How emphasizing data security on a petition impacted donor conversion rate
Experiment ID: #92494
Canadian Taxpayers Federation
Experiment Summary
Timeframe: 04/22/2022 - 05/30/2022
As a part of continuous testing, the Canadian Taxpayer Federation wanted to try a simple message to emphasize data security on a petition to see how it would impact their email signup rate, donor conversion rate, and subsequently revenue.
Research Question
We believe that emphasizing data security for prospects signing a petition will achieve increase email signup rate.
Design
C: Control
Array
(
[0] => Array
(
[ID] => 47519
[id] => 47519
[title] => Control.jpg
[filename] => Control-2382.jpg
[filesize] => 976106
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2382.jpg
[link] => https://www.nextafter.com/experiments/how-emphasizing-data-security-on-a-petition-impacted-donor-conversion-rate/attachment/control-jpg-2863/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-jpg-2863
[status] => inherit
[uploaded_to] => 29261
[date] => 2022-11-10 20:08:54
[modified] => 2022-11-10 20:08:54
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 2286
[height] => 1962
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2382-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2382-300x257.jpg
[medium-width] => 300
[medium-height] => 257
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2382-768x659.jpg
[medium_large-width] => 640
[medium_large-height] => 549
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2382-1024x879.jpg
[large-width] => 640
[large-height] => 549
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2382-1536x1318.jpg
[1536x1536-width] => 1536
[1536x1536-height] => 1318
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2382-2048x1758.jpg
[2048x2048-width] => 2048
[2048x2048-height] => 1758
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2382-600x400.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/Control-2382-600x600.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/Control-2382.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 601
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2382-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2382-50x43.jpg
[admin-width] => 50
[admin-height] => 43
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2382.jpg
[full-width] => 2286
[full-height] => 1962
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2382-372x319.jpg
[thumb_372-width] => 372
[thumb_372-height] => 319
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2382-728x625.jpg
[single_post_thumbnail-width] => 728
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2382-32x27.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 27
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2382-48x41.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 41
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2382-64x55.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 55
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2382-128x110.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 110
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2382-78x67.jpg
[thumb_122_67-width] => 78
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2382-153x131.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 131
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2382-130x112.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 112
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2382-206x177.jpg
[thumb_232_177-width] => 206
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2382-544x467.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 467
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2382-271x233.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 233
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2382-271x233.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 233
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2382-200x172.jpg
[thumb_272_172-width] => 200
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2382-372x319.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 319
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2382-372x319.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 319
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2382-315x270.jpg
[thumb_385_270-width] => 315
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2382-281x241.jpg
[thumb_416_241-width] => 281
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2382-448x385.jpg
[thumb_448_410-width] => 448
[thumb_448_410-height] => 385
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2382-896x769.jpg
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 769
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2382-445x382.jpg
[thumb_574_382-width] => 445
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2382-460x395.jpg
[thumb_776_395-width] => 460
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 40666
[id] => 40666
[title] => Data_Security_Message.jpg
[filename] => wData_Security_Message-17.jpg
[filesize] => 1002298
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/wData_Security_Message-17.jpg
[link] => https://www.nextafter.com/experiments/how-emphasizing-data-security-on-a-petition-impacted-donor-conversion-rate/attachment/data_security_message-jpg-20/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => data_security_message-jpg-20
[status] => inherit
[uploaded_to] => 29261
[date] => 2022-10-22 14:43:12
[modified] => 2022-10-22 14:43:12
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 2286
[height] => 1962
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/wData_Security_Message-17-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/wData_Security_Message-17-300x257.jpg
[medium-width] => 300
[medium-height] => 257
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/wData_Security_Message-17-768x659.jpg
[medium_large-width] => 640
[medium_large-height] => 549
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/wData_Security_Message-17-1024x879.jpg
[large-width] => 640
[large-height] => 549
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/wData_Security_Message-17-1536x1318.jpg
[1536x1536-width] => 1536
[1536x1536-height] => 1318
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/wData_Security_Message-17-2048x1758.jpg
[2048x2048-width] => 2048
[2048x2048-height] => 1758
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/wData_Security_Message-17-600x400.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/wData_Security_Message-17-600x600.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/wData_Security_Message-17.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 601
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/wData_Security_Message-17-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/wData_Security_Message-17-50x43.jpg
[admin-width] => 50
[admin-height] => 43
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/wData_Security_Message-17.jpg
[full-width] => 2286
[full-height] => 1962
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/wData_Security_Message-17-372x319.jpg
[thumb_372-width] => 372
[thumb_372-height] => 319
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/wData_Security_Message-17-728x625.jpg
[single_post_thumbnail-width] => 728
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/wData_Security_Message-17-32x27.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 27
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/wData_Security_Message-17-48x41.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 41
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/wData_Security_Message-17-64x55.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 55
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/wData_Security_Message-17-128x110.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 110
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/wData_Security_Message-17-78x67.jpg
[thumb_122_67-width] => 78
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/wData_Security_Message-17-153x131.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 131
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/wData_Security_Message-17-130x112.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 112
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/wData_Security_Message-17-206x177.jpg
[thumb_232_177-width] => 206
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/wData_Security_Message-17-544x467.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 467
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/wData_Security_Message-17-271x233.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 233
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/wData_Security_Message-17-271x233.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 233
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/wData_Security_Message-17-200x172.jpg
[thumb_272_172-width] => 200
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/wData_Security_Message-17-372x319.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 319
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/wData_Security_Message-17-372x319.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 319
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/wData_Security_Message-17-315x270.jpg
[thumb_385_270-width] => 315
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/wData_Security_Message-17-281x241.jpg
[thumb_416_241-width] => 281
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/wData_Security_Message-17-448x385.jpg
[thumb_448_410-width] => 448
[thumb_448_410-height] => 385
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/wData_Security_Message-17-896x769.jpg
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 769
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/wData_Security_Message-17-445x382.jpg
[thumb_574_382-width] => 445
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/wData_Security_Message-17-460x395.jpg
[thumb_776_395-width] => 460
[thumb_776_395-height] => 395
) ) )
T1: w/Data Security Message
Array
(
[0] => Array
(
[ID] => 47519
[id] => 47519
[title] => Control.jpg
[filename] => Control-2382.jpg
[filesize] => 976106
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2382.jpg
[link] => https://www.nextafter.com/experiments/how-emphasizing-data-security-on-a-petition-impacted-donor-conversion-rate/attachment/control-jpg-2863/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-jpg-2863
[status] => inherit
[uploaded_to] => 29261
[date] => 2022-11-10 20:08:54
[modified] => 2022-11-10 20:08:54
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 2286
[height] => 1962
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2382-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2382-300x257.jpg
[medium-width] => 300
[medium-height] => 257
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2382-768x659.jpg
[medium_large-width] => 640
[medium_large-height] => 549
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2382-1024x879.jpg
[large-width] => 640
[large-height] => 549
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2382-1536x1318.jpg
[1536x1536-width] => 1536
[1536x1536-height] => 1318
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2382-2048x1758.jpg
[2048x2048-width] => 2048
[2048x2048-height] => 1758
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2382-600x400.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/Control-2382-600x600.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/Control-2382.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 601
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2382-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2382-50x43.jpg
[admin-width] => 50
[admin-height] => 43
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2382.jpg
[full-width] => 2286
[full-height] => 1962
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2382-372x319.jpg
[thumb_372-width] => 372
[thumb_372-height] => 319
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2382-728x625.jpg
[single_post_thumbnail-width] => 728
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2382-32x27.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 27
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2382-48x41.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 41
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2382-64x55.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 55
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2382-128x110.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 110
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2382-78x67.jpg
[thumb_122_67-width] => 78
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2382-153x131.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 131
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2382-130x112.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 112
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2382-206x177.jpg
[thumb_232_177-width] => 206
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2382-544x467.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 467
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2382-271x233.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 233
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2382-271x233.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 233
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2382-200x172.jpg
[thumb_272_172-width] => 200
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2382-372x319.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 319
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2382-372x319.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 319
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2382-315x270.jpg
[thumb_385_270-width] => 315
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2382-281x241.jpg
[thumb_416_241-width] => 281
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2382-448x385.jpg
[thumb_448_410-width] => 448
[thumb_448_410-height] => 385
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2382-896x769.jpg
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 769
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2382-445x382.jpg
[thumb_574_382-width] => 445
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2382-460x395.jpg
[thumb_776_395-width] => 460
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 40666
[id] => 40666
[title] => Data_Security_Message.jpg
[filename] => wData_Security_Message-17.jpg
[filesize] => 1002298
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/wData_Security_Message-17.jpg
[link] => https://www.nextafter.com/experiments/how-emphasizing-data-security-on-a-petition-impacted-donor-conversion-rate/attachment/data_security_message-jpg-20/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => data_security_message-jpg-20
[status] => inherit
[uploaded_to] => 29261
[date] => 2022-10-22 14:43:12
[modified] => 2022-10-22 14:43:12
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 2286
[height] => 1962
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/wData_Security_Message-17-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/wData_Security_Message-17-300x257.jpg
[medium-width] => 300
[medium-height] => 257
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/wData_Security_Message-17-768x659.jpg
[medium_large-width] => 640
[medium_large-height] => 549
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/wData_Security_Message-17-1024x879.jpg
[large-width] => 640
[large-height] => 549
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/wData_Security_Message-17-1536x1318.jpg
[1536x1536-width] => 1536
[1536x1536-height] => 1318
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/wData_Security_Message-17-2048x1758.jpg
[2048x2048-width] => 2048
[2048x2048-height] => 1758
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/wData_Security_Message-17-600x400.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/wData_Security_Message-17-600x600.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/wData_Security_Message-17.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 601
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/wData_Security_Message-17-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/wData_Security_Message-17-50x43.jpg
[admin-width] => 50
[admin-height] => 43
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/wData_Security_Message-17.jpg
[full-width] => 2286
[full-height] => 1962
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/wData_Security_Message-17-372x319.jpg
[thumb_372-width] => 372
[thumb_372-height] => 319
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/wData_Security_Message-17-728x625.jpg
[single_post_thumbnail-width] => 728
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/wData_Security_Message-17-32x27.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 27
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/wData_Security_Message-17-48x41.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 41
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/wData_Security_Message-17-64x55.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 55
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/wData_Security_Message-17-128x110.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 110
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/wData_Security_Message-17-78x67.jpg
[thumb_122_67-width] => 78
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/wData_Security_Message-17-153x131.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 131
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/wData_Security_Message-17-130x112.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 112
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/wData_Security_Message-17-206x177.jpg
[thumb_232_177-width] => 206
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/wData_Security_Message-17-544x467.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 467
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/wData_Security_Message-17-271x233.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 233
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/wData_Security_Message-17-271x233.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 233
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/wData_Security_Message-17-200x172.jpg
[thumb_272_172-width] => 200
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/wData_Security_Message-17-372x319.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 319
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/wData_Security_Message-17-372x319.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 319
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/wData_Security_Message-17-315x270.jpg
[thumb_385_270-width] => 315
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/wData_Security_Message-17-281x241.jpg
[thumb_416_241-width] => 281
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/wData_Security_Message-17-448x385.jpg
[thumb_448_410-width] => 448
[thumb_448_410-height] => 385
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/wData_Security_Message-17-896x769.jpg
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 769
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/wData_Security_Message-17-445x382.jpg
[thumb_574_382-width] => 445
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/wData_Security_Message-17-460x395.jpg
[thumb_776_395-width] => 460
[thumb_776_395-height] => 395
) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 0.28% | $0.00 | ||
| T1: | w/Data Security Message | 0.58% | 102.9% | 99.0% | $0.00 |
This experiment has a required sample size of 3,836 in order to be valid. Since the experiment had a total sample size of 13,269, and the level of confidence is above 95% the experiment results are valid.
Flux Metrics Affected
The Flux Metrics analyze the three primary metrics that affect revenue (traffic, conversion rate, and average gift). This experiment produced the following results:
0% increase in traffic
× 102.9% increase in conversion rate
× 0% increase in average gift
Key Learnings
Much to our surprise, the treatment actually decreased email signup rates by -2.1% (LoC: 99%), but while we saw fewer email signups for prospects who were segmented into the treatment experience, we did see an increase in donor conversion rate of +102.9% (LoC: 98.9%) on the subsequent instant donation page.
We also observed an increase in revenue of +189.5% (with an LoC of 100%), as well.
The real question is: Why did this happen?
This experiment actually lines up with other experiments that increase security at the email signup rate that we’ve seen, where the email signup rate decreases slightly in exchange for a much higher donor conversion rate on the subsequent instant donation page.
The hypothesis as to why the email signup rate decreases is that it draws some attention to a prospect who otherwise wouldn’t think that it was safe to provide their email address and cause a small percentage to reconsider the offer altogether.
Meanwhile, those that decide to proceed to feel safer in the decision to make a gift on the subsequent instant donation page, because they already know that you take the safety and security of their personal information seriously, and it’s through this increase in trust that they’ll decide to give at a higher rate.
This result really just simply comes down to the principle of “decreasing anxiety” (which is defined as “a psychological to take the presented action“) within the mind of the prospective donor by letting them know that they can trust you.
Our upcoming experiment with this treatment is to increase the visual appearance of security on the email signup form along with the disclaimer language designed to heighten the perception of security to even greater levels.