.png
[thumb_416_241-width] => 254
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Quote-432x410.png
[thumb_448_410-width] => 432
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Quote-864x820.png
[thumb_448_410_retina-width] => 864
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Quote-403x382.png
[thumb_574_382-width] => 403
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Quote-416x395.png
[thumb_776_395-width] => 416
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 12474
[id] => 12474
[title] => Mayor_Quote.png
[filename] => Mayor_Quote.png
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Mayor_Quote.png
[link] => https://www.nextafter.com/experiments/how-a-3rd-party-endorsement-affects-email-acquisition/attachment/mayor_quote-png/
[alt] =>
[author] => 1
[description] =>
[caption] =>
[name] => mayor_quote-png
[status] => inherit
[uploaded_to] => 12472
[date] => 2021-02-25 00:22:21
[modified] => 2021-02-25 00:22:21
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1440
[height] => 1534
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Mayor_Quote-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Mayor_Quote-282x300.png
[medium-width] => 282
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Mayor_Quote-768x818.png
[medium_large-width] => 640
[medium_large-height] => 682
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Mayor_Quote-961x1024.png
[large-width] => 640
[large-height] => 682
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Mayor_Quote.png
[1536x1536-width] => 1440
[1536x1536-height] => 1534
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Mayor_Quote.png
[2048x2048-width] => 1440
[2048x2048-height] => 1534
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Mayor_Quote-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/Mayor_Quote-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/Mayor_Quote.png
[tp-image-grid-width] => 657
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Mayor_Quote-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Mayor_Quote-47x50.png
[admin-width] => 47
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Mayor_Quote.png
[full-width] => 1440
[full-height] => 1534
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Mayor_Quote-372x396.png
[thumb_372-width] => 372
[thumb_372-height] => 396
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Mayor_Quote-587x625.png
[single_post_thumbnail-width] => 587
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Mayor_Quote-30x32.png
[thumb_32_32-width] => 30
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Mayor_Quote-45x48.png
[thumb_48_48-width] => 45
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Mayor_Quote-60x64.png
[thumb_64_64-width] => 60
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Mayor_Quote-120x128.png
[thumb_128_128-width] => 120
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Mayor_Quote-63x67.png
[thumb_122_67-width] => 63
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Mayor_Quote-144x153.png
[thumb_153_153-width] => 144
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Mayor_Quote-130x138.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 138
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Mayor_Quote-166x177.png
[thumb_232_177-width] => 166
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Mayor_Quote-544x580.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 580
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Mayor_Quote-271x289.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 289
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Mayor_Quote-254x271.png
[thumb_271_271-width] => 254
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Mayor_Quote-161x172.png
[thumb_272_172-width] => 161
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Mayor_Quote-372x396.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 396
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Mayor_Quote-372x396.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 396
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Mayor_Quote-253x270.png
[thumb_385_270-width] => 253
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Mayor_Quote-226x241.png
[thumb_416_241-width] => 226
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Mayor_Quote-385x410.png
[thumb_448_410-width] => 385
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Mayor_Quote-770x820.png
[thumb_448_410_retina-width] => 770
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Mayor_Quote-359x382.png
[thumb_574_382-width] => 359
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Mayor_Quote-371x395.png
[thumb_776_395-width] => 371
[thumb_776_395-height] => 395
) ) )
T1: Mayor Quote
Array
(
[0] => Array
(
[ID] => 12473
[id] => 12473
[title] => No_Quote.png
[filename] => No_Quote.png
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Quote.png
[link] => https://www.nextafter.com/experiments/how-a-3rd-party-endorsement-affects-email-acquisition/attachment/no_quote-png/
[alt] =>
[author] => 1
[description] =>
[caption] =>
[name] => no_quote-png
[status] => inherit
[uploaded_to] => 12472
[date] => 2021-02-25 00:18:56
[modified] => 2021-02-25 00:18:56
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1440
[height] => 1366
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Quote-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Quote-300x285.png
[medium-width] => 300
[medium-height] => 285
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Quote-768x729.png
[medium_large-width] => 640
[medium_large-height] => 608
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Quote-1024x971.png
[large-width] => 640
[large-height] => 607
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Quote.png
[1536x1536-width] => 1440
[1536x1536-height] => 1366
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Quote.png
[2048x2048-width] => 1440
[2048x2048-height] => 1366
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Quote-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/No_Quote-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/No_Quote.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 664
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Quote-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Quote-50x47.png
[admin-width] => 50
[admin-height] => 47
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Quote.png
[full-width] => 1440
[full-height] => 1366
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Quote-372x353.png
[thumb_372-width] => 372
[thumb_372-height] => 353
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Quote-659x625.png
[single_post_thumbnail-width] => 659
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Quote-32x30.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 30
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Quote-48x46.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 46
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Quote-64x61.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 61
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Quote-128x121.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 121
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Quote-71x67.png
[thumb_122_67-width] => 71
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Quote-153x145.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 145
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Quote-130x123.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 123
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Quote-187x177.png
[thumb_232_177-width] => 187
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Quote-544x516.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 516
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Quote-271x257.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 257
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Quote-271x257.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 257
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Quote-181x172.png
[thumb_272_172-width] => 181
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Quote-372x353.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 353
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Quote-372x353.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 353
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Quote-285x270.png
[thumb_385_270-width] => 285
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Quote-254x241.png
[thumb_416_241-width] => 254
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Quote-432x410.png
[thumb_448_410-width] => 432
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Quote-864x820.png
[thumb_448_410_retina-width] => 864
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Quote-403x382.png
[thumb_574_382-width] => 403
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Quote-416x395.png
[thumb_776_395-width] => 416
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 12474
[id] => 12474
[title] => Mayor_Quote.png
[filename] => Mayor_Quote.png
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Mayor_Quote.png
[link] => https://www.nextafter.com/experiments/how-a-3rd-party-endorsement-affects-email-acquisition/attachment/mayor_quote-png/
[alt] =>
[author] => 1
[description] =>
[caption] =>
[name] => mayor_quote-png
[status] => inherit
[uploaded_to] => 12472
[date] => 2021-02-25 00:22:21
[modified] => 2021-02-25 00:22:21
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1440
[height] => 1534
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Mayor_Quote-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Mayor_Quote-282x300.png
[medium-width] => 282
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Mayor_Quote-768x818.png
[medium_large-width] => 640
[medium_large-height] => 682
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Mayor_Quote-961x1024.png
[large-width] => 640
[large-height] => 682
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Mayor_Quote.png
[1536x1536-width] => 1440
[1536x1536-height] => 1534
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Mayor_Quote.png
[2048x2048-width] => 1440
[2048x2048-height] => 1534
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Mayor_Quote-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/Mayor_Quote-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/Mayor_Quote.png
[tp-image-grid-width] => 657
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Mayor_Quote-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Mayor_Quote-47x50.png
[admin-width] => 47
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Mayor_Quote.png
[full-width] => 1440
[full-height] => 1534
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Mayor_Quote-372x396.png
[thumb_372-width] => 372
[thumb_372-height] => 396
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Mayor_Quote-587x625.png
[single_post_thumbnail-width] => 587
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Mayor_Quote-30x32.png
[thumb_32_32-width] => 30
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Mayor_Quote-45x48.png
[thumb_48_48-width] => 45
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Mayor_Quote-60x64.png
[thumb_64_64-width] => 60
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Mayor_Quote-120x128.png
[thumb_128_128-width] => 120
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Mayor_Quote-63x67.png
[thumb_122_67-width] => 63
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Mayor_Quote-144x153.png
[thumb_153_153-width] => 144
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Mayor_Quote-130x138.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 138
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Mayor_Quote-166x177.png
[thumb_232_177-width] => 166
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Mayor_Quote-544x580.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 580
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Mayor_Quote-271x289.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 289
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Mayor_Quote-254x271.png
[thumb_271_271-width] => 254
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Mayor_Quote-161x172.png
[thumb_272_172-width] => 161
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Mayor_Quote-372x396.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 396
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Mayor_Quote-372x396.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 396
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Mayor_Quote-253x270.png
[thumb_385_270-width] => 253
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Mayor_Quote-226x241.png
[thumb_416_241-width] => 226
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Mayor_Quote-385x410.png
[thumb_448_410-width] => 385
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Mayor_Quote-770x820.png
[thumb_448_410_retina-width] => 770
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Mayor_Quote-359x382.png
[thumb_574_382-width] => 359
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Mayor_Quote-371x395.png
[thumb_776_395-width] => 371
[thumb_776_395-height] => 395
) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | No Quote | 7.6% | ||
| T1: | Mayor Quote | 5.5% | -28.0% | 99.5% |
This experiment has a required sample size of 1,034 in order to be valid. Since the experiment had a total sample size of 4,148, 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
× 28.0% decrease in conversion rate
× 0% increase in average gift
Key Learnings
The 3rd party quote ended up decreasing the email acquisition rate on the page by 28%. We have two hypotheses for the cause of this decrease:
- The audience has come to expect that the products released by TSHA are of high quality. As a result, they didn’t need the added 3rd party credibility. Instead, this quote added length to the page which added friction to the conversion process.
- It is possible that the endorser, the Houston mayor, is unpopular with the audience demographics. Regardless of their reasonings, if the visitors did not like the Houston mayor they would be less likely to convert.
In either situation, it made sense to remove the quote and continue with the original page.