How a direct ask in an exit intent affects conversion
Experiment ID: #6703
Buckner International
Experiment Summary
Timeframe: 05/28/2017 - 06/01/2017
Toward the end of a matching gift campaign, Buckner International wanted to test out an exit intent on their main website promoting the challenge. Since this was the first time this approach had been used, we wanted to find out which approach (a “learn more” or a direct ask) would have the greatest impact on a visitor’s likelihood to make a gift.
Research Question
Will a more direct ask increase traffic or donor conversion rate for an exit intent banner?
Design
C: Soft CTA
Array
(
[0] => Array
(
[ID] => 13673
[id] => 13673
[title] => Screenshot-2017-06-01-12.11.09.png
[filename] => Screenshot-2017-06-01-12.11.09.png
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.11.09.png
[link] => https://www.nextafter.com/experiments/how-a-direct-ask-in-an-exit-intent-affects-donor-conversion/attachment/screenshot-2017-06-01-12-11-09-png/
[alt] =>
[author] => 1
[description] =>
[caption] =>
[name] => screenshot-2017-06-01-12-11-09-png
[status] => inherit
[uploaded_to] => 13672
[date] => 2021-02-25 06:37:21
[modified] => 2021-02-25 06:37:21
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 2270
[height] => 1350
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.11.09-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.11.09-300x178.png
[medium-width] => 300
[medium-height] => 178
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.11.09-768x457.png
[medium_large-width] => 640
[medium_large-height] => 381
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.11.09-1024x609.png
[large-width] => 640
[large-height] => 381
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.11.09-1536x913.png
[1536x1536-width] => 1536
[1536x1536-height] => 913
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.11.09-2048x1218.png
[2048x2048-width] => 2048
[2048x2048-height] => 1218
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.11.09-600x400.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/Screenshot-2017-06-01-12.11.09-600x600.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/Screenshot-2017-06-01-12.11.09.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 416
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.11.09-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.11.09-50x30.png
[admin-width] => 50
[admin-height] => 30
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.11.09.png
[full-width] => 2270
[full-height] => 1350
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.11.09-372x221.png
[thumb_372-width] => 372
[thumb_372-height] => 221
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.11.09-980x583.png
[single_post_thumbnail-width] => 980
[single_post_thumbnail-height] => 583
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.11.09-32x19.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 19
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.11.09-48x29.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 29
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.11.09-64x38.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 38
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.11.09-128x76.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 76
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.11.09-113x67.png
[thumb_122_67-width] => 113
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.11.09-153x91.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 91
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.11.09-130x77.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 77
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.11.09-232x138.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 138
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.11.09-544x324.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 324
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.11.09-271x161.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 161
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.11.09-271x161.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 161
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.11.09-272x162.png
[thumb_272_172-width] => 272
[thumb_272_172-height] => 162
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.11.09-372x221.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 221
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.11.09-372x221.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 221
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.11.09-385x229.png
[thumb_385_270-width] => 385
[thumb_385_270-height] => 229
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.11.09-405x241.png
[thumb_416_241-width] => 405
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.11.09-448x266.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 266
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.11.09-896x533.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 533
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.11.09-574x341.png
[thumb_574_382-width] => 574
[thumb_574_382-height] => 341
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.11.09-664x395.png
[thumb_776_395-width] => 664
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 13674
[id] => 13674
[title] => Screenshot-2017-06-01-12.10.20.png
[filename] => Screenshot-2017-06-01-12.10.20.png
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.10.20.png
[link] => https://www.nextafter.com/experiments/how-a-direct-ask-in-an-exit-intent-affects-donor-conversion/attachment/screenshot-2017-06-01-12-10-20-png/
[alt] =>
[author] => 1
[description] =>
[caption] =>
[name] => screenshot-2017-06-01-12-10-20-png
[status] => inherit
[uploaded_to] => 13672
[date] => 2021-02-25 06:37:37
[modified] => 2021-02-25 06:37:37
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 2248
[height] => 1390
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.10.20-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.10.20-300x185.png
[medium-width] => 300
[medium-height] => 185
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.10.20-768x475.png
[medium_large-width] => 640
[medium_large-height] => 396
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.10.20-1024x633.png
[large-width] => 640
[large-height] => 396
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.10.20-1536x950.png
[1536x1536-width] => 1536
[1536x1536-height] => 950
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.10.20-2048x1266.png
[2048x2048-width] => 2048
[2048x2048-height] => 1266
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.10.20-600x400.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/Screenshot-2017-06-01-12.10.20-600x600.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/Screenshot-2017-06-01-12.10.20.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 433
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.10.20-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.10.20-50x31.png
[admin-width] => 50
[admin-height] => 31
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.10.20.png
[full-width] => 2248
[full-height] => 1390
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.10.20-372x230.png
[thumb_372-width] => 372
[thumb_372-height] => 230
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.10.20-980x606.png
[single_post_thumbnail-width] => 980
[single_post_thumbnail-height] => 606
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.10.20-32x20.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 20
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.10.20-48x30.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 30
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.10.20-64x40.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 40
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.10.20-128x79.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 79
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.10.20-108x67.png
[thumb_122_67-width] => 108
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.10.20-153x95.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 95
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.10.20-130x80.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 80
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.10.20-232x143.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 143
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.10.20-544x336.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 336
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.10.20-271x168.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 168
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.10.20-271x168.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 168
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.10.20-272x168.png
[thumb_272_172-width] => 272
[thumb_272_172-height] => 168
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.10.20-372x230.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 230
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.10.20-372x230.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 230
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.10.20-385x238.png
[thumb_385_270-width] => 385
[thumb_385_270-height] => 238
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.10.20-390x241.png
[thumb_416_241-width] => 390
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.10.20-448x277.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 277
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.10.20-896x554.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 554
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.10.20-574x355.png
[thumb_574_382-width] => 574
[thumb_574_382-height] => 355
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.10.20-639x395.png
[thumb_776_395-width] => 639
[thumb_776_395-height] => 395
) ) )
T1: Direct Ask CTA
Array
(
[0] => Array
(
[ID] => 13673
[id] => 13673
[title] => Screenshot-2017-06-01-12.11.09.png
[filename] => Screenshot-2017-06-01-12.11.09.png
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.11.09.png
[link] => https://www.nextafter.com/experiments/how-a-direct-ask-in-an-exit-intent-affects-donor-conversion/attachment/screenshot-2017-06-01-12-11-09-png/
[alt] =>
[author] => 1
[description] =>
[caption] =>
[name] => screenshot-2017-06-01-12-11-09-png
[status] => inherit
[uploaded_to] => 13672
[date] => 2021-02-25 06:37:21
[modified] => 2021-02-25 06:37:21
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 2270
[height] => 1350
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.11.09-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.11.09-300x178.png
[medium-width] => 300
[medium-height] => 178
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.11.09-768x457.png
[medium_large-width] => 640
[medium_large-height] => 381
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.11.09-1024x609.png
[large-width] => 640
[large-height] => 381
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.11.09-1536x913.png
[1536x1536-width] => 1536
[1536x1536-height] => 913
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.11.09-2048x1218.png
[2048x2048-width] => 2048
[2048x2048-height] => 1218
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.11.09-600x400.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/Screenshot-2017-06-01-12.11.09-600x600.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/Screenshot-2017-06-01-12.11.09.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 416
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.11.09-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.11.09-50x30.png
[admin-width] => 50
[admin-height] => 30
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.11.09.png
[full-width] => 2270
[full-height] => 1350
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.11.09-372x221.png
[thumb_372-width] => 372
[thumb_372-height] => 221
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.11.09-980x583.png
[single_post_thumbnail-width] => 980
[single_post_thumbnail-height] => 583
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.11.09-32x19.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 19
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.11.09-48x29.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 29
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.11.09-64x38.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 38
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.11.09-128x76.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 76
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.11.09-113x67.png
[thumb_122_67-width] => 113
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.11.09-153x91.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 91
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.11.09-130x77.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 77
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.11.09-232x138.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 138
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.11.09-544x324.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 324
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.11.09-271x161.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 161
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.11.09-271x161.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 161
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.11.09-272x162.png
[thumb_272_172-width] => 272
[thumb_272_172-height] => 162
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.11.09-372x221.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 221
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.11.09-372x221.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 221
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.11.09-385x229.png
[thumb_385_270-width] => 385
[thumb_385_270-height] => 229
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.11.09-405x241.png
[thumb_416_241-width] => 405
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.11.09-448x266.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 266
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.11.09-896x533.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 533
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.11.09-574x341.png
[thumb_574_382-width] => 574
[thumb_574_382-height] => 341
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.11.09-664x395.png
[thumb_776_395-width] => 664
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 13674
[id] => 13674
[title] => Screenshot-2017-06-01-12.10.20.png
[filename] => Screenshot-2017-06-01-12.10.20.png
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.10.20.png
[link] => https://www.nextafter.com/experiments/how-a-direct-ask-in-an-exit-intent-affects-donor-conversion/attachment/screenshot-2017-06-01-12-10-20-png/
[alt] =>
[author] => 1
[description] =>
[caption] =>
[name] => screenshot-2017-06-01-12-10-20-png
[status] => inherit
[uploaded_to] => 13672
[date] => 2021-02-25 06:37:37
[modified] => 2021-02-25 06:37:37
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 2248
[height] => 1390
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.10.20-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.10.20-300x185.png
[medium-width] => 300
[medium-height] => 185
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.10.20-768x475.png
[medium_large-width] => 640
[medium_large-height] => 396
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.10.20-1024x633.png
[large-width] => 640
[large-height] => 396
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.10.20-1536x950.png
[1536x1536-width] => 1536
[1536x1536-height] => 950
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.10.20-2048x1266.png
[2048x2048-width] => 2048
[2048x2048-height] => 1266
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.10.20-600x400.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/Screenshot-2017-06-01-12.10.20-600x600.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/Screenshot-2017-06-01-12.10.20.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 433
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.10.20-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.10.20-50x31.png
[admin-width] => 50
[admin-height] => 31
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.10.20.png
[full-width] => 2248
[full-height] => 1390
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.10.20-372x230.png
[thumb_372-width] => 372
[thumb_372-height] => 230
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.10.20-980x606.png
[single_post_thumbnail-width] => 980
[single_post_thumbnail-height] => 606
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.10.20-32x20.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 20
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.10.20-48x30.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 30
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.10.20-64x40.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 40
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.10.20-128x79.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 79
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.10.20-108x67.png
[thumb_122_67-width] => 108
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.10.20-153x95.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 95
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.10.20-130x80.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 80
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.10.20-232x143.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 143
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.10.20-544x336.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 336
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.10.20-271x168.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 168
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.10.20-271x168.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 168
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.10.20-272x168.png
[thumb_272_172-width] => 272
[thumb_272_172-height] => 168
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.10.20-372x230.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 230
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.10.20-372x230.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 230
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.10.20-385x238.png
[thumb_385_270-width] => 385
[thumb_385_270-height] => 238
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.10.20-390x241.png
[thumb_416_241-width] => 390
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.10.20-448x277.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 277
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.10.20-896x554.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 554
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.10.20-574x355.png
[thumb_574_382-width] => 574
[thumb_574_382-height] => 355
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-06-01-12.10.20-639x395.png
[thumb_776_395-width] => 639
[thumb_776_395-height] => 395
) ) )
Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Soft CTA | 1.6% | ||
| T1: | Direct Ask CTA | 0.81% | -50.1% | 94.7% |
This experiment has a required sample size of 1,400 in order to be valid. Since the experiment had a total sample size of 2,718, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
We found that the direct ask approach reduced to the number of visitors to the campaign page by 50%. While it did not reach the 95% level of confidence we would strive for, it was quickly approaching validity before the campaign ended. However, the goal was not necessarily to get clicks, it was to get donations.
When we looked at the number of actual donations, there was not a statistically significant difference between the two treatments. We were able to drive more traffic to the page but this did not result in more total donations. For future tests such as this, we will need to go with a more radically different treatments to achieve validity.