How personalizing the donation page with the reader’s first name impacts donor conversion
Experiment ID: #55757
Focus on the Family
Experiment Summary
Timeframe: 03/27/2021 - 04/09/2021
Focus had a new offer running around Biblical truth in a broken world. It had a strong conversion rate and a lot of traffic. So we tested a personalization by passing the person’s first name from the landing page to the donation page and adding it to the header. Instead of just saying “Congratulations!” it said “Congratulations, John!” This has worked well in the past for other organizations and we wanted to test it for the Focus audience.
Research Question
We believe that speaking to someone using their first name for visitors to the donation page will achieve higher donor conversion.
Design
C: Control
Array
(
[0] => Array
(
[ID] => 29565
[id] => 29565
[title] => Control.png
[filename] => Control-1690.png
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1690.png
[link] => https://www.nextafter.com/experiments/how-personalizing-the-donation-page-with-the-readers-first-name-impacts-donor-conversion/attachment/control-png-1843/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-png-1843
[status] => inherit
[uploaded_to] => 18594
[date] => 2022-06-16 08:07:21
[modified] => 2022-06-16 08:07:21
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 2845
[height] => 2186
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1690-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1690-300x231.png
[medium-width] => 300
[medium-height] => 231
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1690-768x590.png
[medium_large-width] => 640
[medium_large-height] => 492
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1690-1024x787.png
[large-width] => 640
[large-height] => 492
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1690-1536x1180.png
[1536x1536-width] => 1536
[1536x1536-height] => 1180
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1690-2048x1574.png
[2048x2048-width] => 2048
[2048x2048-height] => 1574
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1690-600x400.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/Control-1690-600x600.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/Control-1690.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 538
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1690-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1690-50x38.png
[admin-width] => 50
[admin-height] => 38
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1690.png
[full-width] => 2845
[full-height] => 2186
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1690-372x286.png
[thumb_372-width] => 372
[thumb_372-height] => 286
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1690-813x625.png
[single_post_thumbnail-width] => 813
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1690-32x25.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 25
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1690-48x37.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 37
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1690-64x49.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 49
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1690-128x98.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 98
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1690-87x67.png
[thumb_122_67-width] => 87
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1690-153x118.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 118
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1690-130x100.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 100
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1690-230x177.png
[thumb_232_177-width] => 230
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1690-544x418.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 418
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1690-271x208.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 208
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1690-271x208.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 208
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1690-224x172.png
[thumb_272_172-width] => 224
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1690-372x286.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 286
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1690-372x286.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 286
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1690-351x270.png
[thumb_385_270-width] => 351
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1690-314x241.png
[thumb_416_241-width] => 314
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1690-448x344.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 344
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1690-896x688.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 688
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1690-497x382.png
[thumb_574_382-width] => 497
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1690-514x395.png
[thumb_776_395-width] => 514
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 29566
[id] => 29566
[title] => First_Name.png
[filename] => First_Name-5.png
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-5.png
[link] => https://www.nextafter.com/experiments/how-personalizing-the-donation-page-with-the-readers-first-name-impacts-donor-conversion/attachment/first_name-png-6/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => first_name-png-6
[status] => inherit
[uploaded_to] => 18594
[date] => 2022-06-16 08:08:13
[modified] => 2022-06-16 08:08:13
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 2872
[height] => 2162
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-5-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-5-300x226.png
[medium-width] => 300
[medium-height] => 226
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-5-768x578.png
[medium_large-width] => 640
[medium_large-height] => 482
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-5-1024x771.png
[large-width] => 640
[large-height] => 482
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-5-1536x1156.png
[1536x1536-width] => 1536
[1536x1536-height] => 1156
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-5-2048x1542.png
[2048x2048-width] => 2048
[2048x2048-height] => 1542
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-5-600x400.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/First_Name-5-600x600.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/First_Name-5.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 527
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-5-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-5-50x38.png
[admin-width] => 50
[admin-height] => 38
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-5.png
[full-width] => 2872
[full-height] => 2162
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-5-372x280.png
[thumb_372-width] => 372
[thumb_372-height] => 280
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-5-830x625.png
[single_post_thumbnail-width] => 830
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-5-32x24.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 24
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-5-48x36.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 36
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-5-64x48.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 48
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-5-128x96.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 96
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-5-89x67.png
[thumb_122_67-width] => 89
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-5-153x115.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 115
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-5-130x98.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 98
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-5-232x175.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 175
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-5-544x410.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 410
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-5-271x204.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 204
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-5-271x204.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 204
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-5-228x172.png
[thumb_272_172-width] => 228
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-5-372x280.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 280
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-5-372x280.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 280
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-5-359x270.png
[thumb_385_270-width] => 359
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-5-320x241.png
[thumb_416_241-width] => 320
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-5-448x337.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 337
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-5-896x674.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 674
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-5-507x382.png
[thumb_574_382-width] => 507
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-5-525x395.png
[thumb_776_395-width] => 525
[thumb_776_395-height] => 395
) ) )
T1: First Name
Array
(
[0] => Array
(
[ID] => 29565
[id] => 29565
[title] => Control.png
[filename] => Control-1690.png
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1690.png
[link] => https://www.nextafter.com/experiments/how-personalizing-the-donation-page-with-the-readers-first-name-impacts-donor-conversion/attachment/control-png-1843/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-png-1843
[status] => inherit
[uploaded_to] => 18594
[date] => 2022-06-16 08:07:21
[modified] => 2022-06-16 08:07:21
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 2845
[height] => 2186
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1690-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1690-300x231.png
[medium-width] => 300
[medium-height] => 231
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1690-768x590.png
[medium_large-width] => 640
[medium_large-height] => 492
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1690-1024x787.png
[large-width] => 640
[large-height] => 492
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1690-1536x1180.png
[1536x1536-width] => 1536
[1536x1536-height] => 1180
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1690-2048x1574.png
[2048x2048-width] => 2048
[2048x2048-height] => 1574
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1690-600x400.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/Control-1690-600x600.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/Control-1690.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 538
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1690-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1690-50x38.png
[admin-width] => 50
[admin-height] => 38
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1690.png
[full-width] => 2845
[full-height] => 2186
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1690-372x286.png
[thumb_372-width] => 372
[thumb_372-height] => 286
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1690-813x625.png
[single_post_thumbnail-width] => 813
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1690-32x25.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 25
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1690-48x37.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 37
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1690-64x49.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 49
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1690-128x98.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 98
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1690-87x67.png
[thumb_122_67-width] => 87
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1690-153x118.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 118
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1690-130x100.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 100
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1690-230x177.png
[thumb_232_177-width] => 230
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1690-544x418.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 418
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1690-271x208.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 208
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1690-271x208.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 208
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1690-224x172.png
[thumb_272_172-width] => 224
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1690-372x286.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 286
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1690-372x286.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 286
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1690-351x270.png
[thumb_385_270-width] => 351
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1690-314x241.png
[thumb_416_241-width] => 314
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1690-448x344.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 344
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1690-896x688.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 688
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1690-497x382.png
[thumb_574_382-width] => 497
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1690-514x395.png
[thumb_776_395-width] => 514
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 29566
[id] => 29566
[title] => First_Name.png
[filename] => First_Name-5.png
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-5.png
[link] => https://www.nextafter.com/experiments/how-personalizing-the-donation-page-with-the-readers-first-name-impacts-donor-conversion/attachment/first_name-png-6/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => first_name-png-6
[status] => inherit
[uploaded_to] => 18594
[date] => 2022-06-16 08:08:13
[modified] => 2022-06-16 08:08:13
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 2872
[height] => 2162
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-5-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-5-300x226.png
[medium-width] => 300
[medium-height] => 226
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-5-768x578.png
[medium_large-width] => 640
[medium_large-height] => 482
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-5-1024x771.png
[large-width] => 640
[large-height] => 482
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-5-1536x1156.png
[1536x1536-width] => 1536
[1536x1536-height] => 1156
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-5-2048x1542.png
[2048x2048-width] => 2048
[2048x2048-height] => 1542
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-5-600x400.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/First_Name-5-600x600.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/First_Name-5.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 527
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-5-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-5-50x38.png
[admin-width] => 50
[admin-height] => 38
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-5.png
[full-width] => 2872
[full-height] => 2162
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-5-372x280.png
[thumb_372-width] => 372
[thumb_372-height] => 280
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-5-830x625.png
[single_post_thumbnail-width] => 830
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-5-32x24.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 24
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-5-48x36.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 36
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-5-64x48.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 48
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-5-128x96.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 96
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-5-89x67.png
[thumb_122_67-width] => 89
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-5-153x115.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 115
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-5-130x98.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 98
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-5-232x175.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 175
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-5-544x410.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 410
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-5-271x204.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 204
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-5-271x204.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 204
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-5-228x172.png
[thumb_272_172-width] => 228
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-5-372x280.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 280
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-5-372x280.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 280
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-5-359x270.png
[thumb_385_270-width] => 359
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-5-320x241.png
[thumb_416_241-width] => 320
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-5-448x337.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 337
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-5-896x674.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 674
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-5-507x382.png
[thumb_574_382-width] => 507
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/First_Name-5-525x395.png
[thumb_776_395-width] => 525
[thumb_776_395-height] => 395
) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 6.2% | $0.00 | ||
| T1: | First Name | 4.0% | -35.8% | 78.0% | $0.00 |
This experiment has a required sample size of 760 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
What we found was the opposite of expected. Using the reader’s first name actually decreased donations by 36% and revenue by 37% with a directional decrease. This level of decrease held true across almost all devices and demographics.
Our hypothesis is that it caused more friction by the surprise of seeing their own name. The other possibility is that it made the Congratulations more noticeable and led them to believe their work on the page was complete and they did a good job and could now leave the page. We are now testing a form design on this page rather than a personalization, to see if making the choices in giving more clear and the process easier will increase donor conversion.