Hillsdale College

How a testing into a new landing page affects donations

Experiment ID: #1393

Hillsdale College

Experiment Summary

Timeframe: 05/01/2015 - 06/08/2015

Hillsdale College had recently launched a new microsite to handle all of their online giving. The new microsite had a variation of their standard design but made it easier to create contextualized donation forms and took into account certain principles we learned from previous experiments such as removing banners and navigation, adding value proposition language, and an easier to use donation form.

One of their more traffic donation forms was a general donation form for their online classes.  Each class has its own donation form but, to handle general website traffic, we wanted one that could be applicable to all courses.  Before making the switch to the new microsite, we wanted to validate that the new page would achieve the lift in conversion rate and revenue that we were expecting.

Research Question

Which donation landing page will produce the greatest amount of donors and dollars?

Design

C: Original Page Design
Array ( [0] => Array ( [ID] => 11809 [id] => 11809 [title] => C3-2.png [filename] => C3-2.png [filesize] => 0 [url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C3-2.png [link] => https://www.nextafter.com/experiments/how-a-testing-into-a-new-landing-page-affects-donations/attachment/c3-2-png/ [alt] => [author] => 1 [description] => [caption] => [name] => c3-2-png [status] => inherit [uploaded_to] => 11808 [date] => 2021-02-24 16:02:21 [modified] => 2021-02-24 16:02:21 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png [width] => 1999 [height] => 5276 [sizes] => Array ( [thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C3-2-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C3-2-114x300.png [medium-width] => 114 [medium-height] => 300 [medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C3-2-768x2027.png [medium_large-width] => 640 [medium_large-height] => 1689 [large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C3-2-388x1024.png [large-width] => 388 [large-height] => 1024 [1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C3-2-582x1536.png [1536x1536-width] => 582 [1536x1536-height] => 1536 [2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C3-2-776x2048.png [2048x2048-width] => 776 [2048x2048-height] => 2048 [ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C3-2-600x400.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/C3-2-600x600.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/C3-2.png [tp-image-grid-width] => 265 [tp-image-grid-height] => 700 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C3-2-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C3-2-19x50.png [admin-width] => 19 [admin-height] => 50 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C3-2.png [full-width] => 1999 [full-height] => 5276 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C3-2-372x982.png [thumb_372-width] => 372 [thumb_372-height] => 982 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C3-2-237x625.png [single_post_thumbnail-width] => 237 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C3-2-12x32.png [thumb_32_32-width] => 12 [thumb_32_32-height] => 32 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C3-2-18x48.png [thumb_48_48-width] => 18 [thumb_48_48-height] => 48 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C3-2-24x64.png [thumb_64_64-width] => 24 [thumb_64_64-height] => 64 [thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C3-2-48x128.png [thumb_128_128-width] => 48 [thumb_128_128-height] => 128 [thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C3-2-25x67.png [thumb_122_67-width] => 25 [thumb_122_67-height] => 67 [thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C3-2-58x153.png [thumb_153_153-width] => 58 [thumb_153_153-height] => 153 [thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C3-2-62x163.png [thumb_130_163-width] => 62 [thumb_130_163-height] => 163 [thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C3-2-67x177.png [thumb_232_177-width] => 67 [thumb_232_177-height] => 177 [thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C3-2-246x650.png [thumb_272_325-width] => 246 [thumb_272_325-height] => 650 [thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C3-2-131x346.png [thumb_271_346-width] => 131 [thumb_271_346-height] => 346 [thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C3-2-103x271.png [thumb_271_271-width] => 103 [thumb_271_271-height] => 271 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C3-2-65x172.png [thumb_272_172-width] => 65 [thumb_272_172-height] => 172 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C3-2-175x461.png [thumb_372_461-width] => 175 [thumb_372_461-height] => 461 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C3-2-189x500.png [thumb_372_500-width] => 189 [thumb_372_500-height] => 500 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C3-2-102x270.png [thumb_385_270-width] => 102 [thumb_385_270-height] => 270 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C3-2-91x241.png [thumb_416_241-width] => 91 [thumb_416_241-height] => 241 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C3-2-155x410.png [thumb_448_410-width] => 155 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C3-2-311x820.png [thumb_448_410_retina-width] => 311 [thumb_448_410_retina-height] => 820 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C3-2-145x382.png [thumb_574_382-width] => 145 [thumb_574_382-height] => 382 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C3-2-150x395.png [thumb_776_395-width] => 150 [thumb_776_395-height] => 395 ) ) [1] => Array ( [ID] => 11810 [id] => 11810 [title] => T3-1.png [filename] => T3-1.png [filesize] => 0 [url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T3-1.png [link] => https://www.nextafter.com/experiments/how-a-testing-into-a-new-landing-page-affects-donations/attachment/t3-1-png/ [alt] => [author] => 1 [description] => [caption] => [name] => t3-1-png [status] => inherit [uploaded_to] => 11808 [date] => 2021-02-24 16:06:17 [modified] => 2021-02-24 16:06:17 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png [width] => 1995 [height] => 5532 [sizes] => Array ( [thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T3-1-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T3-1-108x300.png [medium-width] => 108 [medium-height] => 300 [medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T3-1-768x2130.png [medium_large-width] => 640 [medium_large-height] => 1775 [large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T3-1-369x1024.png [large-width] => 369 [large-height] => 1024 [1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T3-1-554x1536.png [1536x1536-width] => 554 [1536x1536-height] => 1536 [2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T3-1-739x2048.png [2048x2048-width] => 739 [2048x2048-height] => 2048 [ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T3-1-600x400.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/T3-1-600x600.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/T3-1.png [tp-image-grid-width] => 252 [tp-image-grid-height] => 700 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T3-1-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T3-1-18x50.png [admin-width] => 18 [admin-height] => 50 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T3-1.png [full-width] => 1995 [full-height] => 5532 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T3-1-372x1032.png [thumb_372-width] => 372 [thumb_372-height] => 1032 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T3-1-225x625.png [single_post_thumbnail-width] => 225 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T3-1-12x32.png [thumb_32_32-width] => 12 [thumb_32_32-height] => 32 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T3-1-17x48.png [thumb_48_48-width] => 17 [thumb_48_48-height] => 48 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T3-1-23x64.png [thumb_64_64-width] => 23 [thumb_64_64-height] => 64 [thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T3-1-46x128.png [thumb_128_128-width] => 46 [thumb_128_128-height] => 128 [thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T3-1-24x67.png [thumb_122_67-width] => 24 [thumb_122_67-height] => 67 [thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T3-1-55x153.png [thumb_153_153-width] => 55 [thumb_153_153-height] => 153 [thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T3-1-59x163.png [thumb_130_163-width] => 59 [thumb_130_163-height] => 163 [thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T3-1-64x177.png [thumb_232_177-width] => 64 [thumb_232_177-height] => 177 [thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T3-1-234x650.png [thumb_272_325-width] => 234 [thumb_272_325-height] => 650 [thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T3-1-125x346.png [thumb_271_346-width] => 125 [thumb_271_346-height] => 346 [thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T3-1-98x271.png [thumb_271_271-width] => 98 [thumb_271_271-height] => 271 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T3-1-62x172.png [thumb_272_172-width] => 62 [thumb_272_172-height] => 172 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T3-1-166x461.png [thumb_372_461-width] => 166 [thumb_372_461-height] => 461 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T3-1-180x500.png [thumb_372_500-width] => 180 [thumb_372_500-height] => 500 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T3-1-97x270.png [thumb_385_270-width] => 97 [thumb_385_270-height] => 270 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T3-1-87x241.png [thumb_416_241-width] => 87 [thumb_416_241-height] => 241 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T3-1-148x410.png [thumb_448_410-width] => 148 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T3-1-296x820.png [thumb_448_410_retina-width] => 296 [thumb_448_410_retina-height] => 820 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T3-1-138x382.png [thumb_574_382-width] => 138 [thumb_574_382-height] => 382 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T3-1-142x395.png [thumb_776_395-width] => 142 [thumb_776_395-height] => 395 ) ) )
T1: Radical Redesign
Array ( [0] => Array ( [ID] => 11809 [id] => 11809 [title] => C3-2.png [filename] => C3-2.png [filesize] => 0 [url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C3-2.png [link] => https://www.nextafter.com/experiments/how-a-testing-into-a-new-landing-page-affects-donations/attachment/c3-2-png/ [alt] => [author] => 1 [description] => [caption] => [name] => c3-2-png [status] => inherit [uploaded_to] => 11808 [date] => 2021-02-24 16:02:21 [modified] => 2021-02-24 16:02:21 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png [width] => 1999 [height] => 5276 [sizes] => Array ( [thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C3-2-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C3-2-114x300.png [medium-width] => 114 [medium-height] => 300 [medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C3-2-768x2027.png [medium_large-width] => 640 [medium_large-height] => 1689 [large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C3-2-388x1024.png [large-width] => 388 [large-height] => 1024 [1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C3-2-582x1536.png [1536x1536-width] => 582 [1536x1536-height] => 1536 [2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C3-2-776x2048.png [2048x2048-width] => 776 [2048x2048-height] => 2048 [ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C3-2-600x400.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/C3-2-600x600.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/C3-2.png [tp-image-grid-width] => 265 [tp-image-grid-height] => 700 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C3-2-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C3-2-19x50.png [admin-width] => 19 [admin-height] => 50 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C3-2.png [full-width] => 1999 [full-height] => 5276 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C3-2-372x982.png [thumb_372-width] => 372 [thumb_372-height] => 982 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C3-2-237x625.png [single_post_thumbnail-width] => 237 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C3-2-12x32.png [thumb_32_32-width] => 12 [thumb_32_32-height] => 32 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C3-2-18x48.png [thumb_48_48-width] => 18 [thumb_48_48-height] => 48 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C3-2-24x64.png [thumb_64_64-width] => 24 [thumb_64_64-height] => 64 [thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C3-2-48x128.png [thumb_128_128-width] => 48 [thumb_128_128-height] => 128 [thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C3-2-25x67.png [thumb_122_67-width] => 25 [thumb_122_67-height] => 67 [thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C3-2-58x153.png [thumb_153_153-width] => 58 [thumb_153_153-height] => 153 [thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C3-2-62x163.png [thumb_130_163-width] => 62 [thumb_130_163-height] => 163 [thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C3-2-67x177.png [thumb_232_177-width] => 67 [thumb_232_177-height] => 177 [thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C3-2-246x650.png [thumb_272_325-width] => 246 [thumb_272_325-height] => 650 [thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C3-2-131x346.png [thumb_271_346-width] => 131 [thumb_271_346-height] => 346 [thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C3-2-103x271.png [thumb_271_271-width] => 103 [thumb_271_271-height] => 271 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C3-2-65x172.png [thumb_272_172-width] => 65 [thumb_272_172-height] => 172 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C3-2-175x461.png [thumb_372_461-width] => 175 [thumb_372_461-height] => 461 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C3-2-189x500.png [thumb_372_500-width] => 189 [thumb_372_500-height] => 500 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C3-2-102x270.png [thumb_385_270-width] => 102 [thumb_385_270-height] => 270 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C3-2-91x241.png [thumb_416_241-width] => 91 [thumb_416_241-height] => 241 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C3-2-155x410.png [thumb_448_410-width] => 155 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C3-2-311x820.png [thumb_448_410_retina-width] => 311 [thumb_448_410_retina-height] => 820 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C3-2-145x382.png [thumb_574_382-width] => 145 [thumb_574_382-height] => 382 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C3-2-150x395.png [thumb_776_395-width] => 150 [thumb_776_395-height] => 395 ) ) [1] => Array ( [ID] => 11810 [id] => 11810 [title] => T3-1.png [filename] => T3-1.png [filesize] => 0 [url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T3-1.png [link] => https://www.nextafter.com/experiments/how-a-testing-into-a-new-landing-page-affects-donations/attachment/t3-1-png/ [alt] => [author] => 1 [description] => [caption] => [name] => t3-1-png [status] => inherit [uploaded_to] => 11808 [date] => 2021-02-24 16:06:17 [modified] => 2021-02-24 16:06:17 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png [width] => 1995 [height] => 5532 [sizes] => Array ( [thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T3-1-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T3-1-108x300.png [medium-width] => 108 [medium-height] => 300 [medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T3-1-768x2130.png [medium_large-width] => 640 [medium_large-height] => 1775 [large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T3-1-369x1024.png [large-width] => 369 [large-height] => 1024 [1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T3-1-554x1536.png [1536x1536-width] => 554 [1536x1536-height] => 1536 [2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T3-1-739x2048.png [2048x2048-width] => 739 [2048x2048-height] => 2048 [ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T3-1-600x400.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/T3-1-600x600.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/T3-1.png [tp-image-grid-width] => 252 [tp-image-grid-height] => 700 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T3-1-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T3-1-18x50.png [admin-width] => 18 [admin-height] => 50 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T3-1.png [full-width] => 1995 [full-height] => 5532 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T3-1-372x1032.png [thumb_372-width] => 372 [thumb_372-height] => 1032 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T3-1-225x625.png [single_post_thumbnail-width] => 225 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T3-1-12x32.png [thumb_32_32-width] => 12 [thumb_32_32-height] => 32 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T3-1-17x48.png [thumb_48_48-width] => 17 [thumb_48_48-height] => 48 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T3-1-23x64.png [thumb_64_64-width] => 23 [thumb_64_64-height] => 64 [thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T3-1-46x128.png [thumb_128_128-width] => 46 [thumb_128_128-height] => 128 [thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T3-1-24x67.png [thumb_122_67-width] => 24 [thumb_122_67-height] => 67 [thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T3-1-55x153.png [thumb_153_153-width] => 55 [thumb_153_153-height] => 153 [thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T3-1-59x163.png [thumb_130_163-width] => 59 [thumb_130_163-height] => 163 [thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T3-1-64x177.png [thumb_232_177-width] => 64 [thumb_232_177-height] => 177 [thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T3-1-234x650.png [thumb_272_325-width] => 234 [thumb_272_325-height] => 650 [thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T3-1-125x346.png [thumb_271_346-width] => 125 [thumb_271_346-height] => 346 [thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T3-1-98x271.png [thumb_271_271-width] => 98 [thumb_271_271-height] => 271 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T3-1-62x172.png [thumb_272_172-width] => 62 [thumb_272_172-height] => 172 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T3-1-166x461.png [thumb_372_461-width] => 166 [thumb_372_461-height] => 461 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T3-1-180x500.png [thumb_372_500-width] => 180 [thumb_372_500-height] => 500 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T3-1-97x270.png [thumb_385_270-width] => 97 [thumb_385_270-height] => 270 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T3-1-87x241.png [thumb_416_241-width] => 87 [thumb_416_241-height] => 241 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T3-1-148x410.png [thumb_448_410-width] => 148 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T3-1-296x820.png [thumb_448_410_retina-width] => 296 [thumb_448_410_retina-height] => 820 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T3-1-138x382.png [thumb_574_382-width] => 138 [thumb_574_382-height] => 382 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T3-1-142x395.png [thumb_776_395-width] => 142 [thumb_776_395-height] => 395 ) ) )

Results

 Treatment NameConv. RateRelative DifferenceConfidenceAverage Gift
C: Original Page Design 9.2%$69.86
T1: Radical Redesign 12.5%35.8% 91.5%$69.88

This experiment has a required sample size of 684 in order to be valid. Since the experiment had a total sample size of 1,063, and the level of confidence is not above 95% the experiment results are not valid.

Key Learnings

The learnings achieved through previous experiments held true with this new landing page and help achieve a 35.8% increase in donation conversion rate. The experiment was a good example of leveraging the learnings from multiple experiments to craft a new, more effective landing page.


Experiment Documented by NextAfter

Question about experiment #1393

If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.