How user experience improvements impacted donor conversion
Experiment ID: #2741
The Missionary Oblates of Mary Immaculate
Experiment Summary
Timeframe: 07/18/2017 - 09/26/2017
In an effort to improve the instant donor conversion on the Missionary Oblate’s Celebrating Mercy online course, we wanted to see if we could improve the overall user experience for the donation page. This involved making it mobile-friendly, removing the navigation on the page, and making the text easier to read and follow.
To validate the impact of this change, we set up a test of this new experience vs. the standard store checkout page.
Research Question
Will an updated user experience increase donor conversion?
Design
C: Studio Online Template
Array
(
[0] => Array
(
[ID] => 23961
[id] => 23961
[title] => Studio_Online_Template.jpg
[filename] => Studio_Online_Template-2.jpg
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Studio_Online_Template-2.jpg
[link] => https://www.nextafter.com/experiments/celebrating-mercy-donation-page-ux-improvements/attachment/studio_online_template-jpg-3/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => studio_online_template-jpg-3
[status] => inherit
[uploaded_to] => 14136
[date] => 2021-12-16 12:13:44
[modified] => 2021-12-16 12:13:44
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1339
[height] => 1244
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Studio_Online_Template-2-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Studio_Online_Template-2-300x279.jpg
[medium-width] => 300
[medium-height] => 279
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Studio_Online_Template-2-768x714.jpg
[medium_large-width] => 640
[medium_large-height] => 595
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Studio_Online_Template-2-1024x951.jpg
[large-width] => 640
[large-height] => 594
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Studio_Online_Template-2.jpg
[1536x1536-width] => 1339
[1536x1536-height] => 1244
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Studio_Online_Template-2.jpg
[2048x2048-width] => 1339
[2048x2048-height] => 1244
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Studio_Online_Template-2-600x400.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/Studio_Online_Template-2-600x600.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/Studio_Online_Template-2.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 650
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Studio_Online_Template-2-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Studio_Online_Template-2-50x46.jpg
[admin-width] => 50
[admin-height] => 46
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Studio_Online_Template-2.jpg
[full-width] => 1339
[full-height] => 1244
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Studio_Online_Template-2-372x346.jpg
[thumb_372-width] => 372
[thumb_372-height] => 346
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Studio_Online_Template-2-673x625.jpg
[single_post_thumbnail-width] => 673
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Studio_Online_Template-2-32x30.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 30
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Studio_Online_Template-2-48x45.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 45
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Studio_Online_Template-2-64x59.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 59
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Studio_Online_Template-2-128x119.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 119
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Studio_Online_Template-2-72x67.jpg
[thumb_122_67-width] => 72
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Studio_Online_Template-2-153x142.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 142
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Studio_Online_Template-2-130x121.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 121
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Studio_Online_Template-2-191x177.jpg
[thumb_232_177-width] => 191
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Studio_Online_Template-2-544x505.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 505
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Studio_Online_Template-2-271x252.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 252
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Studio_Online_Template-2-271x252.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 252
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Studio_Online_Template-2-185x172.jpg
[thumb_272_172-width] => 185
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Studio_Online_Template-2-372x346.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 346
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Studio_Online_Template-2-372x346.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 346
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Studio_Online_Template-2-291x270.jpg
[thumb_385_270-width] => 291
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Studio_Online_Template-2-259x241.jpg
[thumb_416_241-width] => 259
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Studio_Online_Template-2-441x410.jpg
[thumb_448_410-width] => 441
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Studio_Online_Template-2-883x820.jpg
[thumb_448_410_retina-width] => 883
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Studio_Online_Template-2-411x382.jpg
[thumb_574_382-width] => 411
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Studio_Online_Template-2-425x395.jpg
[thumb_776_395-width] => 425
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 23963
[id] => 23963
[title] => Improved_UX.jpg
[filename] => Improved_UX-2.jpg
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Improved_UX-2.jpg
[link] => https://www.nextafter.com/experiments/celebrating-mercy-donation-page-ux-improvements/attachment/improved_ux-jpg-3/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => improved_ux-jpg-3
[status] => inherit
[uploaded_to] => 14136
[date] => 2021-12-16 12:14:06
[modified] => 2021-12-16 12:14:06
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1345
[height] => 859
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Improved_UX-2-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Improved_UX-2-300x192.jpg
[medium-width] => 300
[medium-height] => 192
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Improved_UX-2-768x490.jpg
[medium_large-width] => 640
[medium_large-height] => 408
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Improved_UX-2-1024x654.jpg
[large-width] => 640
[large-height] => 409
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Improved_UX-2.jpg
[1536x1536-width] => 1345
[1536x1536-height] => 859
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Improved_UX-2.jpg
[2048x2048-width] => 1345
[2048x2048-height] => 859
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Improved_UX-2-600x400.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/Improved_UX-2-600x600.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/Improved_UX-2.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 447
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Improved_UX-2-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Improved_UX-2-50x32.jpg
[admin-width] => 50
[admin-height] => 32
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Improved_UX-2.jpg
[full-width] => 1345
[full-height] => 859
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Improved_UX-2-372x238.jpg
[thumb_372-width] => 372
[thumb_372-height] => 238
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Improved_UX-2-980x625.jpg
[single_post_thumbnail-width] => 980
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Improved_UX-2-32x20.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 20
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Improved_UX-2-48x31.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 31
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Improved_UX-2-64x41.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 41
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Improved_UX-2-128x82.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 82
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Improved_UX-2-105x67.jpg
[thumb_122_67-width] => 105
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Improved_UX-2-153x98.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 98
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Improved_UX-2-130x83.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 83
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Improved_UX-2-232x148.jpg
[thumb_232_177-width] => 232
[thumb_232_177-height] => 148
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Improved_UX-2-544x347.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 347
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Improved_UX-2-271x173.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 173
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Improved_UX-2-271x173.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 173
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Improved_UX-2-269x172.jpg
[thumb_272_172-width] => 269
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Improved_UX-2-372x238.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 238
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Improved_UX-2-372x238.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 238
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Improved_UX-2-385x246.jpg
[thumb_385_270-width] => 385
[thumb_385_270-height] => 246
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Improved_UX-2-377x241.jpg
[thumb_416_241-width] => 377
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Improved_UX-2-448x286.jpg
[thumb_448_410-width] => 448
[thumb_448_410-height] => 286
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Improved_UX-2-896x572.jpg
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 572
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Improved_UX-2-574x367.jpg
[thumb_574_382-width] => 574
[thumb_574_382-height] => 367
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Improved_UX-2-618x395.jpg
[thumb_776_395-width] => 618
[thumb_776_395-height] => 395
) ) )
T1: Improved UX
Array
(
[0] => Array
(
[ID] => 23961
[id] => 23961
[title] => Studio_Online_Template.jpg
[filename] => Studio_Online_Template-2.jpg
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Studio_Online_Template-2.jpg
[link] => https://www.nextafter.com/experiments/celebrating-mercy-donation-page-ux-improvements/attachment/studio_online_template-jpg-3/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => studio_online_template-jpg-3
[status] => inherit
[uploaded_to] => 14136
[date] => 2021-12-16 12:13:44
[modified] => 2021-12-16 12:13:44
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1339
[height] => 1244
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Studio_Online_Template-2-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Studio_Online_Template-2-300x279.jpg
[medium-width] => 300
[medium-height] => 279
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Studio_Online_Template-2-768x714.jpg
[medium_large-width] => 640
[medium_large-height] => 595
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Studio_Online_Template-2-1024x951.jpg
[large-width] => 640
[large-height] => 594
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Studio_Online_Template-2.jpg
[1536x1536-width] => 1339
[1536x1536-height] => 1244
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Studio_Online_Template-2.jpg
[2048x2048-width] => 1339
[2048x2048-height] => 1244
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Studio_Online_Template-2-600x400.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/Studio_Online_Template-2-600x600.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/Studio_Online_Template-2.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 650
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Studio_Online_Template-2-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Studio_Online_Template-2-50x46.jpg
[admin-width] => 50
[admin-height] => 46
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Studio_Online_Template-2.jpg
[full-width] => 1339
[full-height] => 1244
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Studio_Online_Template-2-372x346.jpg
[thumb_372-width] => 372
[thumb_372-height] => 346
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Studio_Online_Template-2-673x625.jpg
[single_post_thumbnail-width] => 673
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Studio_Online_Template-2-32x30.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 30
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Studio_Online_Template-2-48x45.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 45
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Studio_Online_Template-2-64x59.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 59
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Studio_Online_Template-2-128x119.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 119
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Studio_Online_Template-2-72x67.jpg
[thumb_122_67-width] => 72
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Studio_Online_Template-2-153x142.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 142
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Studio_Online_Template-2-130x121.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 121
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Studio_Online_Template-2-191x177.jpg
[thumb_232_177-width] => 191
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Studio_Online_Template-2-544x505.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 505
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Studio_Online_Template-2-271x252.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 252
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Studio_Online_Template-2-271x252.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 252
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Studio_Online_Template-2-185x172.jpg
[thumb_272_172-width] => 185
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Studio_Online_Template-2-372x346.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 346
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Studio_Online_Template-2-372x346.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 346
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Studio_Online_Template-2-291x270.jpg
[thumb_385_270-width] => 291
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Studio_Online_Template-2-259x241.jpg
[thumb_416_241-width] => 259
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Studio_Online_Template-2-441x410.jpg
[thumb_448_410-width] => 441
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Studio_Online_Template-2-883x820.jpg
[thumb_448_410_retina-width] => 883
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Studio_Online_Template-2-411x382.jpg
[thumb_574_382-width] => 411
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Studio_Online_Template-2-425x395.jpg
[thumb_776_395-width] => 425
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 23963
[id] => 23963
[title] => Improved_UX.jpg
[filename] => Improved_UX-2.jpg
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Improved_UX-2.jpg
[link] => https://www.nextafter.com/experiments/celebrating-mercy-donation-page-ux-improvements/attachment/improved_ux-jpg-3/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => improved_ux-jpg-3
[status] => inherit
[uploaded_to] => 14136
[date] => 2021-12-16 12:14:06
[modified] => 2021-12-16 12:14:06
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1345
[height] => 859
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Improved_UX-2-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Improved_UX-2-300x192.jpg
[medium-width] => 300
[medium-height] => 192
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Improved_UX-2-768x490.jpg
[medium_large-width] => 640
[medium_large-height] => 408
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Improved_UX-2-1024x654.jpg
[large-width] => 640
[large-height] => 409
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Improved_UX-2.jpg
[1536x1536-width] => 1345
[1536x1536-height] => 859
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Improved_UX-2.jpg
[2048x2048-width] => 1345
[2048x2048-height] => 859
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Improved_UX-2-600x400.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/Improved_UX-2-600x600.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/Improved_UX-2.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 447
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Improved_UX-2-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Improved_UX-2-50x32.jpg
[admin-width] => 50
[admin-height] => 32
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Improved_UX-2.jpg
[full-width] => 1345
[full-height] => 859
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Improved_UX-2-372x238.jpg
[thumb_372-width] => 372
[thumb_372-height] => 238
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Improved_UX-2-980x625.jpg
[single_post_thumbnail-width] => 980
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Improved_UX-2-32x20.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 20
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Improved_UX-2-48x31.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 31
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Improved_UX-2-64x41.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 41
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Improved_UX-2-128x82.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 82
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Improved_UX-2-105x67.jpg
[thumb_122_67-width] => 105
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Improved_UX-2-153x98.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 98
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Improved_UX-2-130x83.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 83
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Improved_UX-2-232x148.jpg
[thumb_232_177-width] => 232
[thumb_232_177-height] => 148
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Improved_UX-2-544x347.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 347
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Improved_UX-2-271x173.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 173
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Improved_UX-2-271x173.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 173
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Improved_UX-2-269x172.jpg
[thumb_272_172-width] => 269
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Improved_UX-2-372x238.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 238
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Improved_UX-2-372x238.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 238
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Improved_UX-2-385x246.jpg
[thumb_385_270-width] => 385
[thumb_385_270-height] => 246
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Improved_UX-2-377x241.jpg
[thumb_416_241-width] => 377
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Improved_UX-2-448x286.jpg
[thumb_448_410-width] => 448
[thumb_448_410-height] => 286
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Improved_UX-2-896x572.jpg
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 572
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Improved_UX-2-574x367.jpg
[thumb_574_382-width] => 574
[thumb_574_382-height] => 367
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Improved_UX-2-618x395.jpg
[thumb_776_395-width] => 618
[thumb_776_395-height] => 395
) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Studio Online Template | 1.1% | ||
| T1: | Improved UX | 1.2% | 5.6% | 12.4% |
This experiment has a required sample size of 214,953 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
At first glance, it would appear the changes had no statistically significant impact on conversion. However, when we started analyzing the data, we realized this test may have been skewed by some of the technical difficulties experienced during the time period. There was an issue with Facebook that prevented ads from being run for a month and a technical issue that crashed the website for a week.
With the significance of these outside factors, we decided to relaunch this test to see if they had any impact on conversion.