Americans for Prosperity

How reducing navigation affects donor conversion

Experiment ID: #4903

Americans for Prosperity

Experiment Summary

Timeframe: 08/02/2016 - 09/08/2016

Americans for Prosperity Foundation was preparing to launch a website redesign. In the few weeks they had before launch, wanted to run a quick donation page experiment to see if they could lift conversion.

The current donation page had a large navigation menu at the top that gave the visitor plenty of opportunities to leave the page before making a gift. They knew that removing these would prevent “unsupervised thinking” and they hypothesized that it would increase conversion.

They used Adobe Target to create a treatment with this navigation removed, and launched an A/B test to measure the winner.

Research Question

Will removing donation page navigation increase donor conversion?

Design

C: With Navigation
Array ( [0] => Array ( [ID] => 13037 [id] => 13037 [title] => AFP-Control-2.png [filename] => AFP-Control-2.png [filesize] => 0 [url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Control-2.png [link] => https://www.nextafter.com/experiments/how-reducing-navigation-affects-donor-conversion/attachment/afp-control-2-png/ [alt] => [author] => 6 [description] => [caption] => [name] => afp-control-2-png [status] => inherit [uploaded_to] => 13036 [date] => 2021-02-25 05:21:26 [modified] => 2021-02-25 05:21:26 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png [width] => 1417 [height] => 923 [sizes] => Array ( [thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Control-2-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Control-2-300x195.png [medium-width] => 300 [medium-height] => 195 [medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Control-2-768x500.png [medium_large-width] => 640 [medium_large-height] => 417 [large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Control-2-1024x667.png [large-width] => 640 [large-height] => 417 [1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Control-2.png [1536x1536-width] => 1417 [1536x1536-height] => 923 [2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Control-2.png [2048x2048-width] => 1417 [2048x2048-height] => 923 [ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Control-2-600x400.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/AFP-Control-2-600x600.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/AFP-Control-2.png [tp-image-grid-width] => 700 [tp-image-grid-height] => 456 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Control-2-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Control-2-50x33.png [admin-width] => 50 [admin-height] => 33 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Control-2.png [full-width] => 1417 [full-height] => 923 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Control-2-372x242.png [thumb_372-width] => 372 [thumb_372-height] => 242 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Control-2-960x625.png [single_post_thumbnail-width] => 960 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Control-2-32x21.png [thumb_32_32-width] => 32 [thumb_32_32-height] => 21 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Control-2-48x31.png [thumb_48_48-width] => 48 [thumb_48_48-height] => 31 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Control-2-64x42.png [thumb_64_64-width] => 64 [thumb_64_64-height] => 42 [thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Control-2-128x83.png [thumb_128_128-width] => 128 [thumb_128_128-height] => 83 [thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Control-2-103x67.png [thumb_122_67-width] => 103 [thumb_122_67-height] => 67 [thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Control-2-153x100.png [thumb_153_153-width] => 153 [thumb_153_153-height] => 100 [thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Control-2-130x85.png [thumb_130_163-width] => 130 [thumb_130_163-height] => 85 [thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Control-2-232x151.png [thumb_232_177-width] => 232 [thumb_232_177-height] => 151 [thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Control-2-544x354.png [thumb_272_325-width] => 544 [thumb_272_325-height] => 354 [thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Control-2-271x177.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 177 [thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Control-2-271x177.png [thumb_271_271-width] => 271 [thumb_271_271-height] => 177 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Control-2-264x172.png [thumb_272_172-width] => 264 [thumb_272_172-height] => 172 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Control-2-372x242.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 242 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Control-2-372x242.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 242 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Control-2-385x251.png [thumb_385_270-width] => 385 [thumb_385_270-height] => 251 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Control-2-370x241.png [thumb_416_241-width] => 370 [thumb_416_241-height] => 241 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Control-2-448x292.png [thumb_448_410-width] => 448 [thumb_448_410-height] => 292 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Control-2-896x584.png [thumb_448_410_retina-width] => 896 [thumb_448_410_retina-height] => 584 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Control-2-574x374.png [thumb_574_382-width] => 574 [thumb_574_382-height] => 374 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Control-2-606x395.png [thumb_776_395-width] => 606 [thumb_776_395-height] => 395 ) ) [1] => Array ( [ID] => 13038 [id] => 13038 [title] => AFP-Treatment-2.png [filename] => AFP-Treatment-2.png [filesize] => 0 [url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Treatment-2.png [link] => https://www.nextafter.com/experiments/how-reducing-navigation-affects-donor-conversion/attachment/afp-treatment-2-png/ [alt] => [author] => 6 [description] => [caption] => [name] => afp-treatment-2-png [status] => inherit [uploaded_to] => 13036 [date] => 2021-02-25 05:21:37 [modified] => 2021-02-25 05:21:37 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png [width] => 1417 [height] => 923 [sizes] => Array ( [thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Treatment-2-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Treatment-2-300x195.png [medium-width] => 300 [medium-height] => 195 [medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Treatment-2-768x500.png [medium_large-width] => 640 [medium_large-height] => 417 [large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Treatment-2-1024x667.png [large-width] => 640 [large-height] => 417 [1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Treatment-2.png [1536x1536-width] => 1417 [1536x1536-height] => 923 [2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Treatment-2.png [2048x2048-width] => 1417 [2048x2048-height] => 923 [ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Treatment-2-600x400.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/AFP-Treatment-2-600x600.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/AFP-Treatment-2.png [tp-image-grid-width] => 700 [tp-image-grid-height] => 456 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Treatment-2-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Treatment-2-50x33.png [admin-width] => 50 [admin-height] => 33 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Treatment-2.png [full-width] => 1417 [full-height] => 923 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Treatment-2-372x242.png [thumb_372-width] => 372 [thumb_372-height] => 242 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Treatment-2-960x625.png [single_post_thumbnail-width] => 960 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Treatment-2-32x21.png [thumb_32_32-width] => 32 [thumb_32_32-height] => 21 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Treatment-2-48x31.png [thumb_48_48-width] => 48 [thumb_48_48-height] => 31 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Treatment-2-64x42.png [thumb_64_64-width] => 64 [thumb_64_64-height] => 42 [thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Treatment-2-128x83.png [thumb_128_128-width] => 128 [thumb_128_128-height] => 83 [thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Treatment-2-103x67.png [thumb_122_67-width] => 103 [thumb_122_67-height] => 67 [thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Treatment-2-153x100.png [thumb_153_153-width] => 153 [thumb_153_153-height] => 100 [thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Treatment-2-130x85.png [thumb_130_163-width] => 130 [thumb_130_163-height] => 85 [thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Treatment-2-232x151.png [thumb_232_177-width] => 232 [thumb_232_177-height] => 151 [thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Treatment-2-544x354.png [thumb_272_325-width] => 544 [thumb_272_325-height] => 354 [thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Treatment-2-271x177.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 177 [thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Treatment-2-271x177.png [thumb_271_271-width] => 271 [thumb_271_271-height] => 177 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Treatment-2-264x172.png [thumb_272_172-width] => 264 [thumb_272_172-height] => 172 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Treatment-2-372x242.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 242 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Treatment-2-372x242.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 242 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Treatment-2-385x251.png [thumb_385_270-width] => 385 [thumb_385_270-height] => 251 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Treatment-2-370x241.png [thumb_416_241-width] => 370 [thumb_416_241-height] => 241 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Treatment-2-448x292.png [thumb_448_410-width] => 448 [thumb_448_410-height] => 292 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Treatment-2-896x584.png [thumb_448_410_retina-width] => 896 [thumb_448_410_retina-height] => 584 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Treatment-2-574x374.png [thumb_574_382-width] => 574 [thumb_574_382-height] => 374 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Treatment-2-606x395.png [thumb_776_395-width] => 606 [thumb_776_395-height] => 395 ) ) )
T1: Without Navigation
Array ( [0] => Array ( [ID] => 13037 [id] => 13037 [title] => AFP-Control-2.png [filename] => AFP-Control-2.png [filesize] => 0 [url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Control-2.png [link] => https://www.nextafter.com/experiments/how-reducing-navigation-affects-donor-conversion/attachment/afp-control-2-png/ [alt] => [author] => 6 [description] => [caption] => [name] => afp-control-2-png [status] => inherit [uploaded_to] => 13036 [date] => 2021-02-25 05:21:26 [modified] => 2021-02-25 05:21:26 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png [width] => 1417 [height] => 923 [sizes] => Array ( [thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Control-2-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Control-2-300x195.png [medium-width] => 300 [medium-height] => 195 [medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Control-2-768x500.png [medium_large-width] => 640 [medium_large-height] => 417 [large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Control-2-1024x667.png [large-width] => 640 [large-height] => 417 [1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Control-2.png [1536x1536-width] => 1417 [1536x1536-height] => 923 [2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Control-2.png [2048x2048-width] => 1417 [2048x2048-height] => 923 [ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Control-2-600x400.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/AFP-Control-2-600x600.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/AFP-Control-2.png [tp-image-grid-width] => 700 [tp-image-grid-height] => 456 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Control-2-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Control-2-50x33.png [admin-width] => 50 [admin-height] => 33 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Control-2.png [full-width] => 1417 [full-height] => 923 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Control-2-372x242.png [thumb_372-width] => 372 [thumb_372-height] => 242 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Control-2-960x625.png [single_post_thumbnail-width] => 960 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Control-2-32x21.png [thumb_32_32-width] => 32 [thumb_32_32-height] => 21 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Control-2-48x31.png [thumb_48_48-width] => 48 [thumb_48_48-height] => 31 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Control-2-64x42.png [thumb_64_64-width] => 64 [thumb_64_64-height] => 42 [thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Control-2-128x83.png [thumb_128_128-width] => 128 [thumb_128_128-height] => 83 [thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Control-2-103x67.png [thumb_122_67-width] => 103 [thumb_122_67-height] => 67 [thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Control-2-153x100.png [thumb_153_153-width] => 153 [thumb_153_153-height] => 100 [thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Control-2-130x85.png [thumb_130_163-width] => 130 [thumb_130_163-height] => 85 [thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Control-2-232x151.png [thumb_232_177-width] => 232 [thumb_232_177-height] => 151 [thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Control-2-544x354.png [thumb_272_325-width] => 544 [thumb_272_325-height] => 354 [thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Control-2-271x177.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 177 [thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Control-2-271x177.png [thumb_271_271-width] => 271 [thumb_271_271-height] => 177 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Control-2-264x172.png [thumb_272_172-width] => 264 [thumb_272_172-height] => 172 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Control-2-372x242.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 242 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Control-2-372x242.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 242 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Control-2-385x251.png [thumb_385_270-width] => 385 [thumb_385_270-height] => 251 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Control-2-370x241.png [thumb_416_241-width] => 370 [thumb_416_241-height] => 241 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Control-2-448x292.png [thumb_448_410-width] => 448 [thumb_448_410-height] => 292 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Control-2-896x584.png [thumb_448_410_retina-width] => 896 [thumb_448_410_retina-height] => 584 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Control-2-574x374.png [thumb_574_382-width] => 574 [thumb_574_382-height] => 374 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Control-2-606x395.png [thumb_776_395-width] => 606 [thumb_776_395-height] => 395 ) ) [1] => Array ( [ID] => 13038 [id] => 13038 [title] => AFP-Treatment-2.png [filename] => AFP-Treatment-2.png [filesize] => 0 [url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Treatment-2.png [link] => https://www.nextafter.com/experiments/how-reducing-navigation-affects-donor-conversion/attachment/afp-treatment-2-png/ [alt] => [author] => 6 [description] => [caption] => [name] => afp-treatment-2-png [status] => inherit [uploaded_to] => 13036 [date] => 2021-02-25 05:21:37 [modified] => 2021-02-25 05:21:37 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png [width] => 1417 [height] => 923 [sizes] => Array ( [thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Treatment-2-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Treatment-2-300x195.png [medium-width] => 300 [medium-height] => 195 [medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Treatment-2-768x500.png [medium_large-width] => 640 [medium_large-height] => 417 [large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Treatment-2-1024x667.png [large-width] => 640 [large-height] => 417 [1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Treatment-2.png [1536x1536-width] => 1417 [1536x1536-height] => 923 [2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Treatment-2.png [2048x2048-width] => 1417 [2048x2048-height] => 923 [ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Treatment-2-600x400.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/AFP-Treatment-2-600x600.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/AFP-Treatment-2.png [tp-image-grid-width] => 700 [tp-image-grid-height] => 456 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Treatment-2-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Treatment-2-50x33.png [admin-width] => 50 [admin-height] => 33 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Treatment-2.png [full-width] => 1417 [full-height] => 923 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Treatment-2-372x242.png [thumb_372-width] => 372 [thumb_372-height] => 242 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Treatment-2-960x625.png [single_post_thumbnail-width] => 960 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Treatment-2-32x21.png [thumb_32_32-width] => 32 [thumb_32_32-height] => 21 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Treatment-2-48x31.png [thumb_48_48-width] => 48 [thumb_48_48-height] => 31 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Treatment-2-64x42.png [thumb_64_64-width] => 64 [thumb_64_64-height] => 42 [thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Treatment-2-128x83.png [thumb_128_128-width] => 128 [thumb_128_128-height] => 83 [thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Treatment-2-103x67.png [thumb_122_67-width] => 103 [thumb_122_67-height] => 67 [thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Treatment-2-153x100.png [thumb_153_153-width] => 153 [thumb_153_153-height] => 100 [thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Treatment-2-130x85.png [thumb_130_163-width] => 130 [thumb_130_163-height] => 85 [thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Treatment-2-232x151.png [thumb_232_177-width] => 232 [thumb_232_177-height] => 151 [thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Treatment-2-544x354.png [thumb_272_325-width] => 544 [thumb_272_325-height] => 354 [thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Treatment-2-271x177.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 177 [thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Treatment-2-271x177.png [thumb_271_271-width] => 271 [thumb_271_271-height] => 177 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Treatment-2-264x172.png [thumb_272_172-width] => 264 [thumb_272_172-height] => 172 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Treatment-2-372x242.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 242 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Treatment-2-372x242.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 242 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Treatment-2-385x251.png [thumb_385_270-width] => 385 [thumb_385_270-height] => 251 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Treatment-2-370x241.png [thumb_416_241-width] => 370 [thumb_416_241-height] => 241 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Treatment-2-448x292.png [thumb_448_410-width] => 448 [thumb_448_410-height] => 292 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Treatment-2-896x584.png [thumb_448_410_retina-width] => 896 [thumb_448_410_retina-height] => 584 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Treatment-2-574x374.png [thumb_574_382-width] => 574 [thumb_574_382-height] => 374 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AFP-Treatment-2-606x395.png [thumb_776_395-width] => 606 [thumb_776_395-height] => 395 ) ) )

Results

 Treatment NameConv. RateRelative DifferenceConfidence
C: With Navigation 0.70%
T1: Without Navigation 2.1%195.1% 86.4%

This experiment has a required sample size of 583 in order to be valid. Since the experiment had a total sample size of 623, and the level of confidence is not above 95% the experiment results are not valid.

Key Learnings

The treatment with no navigation produced a 195.1% increase in conversion, although the results came just short of statistical validity. They ended the test before arriving at validity to launch the new site, although the test will be repeated with the new design.

 


Experiment Documented by Jeff Giddens
Jeff Giddens is President of NextAfter.

Question about experiment #4903

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