How a supportive top banner affects clickthrough rate on an exit-intent desktop popup
Experiment ID: #34811
CaringBridge
Experiment Summary
Ended On: 08/15/2020
CaringBridge had been running a popup that showed up on the 8th visit and offered the reader the chance to become a CaringBridge partner, or recurring donor. They had seen other tests where adding in a single-line motivational top banner to the popup might increase motivation to click. They decided to test this across both an exit intent desktop banner and a forced-popup mobile banner to see if they could increase clickthrough rate.
Research Question
How will a supportive top banner affect clickthrough rate on an exit-intent desktop popup?
Design
C: Control
Array
(
[0] => Array
(
[ID] => 66131
[id] => 66131
[title] => Control.jpg
[filename] => Control-118.jpg
[filesize] => 241932
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-118.jpg
[link] => https://www.nextafter.com/experiments/how-a-supportive-top-banner-affects-clickthrough-rate-on-an-exit-intent-desktop-popup/attachment/control-jpg-3435/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-jpg-3435
[status] => inherit
[uploaded_to] => 17294
[date] => 2024-08-29 15:53:51
[modified] => 2024-08-29 15:53:51
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1672
[height] => 862
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-118-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-118-300x155.jpg
[medium-width] => 300
[medium-height] => 155
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-118-768x396.jpg
[medium_large-width] => 640
[medium_large-height] => 330
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-118-1024x528.jpg
[large-width] => 640
[large-height] => 330
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-118-1536x792.jpg
[1536x1536-width] => 1536
[1536x1536-height] => 792
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-118.jpg
[2048x2048-width] => 1672
[2048x2048-height] => 862
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-118-600x400.jpg
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-118-600x600.jpg
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-118-700x700.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-118-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-118-50x26.jpg
[admin-width] => 50
[admin-height] => 26
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-118.jpg
[full-width] => 1672
[full-height] => 862
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-118-372x192.jpg
[thumb_372-width] => 372
[thumb_372-height] => 192
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-118-980x505.jpg
[single_post_thumbnail-width] => 980
[single_post_thumbnail-height] => 505
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-118-32x16.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 16
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-118-48x25.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 25
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-118-64x33.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 33
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-118-128x66.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 66
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-118-122x63.jpg
[thumb_122_67-width] => 122
[thumb_122_67-height] => 63
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-118-153x79.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 79
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-118-130x67.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 67
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-118-232x120.jpg
[thumb_232_177-width] => 232
[thumb_232_177-height] => 120
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-118-544x280.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 280
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-118-271x140.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 140
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-118-271x140.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 140
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-118-272x140.jpg
[thumb_272_172-width] => 272
[thumb_272_172-height] => 140
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-118-372x192.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 192
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-118-372x192.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 192
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-118-385x198.jpg
[thumb_385_270-width] => 385
[thumb_385_270-height] => 198
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-118-416x214.jpg
[thumb_416_241-width] => 416
[thumb_416_241-height] => 214
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-118-448x231.jpg
[thumb_448_410-width] => 448
[thumb_448_410-height] => 231
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-118-896x462.jpg
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 462
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-118-574x296.jpg
[thumb_574_382-width] => 574
[thumb_574_382-height] => 296
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-118-766x395.jpg
[thumb_776_395-width] => 766
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 66133
[id] => 66133
[title] => Treatment_#1.jpg
[filename] => Treatment_1-25.jpg
[filesize] => 283643
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-25.jpg
[link] => https://www.nextafter.com/experiments/how-a-supportive-top-banner-affects-clickthrough-rate-on-an-exit-intent-desktop-popup/attachment/treatment_1-jpg-1424/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => treatment_1-jpg-1424
[status] => inherit
[uploaded_to] => 17294
[date] => 2024-08-29 15:53:56
[modified] => 2024-08-29 15:53:56
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1670
[height] => 968
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-25-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-25-300x174.jpg
[medium-width] => 300
[medium-height] => 174
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-25-768x445.jpg
[medium_large-width] => 640
[medium_large-height] => 371
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-25-1024x594.jpg
[large-width] => 640
[large-height] => 371
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-25-1536x890.jpg
[1536x1536-width] => 1536
[1536x1536-height] => 890
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-25.jpg
[2048x2048-width] => 1670
[2048x2048-height] => 968
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-25-600x400.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/Treatment_1-25-600x600.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/Treatment_1-25-700x700.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-25-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-25-50x29.jpg
[admin-width] => 50
[admin-height] => 29
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-25.jpg
[full-width] => 1670
[full-height] => 968
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-25-372x216.jpg
[thumb_372-width] => 372
[thumb_372-height] => 216
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-25-980x568.jpg
[single_post_thumbnail-width] => 980
[single_post_thumbnail-height] => 568
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-25-32x19.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 19
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-25-48x28.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 28
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-25-64x37.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 37
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-25-128x74.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 74
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-25-116x67.jpg
[thumb_122_67-width] => 116
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-25-153x89.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 89
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-25-130x75.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 75
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-25-232x134.jpg
[thumb_232_177-width] => 232
[thumb_232_177-height] => 134
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-25-544x315.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 315
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-25-271x157.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 157
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-25-271x157.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 157
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-25-272x158.jpg
[thumb_272_172-width] => 272
[thumb_272_172-height] => 158
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-25-372x216.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 216
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-25-372x216.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 216
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-25-385x223.jpg
[thumb_385_270-width] => 385
[thumb_385_270-height] => 223
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-25-416x241.jpg
[thumb_416_241-width] => 416
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-25-448x260.jpg
[thumb_448_410-width] => 448
[thumb_448_410-height] => 260
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-25-896x519.jpg
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 519
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-25-574x333.jpg
[thumb_574_382-width] => 574
[thumb_574_382-height] => 333
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-25-681x395.jpg
[thumb_776_395-width] => 681
[thumb_776_395-height] => 395
) ) )
T1: Treatment #1
Array
(
[0] => Array
(
[ID] => 66131
[id] => 66131
[title] => Control.jpg
[filename] => Control-118.jpg
[filesize] => 241932
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-118.jpg
[link] => https://www.nextafter.com/experiments/how-a-supportive-top-banner-affects-clickthrough-rate-on-an-exit-intent-desktop-popup/attachment/control-jpg-3435/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-jpg-3435
[status] => inherit
[uploaded_to] => 17294
[date] => 2024-08-29 15:53:51
[modified] => 2024-08-29 15:53:51
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1672
[height] => 862
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-118-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-118-300x155.jpg
[medium-width] => 300
[medium-height] => 155
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-118-768x396.jpg
[medium_large-width] => 640
[medium_large-height] => 330
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-118-1024x528.jpg
[large-width] => 640
[large-height] => 330
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-118-1536x792.jpg
[1536x1536-width] => 1536
[1536x1536-height] => 792
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-118.jpg
[2048x2048-width] => 1672
[2048x2048-height] => 862
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-118-600x400.jpg
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-118-600x600.jpg
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-118-700x700.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-118-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-118-50x26.jpg
[admin-width] => 50
[admin-height] => 26
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-118.jpg
[full-width] => 1672
[full-height] => 862
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-118-372x192.jpg
[thumb_372-width] => 372
[thumb_372-height] => 192
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-118-980x505.jpg
[single_post_thumbnail-width] => 980
[single_post_thumbnail-height] => 505
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-118-32x16.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 16
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-118-48x25.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 25
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-118-64x33.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 33
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-118-128x66.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 66
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-118-122x63.jpg
[thumb_122_67-width] => 122
[thumb_122_67-height] => 63
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-118-153x79.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 79
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-118-130x67.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 67
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-118-232x120.jpg
[thumb_232_177-width] => 232
[thumb_232_177-height] => 120
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-118-544x280.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 280
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-118-271x140.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 140
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-118-271x140.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 140
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-118-272x140.jpg
[thumb_272_172-width] => 272
[thumb_272_172-height] => 140
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-118-372x192.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 192
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-118-372x192.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 192
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-118-385x198.jpg
[thumb_385_270-width] => 385
[thumb_385_270-height] => 198
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-118-416x214.jpg
[thumb_416_241-width] => 416
[thumb_416_241-height] => 214
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-118-448x231.jpg
[thumb_448_410-width] => 448
[thumb_448_410-height] => 231
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-118-896x462.jpg
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 462
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-118-574x296.jpg
[thumb_574_382-width] => 574
[thumb_574_382-height] => 296
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-118-766x395.jpg
[thumb_776_395-width] => 766
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 66133
[id] => 66133
[title] => Treatment_#1.jpg
[filename] => Treatment_1-25.jpg
[filesize] => 283643
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-25.jpg
[link] => https://www.nextafter.com/experiments/how-a-supportive-top-banner-affects-clickthrough-rate-on-an-exit-intent-desktop-popup/attachment/treatment_1-jpg-1424/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => treatment_1-jpg-1424
[status] => inherit
[uploaded_to] => 17294
[date] => 2024-08-29 15:53:56
[modified] => 2024-08-29 15:53:56
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1670
[height] => 968
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-25-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-25-300x174.jpg
[medium-width] => 300
[medium-height] => 174
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-25-768x445.jpg
[medium_large-width] => 640
[medium_large-height] => 371
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-25-1024x594.jpg
[large-width] => 640
[large-height] => 371
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-25-1536x890.jpg
[1536x1536-width] => 1536
[1536x1536-height] => 890
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-25.jpg
[2048x2048-width] => 1670
[2048x2048-height] => 968
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-25-600x400.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/Treatment_1-25-600x600.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/Treatment_1-25-700x700.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-25-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-25-50x29.jpg
[admin-width] => 50
[admin-height] => 29
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-25.jpg
[full-width] => 1670
[full-height] => 968
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-25-372x216.jpg
[thumb_372-width] => 372
[thumb_372-height] => 216
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-25-980x568.jpg
[single_post_thumbnail-width] => 980
[single_post_thumbnail-height] => 568
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-25-32x19.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 19
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-25-48x28.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 28
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-25-64x37.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 37
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-25-128x74.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 74
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-25-116x67.jpg
[thumb_122_67-width] => 116
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-25-153x89.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 89
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-25-130x75.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 75
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-25-232x134.jpg
[thumb_232_177-width] => 232
[thumb_232_177-height] => 134
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-25-544x315.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 315
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-25-271x157.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 157
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-25-271x157.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 157
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-25-272x158.jpg
[thumb_272_172-width] => 272
[thumb_272_172-height] => 158
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-25-372x216.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 216
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-25-372x216.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 216
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-25-385x223.jpg
[thumb_385_270-width] => 385
[thumb_385_270-height] => 223
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-25-416x241.jpg
[thumb_416_241-width] => 416
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-25-448x260.jpg
[thumb_448_410-width] => 448
[thumb_448_410-height] => 260
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-25-896x519.jpg
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 519
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-25-574x333.jpg
[thumb_574_382-width] => 574
[thumb_574_382-height] => 333
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-25-681x395.jpg
[thumb_776_395-width] => 681
[thumb_776_395-height] => 395
) ) )
Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.76% | ||
| T1: | Treatment #1 | 0.48% | -37.4% | 100.0% |
This experiment has a required sample size of 6,007 in order to be valid. Since the experiment had a total sample size of 52,285, 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:
37.4% decrease in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
The data they got was interesting—and somewhat confusing. Adding the banner to the desktop exit intent popup reduced clickthrough rate by 37%. However, adding it to the forced mobile popup increased clickthrough rate by 22%. Both results had a corresponding effect on recurring donations.
This prompted two follow-up tests:
- Should CaringBridge be testing a forced popup on the desktop site? Perhaps the “exit intent” strategy lowers motivation enough that this added clarity encouraged more people to leave.
- Should CaringBridge actually move the banner to the monthly donation page to increase conversion on that page?
They launched each respective winner on the respective platform and set out to further test the inclusion of this messaging.