How the addition of a premium affects donor conversion.
Experiment ID: #11646
Susan B. Anthony List
Experiment Summary
Timeframe: 07/27/2016 - 07/28/2016
Susan B. Anthony List has a name acquisition offer called “I Will Vote Pro-life” pledge. They pushed traffic to this pledge through Facebook ads and prospecting email lists. While this pledge was doing really well acquiring new names and emails, the donation page that people were presented with after they had signed the pledge needed to be optimized. In efforts to improve instant donor conversion on this donation page, they developed a metal lapel pin that was offered as a premium for a donation. A treatment donation page was made with the addition of this premium to it.
Traffic to the donation page was split 50/50 between the control and treatment.
Research Question
Would the addition of a premium on a donation page increase donor conversion?
Design
C: Control
Array
(
[0] => Array
(
[ID] => 43064
[id] => 43064
[title] => Control.jpg
[filename] => Control-1987.jpg
[filesize] => 110582
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1987.jpg
[link] => https://www.nextafter.com/experiments/how-the-addition-of-a-premium-affects-donor-conversion/attachment/control-jpg-2320/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-jpg-2320
[status] => inherit
[uploaded_to] => 12911
[date] => 2022-10-28 21:26:56
[modified] => 2022-10-28 21:26:56
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 659
[height] => 1400
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1987-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1987-141x300.jpg
[medium-width] => 141
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1987.jpg
[medium_large-width] => 640
[medium_large-height] => 1360
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1987-482x1024.jpg
[large-width] => 482
[large-height] => 1024
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1987.jpg
[1536x1536-width] => 659
[1536x1536-height] => 1400
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1987.jpg
[2048x2048-width] => 659
[2048x2048-height] => 1400
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1987-600x400.jpg
[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-1987-600x600.jpg
[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-1987.jpg
[tp-image-grid-width] => 330
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1987-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1987-24x50.jpg
[admin-width] => 24
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1987.jpg
[full-width] => 659
[full-height] => 1400
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1987-372x790.jpg
[thumb_372-width] => 372
[thumb_372-height] => 790
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1987-294x625.jpg
[single_post_thumbnail-width] => 294
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1987-15x32.jpg
[thumb_32_32-width] => 15
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1987-23x48.jpg
[thumb_48_48-width] => 23
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1987-30x64.jpg
[thumb_64_64-width] => 30
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1987-60x128.jpg
[thumb_128_128-width] => 60
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1987-32x67.jpg
[thumb_122_67-width] => 32
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1987-72x153.jpg
[thumb_153_153-width] => 72
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1987-77x163.jpg
[thumb_130_163-width] => 77
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1987-83x177.jpg
[thumb_232_177-width] => 83
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1987-306x650.jpg
[thumb_272_325-width] => 306
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1987-163x346.jpg
[thumb_271_346-width] => 163
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1987-128x271.jpg
[thumb_271_271-width] => 128
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1987-81x172.jpg
[thumb_272_172-width] => 81
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1987-217x461.jpg
[thumb_372_461-width] => 217
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1987-235x500.jpg
[thumb_372_500-width] => 235
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1987-127x270.jpg
[thumb_385_270-width] => 127
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1987-113x241.jpg
[thumb_416_241-width] => 113
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1987-193x410.jpg
[thumb_448_410-width] => 193
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1987-386x820.jpg
[thumb_448_410_retina-width] => 386
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1987-180x382.jpg
[thumb_574_382-width] => 180
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1987-186x395.jpg
[thumb_776_395-width] => 186
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 43069
[id] => 43069
[title] => Treatment_-_Pin.jpg
[filename] => Treatment_-_Pin-4.jpg
[filesize] => 103647
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Pin-4.jpg
[link] => https://www.nextafter.com/experiments/how-the-addition-of-a-premium-affects-donor-conversion/attachment/treatment_-_pin-jpg-6/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => treatment_-_pin-jpg-6
[status] => inherit
[uploaded_to] => 12911
[date] => 2022-10-28 21:27:15
[modified] => 2022-10-28 21:27:15
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 639
[height] => 1400
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Pin-4-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Pin-4-137x300.jpg
[medium-width] => 137
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Pin-4.jpg
[medium_large-width] => 639
[medium_large-height] => 1400
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Pin-4-467x1024.jpg
[large-width] => 467
[large-height] => 1024
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Pin-4.jpg
[1536x1536-width] => 639
[1536x1536-height] => 1400
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Pin-4.jpg
[2048x2048-width] => 639
[2048x2048-height] => 1400
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Pin-4-600x400.jpg
[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_-_Pin-4-600x600.jpg
[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_-_Pin-4.jpg
[tp-image-grid-width] => 320
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Pin-4-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Pin-4-23x50.jpg
[admin-width] => 23
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Pin-4.jpg
[full-width] => 639
[full-height] => 1400
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Pin-4-372x815.jpg
[thumb_372-width] => 372
[thumb_372-height] => 815
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Pin-4-285x625.jpg
[single_post_thumbnail-width] => 285
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Pin-4-15x32.jpg
[thumb_32_32-width] => 15
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Pin-4-22x48.jpg
[thumb_48_48-width] => 22
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Pin-4-29x64.jpg
[thumb_64_64-width] => 29
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Pin-4-58x128.jpg
[thumb_128_128-width] => 58
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Pin-4-31x67.jpg
[thumb_122_67-width] => 31
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Pin-4-70x153.jpg
[thumb_153_153-width] => 70
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Pin-4-74x163.jpg
[thumb_130_163-width] => 74
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Pin-4-81x177.jpg
[thumb_232_177-width] => 81
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Pin-4-297x650.jpg
[thumb_272_325-width] => 297
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Pin-4-158x346.jpg
[thumb_271_346-width] => 158
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Pin-4-124x271.jpg
[thumb_271_271-width] => 124
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Pin-4-79x172.jpg
[thumb_272_172-width] => 79
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Pin-4-210x461.jpg
[thumb_372_461-width] => 210
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Pin-4-228x500.jpg
[thumb_372_500-width] => 228
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Pin-4-123x270.jpg
[thumb_385_270-width] => 123
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Pin-4-110x241.jpg
[thumb_416_241-width] => 110
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Pin-4-187x410.jpg
[thumb_448_410-width] => 187
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Pin-4-374x820.jpg
[thumb_448_410_retina-width] => 374
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Pin-4-174x382.jpg
[thumb_574_382-width] => 174
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Pin-4-180x395.jpg
[thumb_776_395-width] => 180
[thumb_776_395-height] => 395
) ) )
T1: Treatment - Pin
Array
(
[0] => Array
(
[ID] => 43064
[id] => 43064
[title] => Control.jpg
[filename] => Control-1987.jpg
[filesize] => 110582
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1987.jpg
[link] => https://www.nextafter.com/experiments/how-the-addition-of-a-premium-affects-donor-conversion/attachment/control-jpg-2320/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-jpg-2320
[status] => inherit
[uploaded_to] => 12911
[date] => 2022-10-28 21:26:56
[modified] => 2022-10-28 21:26:56
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 659
[height] => 1400
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1987-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1987-141x300.jpg
[medium-width] => 141
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1987.jpg
[medium_large-width] => 640
[medium_large-height] => 1360
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1987-482x1024.jpg
[large-width] => 482
[large-height] => 1024
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1987.jpg
[1536x1536-width] => 659
[1536x1536-height] => 1400
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1987.jpg
[2048x2048-width] => 659
[2048x2048-height] => 1400
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1987-600x400.jpg
[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-1987-600x600.jpg
[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-1987.jpg
[tp-image-grid-width] => 330
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1987-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1987-24x50.jpg
[admin-width] => 24
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1987.jpg
[full-width] => 659
[full-height] => 1400
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1987-372x790.jpg
[thumb_372-width] => 372
[thumb_372-height] => 790
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1987-294x625.jpg
[single_post_thumbnail-width] => 294
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1987-15x32.jpg
[thumb_32_32-width] => 15
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1987-23x48.jpg
[thumb_48_48-width] => 23
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1987-30x64.jpg
[thumb_64_64-width] => 30
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1987-60x128.jpg
[thumb_128_128-width] => 60
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1987-32x67.jpg
[thumb_122_67-width] => 32
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1987-72x153.jpg
[thumb_153_153-width] => 72
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1987-77x163.jpg
[thumb_130_163-width] => 77
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1987-83x177.jpg
[thumb_232_177-width] => 83
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1987-306x650.jpg
[thumb_272_325-width] => 306
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1987-163x346.jpg
[thumb_271_346-width] => 163
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1987-128x271.jpg
[thumb_271_271-width] => 128
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1987-81x172.jpg
[thumb_272_172-width] => 81
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1987-217x461.jpg
[thumb_372_461-width] => 217
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1987-235x500.jpg
[thumb_372_500-width] => 235
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1987-127x270.jpg
[thumb_385_270-width] => 127
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1987-113x241.jpg
[thumb_416_241-width] => 113
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1987-193x410.jpg
[thumb_448_410-width] => 193
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1987-386x820.jpg
[thumb_448_410_retina-width] => 386
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1987-180x382.jpg
[thumb_574_382-width] => 180
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1987-186x395.jpg
[thumb_776_395-width] => 186
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 43069
[id] => 43069
[title] => Treatment_-_Pin.jpg
[filename] => Treatment_-_Pin-4.jpg
[filesize] => 103647
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Pin-4.jpg
[link] => https://www.nextafter.com/experiments/how-the-addition-of-a-premium-affects-donor-conversion/attachment/treatment_-_pin-jpg-6/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => treatment_-_pin-jpg-6
[status] => inherit
[uploaded_to] => 12911
[date] => 2022-10-28 21:27:15
[modified] => 2022-10-28 21:27:15
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 639
[height] => 1400
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Pin-4-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Pin-4-137x300.jpg
[medium-width] => 137
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Pin-4.jpg
[medium_large-width] => 639
[medium_large-height] => 1400
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Pin-4-467x1024.jpg
[large-width] => 467
[large-height] => 1024
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Pin-4.jpg
[1536x1536-width] => 639
[1536x1536-height] => 1400
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Pin-4.jpg
[2048x2048-width] => 639
[2048x2048-height] => 1400
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Pin-4-600x400.jpg
[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_-_Pin-4-600x600.jpg
[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_-_Pin-4.jpg
[tp-image-grid-width] => 320
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Pin-4-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Pin-4-23x50.jpg
[admin-width] => 23
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Pin-4.jpg
[full-width] => 639
[full-height] => 1400
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Pin-4-372x815.jpg
[thumb_372-width] => 372
[thumb_372-height] => 815
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Pin-4-285x625.jpg
[single_post_thumbnail-width] => 285
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Pin-4-15x32.jpg
[thumb_32_32-width] => 15
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Pin-4-22x48.jpg
[thumb_48_48-width] => 22
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Pin-4-29x64.jpg
[thumb_64_64-width] => 29
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Pin-4-58x128.jpg
[thumb_128_128-width] => 58
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Pin-4-31x67.jpg
[thumb_122_67-width] => 31
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Pin-4-70x153.jpg
[thumb_153_153-width] => 70
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Pin-4-74x163.jpg
[thumb_130_163-width] => 74
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Pin-4-81x177.jpg
[thumb_232_177-width] => 81
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Pin-4-297x650.jpg
[thumb_272_325-width] => 297
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Pin-4-158x346.jpg
[thumb_271_346-width] => 158
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Pin-4-124x271.jpg
[thumb_271_271-width] => 124
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Pin-4-79x172.jpg
[thumb_272_172-width] => 79
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Pin-4-210x461.jpg
[thumb_372_461-width] => 210
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Pin-4-228x500.jpg
[thumb_372_500-width] => 228
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Pin-4-123x270.jpg
[thumb_385_270-width] => 123
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Pin-4-110x241.jpg
[thumb_416_241-width] => 110
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Pin-4-187x410.jpg
[thumb_448_410-width] => 187
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Pin-4-374x820.jpg
[thumb_448_410_retina-width] => 374
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Pin-4-174x382.jpg
[thumb_574_382-width] => 174
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Pin-4-180x395.jpg
[thumb_776_395-width] => 180
[thumb_776_395-height] => 395
) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.36% | ||
| T1: | Treatment - Pin | 1.2% | 224.4% | 99.3% |
This experiment has a required sample size of 901 in order to be valid. Since the experiment had a total sample size of 3,388, 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
× 224.4% increase in conversion rate
× 0% increase in average gift
Key Learnings
The treatment page with the addition of the “I Vote Pro-life” lapel pin premium had an increase in donations by 224%. The premium not only incentivized more people to give, but it also reinforced the value proposition of the pledge they just made and donors gave more generously (17% increase in average gift).
All traffic for the “I Will Vote Pro-life” pledge donation page will now be offered the lapel pin premium.