How a homepage takeover affects donations during a Giving Tuesday campaign
Experiment ID: #193513
The Heritage Foundation
Experiment Summary
Timeframe: 12/03/2024 - 12/04/2024
For The Heritage Foundation’s Giving Tuesday campaign, they wanted to test the impact of a homepage takeover that would direct visitors to their homepage on Giving Tuesday to the campaign’s donation page with a link to go to back to their intended destination.
We believed that redirecting visitors to the donation page would reduce friction for highly motivated traffic that came to give a special gift and in turn increase donor conversions and revenue.
This experiment ran for one day. Each variant received 50% of traffic from mostly organic, direct sources to The Heritage Foundation’s home page.
Research Question
We believe that a homepage takeover will increase donor conversion rate by reducing friction for motivated traffic during the Giving Tuesday campaign.
Design
C: Control
Array
(
[0] => Array
(
[ID] => 68575
[id] => 68575
[title] => Control.png
[filename] => Control-2.png
[filesize] => 1450856
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2.png
[link] => https://www.nextafter.com/experiments/how-a-homepage-takeover-affects-donations-during-a-giving-tuesday-campaign/attachment/control-png-9402/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-png-9402
[status] => inherit
[uploaded_to] => 68573
[date] => 2024-12-10 16:16:56
[modified] => 2024-12-10 16:16:56
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 2380
[height] => 1344
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2-300x169.png
[medium-width] => 300
[medium-height] => 169
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2-768x434.png
[medium_large-width] => 640
[medium_large-height] => 362
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2-1024x578.png
[large-width] => 640
[large-height] => 361
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2-1536x867.png
[1536x1536-width] => 1536
[1536x1536-height] => 867
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2-2048x1157.png
[2048x2048-width] => 2048
[2048x2048-height] => 1157
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2-600x400.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-2-600x600.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-2-700x700.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2-50x28.png
[admin-width] => 50
[admin-height] => 28
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2.png
[full-width] => 2380
[full-height] => 1344
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2-372x210.png
[thumb_372-width] => 372
[thumb_372-height] => 210
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2-980x553.png
[single_post_thumbnail-width] => 980
[single_post_thumbnail-height] => 553
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2-32x18.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 18
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2-48x27.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 27
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2-64x36.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 36
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2-128x72.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 72
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2-119x67.png
[thumb_122_67-width] => 119
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2-153x86.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 86
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2-130x73.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 73
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2-232x131.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 131
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2-544x307.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 307
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2-271x153.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 153
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2-271x153.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 153
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2-272x154.png
[thumb_272_172-width] => 272
[thumb_272_172-height] => 154
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2-372x210.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 210
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2-372x210.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 210
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2-385x217.png
[thumb_385_270-width] => 385
[thumb_385_270-height] => 217
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2-416x235.png
[thumb_416_241-width] => 416
[thumb_416_241-height] => 235
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2-448x253.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 253
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2-896x506.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 506
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2-574x324.png
[thumb_574_382-width] => 574
[thumb_574_382-height] => 324
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2-699x395.png
[thumb_776_395-width] => 699
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 68576
[id] => 68576
[title] => Homepage_Takeover.png
[filename] => Homepage_Takeover.png
[filesize] => 1700564
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover.png
[link] => https://www.nextafter.com/experiments/how-a-homepage-takeover-affects-donations-during-a-giving-tuesday-campaign/attachment/homepage_takeover-png-31/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => homepage_takeover-png-31
[status] => inherit
[uploaded_to] => 68573
[date] => 2024-12-10 16:17:15
[modified] => 2024-12-10 16:17:15
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 2376
[height] => 1376
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-300x174.png
[medium-width] => 300
[medium-height] => 174
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-768x445.png
[medium_large-width] => 640
[medium_large-height] => 371
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-1024x593.png
[large-width] => 640
[large-height] => 371
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-1536x890.png
[1536x1536-width] => 1536
[1536x1536-height] => 890
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-2048x1186.png
[2048x2048-width] => 2048
[2048x2048-height] => 1186
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-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/Homepage_Takeover-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/Homepage_Takeover-700x700.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-50x29.png
[admin-width] => 50
[admin-height] => 29
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover.png
[full-width] => 2376
[full-height] => 1376
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-372x215.png
[thumb_372-width] => 372
[thumb_372-height] => 215
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-980x568.png
[single_post_thumbnail-width] => 980
[single_post_thumbnail-height] => 568
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-32x19.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 19
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-48x28.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 28
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-64x37.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 37
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-128x74.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 74
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-116x67.png
[thumb_122_67-width] => 116
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-153x89.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 89
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-130x75.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 75
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-232x134.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 134
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-544x315.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 315
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-271x157.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 157
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-271x157.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 157
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-272x158.png
[thumb_272_172-width] => 272
[thumb_272_172-height] => 158
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-372x215.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 215
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-372x215.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 215
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-385x223.png
[thumb_385_270-width] => 385
[thumb_385_270-height] => 223
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-416x241.png
[thumb_416_241-width] => 416
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-448x259.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 259
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-896x519.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 519
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-574x332.png
[thumb_574_382-width] => 574
[thumb_574_382-height] => 332
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-682x395.png
[thumb_776_395-width] => 682
[thumb_776_395-height] => 395
) ) )
T1: Homepage Takeover
Array
(
[0] => Array
(
[ID] => 68575
[id] => 68575
[title] => Control.png
[filename] => Control-2.png
[filesize] => 1450856
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2.png
[link] => https://www.nextafter.com/experiments/how-a-homepage-takeover-affects-donations-during-a-giving-tuesday-campaign/attachment/control-png-9402/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-png-9402
[status] => inherit
[uploaded_to] => 68573
[date] => 2024-12-10 16:16:56
[modified] => 2024-12-10 16:16:56
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 2380
[height] => 1344
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2-300x169.png
[medium-width] => 300
[medium-height] => 169
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2-768x434.png
[medium_large-width] => 640
[medium_large-height] => 362
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2-1024x578.png
[large-width] => 640
[large-height] => 361
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2-1536x867.png
[1536x1536-width] => 1536
[1536x1536-height] => 867
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2-2048x1157.png
[2048x2048-width] => 2048
[2048x2048-height] => 1157
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2-600x400.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-2-600x600.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-2-700x700.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2-50x28.png
[admin-width] => 50
[admin-height] => 28
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2.png
[full-width] => 2380
[full-height] => 1344
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2-372x210.png
[thumb_372-width] => 372
[thumb_372-height] => 210
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2-980x553.png
[single_post_thumbnail-width] => 980
[single_post_thumbnail-height] => 553
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2-32x18.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 18
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2-48x27.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 27
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2-64x36.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 36
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2-128x72.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 72
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2-119x67.png
[thumb_122_67-width] => 119
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2-153x86.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 86
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2-130x73.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 73
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2-232x131.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 131
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2-544x307.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 307
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2-271x153.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 153
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2-271x153.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 153
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2-272x154.png
[thumb_272_172-width] => 272
[thumb_272_172-height] => 154
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2-372x210.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 210
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2-372x210.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 210
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2-385x217.png
[thumb_385_270-width] => 385
[thumb_385_270-height] => 217
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2-416x235.png
[thumb_416_241-width] => 416
[thumb_416_241-height] => 235
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2-448x253.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 253
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2-896x506.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 506
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2-574x324.png
[thumb_574_382-width] => 574
[thumb_574_382-height] => 324
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2-699x395.png
[thumb_776_395-width] => 699
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 68576
[id] => 68576
[title] => Homepage_Takeover.png
[filename] => Homepage_Takeover.png
[filesize] => 1700564
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover.png
[link] => https://www.nextafter.com/experiments/how-a-homepage-takeover-affects-donations-during-a-giving-tuesday-campaign/attachment/homepage_takeover-png-31/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => homepage_takeover-png-31
[status] => inherit
[uploaded_to] => 68573
[date] => 2024-12-10 16:17:15
[modified] => 2024-12-10 16:17:15
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 2376
[height] => 1376
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-300x174.png
[medium-width] => 300
[medium-height] => 174
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-768x445.png
[medium_large-width] => 640
[medium_large-height] => 371
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-1024x593.png
[large-width] => 640
[large-height] => 371
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-1536x890.png
[1536x1536-width] => 1536
[1536x1536-height] => 890
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-2048x1186.png
[2048x2048-width] => 2048
[2048x2048-height] => 1186
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-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/Homepage_Takeover-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/Homepage_Takeover-700x700.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-50x29.png
[admin-width] => 50
[admin-height] => 29
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover.png
[full-width] => 2376
[full-height] => 1376
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-372x215.png
[thumb_372-width] => 372
[thumb_372-height] => 215
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-980x568.png
[single_post_thumbnail-width] => 980
[single_post_thumbnail-height] => 568
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-32x19.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 19
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-48x28.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 28
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-64x37.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 37
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-128x74.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 74
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-116x67.png
[thumb_122_67-width] => 116
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-153x89.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 89
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-130x75.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 75
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-232x134.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 134
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-544x315.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 315
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-271x157.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 157
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-271x157.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 157
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-272x158.png
[thumb_272_172-width] => 272
[thumb_272_172-height] => 158
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-372x215.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 215
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-372x215.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 215
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-385x223.png
[thumb_385_270-width] => 385
[thumb_385_270-height] => 223
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-416x241.png
[thumb_416_241-width] => 416
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-448x259.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 259
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-896x519.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 519
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-574x332.png
[thumb_574_382-width] => 574
[thumb_574_382-height] => 332
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-682x395.png
[thumb_776_395-width] => 682
[thumb_776_395-height] => 395
) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 0.22% | $132.70 | ||
| T1: | Homepage Takeover | 0.12% | -48.3% | 59.7% | $111.03 |
This experiment has a required sample size of 11,649 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
The key learnings from this experiment are that implementing a homepage takeover to direct visitors to a donation page on Giving Tuesday can potentially increase donor conversions. We saw a 19.6% increase in transactions for all traffic during the one-day experiment. However, with a statistical confidence level of 56.7%, these results are inconclusive and not suitable for future decision making.
These results may indicate that site visitors may not have been highly motivated to navigate to the Heritage homepage in order to give a gift for the Giving Tuesday campaign.
In future experimentation, it would be beneficial to conduct a similar homepage takeover experiment over a longer period of time to gather more data and increase the statistical confidence level. This can be accomplished by running another test over the last few days of the year during the calendar year end campaign.