How a reputable quote impacts email conversion rate on a petition funnel
Experiment ID: #195982
American Cornerstone Institute
Experiment Summary
Ended On: 03/18/2025
In an effort to boost the email conversion rate on ACI’s Pro-Life Petition landing page, we opted to test into adding a quote of Dr. Carson’s to the copy.
The quote read: “”I am committed to protecting innocent lives, especially when they are most vulnerable. The sanctity of life is something that we must wholeheartedly promote and enforce.” -Dr. Ben Carson”
Our hypothesis was that this addition would immediately establish trust and credibility for the visitor as Dr. Carson is a highly respected individual especially in the pro-life space.
Research Question
We believe that the addition of Dr. Carson’s quote for Pro-Life Pledge landing page visiors will achieve an increase in email conversions because the quote establishes trust and credibility for the visitor leading to higher engagement on the page.
Design
C: Control
Array
(
[0] => Array
(
[ID] => 70750
[id] => 70750
[title] => 3b7b149d_1742394830434_Screenshot+2025-03-19+at+9.07.14 AM
[filename] => 3b7b149d_1742394830434_Screenshot2025-03-19at9.07.14 AM.png
[filesize] => 261335
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394830434_Screenshot2025-03-19at9.07.14 AM.png
[link] => https://www.nextafter.com/experiments/how-a-reputable-quote-impacts-email-conversion-rate-on-a-petition-funnel/attachment/3b7b149d_1742394830434_screenshot2025-03-19at9-07-14-am/
[alt] =>
[author] => 52
[description] =>
[caption] =>
[name] => 3b7b149d_1742394830434_screenshot2025-03-19at9-07-14-am
[status] => inherit
[uploaded_to] => 70744
[date] => 2025-03-24 14:35:18
[modified] => 2025-03-24 14:35:18
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 693
[height] => 976
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394830434_Screenshot2025-03-19at9.07.14 AM-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394830434_Screenshot2025-03-19at9.07.14 AM-213x300.png
[medium-width] => 213
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394830434_Screenshot2025-03-19at9.07.14 AM.png
[medium_large-width] => 640
[medium_large-height] => 901
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394830434_Screenshot2025-03-19at9.07.14 AM.png
[large-width] => 640
[large-height] => 901
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394830434_Screenshot2025-03-19at9.07.14 AM.png
[1536x1536-width] => 693
[1536x1536-height] => 976
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394830434_Screenshot2025-03-19at9.07.14 AM.png
[2048x2048-width] => 693
[2048x2048-height] => 976
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394830434_Screenshot2025-03-19at9.07.14 AM-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/3b7b149d_1742394830434_Screenshot2025-03-19at9.07.14 AM-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/3b7b149d_1742394830434_Screenshot2025-03-19at9.07.14 AM-700x700.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394830434_Screenshot2025-03-19at9.07.14 AM-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394830434_Screenshot2025-03-19at9.07.14 AM-36x50.png
[admin-width] => 36
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394830434_Screenshot2025-03-19at9.07.14 AM.png
[full-width] => 693
[full-height] => 976
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394830434_Screenshot2025-03-19at9.07.14 AM-372x524.png
[thumb_372-width] => 372
[thumb_372-height] => 524
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394830434_Screenshot2025-03-19at9.07.14 AM-444x625.png
[single_post_thumbnail-width] => 444
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394830434_Screenshot2025-03-19at9.07.14 AM-23x32.png
[thumb_32_32-width] => 23
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394830434_Screenshot2025-03-19at9.07.14 AM-34x48.png
[thumb_48_48-width] => 34
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394830434_Screenshot2025-03-19at9.07.14 AM-45x64.png
[thumb_64_64-width] => 45
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394830434_Screenshot2025-03-19at9.07.14 AM-91x128.png
[thumb_128_128-width] => 91
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394830434_Screenshot2025-03-19at9.07.14 AM-48x67.png
[thumb_122_67-width] => 48
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394830434_Screenshot2025-03-19at9.07.14 AM-109x153.png
[thumb_153_153-width] => 109
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394830434_Screenshot2025-03-19at9.07.14 AM-116x163.png
[thumb_130_163-width] => 116
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394830434_Screenshot2025-03-19at9.07.14 AM-126x177.png
[thumb_232_177-width] => 126
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394830434_Screenshot2025-03-19at9.07.14 AM-462x650.png
[thumb_272_325-width] => 462
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394830434_Screenshot2025-03-19at9.07.14 AM-246x346.png
[thumb_271_346-width] => 246
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394830434_Screenshot2025-03-19at9.07.14 AM-192x271.png
[thumb_271_271-width] => 192
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394830434_Screenshot2025-03-19at9.07.14 AM-122x172.png
[thumb_272_172-width] => 122
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394830434_Screenshot2025-03-19at9.07.14 AM-327x461.png
[thumb_372_461-width] => 327
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394830434_Screenshot2025-03-19at9.07.14 AM-355x500.png
[thumb_372_500-width] => 355
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394830434_Screenshot2025-03-19at9.07.14 AM-192x270.png
[thumb_385_270-width] => 192
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394830434_Screenshot2025-03-19at9.07.14 AM-171x241.png
[thumb_416_241-width] => 171
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394830434_Screenshot2025-03-19at9.07.14 AM-291x410.png
[thumb_448_410-width] => 291
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394830434_Screenshot2025-03-19at9.07.14 AM-582x820.png
[thumb_448_410_retina-width] => 582
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394830434_Screenshot2025-03-19at9.07.14 AM-271x382.png
[thumb_574_382-width] => 271
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394830434_Screenshot2025-03-19at9.07.14 AM-280x395.png
[thumb_776_395-width] => 280
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 70751
[id] => 70751
[title] => 3b7b149d_1742394836056_Screenshot+2025-03-19+at+9.06.55 AM
[filename] => 3b7b149d_1742394836056_Screenshot2025-03-19at9.06.55 AM.png
[filesize] => 277846
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394836056_Screenshot2025-03-19at9.06.55 AM.png
[link] => https://www.nextafter.com/experiments/how-a-reputable-quote-impacts-email-conversion-rate-on-a-petition-funnel/attachment/3b7b149d_1742394836056_screenshot2025-03-19at9-06-55-am/
[alt] =>
[author] => 52
[description] =>
[caption] =>
[name] => 3b7b149d_1742394836056_screenshot2025-03-19at9-06-55-am
[status] => inherit
[uploaded_to] => 70744
[date] => 2025-03-24 14:35:32
[modified] => 2025-03-24 14:35:32
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 696
[height] => 1039
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394836056_Screenshot2025-03-19at9.06.55 AM-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394836056_Screenshot2025-03-19at9.06.55 AM-201x300.png
[medium-width] => 201
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394836056_Screenshot2025-03-19at9.06.55 AM.png
[medium_large-width] => 640
[medium_large-height] => 955
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394836056_Screenshot2025-03-19at9.06.55 AM-686x1024.png
[large-width] => 640
[large-height] => 955
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394836056_Screenshot2025-03-19at9.06.55 AM.png
[1536x1536-width] => 696
[1536x1536-height] => 1039
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394836056_Screenshot2025-03-19at9.06.55 AM.png
[2048x2048-width] => 696
[2048x2048-height] => 1039
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394836056_Screenshot2025-03-19at9.06.55 AM-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/3b7b149d_1742394836056_Screenshot2025-03-19at9.06.55 AM-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/3b7b149d_1742394836056_Screenshot2025-03-19at9.06.55 AM-700x700.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394836056_Screenshot2025-03-19at9.06.55 AM-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394836056_Screenshot2025-03-19at9.06.55 AM-33x50.png
[admin-width] => 33
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394836056_Screenshot2025-03-19at9.06.55 AM.png
[full-width] => 696
[full-height] => 1039
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394836056_Screenshot2025-03-19at9.06.55 AM-372x555.png
[thumb_372-width] => 372
[thumb_372-height] => 555
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394836056_Screenshot2025-03-19at9.06.55 AM-419x625.png
[single_post_thumbnail-width] => 419
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394836056_Screenshot2025-03-19at9.06.55 AM-21x32.png
[thumb_32_32-width] => 21
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394836056_Screenshot2025-03-19at9.06.55 AM-32x48.png
[thumb_48_48-width] => 32
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394836056_Screenshot2025-03-19at9.06.55 AM-43x64.png
[thumb_64_64-width] => 43
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394836056_Screenshot2025-03-19at9.06.55 AM-86x128.png
[thumb_128_128-width] => 86
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394836056_Screenshot2025-03-19at9.06.55 AM-45x67.png
[thumb_122_67-width] => 45
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394836056_Screenshot2025-03-19at9.06.55 AM-102x153.png
[thumb_153_153-width] => 102
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394836056_Screenshot2025-03-19at9.06.55 AM-109x163.png
[thumb_130_163-width] => 109
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394836056_Screenshot2025-03-19at9.06.55 AM-119x177.png
[thumb_232_177-width] => 119
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394836056_Screenshot2025-03-19at9.06.55 AM-435x650.png
[thumb_272_325-width] => 435
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394836056_Screenshot2025-03-19at9.06.55 AM-232x346.png
[thumb_271_346-width] => 232
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394836056_Screenshot2025-03-19at9.06.55 AM-182x271.png
[thumb_271_271-width] => 182
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394836056_Screenshot2025-03-19at9.06.55 AM-115x172.png
[thumb_272_172-width] => 115
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394836056_Screenshot2025-03-19at9.06.55 AM-309x461.png
[thumb_372_461-width] => 309
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394836056_Screenshot2025-03-19at9.06.55 AM-335x500.png
[thumb_372_500-width] => 335
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394836056_Screenshot2025-03-19at9.06.55 AM-181x270.png
[thumb_385_270-width] => 181
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394836056_Screenshot2025-03-19at9.06.55 AM-161x241.png
[thumb_416_241-width] => 161
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394836056_Screenshot2025-03-19at9.06.55 AM-275x410.png
[thumb_448_410-width] => 275
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394836056_Screenshot2025-03-19at9.06.55 AM-549x820.png
[thumb_448_410_retina-width] => 549
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394836056_Screenshot2025-03-19at9.06.55 AM-256x382.png
[thumb_574_382-width] => 256
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394836056_Screenshot2025-03-19at9.06.55 AM-265x395.png
[thumb_776_395-width] => 265
[thumb_776_395-height] => 395
) ) )
T1: Treatment 1
Array
(
[0] => Array
(
[ID] => 70750
[id] => 70750
[title] => 3b7b149d_1742394830434_Screenshot+2025-03-19+at+9.07.14 AM
[filename] => 3b7b149d_1742394830434_Screenshot2025-03-19at9.07.14 AM.png
[filesize] => 261335
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394830434_Screenshot2025-03-19at9.07.14 AM.png
[link] => https://www.nextafter.com/experiments/how-a-reputable-quote-impacts-email-conversion-rate-on-a-petition-funnel/attachment/3b7b149d_1742394830434_screenshot2025-03-19at9-07-14-am/
[alt] =>
[author] => 52
[description] =>
[caption] =>
[name] => 3b7b149d_1742394830434_screenshot2025-03-19at9-07-14-am
[status] => inherit
[uploaded_to] => 70744
[date] => 2025-03-24 14:35:18
[modified] => 2025-03-24 14:35:18
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 693
[height] => 976
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394830434_Screenshot2025-03-19at9.07.14 AM-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394830434_Screenshot2025-03-19at9.07.14 AM-213x300.png
[medium-width] => 213
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394830434_Screenshot2025-03-19at9.07.14 AM.png
[medium_large-width] => 640
[medium_large-height] => 901
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394830434_Screenshot2025-03-19at9.07.14 AM.png
[large-width] => 640
[large-height] => 901
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394830434_Screenshot2025-03-19at9.07.14 AM.png
[1536x1536-width] => 693
[1536x1536-height] => 976
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394830434_Screenshot2025-03-19at9.07.14 AM.png
[2048x2048-width] => 693
[2048x2048-height] => 976
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394830434_Screenshot2025-03-19at9.07.14 AM-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/3b7b149d_1742394830434_Screenshot2025-03-19at9.07.14 AM-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/3b7b149d_1742394830434_Screenshot2025-03-19at9.07.14 AM-700x700.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394830434_Screenshot2025-03-19at9.07.14 AM-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394830434_Screenshot2025-03-19at9.07.14 AM-36x50.png
[admin-width] => 36
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394830434_Screenshot2025-03-19at9.07.14 AM.png
[full-width] => 693
[full-height] => 976
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394830434_Screenshot2025-03-19at9.07.14 AM-372x524.png
[thumb_372-width] => 372
[thumb_372-height] => 524
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394830434_Screenshot2025-03-19at9.07.14 AM-444x625.png
[single_post_thumbnail-width] => 444
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394830434_Screenshot2025-03-19at9.07.14 AM-23x32.png
[thumb_32_32-width] => 23
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394830434_Screenshot2025-03-19at9.07.14 AM-34x48.png
[thumb_48_48-width] => 34
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394830434_Screenshot2025-03-19at9.07.14 AM-45x64.png
[thumb_64_64-width] => 45
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394830434_Screenshot2025-03-19at9.07.14 AM-91x128.png
[thumb_128_128-width] => 91
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394830434_Screenshot2025-03-19at9.07.14 AM-48x67.png
[thumb_122_67-width] => 48
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394830434_Screenshot2025-03-19at9.07.14 AM-109x153.png
[thumb_153_153-width] => 109
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394830434_Screenshot2025-03-19at9.07.14 AM-116x163.png
[thumb_130_163-width] => 116
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394830434_Screenshot2025-03-19at9.07.14 AM-126x177.png
[thumb_232_177-width] => 126
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394830434_Screenshot2025-03-19at9.07.14 AM-462x650.png
[thumb_272_325-width] => 462
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394830434_Screenshot2025-03-19at9.07.14 AM-246x346.png
[thumb_271_346-width] => 246
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394830434_Screenshot2025-03-19at9.07.14 AM-192x271.png
[thumb_271_271-width] => 192
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394830434_Screenshot2025-03-19at9.07.14 AM-122x172.png
[thumb_272_172-width] => 122
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394830434_Screenshot2025-03-19at9.07.14 AM-327x461.png
[thumb_372_461-width] => 327
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394830434_Screenshot2025-03-19at9.07.14 AM-355x500.png
[thumb_372_500-width] => 355
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394830434_Screenshot2025-03-19at9.07.14 AM-192x270.png
[thumb_385_270-width] => 192
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394830434_Screenshot2025-03-19at9.07.14 AM-171x241.png
[thumb_416_241-width] => 171
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394830434_Screenshot2025-03-19at9.07.14 AM-291x410.png
[thumb_448_410-width] => 291
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394830434_Screenshot2025-03-19at9.07.14 AM-582x820.png
[thumb_448_410_retina-width] => 582
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394830434_Screenshot2025-03-19at9.07.14 AM-271x382.png
[thumb_574_382-width] => 271
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394830434_Screenshot2025-03-19at9.07.14 AM-280x395.png
[thumb_776_395-width] => 280
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 70751
[id] => 70751
[title] => 3b7b149d_1742394836056_Screenshot+2025-03-19+at+9.06.55 AM
[filename] => 3b7b149d_1742394836056_Screenshot2025-03-19at9.06.55 AM.png
[filesize] => 277846
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394836056_Screenshot2025-03-19at9.06.55 AM.png
[link] => https://www.nextafter.com/experiments/how-a-reputable-quote-impacts-email-conversion-rate-on-a-petition-funnel/attachment/3b7b149d_1742394836056_screenshot2025-03-19at9-06-55-am/
[alt] =>
[author] => 52
[description] =>
[caption] =>
[name] => 3b7b149d_1742394836056_screenshot2025-03-19at9-06-55-am
[status] => inherit
[uploaded_to] => 70744
[date] => 2025-03-24 14:35:32
[modified] => 2025-03-24 14:35:32
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 696
[height] => 1039
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394836056_Screenshot2025-03-19at9.06.55 AM-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394836056_Screenshot2025-03-19at9.06.55 AM-201x300.png
[medium-width] => 201
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394836056_Screenshot2025-03-19at9.06.55 AM.png
[medium_large-width] => 640
[medium_large-height] => 955
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394836056_Screenshot2025-03-19at9.06.55 AM-686x1024.png
[large-width] => 640
[large-height] => 955
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394836056_Screenshot2025-03-19at9.06.55 AM.png
[1536x1536-width] => 696
[1536x1536-height] => 1039
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394836056_Screenshot2025-03-19at9.06.55 AM.png
[2048x2048-width] => 696
[2048x2048-height] => 1039
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394836056_Screenshot2025-03-19at9.06.55 AM-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/3b7b149d_1742394836056_Screenshot2025-03-19at9.06.55 AM-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/3b7b149d_1742394836056_Screenshot2025-03-19at9.06.55 AM-700x700.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394836056_Screenshot2025-03-19at9.06.55 AM-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394836056_Screenshot2025-03-19at9.06.55 AM-33x50.png
[admin-width] => 33
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394836056_Screenshot2025-03-19at9.06.55 AM.png
[full-width] => 696
[full-height] => 1039
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394836056_Screenshot2025-03-19at9.06.55 AM-372x555.png
[thumb_372-width] => 372
[thumb_372-height] => 555
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394836056_Screenshot2025-03-19at9.06.55 AM-419x625.png
[single_post_thumbnail-width] => 419
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394836056_Screenshot2025-03-19at9.06.55 AM-21x32.png
[thumb_32_32-width] => 21
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394836056_Screenshot2025-03-19at9.06.55 AM-32x48.png
[thumb_48_48-width] => 32
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394836056_Screenshot2025-03-19at9.06.55 AM-43x64.png
[thumb_64_64-width] => 43
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394836056_Screenshot2025-03-19at9.06.55 AM-86x128.png
[thumb_128_128-width] => 86
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394836056_Screenshot2025-03-19at9.06.55 AM-45x67.png
[thumb_122_67-width] => 45
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394836056_Screenshot2025-03-19at9.06.55 AM-102x153.png
[thumb_153_153-width] => 102
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394836056_Screenshot2025-03-19at9.06.55 AM-109x163.png
[thumb_130_163-width] => 109
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394836056_Screenshot2025-03-19at9.06.55 AM-119x177.png
[thumb_232_177-width] => 119
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394836056_Screenshot2025-03-19at9.06.55 AM-435x650.png
[thumb_272_325-width] => 435
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394836056_Screenshot2025-03-19at9.06.55 AM-232x346.png
[thumb_271_346-width] => 232
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394836056_Screenshot2025-03-19at9.06.55 AM-182x271.png
[thumb_271_271-width] => 182
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394836056_Screenshot2025-03-19at9.06.55 AM-115x172.png
[thumb_272_172-width] => 115
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394836056_Screenshot2025-03-19at9.06.55 AM-309x461.png
[thumb_372_461-width] => 309
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394836056_Screenshot2025-03-19at9.06.55 AM-335x500.png
[thumb_372_500-width] => 335
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394836056_Screenshot2025-03-19at9.06.55 AM-181x270.png
[thumb_385_270-width] => 181
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394836056_Screenshot2025-03-19at9.06.55 AM-161x241.png
[thumb_416_241-width] => 161
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394836056_Screenshot2025-03-19at9.06.55 AM-275x410.png
[thumb_448_410-width] => 275
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394836056_Screenshot2025-03-19at9.06.55 AM-549x820.png
[thumb_448_410_retina-width] => 549
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394836056_Screenshot2025-03-19at9.06.55 AM-256x382.png
[thumb_574_382-width] => 256
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3b7b149d_1742394836056_Screenshot2025-03-19at9.06.55 AM-265x395.png
[thumb_776_395-width] => 265
[thumb_776_395-height] => 395
) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 35.3% | ||
| T1: | Treatment 1 | 33.5% | -5.0% | 98.9% |
This experiment has a required sample size of 5,672 in order to be valid. Since the experiment had a total sample size of 19,087, 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
× 5.0% decrease in conversion rate
× 0% increase in average gift
Key Learnings
The key learning from this experiment is that the addition of Dr. Ben Carson’s quote to the Pro-Life Petition landing page did not lead to an increase in email conversions as hypothesized. In fact, the treatment group showed a 5.0% decrease in Emails Acquired for All Traffic compared to the control group, with a statistical significance of 98.9%. This suggests that the quote did not have the intended effect of establishing trust and credibility for visitors, leading to higher engagement on the page.
While these results did not validate in the direction that we anticipated, they do offer a learning into the motivations behind ACI’s audience.
In future experimentation, it is important to carefully consider the impact of any changes made to the landing page. While leveraging quotes from respected individuals can be a powerful tool, it is crucial to ensure that the messaging resonates with the target audience and aligns with the overall goals of the campaign. Additionally, it is important to continually test and iterate on different elements of the landing page to optimize conversion rates. This experiment highlights the importance of relying on data-driven insights to inform decision-making and the need to be open to adjusting strategies based on the results observed.