How value proposition copy affects clicks on a donate button in an email
Experiment ID: #9153
Leadership Institute
Experiment Summary
Ended On: 06/19/2018
Leadership Institute sent a daily email called CampusWire, updating their audience about developments through their campus network. At the bottom of the email, they had a simple button that asked the reader to support CampusReform. While this did produce donors, they wondered if adding value proposition to the button would increase clickthrough rate and thus increase donation page traffic. They crafted a treatment and sent it to half of the file for several weeks to see if it would increase conversion.
Research Question
How will the additional value proposition copy affect clickthrough rate?
Design
C: Button only
Array
(
[0] => Array
(
[ID] => 15132
[id] => 15132
[title] => Button_only.jpg
[filename] => Button_only.jpg
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Button_only.jpg
[link] => https://www.nextafter.com/experiments/how-value-proposition-copy-affects-clicks-on-a-donate-button-in-an-email/attachment/button_only-jpg/
[alt] =>
[author] => 6
[description] =>
[caption] =>
[name] => button_only-jpg
[status] => inherit
[uploaded_to] => 15131
[date] => 2021-02-25 09:26:32
[modified] => 2021-02-25 09:26:32
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 627
[height] => 201
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Button_only-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Button_only-300x96.jpg
[medium-width] => 300
[medium-height] => 96
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Button_only.jpg
[medium_large-width] => 627
[medium_large-height] => 201
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Button_only.jpg
[large-width] => 627
[large-height] => 201
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Button_only.jpg
[1536x1536-width] => 627
[1536x1536-height] => 201
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Button_only.jpg
[2048x2048-width] => 627
[2048x2048-height] => 201
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Button_only-600x201.jpg
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 201
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Button_only-600x201.jpg
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 201
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Button_only.jpg
[tp-image-grid-width] => 627
[tp-image-grid-height] => 201
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Button_only-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Button_only-50x16.jpg
[admin-width] => 50
[admin-height] => 16
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Button_only.jpg
[full-width] => 627
[full-height] => 201
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Button_only-372x119.jpg
[thumb_372-width] => 372
[thumb_372-height] => 119
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Button_only.jpg
[single_post_thumbnail-width] => 627
[single_post_thumbnail-height] => 201
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Button_only-32x10.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 10
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Button_only-48x15.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 15
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Button_only-64x21.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 21
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Button_only-128x41.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 41
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Button_only-122x39.jpg
[thumb_122_67-width] => 122
[thumb_122_67-height] => 39
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Button_only-153x49.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 49
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Button_only-130x42.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 42
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Button_only-232x74.jpg
[thumb_232_177-width] => 232
[thumb_232_177-height] => 74
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Button_only-544x174.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 174
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Button_only-271x87.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 87
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Button_only-271x87.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 87
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Button_only-272x87.jpg
[thumb_272_172-width] => 272
[thumb_272_172-height] => 87
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Button_only-372x119.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 119
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Button_only-372x119.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 119
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Button_only-385x123.jpg
[thumb_385_270-width] => 385
[thumb_385_270-height] => 123
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Button_only-416x133.jpg
[thumb_416_241-width] => 416
[thumb_416_241-height] => 133
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Button_only-448x144.jpg
[thumb_448_410-width] => 448
[thumb_448_410-height] => 144
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Button_only.jpg
[thumb_448_410_retina-width] => 627
[thumb_448_410_retina-height] => 201
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Button_only-574x184.jpg
[thumb_574_382-width] => 574
[thumb_574_382-height] => 184
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Button_only.jpg
[thumb_776_395-width] => 627
[thumb_776_395-height] => 201
) ) [1] => Array
(
[ID] => 15133
[id] => 15133
[title] => Value_Proposition.jpg
[filename] => Value_Proposition.jpg
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Value_Proposition.jpg
[link] => https://www.nextafter.com/experiments/how-value-proposition-copy-affects-clicks-on-a-donate-button-in-an-email/attachment/value_proposition-jpg/
[alt] =>
[author] => 6
[description] =>
[caption] =>
[name] => value_proposition-jpg
[status] => inherit
[uploaded_to] => 15131
[date] => 2021-02-25 09:26:35
[modified] => 2021-02-25 09:26:35
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 698
[height] => 589
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Value_Proposition-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Value_Proposition-300x253.jpg
[medium-width] => 300
[medium-height] => 253
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Value_Proposition.jpg
[medium_large-width] => 640
[medium_large-height] => 540
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Value_Proposition.jpg
[large-width] => 640
[large-height] => 540
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Value_Proposition.jpg
[1536x1536-width] => 698
[1536x1536-height] => 589
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Value_Proposition.jpg
[2048x2048-width] => 698
[2048x2048-height] => 589
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Value_Proposition-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/Value_Proposition-600x589.jpg
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 589
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Value_Proposition.jpg
[tp-image-grid-width] => 698
[tp-image-grid-height] => 589
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Value_Proposition-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Value_Proposition-50x42.jpg
[admin-width] => 50
[admin-height] => 42
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Value_Proposition.jpg
[full-width] => 698
[full-height] => 589
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Value_Proposition-372x314.jpg
[thumb_372-width] => 372
[thumb_372-height] => 314
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Value_Proposition.jpg
[single_post_thumbnail-width] => 698
[single_post_thumbnail-height] => 589
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Value_Proposition-32x27.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 27
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Value_Proposition-48x41.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 41
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Value_Proposition-64x54.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 54
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Value_Proposition-128x108.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 108
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Value_Proposition-79x67.jpg
[thumb_122_67-width] => 79
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Value_Proposition-153x129.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 129
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Value_Proposition-130x110.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 110
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Value_Proposition-210x177.jpg
[thumb_232_177-width] => 210
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Value_Proposition-544x459.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 459
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Value_Proposition-271x229.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 229
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Value_Proposition-271x229.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 229
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Value_Proposition-204x172.jpg
[thumb_272_172-width] => 204
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Value_Proposition-372x314.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 314
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Value_Proposition-372x314.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 314
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Value_Proposition-320x270.jpg
[thumb_385_270-width] => 320
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Value_Proposition-286x241.jpg
[thumb_416_241-width] => 286
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Value_Proposition-448x378.jpg
[thumb_448_410-width] => 448
[thumb_448_410-height] => 378
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Value_Proposition.jpg
[thumb_448_410_retina-width] => 698
[thumb_448_410_retina-height] => 589
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Value_Proposition-453x382.jpg
[thumb_574_382-width] => 453
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Value_Proposition-468x395.jpg
[thumb_776_395-width] => 468
[thumb_776_395-height] => 395
) ) )
T1: Value Proposition
Array
(
[0] => Array
(
[ID] => 15132
[id] => 15132
[title] => Button_only.jpg
[filename] => Button_only.jpg
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Button_only.jpg
[link] => https://www.nextafter.com/experiments/how-value-proposition-copy-affects-clicks-on-a-donate-button-in-an-email/attachment/button_only-jpg/
[alt] =>
[author] => 6
[description] =>
[caption] =>
[name] => button_only-jpg
[status] => inherit
[uploaded_to] => 15131
[date] => 2021-02-25 09:26:32
[modified] => 2021-02-25 09:26:32
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 627
[height] => 201
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Button_only-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Button_only-300x96.jpg
[medium-width] => 300
[medium-height] => 96
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Button_only.jpg
[medium_large-width] => 627
[medium_large-height] => 201
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Button_only.jpg
[large-width] => 627
[large-height] => 201
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Button_only.jpg
[1536x1536-width] => 627
[1536x1536-height] => 201
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Button_only.jpg
[2048x2048-width] => 627
[2048x2048-height] => 201
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Button_only-600x201.jpg
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 201
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Button_only-600x201.jpg
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 201
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Button_only.jpg
[tp-image-grid-width] => 627
[tp-image-grid-height] => 201
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Button_only-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Button_only-50x16.jpg
[admin-width] => 50
[admin-height] => 16
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Button_only.jpg
[full-width] => 627
[full-height] => 201
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Button_only-372x119.jpg
[thumb_372-width] => 372
[thumb_372-height] => 119
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Button_only.jpg
[single_post_thumbnail-width] => 627
[single_post_thumbnail-height] => 201
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Button_only-32x10.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 10
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Button_only-48x15.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 15
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Button_only-64x21.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 21
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Button_only-128x41.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 41
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Button_only-122x39.jpg
[thumb_122_67-width] => 122
[thumb_122_67-height] => 39
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Button_only-153x49.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 49
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Button_only-130x42.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 42
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Button_only-232x74.jpg
[thumb_232_177-width] => 232
[thumb_232_177-height] => 74
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Button_only-544x174.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 174
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Button_only-271x87.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 87
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Button_only-271x87.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 87
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Button_only-272x87.jpg
[thumb_272_172-width] => 272
[thumb_272_172-height] => 87
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Button_only-372x119.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 119
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Button_only-372x119.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 119
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Button_only-385x123.jpg
[thumb_385_270-width] => 385
[thumb_385_270-height] => 123
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Button_only-416x133.jpg
[thumb_416_241-width] => 416
[thumb_416_241-height] => 133
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Button_only-448x144.jpg
[thumb_448_410-width] => 448
[thumb_448_410-height] => 144
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Button_only.jpg
[thumb_448_410_retina-width] => 627
[thumb_448_410_retina-height] => 201
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Button_only-574x184.jpg
[thumb_574_382-width] => 574
[thumb_574_382-height] => 184
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Button_only.jpg
[thumb_776_395-width] => 627
[thumb_776_395-height] => 201
) ) [1] => Array
(
[ID] => 15133
[id] => 15133
[title] => Value_Proposition.jpg
[filename] => Value_Proposition.jpg
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Value_Proposition.jpg
[link] => https://www.nextafter.com/experiments/how-value-proposition-copy-affects-clicks-on-a-donate-button-in-an-email/attachment/value_proposition-jpg/
[alt] =>
[author] => 6
[description] =>
[caption] =>
[name] => value_proposition-jpg
[status] => inherit
[uploaded_to] => 15131
[date] => 2021-02-25 09:26:35
[modified] => 2021-02-25 09:26:35
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 698
[height] => 589
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Value_Proposition-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Value_Proposition-300x253.jpg
[medium-width] => 300
[medium-height] => 253
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Value_Proposition.jpg
[medium_large-width] => 640
[medium_large-height] => 540
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Value_Proposition.jpg
[large-width] => 640
[large-height] => 540
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Value_Proposition.jpg
[1536x1536-width] => 698
[1536x1536-height] => 589
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Value_Proposition.jpg
[2048x2048-width] => 698
[2048x2048-height] => 589
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Value_Proposition-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/Value_Proposition-600x589.jpg
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 589
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Value_Proposition.jpg
[tp-image-grid-width] => 698
[tp-image-grid-height] => 589
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Value_Proposition-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Value_Proposition-50x42.jpg
[admin-width] => 50
[admin-height] => 42
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Value_Proposition.jpg
[full-width] => 698
[full-height] => 589
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Value_Proposition-372x314.jpg
[thumb_372-width] => 372
[thumb_372-height] => 314
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Value_Proposition.jpg
[single_post_thumbnail-width] => 698
[single_post_thumbnail-height] => 589
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Value_Proposition-32x27.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 27
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Value_Proposition-48x41.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 41
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Value_Proposition-64x54.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 54
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Value_Proposition-128x108.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 108
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Value_Proposition-79x67.jpg
[thumb_122_67-width] => 79
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Value_Proposition-153x129.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 129
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Value_Proposition-130x110.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 110
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Value_Proposition-210x177.jpg
[thumb_232_177-width] => 210
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Value_Proposition-544x459.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 459
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Value_Proposition-271x229.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 229
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Value_Proposition-271x229.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 229
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Value_Proposition-204x172.jpg
[thumb_272_172-width] => 204
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Value_Proposition-372x314.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 314
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Value_Proposition-372x314.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 314
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Value_Proposition-320x270.jpg
[thumb_385_270-width] => 320
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Value_Proposition-286x241.jpg
[thumb_416_241-width] => 286
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Value_Proposition-448x378.jpg
[thumb_448_410-width] => 448
[thumb_448_410-height] => 378
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Value_Proposition.jpg
[thumb_448_410_retina-width] => 698
[thumb_448_410_retina-height] => 589
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Value_Proposition-453x382.jpg
[thumb_574_382-width] => 453
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Value_Proposition-468x395.jpg
[thumb_776_395-width] => 468
[thumb_776_395-height] => 395
) ) )
Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Button only | 0.03% | ||
| T1: | Value Proposition | 0.02% | -20.0% | 36.3% |
This experiment has a required sample size of 636,365 in order to be valid. Unfortunately, the required sample size was not met and a level of confidence above 95% was not met so the experiment results are not valid.
Key Learnings
After several weeks, there was no statistical difference between the two treatments. Clickthrough rate overall was low, since this is at the bottom of an email designed to get people to click through to the site, but it showed that the additional value proposition was not significantly increasing motivation—which suggests that readers were already motivated to give just through the content.
This experiment deserves further review to see if donation page conversion improved. It also suggests that fundraising might increase if this value proposition was broken out into its own email, away from the context.