How a radical redesign impacted donor conversion during a high urgency campaign
Experiment ID: #65447
Dallas Theological Seminary
Experiment Summary
Timeframe: 06/28/2021 - 08/13/2021
During a fiscal year end campaign, we were seeing lower donor conversion compared to the previous year so we decided to develop a treatment to the donation page for the remainder of the campaign to see if we could improve performance. We modified the headline from “Help DTS reach the world with solid biblical training” to “You can help DTS train students to reach the world with the gospel of Jesus Christ!” We also removed body copy that seemed organization-centric that referenced enrollment trends and their accredited degree programs and instead of featuring the high-caliber quality of the training gave examples of vocations that students pursue after their education and training (counseling, pastoring, etc.) to humanize the institution and presented this as an experiential outcome for how they would “share the good news and strengthen believers” which aligns with what the donor wants to accomplish through their gift. We also introduced copy that highlighted the option to give monthly.
Research Question
We believe that humanizing the donation page with experiential language for fiscal year end donors will achieve an increased donor conversion rate.
Design
C: Control
Array
(
[0] => Array
(
[ID] => 64462
[id] => 64462
[title] => Control.png
[filename] => Control-779.png
[filesize] => 1079604
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-779.png
[link] => https://www.nextafter.com/experiments/how-a-radical-redesign-impacted-donor-conversion-during-a-high-urgency-campaign/attachment/control-png-8639/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-png-8639
[status] => inherit
[uploaded_to] => 20288
[date] => 2024-08-12 21:56:29
[modified] => 2024-08-12 21:56:29
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 2880
[height] => 5306
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-779-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-779-163x300.png
[medium-width] => 163
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-779-768x1415.png
[medium_large-width] => 640
[medium_large-height] => 1179
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-779-556x1024.png
[large-width] => 556
[large-height] => 1024
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-779-834x1536.png
[1536x1536-width] => 834
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-779-1112x2048.png
[2048x2048-width] => 1112
[2048x2048-height] => 2048
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-779-600x400.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-779-600x600.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-779-700x700.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-779-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-779-27x50.png
[admin-width] => 27
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-779.png
[full-width] => 2880
[full-height] => 5306
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-779-372x685.png
[thumb_372-width] => 372
[thumb_372-height] => 685
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-779-339x625.png
[single_post_thumbnail-width] => 339
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-779-17x32.png
[thumb_32_32-width] => 17
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-779-26x48.png
[thumb_48_48-width] => 26
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-779-35x64.png
[thumb_64_64-width] => 35
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-779-69x128.png
[thumb_128_128-width] => 69
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-779-36x67.png
[thumb_122_67-width] => 36
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-779-83x153.png
[thumb_153_153-width] => 83
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-779-88x163.png
[thumb_130_163-width] => 88
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-779-96x177.png
[thumb_232_177-width] => 96
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-779-353x650.png
[thumb_272_325-width] => 353
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-779-188x346.png
[thumb_271_346-width] => 188
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-779-147x271.png
[thumb_271_271-width] => 147
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-779-93x172.png
[thumb_272_172-width] => 93
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-779-250x461.png
[thumb_372_461-width] => 250
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-779-271x500.png
[thumb_372_500-width] => 271
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-779-147x270.png
[thumb_385_270-width] => 147
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-779-131x241.png
[thumb_416_241-width] => 131
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-779-223x410.png
[thumb_448_410-width] => 223
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-779-445x820.png
[thumb_448_410_retina-width] => 445
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-779-207x382.png
[thumb_574_382-width] => 207
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-779-214x395.png
[thumb_776_395-width] => 214
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 64467
[id] => 64467
[title] => FYE_Treatment.png
[filename] => FYE_Treatment-3.png
[filesize] => 966511
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/FYE_Treatment-3.png
[link] => https://www.nextafter.com/experiments/how-a-radical-redesign-impacted-donor-conversion-during-a-high-urgency-campaign/attachment/fye_treatment-png-10/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => fye_treatment-png-10
[status] => inherit
[uploaded_to] => 20288
[date] => 2024-08-12 21:56:46
[modified] => 2024-08-12 21:56:46
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 2880
[height] => 5752
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/FYE_Treatment-3-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/FYE_Treatment-3-150x300.png
[medium-width] => 150
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/FYE_Treatment-3-768x1534.png
[medium_large-width] => 640
[medium_large-height] => 1278
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/FYE_Treatment-3-513x1024.png
[large-width] => 513
[large-height] => 1024
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/FYE_Treatment-3-769x1536.png
[1536x1536-width] => 769
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/FYE_Treatment-3-1025x2048.png
[2048x2048-width] => 1025
[2048x2048-height] => 2048
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/FYE_Treatment-3-600x400.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/FYE_Treatment-3-600x600.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/FYE_Treatment-3-700x700.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/FYE_Treatment-3-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/FYE_Treatment-3-25x50.png
[admin-width] => 25
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/FYE_Treatment-3.png
[full-width] => 2880
[full-height] => 5752
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/FYE_Treatment-3-372x743.png
[thumb_372-width] => 372
[thumb_372-height] => 743
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/FYE_Treatment-3-313x625.png
[single_post_thumbnail-width] => 313
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/FYE_Treatment-3-16x32.png
[thumb_32_32-width] => 16
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/FYE_Treatment-3-24x48.png
[thumb_48_48-width] => 24
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/FYE_Treatment-3-32x64.png
[thumb_64_64-width] => 32
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/FYE_Treatment-3-64x128.png
[thumb_128_128-width] => 64
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/FYE_Treatment-3-34x67.png
[thumb_122_67-width] => 34
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/FYE_Treatment-3-77x153.png
[thumb_153_153-width] => 77
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/FYE_Treatment-3-82x163.png
[thumb_130_163-width] => 82
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/FYE_Treatment-3-89x177.png
[thumb_232_177-width] => 89
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/FYE_Treatment-3-325x650.png
[thumb_272_325-width] => 325
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/FYE_Treatment-3-173x346.png
[thumb_271_346-width] => 173
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/FYE_Treatment-3-136x271.png
[thumb_271_271-width] => 136
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/FYE_Treatment-3-86x172.png
[thumb_272_172-width] => 86
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/FYE_Treatment-3-231x461.png
[thumb_372_461-width] => 231
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/FYE_Treatment-3-250x500.png
[thumb_372_500-width] => 250
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/FYE_Treatment-3-135x270.png
[thumb_385_270-width] => 135
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/FYE_Treatment-3-121x241.png
[thumb_416_241-width] => 121
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/FYE_Treatment-3-205x410.png
[thumb_448_410-width] => 205
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/FYE_Treatment-3-411x820.png
[thumb_448_410_retina-width] => 411
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/FYE_Treatment-3-191x382.png
[thumb_574_382-width] => 191
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/FYE_Treatment-3-198x395.png
[thumb_776_395-width] => 198
[thumb_776_395-height] => 395
) ) )
T1: FYE Treatment
Array
(
[0] => Array
(
[ID] => 64462
[id] => 64462
[title] => Control.png
[filename] => Control-779.png
[filesize] => 1079604
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-779.png
[link] => https://www.nextafter.com/experiments/how-a-radical-redesign-impacted-donor-conversion-during-a-high-urgency-campaign/attachment/control-png-8639/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-png-8639
[status] => inherit
[uploaded_to] => 20288
[date] => 2024-08-12 21:56:29
[modified] => 2024-08-12 21:56:29
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 2880
[height] => 5306
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-779-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-779-163x300.png
[medium-width] => 163
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-779-768x1415.png
[medium_large-width] => 640
[medium_large-height] => 1179
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-779-556x1024.png
[large-width] => 556
[large-height] => 1024
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-779-834x1536.png
[1536x1536-width] => 834
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-779-1112x2048.png
[2048x2048-width] => 1112
[2048x2048-height] => 2048
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-779-600x400.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-779-600x600.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-779-700x700.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-779-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-779-27x50.png
[admin-width] => 27
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-779.png
[full-width] => 2880
[full-height] => 5306
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-779-372x685.png
[thumb_372-width] => 372
[thumb_372-height] => 685
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-779-339x625.png
[single_post_thumbnail-width] => 339
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-779-17x32.png
[thumb_32_32-width] => 17
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-779-26x48.png
[thumb_48_48-width] => 26
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-779-35x64.png
[thumb_64_64-width] => 35
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-779-69x128.png
[thumb_128_128-width] => 69
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-779-36x67.png
[thumb_122_67-width] => 36
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-779-83x153.png
[thumb_153_153-width] => 83
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-779-88x163.png
[thumb_130_163-width] => 88
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-779-96x177.png
[thumb_232_177-width] => 96
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-779-353x650.png
[thumb_272_325-width] => 353
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-779-188x346.png
[thumb_271_346-width] => 188
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-779-147x271.png
[thumb_271_271-width] => 147
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-779-93x172.png
[thumb_272_172-width] => 93
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-779-250x461.png
[thumb_372_461-width] => 250
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-779-271x500.png
[thumb_372_500-width] => 271
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-779-147x270.png
[thumb_385_270-width] => 147
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-779-131x241.png
[thumb_416_241-width] => 131
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-779-223x410.png
[thumb_448_410-width] => 223
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-779-445x820.png
[thumb_448_410_retina-width] => 445
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-779-207x382.png
[thumb_574_382-width] => 207
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-779-214x395.png
[thumb_776_395-width] => 214
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 64467
[id] => 64467
[title] => FYE_Treatment.png
[filename] => FYE_Treatment-3.png
[filesize] => 966511
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/FYE_Treatment-3.png
[link] => https://www.nextafter.com/experiments/how-a-radical-redesign-impacted-donor-conversion-during-a-high-urgency-campaign/attachment/fye_treatment-png-10/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => fye_treatment-png-10
[status] => inherit
[uploaded_to] => 20288
[date] => 2024-08-12 21:56:46
[modified] => 2024-08-12 21:56:46
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 2880
[height] => 5752
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/FYE_Treatment-3-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/FYE_Treatment-3-150x300.png
[medium-width] => 150
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/FYE_Treatment-3-768x1534.png
[medium_large-width] => 640
[medium_large-height] => 1278
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/FYE_Treatment-3-513x1024.png
[large-width] => 513
[large-height] => 1024
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/FYE_Treatment-3-769x1536.png
[1536x1536-width] => 769
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/FYE_Treatment-3-1025x2048.png
[2048x2048-width] => 1025
[2048x2048-height] => 2048
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/FYE_Treatment-3-600x400.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/FYE_Treatment-3-600x600.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/FYE_Treatment-3-700x700.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/FYE_Treatment-3-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/FYE_Treatment-3-25x50.png
[admin-width] => 25
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/FYE_Treatment-3.png
[full-width] => 2880
[full-height] => 5752
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/FYE_Treatment-3-372x743.png
[thumb_372-width] => 372
[thumb_372-height] => 743
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/FYE_Treatment-3-313x625.png
[single_post_thumbnail-width] => 313
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/FYE_Treatment-3-16x32.png
[thumb_32_32-width] => 16
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/FYE_Treatment-3-24x48.png
[thumb_48_48-width] => 24
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/FYE_Treatment-3-32x64.png
[thumb_64_64-width] => 32
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/FYE_Treatment-3-64x128.png
[thumb_128_128-width] => 64
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/FYE_Treatment-3-34x67.png
[thumb_122_67-width] => 34
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/FYE_Treatment-3-77x153.png
[thumb_153_153-width] => 77
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/FYE_Treatment-3-82x163.png
[thumb_130_163-width] => 82
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/FYE_Treatment-3-89x177.png
[thumb_232_177-width] => 89
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/FYE_Treatment-3-325x650.png
[thumb_272_325-width] => 325
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/FYE_Treatment-3-173x346.png
[thumb_271_346-width] => 173
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/FYE_Treatment-3-136x271.png
[thumb_271_271-width] => 136
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/FYE_Treatment-3-86x172.png
[thumb_272_172-width] => 86
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/FYE_Treatment-3-231x461.png
[thumb_372_461-width] => 231
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/FYE_Treatment-3-250x500.png
[thumb_372_500-width] => 250
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/FYE_Treatment-3-135x270.png
[thumb_385_270-width] => 135
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/FYE_Treatment-3-121x241.png
[thumb_416_241-width] => 121
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/FYE_Treatment-3-205x410.png
[thumb_448_410-width] => 205
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/FYE_Treatment-3-411x820.png
[thumb_448_410_retina-width] => 411
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/FYE_Treatment-3-191x382.png
[thumb_574_382-width] => 191
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/FYE_Treatment-3-198x395.png
[thumb_776_395-width] => 198
[thumb_776_395-height] => 395
) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 34.3% | $0.00 | ||
| T1: | FYE Treatment | 40.9% | 19.1% | 93.1% | $0.00 |
This experiment has a required sample size of 421 in order to be valid. Since the experiment had a total sample size of 723, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
Since the experiment only ran during the final 2 days of the campaign, we would need to run an additional test with similar language to truly test the concept without the existing urgency of the deadline that could be influencing results. The treatment donation page had a 19.1% increase in conversion rate with 93% level of confidence. We want to take this directional lift in gifts on the page and see where else we could apply this learning.
While we did not reach statistical significance to validate the experiment, we did observe some notable changes to other metrics due to the experiment that are outlined below:
- Revenue experienced a 47.3% decrease with a 97% level of confidence.
Observations of the impact on other visitor segments in the experiment:
- New visitors had a 39.8% increase in donations with a 99% level of confidence.
- Email visitors had a 23.9% increase in donations with a 98% level of confidence.
- Tablet visitors had a 100.0% decrease in donations with an 87% level of confidence.
- 55-64 visitors had an 88.5% increase in donations with a 93% level of confidence.
- Female visitors had a 70.9% increase in donations with a 96% level of confidence.
- 25-34 visitors had a 76.4% decrease in donations with a 96% level of confidence.