How focusing the value proposition on one primary message impacts donor conversion.
Experiment ID: #6049
Care Net
Experiment Summary
Timeframe: 04/02/2018 - 05/08/2018
Care Net offers a free online course called, Pro-life 101. After a person signs up for the online course, they are presented with an instant donation ask. In reading the copy on the instant donation page, we hypothesized that we might be able to increase donor conversion if we focused the value proposition solely on the donation instead of both the details of the course people just signed up for AND the donation. To do this, we developed a treatment that put the details of the course in the subhead of the page and focused the body of the copy on the donation ask. We also reformatted the page to make it easier to read by bolding specific phrases of copy and shortened the body copy from large paragraphs into shorter paragraphs that were bulleted. Finally, to reinforce the impact of a person’s gift, we also told people the number of people they could reach with a specific dollar amount.
Research Question
Which donation page would increase donor conversion?
Design
C: Control
Array
(
[0] => Array
(
[ID] => 40411
[id] => 40411
[title] => Control.jpg
[filename] => Control-1656.jpg
[filesize] => 180011
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1656.jpg
[link] => https://www.nextafter.com/experiments/how-focusing-the-value-proposition-on-one-primary-message-impacts-donor-conversion/attachment/control-jpg-1923/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-jpg-1923
[status] => inherit
[uploaded_to] => 15004
[date] => 2022-10-21 20:22:16
[modified] => 2022-10-21 20:22:16
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 784
[height] => 637
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1656-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1656-300x244.jpg
[medium-width] => 300
[medium-height] => 244
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1656-768x624.jpg
[medium_large-width] => 640
[medium_large-height] => 520
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1656.jpg
[large-width] => 640
[large-height] => 520
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1656.jpg
[1536x1536-width] => 784
[1536x1536-height] => 637
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1656.jpg
[2048x2048-width] => 784
[2048x2048-height] => 637
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1656-600x400.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-1656-600x600.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-1656.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 569
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1656-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1656-50x41.jpg
[admin-width] => 50
[admin-height] => 41
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1656.jpg
[full-width] => 784
[full-height] => 637
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1656-372x302.jpg
[thumb_372-width] => 372
[thumb_372-height] => 302
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1656-769x625.jpg
[single_post_thumbnail-width] => 769
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1656-32x26.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 26
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1656-48x39.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 39
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1656-64x52.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 52
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1656-128x104.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 104
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1656-82x67.jpg
[thumb_122_67-width] => 82
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1656-153x124.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 124
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1656-130x106.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 106
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1656-218x177.jpg
[thumb_232_177-width] => 218
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1656-544x442.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 442
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1656-271x220.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 220
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1656-271x220.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 220
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1656-212x172.jpg
[thumb_272_172-width] => 212
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1656-372x302.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 302
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1656-372x302.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 302
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1656-332x270.jpg
[thumb_385_270-width] => 332
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1656-297x241.jpg
[thumb_416_241-width] => 297
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1656-448x364.jpg
[thumb_448_410-width] => 448
[thumb_448_410-height] => 364
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1656.jpg
[thumb_448_410_retina-width] => 784
[thumb_448_410_retina-height] => 637
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1656-470x382.jpg
[thumb_574_382-width] => 470
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1656-486x395.jpg
[thumb_776_395-width] => 486
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 40417
[id] => 40417
[title] => Donation_focused_value_prop.jpg
[filename] => Donation_focused_value_prop-4.jpg
[filesize] => 140191
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_focused_value_prop-4.jpg
[link] => https://www.nextafter.com/experiments/how-focusing-the-value-proposition-on-one-primary-message-impacts-donor-conversion/attachment/donation_focused_value_prop-jpg-6/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => donation_focused_value_prop-jpg-6
[status] => inherit
[uploaded_to] => 15004
[date] => 2022-10-21 20:22:43
[modified] => 2022-10-21 20:22:43
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 774
[height] => 582
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_focused_value_prop-4-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_focused_value_prop-4-300x226.jpg
[medium-width] => 300
[medium-height] => 226
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_focused_value_prop-4-768x577.jpg
[medium_large-width] => 640
[medium_large-height] => 481
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_focused_value_prop-4.jpg
[large-width] => 640
[large-height] => 481
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_focused_value_prop-4.jpg
[1536x1536-width] => 774
[1536x1536-height] => 582
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_focused_value_prop-4.jpg
[2048x2048-width] => 774
[2048x2048-height] => 582
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_focused_value_prop-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/Donation_focused_value_prop-4-600x582.jpg
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 582
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_focused_value_prop-4.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 526
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_focused_value_prop-4-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_focused_value_prop-4-50x38.jpg
[admin-width] => 50
[admin-height] => 38
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_focused_value_prop-4.jpg
[full-width] => 774
[full-height] => 582
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_focused_value_prop-4-372x280.jpg
[thumb_372-width] => 372
[thumb_372-height] => 280
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_focused_value_prop-4.jpg
[single_post_thumbnail-width] => 774
[single_post_thumbnail-height] => 582
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_focused_value_prop-4-32x24.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 24
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_focused_value_prop-4-48x36.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 36
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_focused_value_prop-4-64x48.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 48
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_focused_value_prop-4-128x96.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 96
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_focused_value_prop-4-89x67.jpg
[thumb_122_67-width] => 89
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_focused_value_prop-4-153x115.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 115
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_focused_value_prop-4-130x98.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 98
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_focused_value_prop-4-232x174.jpg
[thumb_232_177-width] => 232
[thumb_232_177-height] => 174
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_focused_value_prop-4-544x409.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 409
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_focused_value_prop-4-271x204.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 204
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_focused_value_prop-4-271x204.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 204
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_focused_value_prop-4-229x172.jpg
[thumb_272_172-width] => 229
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_focused_value_prop-4-372x280.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 280
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_focused_value_prop-4-372x280.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 280
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_focused_value_prop-4-359x270.jpg
[thumb_385_270-width] => 359
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_focused_value_prop-4-321x241.jpg
[thumb_416_241-width] => 321
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_focused_value_prop-4-448x337.jpg
[thumb_448_410-width] => 448
[thumb_448_410-height] => 337
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_focused_value_prop-4.jpg
[thumb_448_410_retina-width] => 774
[thumb_448_410_retina-height] => 582
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_focused_value_prop-4-508x382.jpg
[thumb_574_382-width] => 508
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_focused_value_prop-4-525x395.jpg
[thumb_776_395-width] => 525
[thumb_776_395-height] => 395
) ) )
T1: Donation focused value prop
Array
(
[0] => Array
(
[ID] => 40411
[id] => 40411
[title] => Control.jpg
[filename] => Control-1656.jpg
[filesize] => 180011
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1656.jpg
[link] => https://www.nextafter.com/experiments/how-focusing-the-value-proposition-on-one-primary-message-impacts-donor-conversion/attachment/control-jpg-1923/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-jpg-1923
[status] => inherit
[uploaded_to] => 15004
[date] => 2022-10-21 20:22:16
[modified] => 2022-10-21 20:22:16
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 784
[height] => 637
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1656-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1656-300x244.jpg
[medium-width] => 300
[medium-height] => 244
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1656-768x624.jpg
[medium_large-width] => 640
[medium_large-height] => 520
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1656.jpg
[large-width] => 640
[large-height] => 520
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1656.jpg
[1536x1536-width] => 784
[1536x1536-height] => 637
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1656.jpg
[2048x2048-width] => 784
[2048x2048-height] => 637
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1656-600x400.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-1656-600x600.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-1656.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 569
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1656-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1656-50x41.jpg
[admin-width] => 50
[admin-height] => 41
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1656.jpg
[full-width] => 784
[full-height] => 637
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1656-372x302.jpg
[thumb_372-width] => 372
[thumb_372-height] => 302
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1656-769x625.jpg
[single_post_thumbnail-width] => 769
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1656-32x26.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 26
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1656-48x39.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 39
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1656-64x52.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 52
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1656-128x104.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 104
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1656-82x67.jpg
[thumb_122_67-width] => 82
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1656-153x124.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 124
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1656-130x106.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 106
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1656-218x177.jpg
[thumb_232_177-width] => 218
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1656-544x442.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 442
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1656-271x220.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 220
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1656-271x220.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 220
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1656-212x172.jpg
[thumb_272_172-width] => 212
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1656-372x302.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 302
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1656-372x302.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 302
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1656-332x270.jpg
[thumb_385_270-width] => 332
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1656-297x241.jpg
[thumb_416_241-width] => 297
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1656-448x364.jpg
[thumb_448_410-width] => 448
[thumb_448_410-height] => 364
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1656.jpg
[thumb_448_410_retina-width] => 784
[thumb_448_410_retina-height] => 637
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1656-470x382.jpg
[thumb_574_382-width] => 470
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1656-486x395.jpg
[thumb_776_395-width] => 486
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 40417
[id] => 40417
[title] => Donation_focused_value_prop.jpg
[filename] => Donation_focused_value_prop-4.jpg
[filesize] => 140191
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_focused_value_prop-4.jpg
[link] => https://www.nextafter.com/experiments/how-focusing-the-value-proposition-on-one-primary-message-impacts-donor-conversion/attachment/donation_focused_value_prop-jpg-6/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => donation_focused_value_prop-jpg-6
[status] => inherit
[uploaded_to] => 15004
[date] => 2022-10-21 20:22:43
[modified] => 2022-10-21 20:22:43
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 774
[height] => 582
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_focused_value_prop-4-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_focused_value_prop-4-300x226.jpg
[medium-width] => 300
[medium-height] => 226
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_focused_value_prop-4-768x577.jpg
[medium_large-width] => 640
[medium_large-height] => 481
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_focused_value_prop-4.jpg
[large-width] => 640
[large-height] => 481
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_focused_value_prop-4.jpg
[1536x1536-width] => 774
[1536x1536-height] => 582
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_focused_value_prop-4.jpg
[2048x2048-width] => 774
[2048x2048-height] => 582
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_focused_value_prop-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/Donation_focused_value_prop-4-600x582.jpg
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 582
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_focused_value_prop-4.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 526
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_focused_value_prop-4-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_focused_value_prop-4-50x38.jpg
[admin-width] => 50
[admin-height] => 38
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_focused_value_prop-4.jpg
[full-width] => 774
[full-height] => 582
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_focused_value_prop-4-372x280.jpg
[thumb_372-width] => 372
[thumb_372-height] => 280
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_focused_value_prop-4.jpg
[single_post_thumbnail-width] => 774
[single_post_thumbnail-height] => 582
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_focused_value_prop-4-32x24.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 24
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_focused_value_prop-4-48x36.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 36
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_focused_value_prop-4-64x48.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 48
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_focused_value_prop-4-128x96.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 96
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_focused_value_prop-4-89x67.jpg
[thumb_122_67-width] => 89
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_focused_value_prop-4-153x115.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 115
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_focused_value_prop-4-130x98.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 98
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_focused_value_prop-4-232x174.jpg
[thumb_232_177-width] => 232
[thumb_232_177-height] => 174
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_focused_value_prop-4-544x409.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 409
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_focused_value_prop-4-271x204.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 204
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_focused_value_prop-4-271x204.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 204
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_focused_value_prop-4-229x172.jpg
[thumb_272_172-width] => 229
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_focused_value_prop-4-372x280.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 280
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_focused_value_prop-4-372x280.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 280
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_focused_value_prop-4-359x270.jpg
[thumb_385_270-width] => 359
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_focused_value_prop-4-321x241.jpg
[thumb_416_241-width] => 321
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_focused_value_prop-4-448x337.jpg
[thumb_448_410-width] => 448
[thumb_448_410-height] => 337
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_focused_value_prop-4.jpg
[thumb_448_410_retina-width] => 774
[thumb_448_410_retina-height] => 582
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_focused_value_prop-4-508x382.jpg
[thumb_574_382-width] => 508
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_focused_value_prop-4-525x395.jpg
[thumb_776_395-width] => 525
[thumb_776_395-height] => 395
) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 1.1% | ||
| T1: | Donation focused value prop | 1.8% | 64.2% | 95.8% |
This experiment has a required sample size of 2,202 in order to be valid. Since the experiment had a total sample size of 4,797, 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
× 64.2% increase in conversion rate
× 0% increase in average gift
Key Learnings
The treatment donation page increased donor conversion by 64%! It mentally walked a person through the decision to make a donation and focused the value proposition on the donation ask. This strengthened the message and more people were motivated to make a gift.