How adding a privacy language to an acquisition offer donation page impacts donor conversion
Experiment ID: #128811
Focus on the Family
Experiment Summary
Timeframe: 02/16/2023 - 02/24/2023
Focus on the Family (FOTF) is a global Christian ministry dedicated to helping families thrive. They run several different acquisition offers to attract donors on Facebook. We decided to run a series of tests to determine the impact of adding a statement promising to protect their privacy on the landing pages and donation pages. This was the second test in the series where we examined the impact this disclaimer would have on their acquisition offer donation pages.
In our first test on the landing page, we saw that people who had the privacy and communication statement had a higher donor conversion rate than those who did not. We wanted to see if adding the same statement to the donation page would have the same effect. Could it raise donor conversion or even increase the average gift because of the added sense of security and transparency?
Research Question
We believe that adding a privacy statement underneath the donation button for visitors to the donation page will achieve a greater donor conversion rate because the privacy statement adds perceived security to the form and reduces anxiety about how the donor’s information will be used.
Design
C: Control
Array
(
[0] => Array
(
[ID] => 61142
[id] => 61142
[title] => Control.png
[filename] => Control-58.png
[filesize] => 16620
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-58.png
[link] => https://www.nextafter.com/experiments/how-adding-a-privacy-language-to-an-acquisition-offer-donation-page-impacts-donor-conversion/attachment/control-png-7707/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-png-7707
[status] => inherit
[uploaded_to] => 50170
[date] => 2024-07-23 17:03:54
[modified] => 2024-07-23 17:03:54
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 496
[height] => 240
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-58-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-58-300x145.png
[medium-width] => 300
[medium-height] => 145
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-58.png
[medium_large-width] => 496
[medium_large-height] => 240
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-58.png
[large-width] => 496
[large-height] => 240
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-58.png
[1536x1536-width] => 496
[1536x1536-height] => 240
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-58.png
[2048x2048-width] => 496
[2048x2048-height] => 240
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-58-600x400.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-58-600x600.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-58-700x700.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-58-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-58-50x24.png
[admin-width] => 50
[admin-height] => 24
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-58.png
[full-width] => 496
[full-height] => 240
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-58-372x180.png
[thumb_372-width] => 372
[thumb_372-height] => 180
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-58.png
[single_post_thumbnail-width] => 496
[single_post_thumbnail-height] => 240
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-58-32x15.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 15
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-58-48x23.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 23
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-58-64x31.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 31
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-58-128x62.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 62
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-58-122x59.png
[thumb_122_67-width] => 122
[thumb_122_67-height] => 59
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-58-153x74.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 74
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-58-130x63.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 63
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-58-232x112.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 112
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-58.png
[thumb_272_325-width] => 496
[thumb_272_325-height] => 240
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-58-271x131.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 131
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-58-271x131.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 131
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-58-272x132.png
[thumb_272_172-width] => 272
[thumb_272_172-height] => 132
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-58-372x180.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 180
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-58-372x180.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 180
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-58-385x186.png
[thumb_385_270-width] => 385
[thumb_385_270-height] => 186
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-58-416x201.png
[thumb_416_241-width] => 416
[thumb_416_241-height] => 201
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-58-448x217.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 217
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-58.png
[thumb_448_410_retina-width] => 496
[thumb_448_410_retina-height] => 240
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-58.png
[thumb_574_382-width] => 496
[thumb_574_382-height] => 240
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-58.png
[thumb_776_395-width] => 496
[thumb_776_395-height] => 240
) ) [1] => Array
(
[ID] => 61144
[id] => 61144
[title] => _privacy_language.png
[filename] => communication_privacy_language-7.png
[filesize] => 17999
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/communication_privacy_language-7.png
[link] => https://www.nextafter.com/experiments/how-adding-a-privacy-language-to-an-acquisition-offer-donation-page-impacts-donor-conversion/attachment/_privacy_language-png-15/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => _privacy_language-png-15
[status] => inherit
[uploaded_to] => 50170
[date] => 2024-07-23 17:03:58
[modified] => 2024-07-23 17:03:58
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 472
[height] => 124
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/communication_privacy_language-7-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/communication_privacy_language-7-300x79.png
[medium-width] => 300
[medium-height] => 79
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/communication_privacy_language-7.png
[medium_large-width] => 472
[medium_large-height] => 124
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/communication_privacy_language-7.png
[large-width] => 472
[large-height] => 124
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/communication_privacy_language-7.png
[1536x1536-width] => 472
[1536x1536-height] => 124
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/communication_privacy_language-7.png
[2048x2048-width] => 472
[2048x2048-height] => 124
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/communication_privacy_language-7-600x400.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/communication_privacy_language-7-600x600.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/communication_privacy_language-7-700x700.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/communication_privacy_language-7-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/communication_privacy_language-7-50x13.png
[admin-width] => 50
[admin-height] => 13
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/communication_privacy_language-7.png
[full-width] => 472
[full-height] => 124
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/communication_privacy_language-7-372x98.png
[thumb_372-width] => 372
[thumb_372-height] => 98
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/communication_privacy_language-7.png
[single_post_thumbnail-width] => 472
[single_post_thumbnail-height] => 124
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/communication_privacy_language-7-32x8.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 8
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/communication_privacy_language-7-48x13.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 13
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/communication_privacy_language-7-64x17.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 17
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/communication_privacy_language-7-128x34.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 34
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/communication_privacy_language-7-122x32.png
[thumb_122_67-width] => 122
[thumb_122_67-height] => 32
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/communication_privacy_language-7-153x40.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 40
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/communication_privacy_language-7-130x34.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 34
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/communication_privacy_language-7-232x61.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 61
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/communication_privacy_language-7.png
[thumb_272_325-width] => 472
[thumb_272_325-height] => 124
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/communication_privacy_language-7-271x71.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 71
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/communication_privacy_language-7-271x71.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 71
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/communication_privacy_language-7-272x71.png
[thumb_272_172-width] => 272
[thumb_272_172-height] => 71
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/communication_privacy_language-7-372x98.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 98
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/communication_privacy_language-7-372x98.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 98
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/communication_privacy_language-7-385x101.png
[thumb_385_270-width] => 385
[thumb_385_270-height] => 101
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/communication_privacy_language-7-416x109.png
[thumb_416_241-width] => 416
[thumb_416_241-height] => 109
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/communication_privacy_language-7-448x118.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 118
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/communication_privacy_language-7.png
[thumb_448_410_retina-width] => 472
[thumb_448_410_retina-height] => 124
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/communication_privacy_language-7.png
[thumb_574_382-width] => 472
[thumb_574_382-height] => 124
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/communication_privacy_language-7.png
[thumb_776_395-width] => 472
[thumb_776_395-height] => 124
) ) )
T1: communication/ privacy language
Array
(
[0] => Array
(
[ID] => 61142
[id] => 61142
[title] => Control.png
[filename] => Control-58.png
[filesize] => 16620
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-58.png
[link] => https://www.nextafter.com/experiments/how-adding-a-privacy-language-to-an-acquisition-offer-donation-page-impacts-donor-conversion/attachment/control-png-7707/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-png-7707
[status] => inherit
[uploaded_to] => 50170
[date] => 2024-07-23 17:03:54
[modified] => 2024-07-23 17:03:54
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 496
[height] => 240
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-58-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-58-300x145.png
[medium-width] => 300
[medium-height] => 145
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-58.png
[medium_large-width] => 496
[medium_large-height] => 240
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-58.png
[large-width] => 496
[large-height] => 240
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-58.png
[1536x1536-width] => 496
[1536x1536-height] => 240
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-58.png
[2048x2048-width] => 496
[2048x2048-height] => 240
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-58-600x400.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-58-600x600.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-58-700x700.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-58-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-58-50x24.png
[admin-width] => 50
[admin-height] => 24
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-58.png
[full-width] => 496
[full-height] => 240
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-58-372x180.png
[thumb_372-width] => 372
[thumb_372-height] => 180
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-58.png
[single_post_thumbnail-width] => 496
[single_post_thumbnail-height] => 240
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-58-32x15.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 15
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-58-48x23.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 23
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-58-64x31.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 31
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-58-128x62.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 62
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-58-122x59.png
[thumb_122_67-width] => 122
[thumb_122_67-height] => 59
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-58-153x74.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 74
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-58-130x63.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 63
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-58-232x112.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 112
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-58.png
[thumb_272_325-width] => 496
[thumb_272_325-height] => 240
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-58-271x131.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 131
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-58-271x131.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 131
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-58-272x132.png
[thumb_272_172-width] => 272
[thumb_272_172-height] => 132
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-58-372x180.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 180
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-58-372x180.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 180
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-58-385x186.png
[thumb_385_270-width] => 385
[thumb_385_270-height] => 186
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-58-416x201.png
[thumb_416_241-width] => 416
[thumb_416_241-height] => 201
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-58-448x217.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 217
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-58.png
[thumb_448_410_retina-width] => 496
[thumb_448_410_retina-height] => 240
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-58.png
[thumb_574_382-width] => 496
[thumb_574_382-height] => 240
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-58.png
[thumb_776_395-width] => 496
[thumb_776_395-height] => 240
) ) [1] => Array
(
[ID] => 61144
[id] => 61144
[title] => _privacy_language.png
[filename] => communication_privacy_language-7.png
[filesize] => 17999
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/communication_privacy_language-7.png
[link] => https://www.nextafter.com/experiments/how-adding-a-privacy-language-to-an-acquisition-offer-donation-page-impacts-donor-conversion/attachment/_privacy_language-png-15/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => _privacy_language-png-15
[status] => inherit
[uploaded_to] => 50170
[date] => 2024-07-23 17:03:58
[modified] => 2024-07-23 17:03:58
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 472
[height] => 124
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/communication_privacy_language-7-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/communication_privacy_language-7-300x79.png
[medium-width] => 300
[medium-height] => 79
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/communication_privacy_language-7.png
[medium_large-width] => 472
[medium_large-height] => 124
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/communication_privacy_language-7.png
[large-width] => 472
[large-height] => 124
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/communication_privacy_language-7.png
[1536x1536-width] => 472
[1536x1536-height] => 124
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/communication_privacy_language-7.png
[2048x2048-width] => 472
[2048x2048-height] => 124
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/communication_privacy_language-7-600x400.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/communication_privacy_language-7-600x600.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/communication_privacy_language-7-700x700.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/communication_privacy_language-7-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/communication_privacy_language-7-50x13.png
[admin-width] => 50
[admin-height] => 13
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/communication_privacy_language-7.png
[full-width] => 472
[full-height] => 124
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/communication_privacy_language-7-372x98.png
[thumb_372-width] => 372
[thumb_372-height] => 98
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/communication_privacy_language-7.png
[single_post_thumbnail-width] => 472
[single_post_thumbnail-height] => 124
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/communication_privacy_language-7-32x8.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 8
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/communication_privacy_language-7-48x13.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 13
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/communication_privacy_language-7-64x17.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 17
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/communication_privacy_language-7-128x34.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 34
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/communication_privacy_language-7-122x32.png
[thumb_122_67-width] => 122
[thumb_122_67-height] => 32
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/communication_privacy_language-7-153x40.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 40
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/communication_privacy_language-7-130x34.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 34
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/communication_privacy_language-7-232x61.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 61
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/communication_privacy_language-7.png
[thumb_272_325-width] => 472
[thumb_272_325-height] => 124
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/communication_privacy_language-7-271x71.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 71
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/communication_privacy_language-7-271x71.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 71
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/communication_privacy_language-7-272x71.png
[thumb_272_172-width] => 272
[thumb_272_172-height] => 71
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/communication_privacy_language-7-372x98.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 98
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/communication_privacy_language-7-372x98.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 98
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/communication_privacy_language-7-385x101.png
[thumb_385_270-width] => 385
[thumb_385_270-height] => 101
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/communication_privacy_language-7-416x109.png
[thumb_416_241-width] => 416
[thumb_416_241-height] => 109
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/communication_privacy_language-7-448x118.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 118
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/communication_privacy_language-7.png
[thumb_448_410_retina-width] => 472
[thumb_448_410_retina-height] => 124
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/communication_privacy_language-7.png
[thumb_574_382-width] => 472
[thumb_574_382-height] => 124
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/communication_privacy_language-7.png
[thumb_776_395-width] => 472
[thumb_776_395-height] => 124
) ) )
Results
| Treatment Name | Revenue per Visitor | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | $1.19 | $37.95 | ||
| T1: | communication/ privacy language | $1.95 | 63.3% | 75.2% | $45.00 |
This experiment was validated using 3rd party testing tools. Based upon those calculations, a significant level of confidence was not met so these experiment results are not valid.
Key Learnings
Adding the privacy statement under the donate button resulted in a significant increase in donor conversion and revenue.
Donor revenue increased by 63% with a 94% Level of Confidence. This could be due to adding the perceived sense of privacy, the transparency of what the donors are signing up for, or both.
The donor conversion rate increased as well by 37% with a 75% LOC, this experiment will need to be retested to see if the donor conversion rate would have been able to reach validity with a larger sample size.
The increase in donations observed during this experiment suggests that adding extra assurances and anticipating objections pertaining to how sensitive personal information is handled at the point of the transaction can have a positive effect on donation rates by reinforcing the security of the donation and conveying transparency in how the donor’s information will be used.