How a yes/no pop up impacts donor conversion rate during a high urgency campaign
Experiment ID: #117764
The Navigators
Experiment Summary
Timeframe: 12/05/2022 - 12/11/2022
Navigators was running a high urgency campaign at the end of the calendar year. In order to capture more donations from web visitors we ran a test on the CYE popup/overlay. We wanted to see if we could more people to click through and donate on a pop up that was more value prop-centric with a yes/no question. The control for this experiment used campaign-specific language and the treatment asks the site visitor a yes/no question. If they select yes, they’re taking to the donation page. If they select no, the pop up exits out.
Research Question
We believe that asking a value-prop yes/no question for site visitors will achieve a higher donor conversion rate .
Design
C: Control - Campaign specific
Array
(
[0] => Array
(
[ID] => 55570
[id] => 55570
[title] => Control_-_Campaign_specific.png
[filename] => Control_-_Campaign_specific.png
[filesize] => 1578375
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Campaign_specific.png
[link] => https://www.nextafter.com/experiments/how-a-yes-no-pop-up-impacts-donor-conversion-rate-during-a-high-urgency-campaign/attachment/control_-_campaign_specific-png-12/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control_-_campaign_specific-png-12
[status] => inherit
[uploaded_to] => 48593
[date] => 2023-11-15 16:23:41
[modified] => 2023-11-15 16:23:41
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 2726
[height] => 1358
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Campaign_specific-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Campaign_specific-300x149.png
[medium-width] => 300
[medium-height] => 149
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Campaign_specific-768x383.png
[medium_large-width] => 640
[medium_large-height] => 319
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Campaign_specific-1024x510.png
[large-width] => 640
[large-height] => 319
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Campaign_specific-1536x765.png
[1536x1536-width] => 1536
[1536x1536-height] => 765
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Campaign_specific-2048x1020.png
[2048x2048-width] => 2048
[2048x2048-height] => 1020
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Campaign_specific-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_-_Campaign_specific-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_-_Campaign_specific.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 349
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Campaign_specific-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Campaign_specific-50x25.png
[admin-width] => 50
[admin-height] => 25
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Campaign_specific.png
[full-width] => 2726
[full-height] => 1358
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Campaign_specific-372x185.png
[thumb_372-width] => 372
[thumb_372-height] => 185
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Campaign_specific-980x488.png
[single_post_thumbnail-width] => 980
[single_post_thumbnail-height] => 488
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Campaign_specific-32x16.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 16
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Campaign_specific-48x24.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 24
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Campaign_specific-64x32.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 32
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Campaign_specific-128x64.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 64
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Campaign_specific-122x61.png
[thumb_122_67-width] => 122
[thumb_122_67-height] => 61
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Campaign_specific-153x76.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 76
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Campaign_specific-130x65.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 65
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Campaign_specific-232x116.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 116
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Campaign_specific-544x271.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 271
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Campaign_specific-271x135.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 135
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Campaign_specific-271x135.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 135
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Campaign_specific-272x136.png
[thumb_272_172-width] => 272
[thumb_272_172-height] => 136
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Campaign_specific-372x185.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 185
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Campaign_specific-372x185.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 185
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Campaign_specific-385x192.png
[thumb_385_270-width] => 385
[thumb_385_270-height] => 192
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Campaign_specific-416x207.png
[thumb_416_241-width] => 416
[thumb_416_241-height] => 207
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Campaign_specific-448x223.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 223
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Campaign_specific-896x446.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 446
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Campaign_specific-574x286.png
[thumb_574_382-width] => 574
[thumb_574_382-height] => 286
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Campaign_specific-776x387.png
[thumb_776_395-width] => 776
[thumb_776_395-height] => 387
) ) [1] => Array
(
[ID] => 55571
[id] => 55571
[title] => no.png
[filename] => Treatment_-_Valueprop-based_yesno.png
[filesize] => 1305317
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Valueprop-based_yesno.png
[link] => https://www.nextafter.com/experiments/how-a-yes-no-pop-up-impacts-donor-conversion-rate-during-a-high-urgency-campaign/attachment/no-png-10/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => no-png-10
[status] => inherit
[uploaded_to] => 48593
[date] => 2023-11-15 16:24:14
[modified] => 2023-11-15 16:24:14
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 2720
[height] => 1360
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Valueprop-based_yesno-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Valueprop-based_yesno-300x150.png
[medium-width] => 300
[medium-height] => 150
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Valueprop-based_yesno-768x384.png
[medium_large-width] => 640
[medium_large-height] => 320
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Valueprop-based_yesno-1024x512.png
[large-width] => 640
[large-height] => 320
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Valueprop-based_yesno-1536x768.png
[1536x1536-width] => 1536
[1536x1536-height] => 768
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Valueprop-based_yesno-2048x1024.png
[2048x2048-width] => 2048
[2048x2048-height] => 1024
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Valueprop-based_yesno-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/Treatment_-_Valueprop-based_yesno-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/Treatment_-_Valueprop-based_yesno.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 350
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Valueprop-based_yesno-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Valueprop-based_yesno-50x25.png
[admin-width] => 50
[admin-height] => 25
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Valueprop-based_yesno.png
[full-width] => 2720
[full-height] => 1360
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Valueprop-based_yesno-372x186.png
[thumb_372-width] => 372
[thumb_372-height] => 186
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Valueprop-based_yesno-980x490.png
[single_post_thumbnail-width] => 980
[single_post_thumbnail-height] => 490
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Valueprop-based_yesno-32x16.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 16
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Valueprop-based_yesno-48x24.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 24
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Valueprop-based_yesno-64x32.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 32
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Valueprop-based_yesno-128x64.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 64
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Valueprop-based_yesno-122x61.png
[thumb_122_67-width] => 122
[thumb_122_67-height] => 61
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Valueprop-based_yesno-153x77.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 77
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Valueprop-based_yesno-130x65.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 65
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Valueprop-based_yesno-232x116.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 116
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Valueprop-based_yesno-544x272.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 272
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Valueprop-based_yesno-271x136.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 136
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Valueprop-based_yesno-271x136.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 136
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Valueprop-based_yesno-272x136.png
[thumb_272_172-width] => 272
[thumb_272_172-height] => 136
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Valueprop-based_yesno-372x186.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 186
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Valueprop-based_yesno-372x186.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 186
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Valueprop-based_yesno-385x193.png
[thumb_385_270-width] => 385
[thumb_385_270-height] => 193
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Valueprop-based_yesno-416x208.png
[thumb_416_241-width] => 416
[thumb_416_241-height] => 208
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Valueprop-based_yesno-448x224.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 224
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Valueprop-based_yesno-896x448.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 448
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Valueprop-based_yesno-574x287.png
[thumb_574_382-width] => 574
[thumb_574_382-height] => 287
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Valueprop-based_yesno-776x388.png
[thumb_776_395-width] => 776
[thumb_776_395-height] => 388
) ) )
T1: Treatment - Valueprop-based yes/no
Array
(
[0] => Array
(
[ID] => 55570
[id] => 55570
[title] => Control_-_Campaign_specific.png
[filename] => Control_-_Campaign_specific.png
[filesize] => 1578375
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Campaign_specific.png
[link] => https://www.nextafter.com/experiments/how-a-yes-no-pop-up-impacts-donor-conversion-rate-during-a-high-urgency-campaign/attachment/control_-_campaign_specific-png-12/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control_-_campaign_specific-png-12
[status] => inherit
[uploaded_to] => 48593
[date] => 2023-11-15 16:23:41
[modified] => 2023-11-15 16:23:41
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 2726
[height] => 1358
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Campaign_specific-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Campaign_specific-300x149.png
[medium-width] => 300
[medium-height] => 149
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Campaign_specific-768x383.png
[medium_large-width] => 640
[medium_large-height] => 319
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Campaign_specific-1024x510.png
[large-width] => 640
[large-height] => 319
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Campaign_specific-1536x765.png
[1536x1536-width] => 1536
[1536x1536-height] => 765
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Campaign_specific-2048x1020.png
[2048x2048-width] => 2048
[2048x2048-height] => 1020
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Campaign_specific-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_-_Campaign_specific-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_-_Campaign_specific.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 349
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Campaign_specific-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Campaign_specific-50x25.png
[admin-width] => 50
[admin-height] => 25
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Campaign_specific.png
[full-width] => 2726
[full-height] => 1358
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Campaign_specific-372x185.png
[thumb_372-width] => 372
[thumb_372-height] => 185
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Campaign_specific-980x488.png
[single_post_thumbnail-width] => 980
[single_post_thumbnail-height] => 488
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Campaign_specific-32x16.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 16
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Campaign_specific-48x24.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 24
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Campaign_specific-64x32.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 32
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Campaign_specific-128x64.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 64
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Campaign_specific-122x61.png
[thumb_122_67-width] => 122
[thumb_122_67-height] => 61
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Campaign_specific-153x76.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 76
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Campaign_specific-130x65.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 65
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Campaign_specific-232x116.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 116
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Campaign_specific-544x271.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 271
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Campaign_specific-271x135.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 135
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Campaign_specific-271x135.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 135
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Campaign_specific-272x136.png
[thumb_272_172-width] => 272
[thumb_272_172-height] => 136
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Campaign_specific-372x185.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 185
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Campaign_specific-372x185.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 185
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Campaign_specific-385x192.png
[thumb_385_270-width] => 385
[thumb_385_270-height] => 192
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Campaign_specific-416x207.png
[thumb_416_241-width] => 416
[thumb_416_241-height] => 207
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Campaign_specific-448x223.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 223
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Campaign_specific-896x446.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 446
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Campaign_specific-574x286.png
[thumb_574_382-width] => 574
[thumb_574_382-height] => 286
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Campaign_specific-776x387.png
[thumb_776_395-width] => 776
[thumb_776_395-height] => 387
) ) [1] => Array
(
[ID] => 55571
[id] => 55571
[title] => no.png
[filename] => Treatment_-_Valueprop-based_yesno.png
[filesize] => 1305317
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Valueprop-based_yesno.png
[link] => https://www.nextafter.com/experiments/how-a-yes-no-pop-up-impacts-donor-conversion-rate-during-a-high-urgency-campaign/attachment/no-png-10/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => no-png-10
[status] => inherit
[uploaded_to] => 48593
[date] => 2023-11-15 16:24:14
[modified] => 2023-11-15 16:24:14
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 2720
[height] => 1360
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Valueprop-based_yesno-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Valueprop-based_yesno-300x150.png
[medium-width] => 300
[medium-height] => 150
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Valueprop-based_yesno-768x384.png
[medium_large-width] => 640
[medium_large-height] => 320
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Valueprop-based_yesno-1024x512.png
[large-width] => 640
[large-height] => 320
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Valueprop-based_yesno-1536x768.png
[1536x1536-width] => 1536
[1536x1536-height] => 768
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Valueprop-based_yesno-2048x1024.png
[2048x2048-width] => 2048
[2048x2048-height] => 1024
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Valueprop-based_yesno-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/Treatment_-_Valueprop-based_yesno-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/Treatment_-_Valueprop-based_yesno.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 350
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Valueprop-based_yesno-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Valueprop-based_yesno-50x25.png
[admin-width] => 50
[admin-height] => 25
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Valueprop-based_yesno.png
[full-width] => 2720
[full-height] => 1360
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Valueprop-based_yesno-372x186.png
[thumb_372-width] => 372
[thumb_372-height] => 186
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Valueprop-based_yesno-980x490.png
[single_post_thumbnail-width] => 980
[single_post_thumbnail-height] => 490
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Valueprop-based_yesno-32x16.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 16
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Valueprop-based_yesno-48x24.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 24
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Valueprop-based_yesno-64x32.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 32
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Valueprop-based_yesno-128x64.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 64
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Valueprop-based_yesno-122x61.png
[thumb_122_67-width] => 122
[thumb_122_67-height] => 61
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Valueprop-based_yesno-153x77.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 77
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Valueprop-based_yesno-130x65.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 65
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Valueprop-based_yesno-232x116.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 116
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Valueprop-based_yesno-544x272.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 272
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Valueprop-based_yesno-271x136.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 136
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Valueprop-based_yesno-271x136.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 136
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Valueprop-based_yesno-272x136.png
[thumb_272_172-width] => 272
[thumb_272_172-height] => 136
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Valueprop-based_yesno-372x186.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 186
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Valueprop-based_yesno-372x186.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 186
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Valueprop-based_yesno-385x193.png
[thumb_385_270-width] => 385
[thumb_385_270-height] => 193
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Valueprop-based_yesno-416x208.png
[thumb_416_241-width] => 416
[thumb_416_241-height] => 208
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Valueprop-based_yesno-448x224.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 224
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Valueprop-based_yesno-896x448.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 448
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Valueprop-based_yesno-574x287.png
[thumb_574_382-width] => 574
[thumb_574_382-height] => 287
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Valueprop-based_yesno-776x388.png
[thumb_776_395-width] => 776
[thumb_776_395-height] => 388
) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control - Campaign specific | 2.6% | $0.00 | ||
| T1: | Treatment - Valueprop-based yes/no | 1.5% | -44.2% | 96.0% | $0.00 |
This experiment has a required sample size of 1,141 in order to be valid. Since the experiment had a total sample size of 2,535, 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
× 44.2% decrease in conversion rate
× 0% increase in average gift
Key Learnings
This experiment resulted in a valid 44% decrease in donor conversion rate with a level of confidence of 95.9%. These results negated our initial hypothesis. However, based on previous experiments we’ve ran with the Navigators, these results are consistent with their audience’s behavior. While the second pop up has the site visitor align with a certain value claim, it’s not direct in what we’re asking the person to do: donate. Previous experiment results show us that this organization’s audience responds to more directs communications.