How adding a Security Callout to a Donation Page Impacts Conversion Rate
Experiment ID: #166404
CaringBridge
Experiment Summary
Timeframe: 12/21/2023 - 12/26/2023
CaringBridge’s Tribute Donation Page already has elements to reinforce security around the giving experience: a shaded box around the payment info and a lock icon. However, we hypothesized that an added line of copy in the payment section, “Your Information is Secure” would help tie together these elements, call out the security of an online gift, and increase conversion rate.
Research Question
We believe that reinforcing the security of an online gift with a callout line for prospective tribute donors will achieve an increase in conversion rate because eliminate a potential point of friction to giving — mainly the suspicion that sharing payment info or making an online gift isn’t secure.
Design
C: Control
Array
(
[0] => Array
(
[ID] => 56308
[id] => 56308
[title] => 45_1704312334744_Screen+Shot+2024-01-03+at+1.57.07+PM
[filename] => 45_1704312334744_ScreenShot2024-01-03at1.57.07PM.jpg
[filesize] => 20707
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312334744_ScreenShot2024-01-03at1.57.07PM.jpg
[link] => https://www.nextafter.com/experiments/how-adding-a-security-callout-to-a-donation-page-impacts-conversion-rate/attachment/45_1704312334744_screenshot2024-01-03at1-57-07pm/
[alt] =>
[author] => 52
[description] =>
[caption] =>
[name] => 45_1704312334744_screenshot2024-01-03at1-57-07pm
[status] => inherit
[uploaded_to] => 56178
[date] => 2024-01-08 14:12:08
[modified] => 2024-01-08 14:12:08
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 609
[height] => 355
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312334744_ScreenShot2024-01-03at1.57.07PM-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312334744_ScreenShot2024-01-03at1.57.07PM-300x175.jpg
[medium-width] => 300
[medium-height] => 175
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312334744_ScreenShot2024-01-03at1.57.07PM.jpg
[medium_large-width] => 609
[medium_large-height] => 355
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312334744_ScreenShot2024-01-03at1.57.07PM.jpg
[large-width] => 609
[large-height] => 355
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312334744_ScreenShot2024-01-03at1.57.07PM.jpg
[1536x1536-width] => 609
[1536x1536-height] => 355
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312334744_ScreenShot2024-01-03at1.57.07PM.jpg
[2048x2048-width] => 609
[2048x2048-height] => 355
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312334744_ScreenShot2024-01-03at1.57.07PM-600x355.jpg
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 355
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312334744_ScreenShot2024-01-03at1.57.07PM-600x355.jpg
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 355
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312334744_ScreenShot2024-01-03at1.57.07PM.jpg
[tp-image-grid-width] => 609
[tp-image-grid-height] => 355
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312334744_ScreenShot2024-01-03at1.57.07PM-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312334744_ScreenShot2024-01-03at1.57.07PM-50x29.jpg
[admin-width] => 50
[admin-height] => 29
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312334744_ScreenShot2024-01-03at1.57.07PM.jpg
[full-width] => 609
[full-height] => 355
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312334744_ScreenShot2024-01-03at1.57.07PM-372x217.jpg
[thumb_372-width] => 372
[thumb_372-height] => 217
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312334744_ScreenShot2024-01-03at1.57.07PM.jpg
[single_post_thumbnail-width] => 609
[single_post_thumbnail-height] => 355
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312334744_ScreenShot2024-01-03at1.57.07PM-32x19.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 19
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312334744_ScreenShot2024-01-03at1.57.07PM-48x28.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 28
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312334744_ScreenShot2024-01-03at1.57.07PM-64x37.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 37
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312334744_ScreenShot2024-01-03at1.57.07PM-128x75.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 75
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312334744_ScreenShot2024-01-03at1.57.07PM-115x67.jpg
[thumb_122_67-width] => 115
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312334744_ScreenShot2024-01-03at1.57.07PM-153x89.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 89
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312334744_ScreenShot2024-01-03at1.57.07PM-130x76.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 76
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312334744_ScreenShot2024-01-03at1.57.07PM-232x135.jpg
[thumb_232_177-width] => 232
[thumb_232_177-height] => 135
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312334744_ScreenShot2024-01-03at1.57.07PM-544x317.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 317
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312334744_ScreenShot2024-01-03at1.57.07PM-271x158.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 158
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312334744_ScreenShot2024-01-03at1.57.07PM-271x158.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 158
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312334744_ScreenShot2024-01-03at1.57.07PM-272x159.jpg
[thumb_272_172-width] => 272
[thumb_272_172-height] => 159
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312334744_ScreenShot2024-01-03at1.57.07PM-372x217.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 217
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312334744_ScreenShot2024-01-03at1.57.07PM-372x217.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 217
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312334744_ScreenShot2024-01-03at1.57.07PM-385x224.jpg
[thumb_385_270-width] => 385
[thumb_385_270-height] => 224
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312334744_ScreenShot2024-01-03at1.57.07PM-413x241.jpg
[thumb_416_241-width] => 413
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312334744_ScreenShot2024-01-03at1.57.07PM-448x261.jpg
[thumb_448_410-width] => 448
[thumb_448_410-height] => 261
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312334744_ScreenShot2024-01-03at1.57.07PM.jpg
[thumb_448_410_retina-width] => 609
[thumb_448_410_retina-height] => 355
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312334744_ScreenShot2024-01-03at1.57.07PM-574x335.jpg
[thumb_574_382-width] => 574
[thumb_574_382-height] => 335
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312334744_ScreenShot2024-01-03at1.57.07PM.jpg
[thumb_776_395-width] => 609
[thumb_776_395-height] => 355
) ) [1] => Array
(
[ID] => 56309
[id] => 56309
[title] => 45_1704312338932_Screen+Shot+2024-01-03+at+1.56.53+PM
[filename] => 45_1704312338932_ScreenShot2024-01-03at1.56.53PM.jpg
[filesize] => 21228
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312338932_ScreenShot2024-01-03at1.56.53PM.jpg
[link] => https://www.nextafter.com/experiments/how-adding-a-security-callout-to-a-donation-page-impacts-conversion-rate/attachment/45_1704312338932_screenshot2024-01-03at1-56-53pm/
[alt] =>
[author] => 52
[description] =>
[caption] =>
[name] => 45_1704312338932_screenshot2024-01-03at1-56-53pm
[status] => inherit
[uploaded_to] => 56178
[date] => 2024-01-08 14:12:56
[modified] => 2024-01-08 14:12:56
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 584
[height] => 350
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312338932_ScreenShot2024-01-03at1.56.53PM-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312338932_ScreenShot2024-01-03at1.56.53PM-300x180.jpg
[medium-width] => 300
[medium-height] => 180
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312338932_ScreenShot2024-01-03at1.56.53PM.jpg
[medium_large-width] => 584
[medium_large-height] => 350
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312338932_ScreenShot2024-01-03at1.56.53PM.jpg
[large-width] => 584
[large-height] => 350
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312338932_ScreenShot2024-01-03at1.56.53PM.jpg
[1536x1536-width] => 584
[1536x1536-height] => 350
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312338932_ScreenShot2024-01-03at1.56.53PM.jpg
[2048x2048-width] => 584
[2048x2048-height] => 350
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312338932_ScreenShot2024-01-03at1.56.53PM.jpg
[ab-block-post-grid-landscape-width] => 584
[ab-block-post-grid-landscape-height] => 350
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312338932_ScreenShot2024-01-03at1.56.53PM.jpg
[ab-block-post-grid-square-width] => 584
[ab-block-post-grid-square-height] => 350
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312338932_ScreenShot2024-01-03at1.56.53PM.jpg
[tp-image-grid-width] => 584
[tp-image-grid-height] => 350
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312338932_ScreenShot2024-01-03at1.56.53PM-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312338932_ScreenShot2024-01-03at1.56.53PM-50x30.jpg
[admin-width] => 50
[admin-height] => 30
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312338932_ScreenShot2024-01-03at1.56.53PM.jpg
[full-width] => 584
[full-height] => 350
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312338932_ScreenShot2024-01-03at1.56.53PM-372x223.jpg
[thumb_372-width] => 372
[thumb_372-height] => 223
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312338932_ScreenShot2024-01-03at1.56.53PM.jpg
[single_post_thumbnail-width] => 584
[single_post_thumbnail-height] => 350
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312338932_ScreenShot2024-01-03at1.56.53PM-32x19.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 19
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312338932_ScreenShot2024-01-03at1.56.53PM-48x29.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 29
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312338932_ScreenShot2024-01-03at1.56.53PM-64x38.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 38
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312338932_ScreenShot2024-01-03at1.56.53PM-128x77.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 77
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312338932_ScreenShot2024-01-03at1.56.53PM-112x67.jpg
[thumb_122_67-width] => 112
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312338932_ScreenShot2024-01-03at1.56.53PM-153x92.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 92
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312338932_ScreenShot2024-01-03at1.56.53PM-130x78.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 78
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312338932_ScreenShot2024-01-03at1.56.53PM-232x139.jpg
[thumb_232_177-width] => 232
[thumb_232_177-height] => 139
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312338932_ScreenShot2024-01-03at1.56.53PM-544x326.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 326
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312338932_ScreenShot2024-01-03at1.56.53PM-271x162.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 162
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312338932_ScreenShot2024-01-03at1.56.53PM-271x162.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 162
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312338932_ScreenShot2024-01-03at1.56.53PM-272x163.jpg
[thumb_272_172-width] => 272
[thumb_272_172-height] => 163
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312338932_ScreenShot2024-01-03at1.56.53PM-372x223.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 223
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312338932_ScreenShot2024-01-03at1.56.53PM-372x223.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 223
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312338932_ScreenShot2024-01-03at1.56.53PM-385x231.jpg
[thumb_385_270-width] => 385
[thumb_385_270-height] => 231
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312338932_ScreenShot2024-01-03at1.56.53PM-402x241.jpg
[thumb_416_241-width] => 402
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312338932_ScreenShot2024-01-03at1.56.53PM-448x268.jpg
[thumb_448_410-width] => 448
[thumb_448_410-height] => 268
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312338932_ScreenShot2024-01-03at1.56.53PM.jpg
[thumb_448_410_retina-width] => 584
[thumb_448_410_retina-height] => 350
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312338932_ScreenShot2024-01-03at1.56.53PM-574x344.jpg
[thumb_574_382-width] => 574
[thumb_574_382-height] => 344
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312338932_ScreenShot2024-01-03at1.56.53PM.jpg
[thumb_776_395-width] => 584
[thumb_776_395-height] => 350
) ) )
T1: Security Callout
Array
(
[0] => Array
(
[ID] => 56308
[id] => 56308
[title] => 45_1704312334744_Screen+Shot+2024-01-03+at+1.57.07+PM
[filename] => 45_1704312334744_ScreenShot2024-01-03at1.57.07PM.jpg
[filesize] => 20707
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312334744_ScreenShot2024-01-03at1.57.07PM.jpg
[link] => https://www.nextafter.com/experiments/how-adding-a-security-callout-to-a-donation-page-impacts-conversion-rate/attachment/45_1704312334744_screenshot2024-01-03at1-57-07pm/
[alt] =>
[author] => 52
[description] =>
[caption] =>
[name] => 45_1704312334744_screenshot2024-01-03at1-57-07pm
[status] => inherit
[uploaded_to] => 56178
[date] => 2024-01-08 14:12:08
[modified] => 2024-01-08 14:12:08
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 609
[height] => 355
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312334744_ScreenShot2024-01-03at1.57.07PM-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312334744_ScreenShot2024-01-03at1.57.07PM-300x175.jpg
[medium-width] => 300
[medium-height] => 175
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312334744_ScreenShot2024-01-03at1.57.07PM.jpg
[medium_large-width] => 609
[medium_large-height] => 355
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312334744_ScreenShot2024-01-03at1.57.07PM.jpg
[large-width] => 609
[large-height] => 355
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312334744_ScreenShot2024-01-03at1.57.07PM.jpg
[1536x1536-width] => 609
[1536x1536-height] => 355
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312334744_ScreenShot2024-01-03at1.57.07PM.jpg
[2048x2048-width] => 609
[2048x2048-height] => 355
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312334744_ScreenShot2024-01-03at1.57.07PM-600x355.jpg
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 355
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312334744_ScreenShot2024-01-03at1.57.07PM-600x355.jpg
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 355
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312334744_ScreenShot2024-01-03at1.57.07PM.jpg
[tp-image-grid-width] => 609
[tp-image-grid-height] => 355
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312334744_ScreenShot2024-01-03at1.57.07PM-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312334744_ScreenShot2024-01-03at1.57.07PM-50x29.jpg
[admin-width] => 50
[admin-height] => 29
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312334744_ScreenShot2024-01-03at1.57.07PM.jpg
[full-width] => 609
[full-height] => 355
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312334744_ScreenShot2024-01-03at1.57.07PM-372x217.jpg
[thumb_372-width] => 372
[thumb_372-height] => 217
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312334744_ScreenShot2024-01-03at1.57.07PM.jpg
[single_post_thumbnail-width] => 609
[single_post_thumbnail-height] => 355
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312334744_ScreenShot2024-01-03at1.57.07PM-32x19.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 19
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312334744_ScreenShot2024-01-03at1.57.07PM-48x28.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 28
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312334744_ScreenShot2024-01-03at1.57.07PM-64x37.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 37
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312334744_ScreenShot2024-01-03at1.57.07PM-128x75.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 75
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312334744_ScreenShot2024-01-03at1.57.07PM-115x67.jpg
[thumb_122_67-width] => 115
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312334744_ScreenShot2024-01-03at1.57.07PM-153x89.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 89
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312334744_ScreenShot2024-01-03at1.57.07PM-130x76.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 76
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312334744_ScreenShot2024-01-03at1.57.07PM-232x135.jpg
[thumb_232_177-width] => 232
[thumb_232_177-height] => 135
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312334744_ScreenShot2024-01-03at1.57.07PM-544x317.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 317
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312334744_ScreenShot2024-01-03at1.57.07PM-271x158.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 158
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312334744_ScreenShot2024-01-03at1.57.07PM-271x158.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 158
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312334744_ScreenShot2024-01-03at1.57.07PM-272x159.jpg
[thumb_272_172-width] => 272
[thumb_272_172-height] => 159
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312334744_ScreenShot2024-01-03at1.57.07PM-372x217.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 217
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312334744_ScreenShot2024-01-03at1.57.07PM-372x217.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 217
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312334744_ScreenShot2024-01-03at1.57.07PM-385x224.jpg
[thumb_385_270-width] => 385
[thumb_385_270-height] => 224
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312334744_ScreenShot2024-01-03at1.57.07PM-413x241.jpg
[thumb_416_241-width] => 413
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312334744_ScreenShot2024-01-03at1.57.07PM-448x261.jpg
[thumb_448_410-width] => 448
[thumb_448_410-height] => 261
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312334744_ScreenShot2024-01-03at1.57.07PM.jpg
[thumb_448_410_retina-width] => 609
[thumb_448_410_retina-height] => 355
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312334744_ScreenShot2024-01-03at1.57.07PM-574x335.jpg
[thumb_574_382-width] => 574
[thumb_574_382-height] => 335
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312334744_ScreenShot2024-01-03at1.57.07PM.jpg
[thumb_776_395-width] => 609
[thumb_776_395-height] => 355
) ) [1] => Array
(
[ID] => 56309
[id] => 56309
[title] => 45_1704312338932_Screen+Shot+2024-01-03+at+1.56.53+PM
[filename] => 45_1704312338932_ScreenShot2024-01-03at1.56.53PM.jpg
[filesize] => 21228
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312338932_ScreenShot2024-01-03at1.56.53PM.jpg
[link] => https://www.nextafter.com/experiments/how-adding-a-security-callout-to-a-donation-page-impacts-conversion-rate/attachment/45_1704312338932_screenshot2024-01-03at1-56-53pm/
[alt] =>
[author] => 52
[description] =>
[caption] =>
[name] => 45_1704312338932_screenshot2024-01-03at1-56-53pm
[status] => inherit
[uploaded_to] => 56178
[date] => 2024-01-08 14:12:56
[modified] => 2024-01-08 14:12:56
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 584
[height] => 350
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312338932_ScreenShot2024-01-03at1.56.53PM-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312338932_ScreenShot2024-01-03at1.56.53PM-300x180.jpg
[medium-width] => 300
[medium-height] => 180
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312338932_ScreenShot2024-01-03at1.56.53PM.jpg
[medium_large-width] => 584
[medium_large-height] => 350
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312338932_ScreenShot2024-01-03at1.56.53PM.jpg
[large-width] => 584
[large-height] => 350
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312338932_ScreenShot2024-01-03at1.56.53PM.jpg
[1536x1536-width] => 584
[1536x1536-height] => 350
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312338932_ScreenShot2024-01-03at1.56.53PM.jpg
[2048x2048-width] => 584
[2048x2048-height] => 350
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312338932_ScreenShot2024-01-03at1.56.53PM.jpg
[ab-block-post-grid-landscape-width] => 584
[ab-block-post-grid-landscape-height] => 350
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312338932_ScreenShot2024-01-03at1.56.53PM.jpg
[ab-block-post-grid-square-width] => 584
[ab-block-post-grid-square-height] => 350
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312338932_ScreenShot2024-01-03at1.56.53PM.jpg
[tp-image-grid-width] => 584
[tp-image-grid-height] => 350
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312338932_ScreenShot2024-01-03at1.56.53PM-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312338932_ScreenShot2024-01-03at1.56.53PM-50x30.jpg
[admin-width] => 50
[admin-height] => 30
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312338932_ScreenShot2024-01-03at1.56.53PM.jpg
[full-width] => 584
[full-height] => 350
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312338932_ScreenShot2024-01-03at1.56.53PM-372x223.jpg
[thumb_372-width] => 372
[thumb_372-height] => 223
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312338932_ScreenShot2024-01-03at1.56.53PM.jpg
[single_post_thumbnail-width] => 584
[single_post_thumbnail-height] => 350
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312338932_ScreenShot2024-01-03at1.56.53PM-32x19.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 19
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312338932_ScreenShot2024-01-03at1.56.53PM-48x29.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 29
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312338932_ScreenShot2024-01-03at1.56.53PM-64x38.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 38
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312338932_ScreenShot2024-01-03at1.56.53PM-128x77.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 77
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312338932_ScreenShot2024-01-03at1.56.53PM-112x67.jpg
[thumb_122_67-width] => 112
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312338932_ScreenShot2024-01-03at1.56.53PM-153x92.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 92
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312338932_ScreenShot2024-01-03at1.56.53PM-130x78.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 78
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312338932_ScreenShot2024-01-03at1.56.53PM-232x139.jpg
[thumb_232_177-width] => 232
[thumb_232_177-height] => 139
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312338932_ScreenShot2024-01-03at1.56.53PM-544x326.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 326
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312338932_ScreenShot2024-01-03at1.56.53PM-271x162.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 162
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312338932_ScreenShot2024-01-03at1.56.53PM-271x162.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 162
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312338932_ScreenShot2024-01-03at1.56.53PM-272x163.jpg
[thumb_272_172-width] => 272
[thumb_272_172-height] => 163
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312338932_ScreenShot2024-01-03at1.56.53PM-372x223.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 223
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312338932_ScreenShot2024-01-03at1.56.53PM-372x223.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 223
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312338932_ScreenShot2024-01-03at1.56.53PM-385x231.jpg
[thumb_385_270-width] => 385
[thumb_385_270-height] => 231
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312338932_ScreenShot2024-01-03at1.56.53PM-402x241.jpg
[thumb_416_241-width] => 402
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312338932_ScreenShot2024-01-03at1.56.53PM-448x268.jpg
[thumb_448_410-width] => 448
[thumb_448_410-height] => 268
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312338932_ScreenShot2024-01-03at1.56.53PM.jpg
[thumb_448_410_retina-width] => 584
[thumb_448_410_retina-height] => 350
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312338932_ScreenShot2024-01-03at1.56.53PM-574x344.jpg
[thumb_574_382-width] => 574
[thumb_574_382-height] => 344
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/45_1704312338932_ScreenShot2024-01-03at1.56.53PM.jpg
[thumb_776_395-width] => 584
[thumb_776_395-height] => 350
) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 31.1% | $59.22 | ||
| T1: | Security Callout | 33.6% | 8.2% | 87.5% | $55.69 |
This experiment has a required sample size of 2,616 in order to be valid. Since the experiment had a total sample size of 3,196, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
The key learning from this experiment is that adding a line of copy to reinforce the security of an online gift in the payment section of the Tribute Donation Page resulted in an 8.2% increase in donations. Although the results are not statistically valid, they are approaching validity with a 87.5% level of confidence.
In future experimentation, it would be beneficial to conduct a follow-up experiment with a larger sample size or longer duration to increase the level of confidence and validate the results.
Overall, the findings of this experiment suggest that calling out the security of the giving experience can help reduce any suspicions or concerns potential donors may have about sharing payment information. By addressing this potential point of friction, organizations like CaringBridge can potentially increase conversion rates and encourage more online donations.