Buckner International

How adding trustmarks to a donation page affected gifts

Experiment ID: #47297

Buckner International

Experiment Summary

Timeframe: 02/04/2021 - 03/14/2021

Buckner had a “100/100” Charity Navigator score so we wanted to test if adding the “Give With Confidence” trustmark to one of their donation pages would produce a lift in conversion. We rolled out the image as a form of social proof at the bottom of the page near the final decision-making point beneath the “Give” button to provide extra support through evidential proof for site visitors at the time of their gift that this is a trustworthy organization to help them be more confident in their decision.

Research Question

We believe that adding an evidential trustmark for donation page visitors will achieve a increase in conversion rate.

Design

Array ( [0] => Array ( [ID] => 20531 [id] => 20531 [title] => Control.png [filename] => Control-647.png [filesize] => 0 [url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-647.png [link] => https://www.nextafter.com/experiments/how-adding-trustmarks-to-a-donation-page-affected-gifts/attachment/control-png-702/ [alt] => [author] => 0 [description] => [caption] => [name] => control-png-702 [status] => inherit [uploaded_to] => 20528 [date] => 2021-08-26 15:12:25 [modified] => 2021-08-26 15:12:25 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png [width] => 1697 [height] => 2820 [sizes] => Array ( [thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-647-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-647-181x300.png [medium-width] => 181 [medium-height] => 300 [medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-647-768x1276.png [medium_large-width] => 640 [medium_large-height] => 1063 [large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-647-616x1024.png [large-width] => 616 [large-height] => 1024 [1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-647-924x1536.png [1536x1536-width] => 924 [1536x1536-height] => 1536 [2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-647-1232x2048.png [2048x2048-width] => 1232 [2048x2048-height] => 2048 [ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-647-600x400.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-647-600x600.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-647.png [tp-image-grid-width] => 421 [tp-image-grid-height] => 700 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-647-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-647-30x50.png [admin-width] => 30 [admin-height] => 50 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-647.png [full-width] => 1697 [full-height] => 2820 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-647-372x618.png [thumb_372-width] => 372 [thumb_372-height] => 618 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-647-376x625.png [single_post_thumbnail-width] => 376 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-647-19x32.png [thumb_32_32-width] => 19 [thumb_32_32-height] => 32 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-647-29x48.png [thumb_48_48-width] => 29 [thumb_48_48-height] => 48 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-647-39x64.png [thumb_64_64-width] => 39 [thumb_64_64-height] => 64 [thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-647-77x128.png [thumb_128_128-width] => 77 [thumb_128_128-height] => 128 [thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-647-40x67.png [thumb_122_67-width] => 40 [thumb_122_67-height] => 67 [thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-647-92x153.png [thumb_153_153-width] => 92 [thumb_153_153-height] => 153 [thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-647-98x163.png [thumb_130_163-width] => 98 [thumb_130_163-height] => 163 [thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-647-107x177.png [thumb_232_177-width] => 107 [thumb_232_177-height] => 177 [thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-647-391x650.png [thumb_272_325-width] => 391 [thumb_272_325-height] => 650 [thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-647-208x346.png [thumb_271_346-width] => 208 [thumb_271_346-height] => 346 [thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-647-163x271.png [thumb_271_271-width] => 163 [thumb_271_271-height] => 271 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-647-104x172.png [thumb_272_172-width] => 104 [thumb_272_172-height] => 172 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-647-277x461.png [thumb_372_461-width] => 277 [thumb_372_461-height] => 461 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-647-301x500.png [thumb_372_500-width] => 301 [thumb_372_500-height] => 500 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-647-162x270.png [thumb_385_270-width] => 162 [thumb_385_270-height] => 270 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-647-145x241.png [thumb_416_241-width] => 145 [thumb_416_241-height] => 241 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-647-247x410.png [thumb_448_410-width] => 247 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-647-493x820.png [thumb_448_410_retina-width] => 493 [thumb_448_410_retina-height] => 820 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-647-230x382.png [thumb_574_382-width] => 230 [thumb_574_382-height] => 382 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-647-238x395.png [thumb_776_395-width] => 238 [thumb_776_395-height] => 395 ) ) [1] => Array ( [ID] => 20532 [id] => 20532 [title] => Charity_Navigator_Seal.png [filename] => Charity_Navigator_Seal-5.png [filesize] => 0 [url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Charity_Navigator_Seal-5.png [link] => https://www.nextafter.com/experiments/how-adding-trustmarks-to-a-donation-page-affected-gifts/attachment/charity_navigator_seal-png-6/ [alt] => [author] => 0 [description] => [caption] => [name] => charity_navigator_seal-png-6 [status] => inherit [uploaded_to] => 20528 [date] => 2021-08-26 15:12:59 [modified] => 2021-08-26 15:12:59 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png [width] => 1697 [height] => 2820 [sizes] => Array ( [thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Charity_Navigator_Seal-5-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Charity_Navigator_Seal-5-181x300.png [medium-width] => 181 [medium-height] => 300 [medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Charity_Navigator_Seal-5-768x1276.png [medium_large-width] => 640 [medium_large-height] => 1063 [large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Charity_Navigator_Seal-5-616x1024.png [large-width] => 616 [large-height] => 1024 [1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Charity_Navigator_Seal-5-924x1536.png [1536x1536-width] => 924 [1536x1536-height] => 1536 [2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Charity_Navigator_Seal-5-1232x2048.png [2048x2048-width] => 1232 [2048x2048-height] => 2048 [ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Charity_Navigator_Seal-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/Charity_Navigator_Seal-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/Charity_Navigator_Seal-5.png [tp-image-grid-width] => 421 [tp-image-grid-height] => 700 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Charity_Navigator_Seal-5-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Charity_Navigator_Seal-5-30x50.png [admin-width] => 30 [admin-height] => 50 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Charity_Navigator_Seal-5.png [full-width] => 1697 [full-height] => 2820 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Charity_Navigator_Seal-5-372x618.png [thumb_372-width] => 372 [thumb_372-height] => 618 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Charity_Navigator_Seal-5-376x625.png [single_post_thumbnail-width] => 376 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Charity_Navigator_Seal-5-19x32.png [thumb_32_32-width] => 19 [thumb_32_32-height] => 32 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Charity_Navigator_Seal-5-29x48.png [thumb_48_48-width] => 29 [thumb_48_48-height] => 48 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Charity_Navigator_Seal-5-39x64.png [thumb_64_64-width] => 39 [thumb_64_64-height] => 64 [thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Charity_Navigator_Seal-5-77x128.png [thumb_128_128-width] => 77 [thumb_128_128-height] => 128 [thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Charity_Navigator_Seal-5-40x67.png [thumb_122_67-width] => 40 [thumb_122_67-height] => 67 [thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Charity_Navigator_Seal-5-92x153.png [thumb_153_153-width] => 92 [thumb_153_153-height] => 153 [thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Charity_Navigator_Seal-5-98x163.png [thumb_130_163-width] => 98 [thumb_130_163-height] => 163 [thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Charity_Navigator_Seal-5-107x177.png [thumb_232_177-width] => 107 [thumb_232_177-height] => 177 [thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Charity_Navigator_Seal-5-391x650.png [thumb_272_325-width] => 391 [thumb_272_325-height] => 650 [thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Charity_Navigator_Seal-5-208x346.png [thumb_271_346-width] => 208 [thumb_271_346-height] => 346 [thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Charity_Navigator_Seal-5-163x271.png [thumb_271_271-width] => 163 [thumb_271_271-height] => 271 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Charity_Navigator_Seal-5-104x172.png [thumb_272_172-width] => 104 [thumb_272_172-height] => 172 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Charity_Navigator_Seal-5-277x461.png [thumb_372_461-width] => 277 [thumb_372_461-height] => 461 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Charity_Navigator_Seal-5-301x500.png [thumb_372_500-width] => 301 [thumb_372_500-height] => 500 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Charity_Navigator_Seal-5-162x270.png [thumb_385_270-width] => 162 [thumb_385_270-height] => 270 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Charity_Navigator_Seal-5-145x241.png [thumb_416_241-width] => 145 [thumb_416_241-height] => 241 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Charity_Navigator_Seal-5-247x410.png [thumb_448_410-width] => 247 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Charity_Navigator_Seal-5-493x820.png [thumb_448_410_retina-width] => 493 [thumb_448_410_retina-height] => 820 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Charity_Navigator_Seal-5-230x382.png [thumb_574_382-width] => 230 [thumb_574_382-height] => 382 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Charity_Navigator_Seal-5-238x395.png [thumb_776_395-width] => 238 [thumb_776_395-height] => 395 ) ) )

T1: Charity Navigator Seal

Array ( [0] => Array ( [ID] => 20531 [id] => 20531 [title] => Control.png [filename] => Control-647.png [filesize] => 0 [url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-647.png [link] => https://www.nextafter.com/experiments/how-adding-trustmarks-to-a-donation-page-affected-gifts/attachment/control-png-702/ [alt] => [author] => 0 [description] => [caption] => [name] => control-png-702 [status] => inherit [uploaded_to] => 20528 [date] => 2021-08-26 15:12:25 [modified] => 2021-08-26 15:12:25 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png [width] => 1697 [height] => 2820 [sizes] => Array ( [thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-647-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-647-181x300.png [medium-width] => 181 [medium-height] => 300 [medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-647-768x1276.png [medium_large-width] => 640 [medium_large-height] => 1063 [large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-647-616x1024.png [large-width] => 616 [large-height] => 1024 [1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-647-924x1536.png [1536x1536-width] => 924 [1536x1536-height] => 1536 [2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-647-1232x2048.png [2048x2048-width] => 1232 [2048x2048-height] => 2048 [ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-647-600x400.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-647-600x600.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-647.png [tp-image-grid-width] => 421 [tp-image-grid-height] => 700 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-647-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-647-30x50.png [admin-width] => 30 [admin-height] => 50 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-647.png [full-width] => 1697 [full-height] => 2820 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-647-372x618.png [thumb_372-width] => 372 [thumb_372-height] => 618 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-647-376x625.png [single_post_thumbnail-width] => 376 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-647-19x32.png [thumb_32_32-width] => 19 [thumb_32_32-height] => 32 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-647-29x48.png [thumb_48_48-width] => 29 [thumb_48_48-height] => 48 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-647-39x64.png [thumb_64_64-width] => 39 [thumb_64_64-height] => 64 [thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-647-77x128.png [thumb_128_128-width] => 77 [thumb_128_128-height] => 128 [thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-647-40x67.png [thumb_122_67-width] => 40 [thumb_122_67-height] => 67 [thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-647-92x153.png [thumb_153_153-width] => 92 [thumb_153_153-height] => 153 [thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-647-98x163.png [thumb_130_163-width] => 98 [thumb_130_163-height] => 163 [thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-647-107x177.png [thumb_232_177-width] => 107 [thumb_232_177-height] => 177 [thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-647-391x650.png [thumb_272_325-width] => 391 [thumb_272_325-height] => 650 [thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-647-208x346.png [thumb_271_346-width] => 208 [thumb_271_346-height] => 346 [thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-647-163x271.png [thumb_271_271-width] => 163 [thumb_271_271-height] => 271 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-647-104x172.png [thumb_272_172-width] => 104 [thumb_272_172-height] => 172 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-647-277x461.png [thumb_372_461-width] => 277 [thumb_372_461-height] => 461 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-647-301x500.png [thumb_372_500-width] => 301 [thumb_372_500-height] => 500 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-647-162x270.png [thumb_385_270-width] => 162 [thumb_385_270-height] => 270 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-647-145x241.png [thumb_416_241-width] => 145 [thumb_416_241-height] => 241 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-647-247x410.png [thumb_448_410-width] => 247 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-647-493x820.png [thumb_448_410_retina-width] => 493 [thumb_448_410_retina-height] => 820 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-647-230x382.png [thumb_574_382-width] => 230 [thumb_574_382-height] => 382 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-647-238x395.png [thumb_776_395-width] => 238 [thumb_776_395-height] => 395 ) ) [1] => Array ( [ID] => 20532 [id] => 20532 [title] => Charity_Navigator_Seal.png [filename] => Charity_Navigator_Seal-5.png [filesize] => 0 [url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Charity_Navigator_Seal-5.png [link] => https://www.nextafter.com/experiments/how-adding-trustmarks-to-a-donation-page-affected-gifts/attachment/charity_navigator_seal-png-6/ [alt] => [author] => 0 [description] => [caption] => [name] => charity_navigator_seal-png-6 [status] => inherit [uploaded_to] => 20528 [date] => 2021-08-26 15:12:59 [modified] => 2021-08-26 15:12:59 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png [width] => 1697 [height] => 2820 [sizes] => Array ( [thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Charity_Navigator_Seal-5-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Charity_Navigator_Seal-5-181x300.png [medium-width] => 181 [medium-height] => 300 [medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Charity_Navigator_Seal-5-768x1276.png [medium_large-width] => 640 [medium_large-height] => 1063 [large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Charity_Navigator_Seal-5-616x1024.png [large-width] => 616 [large-height] => 1024 [1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Charity_Navigator_Seal-5-924x1536.png [1536x1536-width] => 924 [1536x1536-height] => 1536 [2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Charity_Navigator_Seal-5-1232x2048.png [2048x2048-width] => 1232 [2048x2048-height] => 2048 [ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Charity_Navigator_Seal-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/Charity_Navigator_Seal-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/Charity_Navigator_Seal-5.png [tp-image-grid-width] => 421 [tp-image-grid-height] => 700 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Charity_Navigator_Seal-5-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Charity_Navigator_Seal-5-30x50.png [admin-width] => 30 [admin-height] => 50 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Charity_Navigator_Seal-5.png [full-width] => 1697 [full-height] => 2820 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Charity_Navigator_Seal-5-372x618.png [thumb_372-width] => 372 [thumb_372-height] => 618 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Charity_Navigator_Seal-5-376x625.png [single_post_thumbnail-width] => 376 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Charity_Navigator_Seal-5-19x32.png [thumb_32_32-width] => 19 [thumb_32_32-height] => 32 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Charity_Navigator_Seal-5-29x48.png [thumb_48_48-width] => 29 [thumb_48_48-height] => 48 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Charity_Navigator_Seal-5-39x64.png [thumb_64_64-width] => 39 [thumb_64_64-height] => 64 [thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Charity_Navigator_Seal-5-77x128.png [thumb_128_128-width] => 77 [thumb_128_128-height] => 128 [thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Charity_Navigator_Seal-5-40x67.png [thumb_122_67-width] => 40 [thumb_122_67-height] => 67 [thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Charity_Navigator_Seal-5-92x153.png [thumb_153_153-width] => 92 [thumb_153_153-height] => 153 [thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Charity_Navigator_Seal-5-98x163.png [thumb_130_163-width] => 98 [thumb_130_163-height] => 163 [thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Charity_Navigator_Seal-5-107x177.png [thumb_232_177-width] => 107 [thumb_232_177-height] => 177 [thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Charity_Navigator_Seal-5-391x650.png [thumb_272_325-width] => 391 [thumb_272_325-height] => 650 [thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Charity_Navigator_Seal-5-208x346.png [thumb_271_346-width] => 208 [thumb_271_346-height] => 346 [thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Charity_Navigator_Seal-5-163x271.png [thumb_271_271-width] => 163 [thumb_271_271-height] => 271 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Charity_Navigator_Seal-5-104x172.png [thumb_272_172-width] => 104 [thumb_272_172-height] => 172 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Charity_Navigator_Seal-5-277x461.png [thumb_372_461-width] => 277 [thumb_372_461-height] => 461 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Charity_Navigator_Seal-5-301x500.png [thumb_372_500-width] => 301 [thumb_372_500-height] => 500 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Charity_Navigator_Seal-5-162x270.png [thumb_385_270-width] => 162 [thumb_385_270-height] => 270 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Charity_Navigator_Seal-5-145x241.png [thumb_416_241-width] => 145 [thumb_416_241-height] => 241 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Charity_Navigator_Seal-5-247x410.png [thumb_448_410-width] => 247 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Charity_Navigator_Seal-5-493x820.png [thumb_448_410_retina-width] => 493 [thumb_448_410_retina-height] => 820 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Charity_Navigator_Seal-5-230x382.png [thumb_574_382-width] => 230 [thumb_574_382-height] => 382 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Charity_Navigator_Seal-5-238x395.png [thumb_776_395-width] => 238 [thumb_776_395-height] => 395 ) ) )

Results

	Treatment Name	Conv. Rate	Relative Difference	Confidence	Average Gift
C:	Control	13.4%			$0.00
T1:	Charity Navigator Seal	10.9%	-18.9%	57.8%	$0.00

This experiment has a required sample size of 1,247 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 running the experiment for one month, we did not get enough traffic to this donation page to reach any conclusions about the impact of adding the trustmark to the page. The 14.7% lift in conversion rate was only supported by a 50.7% level of confidence so in reality it’s still a coin-flip as to whether or not the conversion rate would increase or decrease on the treatment. We’ll look for more high-volume appeals and donation pages to re-test this concept. One interesting takeaway is that we did note that the level of confidence was considerably higher for new visitors, so instead of a housefile appeal, we’ll test this in acquisition next.

Experiment Documented by Rebekah Josefy

Rebekah Josefy is an Optimization Director at NextAfter.

Question about experiment #47297

If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.