How presenting segmented offers based on a person’s engagement on parenting articles impacts conversion
Experiment ID: #12935
Focus on the Family
Experiment Summary
Timeframe: 02/15/2019 - 03/26/2019
Focus on the Family has done significant testing within the articles on their website. From testing the kind of offer to the placement of the offers, they have optimized and continue to optimize the conversion opportunities on the articles pages for the significant volume of traffic. Most recently they learned that presenting people a premium/book at the end of the articles, that readers could receive by giving a gift of any amount, had the most significant impact on donor conversion. To continue to test into this learning, they hypothesized that presenting people with a targeted offer based on their engagement on the Focus on the Family website might increase donor conversion. Focus identified the top premium offers based on what is most requested and the kind of content that people read and consume from their site and offered premiums that closely aligned with those topics. This approach was tested against offering people one single premium offer.
Research Question
Will offering people targeted premium offers increase donor conversion on parenting articles?
Design
C: Single Offer
Array
(
[0] => Array
(
[ID] => 16101
[id] => 16101
[title] => Single_Offer-4.jpg
[filename] => Single_Offer-4-scaled.jpg
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Single_Offer-4-scaled.jpg
[link] => https://www.nextafter.com/experiments/how-presenting-segmented-offers-based-on-a-persons-engagement-on-parenting-articles-impacts-conversion/attachment/single_offer-4-jpg/
[alt] =>
[author] => 9
[description] =>
[caption] =>
[name] => single_offer-4-jpg
[status] => inherit
[uploaded_to] => 16100
[date] => 2021-02-25 11:02:25
[modified] => 2021-02-25 11:02:25
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 810
[height] => 2560
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Single_Offer-4-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Single_Offer-4-95x300.jpg
[medium-width] => 95
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Single_Offer-4-768x2428.jpg
[medium_large-width] => 640
[medium_large-height] => 2023
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Single_Offer-4-324x1024.jpg
[large-width] => 324
[large-height] => 1024
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Single_Offer-4-486x1536.jpg
[1536x1536-width] => 486
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Single_Offer-4-648x2048.jpg
[2048x2048-width] => 648
[2048x2048-height] => 2048
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Single_Offer-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/Single_Offer-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/Single_Offer-4-scaled.jpg
[tp-image-grid-width] => 221
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Single_Offer-4-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Single_Offer-4-16x50.jpg
[admin-width] => 16
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Single_Offer-4-scaled.jpg
[full-width] => 810
[full-height] => 2560
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Single_Offer-4-372x1176.jpg
[thumb_372-width] => 372
[thumb_372-height] => 1176
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Single_Offer-4-198x625.jpg
[single_post_thumbnail-width] => 198
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Single_Offer-4-10x32.jpg
[thumb_32_32-width] => 10
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Single_Offer-4-15x48.jpg
[thumb_48_48-width] => 15
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Single_Offer-4-20x64.jpg
[thumb_64_64-width] => 20
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Single_Offer-4-40x128.jpg
[thumb_128_128-width] => 40
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Single_Offer-4-21x67.jpg
[thumb_122_67-width] => 21
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Single_Offer-4-48x153.jpg
[thumb_153_153-width] => 48
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Single_Offer-4-52x163.jpg
[thumb_130_163-width] => 52
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Single_Offer-4-56x177.jpg
[thumb_232_177-width] => 56
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Single_Offer-4-206x650.jpg
[thumb_272_325-width] => 206
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Single_Offer-4-109x346.jpg
[thumb_271_346-width] => 109
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Single_Offer-4-86x271.jpg
[thumb_271_271-width] => 86
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Single_Offer-4-54x172.jpg
[thumb_272_172-width] => 54
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Single_Offer-4-146x461.jpg
[thumb_372_461-width] => 146
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Single_Offer-4-158x500.jpg
[thumb_372_500-width] => 158
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Single_Offer-4-85x270.jpg
[thumb_385_270-width] => 85
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Single_Offer-4-76x241.jpg
[thumb_416_241-width] => 76
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Single_Offer-4-130x410.jpg
[thumb_448_410-width] => 130
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Single_Offer-4-259x820.jpg
[thumb_448_410_retina-width] => 259
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Single_Offer-4-121x382.jpg
[thumb_574_382-width] => 121
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Single_Offer-4-125x395.jpg
[thumb_776_395-width] => 125
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 16102
[id] => 16102
[title] => Targeted_Offers-4.jpg
[filename] => Targeted_Offers-4-scaled.jpg
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Targeted_Offers-4-scaled.jpg
[link] => https://www.nextafter.com/experiments/how-presenting-segmented-offers-based-on-a-persons-engagement-on-parenting-articles-impacts-conversion/attachment/targeted_offers-4-jpg/
[alt] =>
[author] => 9
[description] =>
[caption] =>
[name] => targeted_offers-4-jpg
[status] => inherit
[uploaded_to] => 16100
[date] => 2021-02-25 11:02:42
[modified] => 2021-02-25 11:02:42
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 805
[height] => 2560
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Targeted_Offers-4-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Targeted_Offers-4-94x300.jpg
[medium-width] => 94
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Targeted_Offers-4-768x2443.jpg
[medium_large-width] => 640
[medium_large-height] => 2036
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Targeted_Offers-4-322x1024.jpg
[large-width] => 322
[large-height] => 1024
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Targeted_Offers-4-483x1536.jpg
[1536x1536-width] => 483
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Targeted_Offers-4-644x2048.jpg
[2048x2048-width] => 644
[2048x2048-height] => 2048
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Targeted_Offers-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/Targeted_Offers-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/Targeted_Offers-4-scaled.jpg
[tp-image-grid-width] => 220
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Targeted_Offers-4-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Targeted_Offers-4-16x50.jpg
[admin-width] => 16
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Targeted_Offers-4-scaled.jpg
[full-width] => 805
[full-height] => 2560
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Targeted_Offers-4-372x1183.jpg
[thumb_372-width] => 372
[thumb_372-height] => 1183
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Targeted_Offers-4-197x625.jpg
[single_post_thumbnail-width] => 197
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Targeted_Offers-4-10x32.jpg
[thumb_32_32-width] => 10
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Targeted_Offers-4-15x48.jpg
[thumb_48_48-width] => 15
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Targeted_Offers-4-20x64.jpg
[thumb_64_64-width] => 20
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Targeted_Offers-4-40x128.jpg
[thumb_128_128-width] => 40
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Targeted_Offers-4-21x67.jpg
[thumb_122_67-width] => 21
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Targeted_Offers-4-48x153.jpg
[thumb_153_153-width] => 48
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Targeted_Offers-4-51x163.jpg
[thumb_130_163-width] => 51
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Targeted_Offers-4-56x177.jpg
[thumb_232_177-width] => 56
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Targeted_Offers-4-204x650.jpg
[thumb_272_325-width] => 204
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Targeted_Offers-4-109x346.jpg
[thumb_271_346-width] => 109
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Targeted_Offers-4-85x271.jpg
[thumb_271_271-width] => 85
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Targeted_Offers-4-54x172.jpg
[thumb_272_172-width] => 54
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Targeted_Offers-4-145x461.jpg
[thumb_372_461-width] => 145
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Targeted_Offers-4-157x500.jpg
[thumb_372_500-width] => 157
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Targeted_Offers-4-85x270.jpg
[thumb_385_270-width] => 85
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Targeted_Offers-4-76x241.jpg
[thumb_416_241-width] => 76
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Targeted_Offers-4-129x410.jpg
[thumb_448_410-width] => 129
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Targeted_Offers-4-258x820.jpg
[thumb_448_410_retina-width] => 258
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Targeted_Offers-4-120x382.jpg
[thumb_574_382-width] => 120
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Targeted_Offers-4-124x395.jpg
[thumb_776_395-width] => 124
[thumb_776_395-height] => 395
) ) )
T1: Targeted Offers
Array
(
[0] => Array
(
[ID] => 16101
[id] => 16101
[title] => Single_Offer-4.jpg
[filename] => Single_Offer-4-scaled.jpg
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Single_Offer-4-scaled.jpg
[link] => https://www.nextafter.com/experiments/how-presenting-segmented-offers-based-on-a-persons-engagement-on-parenting-articles-impacts-conversion/attachment/single_offer-4-jpg/
[alt] =>
[author] => 9
[description] =>
[caption] =>
[name] => single_offer-4-jpg
[status] => inherit
[uploaded_to] => 16100
[date] => 2021-02-25 11:02:25
[modified] => 2021-02-25 11:02:25
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 810
[height] => 2560
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Single_Offer-4-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Single_Offer-4-95x300.jpg
[medium-width] => 95
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Single_Offer-4-768x2428.jpg
[medium_large-width] => 640
[medium_large-height] => 2023
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Single_Offer-4-324x1024.jpg
[large-width] => 324
[large-height] => 1024
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Single_Offer-4-486x1536.jpg
[1536x1536-width] => 486
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Single_Offer-4-648x2048.jpg
[2048x2048-width] => 648
[2048x2048-height] => 2048
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Single_Offer-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/Single_Offer-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/Single_Offer-4-scaled.jpg
[tp-image-grid-width] => 221
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Single_Offer-4-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Single_Offer-4-16x50.jpg
[admin-width] => 16
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Single_Offer-4-scaled.jpg
[full-width] => 810
[full-height] => 2560
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Single_Offer-4-372x1176.jpg
[thumb_372-width] => 372
[thumb_372-height] => 1176
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Single_Offer-4-198x625.jpg
[single_post_thumbnail-width] => 198
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Single_Offer-4-10x32.jpg
[thumb_32_32-width] => 10
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Single_Offer-4-15x48.jpg
[thumb_48_48-width] => 15
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Single_Offer-4-20x64.jpg
[thumb_64_64-width] => 20
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Single_Offer-4-40x128.jpg
[thumb_128_128-width] => 40
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Single_Offer-4-21x67.jpg
[thumb_122_67-width] => 21
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Single_Offer-4-48x153.jpg
[thumb_153_153-width] => 48
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Single_Offer-4-52x163.jpg
[thumb_130_163-width] => 52
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Single_Offer-4-56x177.jpg
[thumb_232_177-width] => 56
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Single_Offer-4-206x650.jpg
[thumb_272_325-width] => 206
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Single_Offer-4-109x346.jpg
[thumb_271_346-width] => 109
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Single_Offer-4-86x271.jpg
[thumb_271_271-width] => 86
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Single_Offer-4-54x172.jpg
[thumb_272_172-width] => 54
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Single_Offer-4-146x461.jpg
[thumb_372_461-width] => 146
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Single_Offer-4-158x500.jpg
[thumb_372_500-width] => 158
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Single_Offer-4-85x270.jpg
[thumb_385_270-width] => 85
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Single_Offer-4-76x241.jpg
[thumb_416_241-width] => 76
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Single_Offer-4-130x410.jpg
[thumb_448_410-width] => 130
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Single_Offer-4-259x820.jpg
[thumb_448_410_retina-width] => 259
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Single_Offer-4-121x382.jpg
[thumb_574_382-width] => 121
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Single_Offer-4-125x395.jpg
[thumb_776_395-width] => 125
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 16102
[id] => 16102
[title] => Targeted_Offers-4.jpg
[filename] => Targeted_Offers-4-scaled.jpg
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Targeted_Offers-4-scaled.jpg
[link] => https://www.nextafter.com/experiments/how-presenting-segmented-offers-based-on-a-persons-engagement-on-parenting-articles-impacts-conversion/attachment/targeted_offers-4-jpg/
[alt] =>
[author] => 9
[description] =>
[caption] =>
[name] => targeted_offers-4-jpg
[status] => inherit
[uploaded_to] => 16100
[date] => 2021-02-25 11:02:42
[modified] => 2021-02-25 11:02:42
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 805
[height] => 2560
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Targeted_Offers-4-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Targeted_Offers-4-94x300.jpg
[medium-width] => 94
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Targeted_Offers-4-768x2443.jpg
[medium_large-width] => 640
[medium_large-height] => 2036
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Targeted_Offers-4-322x1024.jpg
[large-width] => 322
[large-height] => 1024
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Targeted_Offers-4-483x1536.jpg
[1536x1536-width] => 483
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Targeted_Offers-4-644x2048.jpg
[2048x2048-width] => 644
[2048x2048-height] => 2048
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Targeted_Offers-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/Targeted_Offers-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/Targeted_Offers-4-scaled.jpg
[tp-image-grid-width] => 220
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Targeted_Offers-4-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Targeted_Offers-4-16x50.jpg
[admin-width] => 16
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Targeted_Offers-4-scaled.jpg
[full-width] => 805
[full-height] => 2560
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Targeted_Offers-4-372x1183.jpg
[thumb_372-width] => 372
[thumb_372-height] => 1183
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Targeted_Offers-4-197x625.jpg
[single_post_thumbnail-width] => 197
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Targeted_Offers-4-10x32.jpg
[thumb_32_32-width] => 10
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Targeted_Offers-4-15x48.jpg
[thumb_48_48-width] => 15
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Targeted_Offers-4-20x64.jpg
[thumb_64_64-width] => 20
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Targeted_Offers-4-40x128.jpg
[thumb_128_128-width] => 40
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Targeted_Offers-4-21x67.jpg
[thumb_122_67-width] => 21
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Targeted_Offers-4-48x153.jpg
[thumb_153_153-width] => 48
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Targeted_Offers-4-51x163.jpg
[thumb_130_163-width] => 51
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Targeted_Offers-4-56x177.jpg
[thumb_232_177-width] => 56
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Targeted_Offers-4-204x650.jpg
[thumb_272_325-width] => 204
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Targeted_Offers-4-109x346.jpg
[thumb_271_346-width] => 109
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Targeted_Offers-4-85x271.jpg
[thumb_271_271-width] => 85
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Targeted_Offers-4-54x172.jpg
[thumb_272_172-width] => 54
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Targeted_Offers-4-145x461.jpg
[thumb_372_461-width] => 145
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Targeted_Offers-4-157x500.jpg
[thumb_372_500-width] => 157
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Targeted_Offers-4-85x270.jpg
[thumb_385_270-width] => 85
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Targeted_Offers-4-76x241.jpg
[thumb_416_241-width] => 76
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Targeted_Offers-4-129x410.jpg
[thumb_448_410-width] => 129
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Targeted_Offers-4-258x820.jpg
[thumb_448_410_retina-width] => 258
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Targeted_Offers-4-120x382.jpg
[thumb_574_382-width] => 120
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Targeted_Offers-4-124x395.jpg
[thumb_776_395-width] => 124
[thumb_776_395-height] => 395
) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Single Offer | 0.07% | ||
| T1: | Targeted Offers | 0.08% | 21.5% | 89.7% |
This experiment has a required sample size of 273,479 in order to be valid. Since the experiment had a total sample size of 378,208, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
As we’ve continued to monitor and dig into the results of this experiment, we have discovered an interesting finding that is misrepresenting the results and learnings. A significant portion of the traffic on the article pages are either first time visitors to the Focus website, or this is the first article they’ve consumed from Focus. This audience has not been receiving targeted content offers based on cookies. Because of this, 68% of the donations from the treatment results have been receiving the single content offer/premium.
After discovering this and learning what was happening, we have paused the current experiment and relaunching it to target that audience with targeted content offers based on the current article they are reading. This small nuance to the experiment is critical in knowing whether a targeted content offer based on the kind of content people consume helps increase donor conversion.