How adding a visual treatment to a tabbed donation form during a non-urgent campaign season affects donor conversions
Experiment ID: #102732
Focus on the Family
Focus on the Family is a global Christian ministry dedicated to helping families thrive. We provide help and resources for couples to build healthy marriages that reflect God's design, and for parents to raise their children according to morals and values grounded in biblical principles.
Experiment Summary
Timeframe: 08/01/2022 - 08/21/2022
Focus on the Family is a global Christian ministry dedicated to helping families thrive. They provide help and resources for couples to build healthy marriages that reflect God’s design, and for parents to raise their children according to morals and values grounded in biblical principles.
While they have a main donation page that is always reachable from the main page, they often run high urgency campaigns that can sometimes skew results for general donations. For the time period of this test, Focus was not planning on having any high urgency campaigns running, so we felt it was a good time to test some things on the main donation page, without the potential results skewing that can sometimes be attributed to high urgency campaigns, where motivations to give can be elevated.
The main donation page has a two-tabbed design that separates a one-time gift from a monthly donation. We wanted to test our hypothesis that by visually drawing more attention to a monthly donation tab on a general donation page, you could increase overall donations (and specifically for recurring giving), even during a period of non-urgency.
For this test, we placed an animated heart that floated above the monthly tab that drew attention to the monthly gift option. The goal of the test was to see if this treatment could get a lift in monthly recurring gifts.
Research Question
We believe that adding a visual treatment to a monthly giving tab on the main donation page for visitors to a general donation page will achieve a greater number of recurring gift givers.
Design
C: Control
Array
(
[0] => Array
(
[ID] => 48163
[id] => 48163
[title] => Control.png
[filename] => Control-3724.png
[filesize] => 820979
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3724.png
[link] => https://www.nextafter.com/experiments/how-adding-a-visual-treatment-to-a-tabbed-donation-form-during-a-non-urgent-campaign-season-affects-donor-conversions/attachment/control-png-4278/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-png-4278
[status] => inherit
[uploaded_to] => 31309
[date] => 2022-12-01 21:38:37
[modified] => 2022-12-01 21:38:37
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 2480
[height] => 1356
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3724-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3724-300x164.png
[medium-width] => 300
[medium-height] => 164
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3724-768x420.png
[medium_large-width] => 640
[medium_large-height] => 350
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3724-1024x560.png
[large-width] => 640
[large-height] => 350
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3724-1536x840.png
[1536x1536-width] => 1536
[1536x1536-height] => 840
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3724-2048x1120.png
[2048x2048-width] => 2048
[2048x2048-height] => 1120
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3724-600x400.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-3724-600x600.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-3724.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 383
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3724-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3724-50x27.png
[admin-width] => 50
[admin-height] => 27
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3724.png
[full-width] => 2480
[full-height] => 1356
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3724-372x203.png
[thumb_372-width] => 372
[thumb_372-height] => 203
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3724-980x536.png
[single_post_thumbnail-width] => 980
[single_post_thumbnail-height] => 536
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3724-32x17.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 17
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3724-48x26.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 26
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3724-64x35.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 35
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3724-128x70.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 70
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3724-122x67.png
[thumb_122_67-width] => 122
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3724-153x84.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 84
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3724-130x71.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 71
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3724-232x127.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 127
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3724-544x297.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 297
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3724-271x148.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 148
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3724-271x148.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 148
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3724-272x149.png
[thumb_272_172-width] => 272
[thumb_272_172-height] => 149
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3724-372x203.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 203
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3724-372x203.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 203
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3724-385x211.png
[thumb_385_270-width] => 385
[thumb_385_270-height] => 211
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3724-416x227.png
[thumb_416_241-width] => 416
[thumb_416_241-height] => 227
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3724-448x245.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 245
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3724-896x490.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 490
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3724-574x314.png
[thumb_574_382-width] => 574
[thumb_574_382-height] => 314
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3724-722x395.png
[thumb_776_395-width] => 722
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 48164
[id] => 48164
[title] => Animated_Floating_Heart.gif
[filename] => Animated_Floating_Heart-21.gif
[filesize] => 1535794
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Floating_Heart-21.gif
[link] => https://www.nextafter.com/experiments/how-adding-a-visual-treatment-to-a-tabbed-donation-form-during-a-non-urgent-campaign-season-affects-donor-conversions/attachment/animated_floating_heart-gif-23/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => animated_floating_heart-gif-23
[status] => inherit
[uploaded_to] => 31309
[date] => 2022-12-01 21:39:05
[modified] => 2022-12-01 21:39:05
[menu_order] => 0
[mime_type] => image/gif
[type] => image
[subtype] => gif
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1224
[height] => 678
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Floating_Heart-21-150x150.gif
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Floating_Heart-21-300x166.gif
[medium-width] => 300
[medium-height] => 166
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Floating_Heart-21-768x425.gif
[medium_large-width] => 640
[medium_large-height] => 354
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Floating_Heart-21-1024x567.gif
[large-width] => 640
[large-height] => 354
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Floating_Heart-21.gif
[1536x1536-width] => 1224
[1536x1536-height] => 678
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Floating_Heart-21.gif
[2048x2048-width] => 1224
[2048x2048-height] => 678
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Floating_Heart-21-600x400.gif
[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/Animated_Floating_Heart-21-600x600.gif
[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/Animated_Floating_Heart-21.gif
[tp-image-grid-width] => 700
[tp-image-grid-height] => 388
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Floating_Heart-21-150x150.gif
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Floating_Heart-21-50x28.gif
[admin-width] => 50
[admin-height] => 28
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Floating_Heart-21.gif
[full-width] => 1224
[full-height] => 678
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Floating_Heart-21-372x206.gif
[thumb_372-width] => 372
[thumb_372-height] => 206
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Floating_Heart-21-980x543.gif
[single_post_thumbnail-width] => 980
[single_post_thumbnail-height] => 543
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Floating_Heart-21-32x18.gif
[thumb_32_32-width] => 32
[thumb_32_32-height] => 18
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Floating_Heart-21-48x27.gif
[thumb_48_48-width] => 48
[thumb_48_48-height] => 27
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Floating_Heart-21-64x35.gif
[thumb_64_64-width] => 64
[thumb_64_64-height] => 35
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Floating_Heart-21-128x71.gif
[thumb_128_128-width] => 128
[thumb_128_128-height] => 71
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Floating_Heart-21-122x67.gif
[thumb_122_67-width] => 122
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Floating_Heart-21-153x85.gif
[thumb_153_153-width] => 153
[thumb_153_153-height] => 85
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Floating_Heart-21-130x72.gif
[thumb_130_163-width] => 130
[thumb_130_163-height] => 72
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Floating_Heart-21-232x129.gif
[thumb_232_177-width] => 232
[thumb_232_177-height] => 129
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Floating_Heart-21-544x301.gif
[thumb_272_325-width] => 544
[thumb_272_325-height] => 301
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Floating_Heart-21-271x150.gif
[thumb_271_346-width] => 271
[thumb_271_346-height] => 150
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Floating_Heart-21-271x150.gif
[thumb_271_271-width] => 271
[thumb_271_271-height] => 150
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Floating_Heart-21-272x151.gif
[thumb_272_172-width] => 272
[thumb_272_172-height] => 151
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Floating_Heart-21-372x206.gif
[thumb_372_461-width] => 372
[thumb_372_461-height] => 206
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Floating_Heart-21-372x206.gif
[thumb_372_500-width] => 372
[thumb_372_500-height] => 206
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Floating_Heart-21-385x213.gif
[thumb_385_270-width] => 385
[thumb_385_270-height] => 213
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Floating_Heart-21-416x230.gif
[thumb_416_241-width] => 416
[thumb_416_241-height] => 230
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Floating_Heart-21-448x248.gif
[thumb_448_410-width] => 448
[thumb_448_410-height] => 248
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Floating_Heart-21-896x496.gif
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 496
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Floating_Heart-21-574x318.gif
[thumb_574_382-width] => 574
[thumb_574_382-height] => 318
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Floating_Heart-21-713x395.gif
[thumb_776_395-width] => 713
[thumb_776_395-height] => 395
) ) )
T1: Animated Floating Heart
Array
(
[0] => Array
(
[ID] => 48163
[id] => 48163
[title] => Control.png
[filename] => Control-3724.png
[filesize] => 820979
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3724.png
[link] => https://www.nextafter.com/experiments/how-adding-a-visual-treatment-to-a-tabbed-donation-form-during-a-non-urgent-campaign-season-affects-donor-conversions/attachment/control-png-4278/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-png-4278
[status] => inherit
[uploaded_to] => 31309
[date] => 2022-12-01 21:38:37
[modified] => 2022-12-01 21:38:37
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 2480
[height] => 1356
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3724-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3724-300x164.png
[medium-width] => 300
[medium-height] => 164
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3724-768x420.png
[medium_large-width] => 640
[medium_large-height] => 350
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3724-1024x560.png
[large-width] => 640
[large-height] => 350
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3724-1536x840.png
[1536x1536-width] => 1536
[1536x1536-height] => 840
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3724-2048x1120.png
[2048x2048-width] => 2048
[2048x2048-height] => 1120
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3724-600x400.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-3724-600x600.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-3724.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 383
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3724-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3724-50x27.png
[admin-width] => 50
[admin-height] => 27
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3724.png
[full-width] => 2480
[full-height] => 1356
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3724-372x203.png
[thumb_372-width] => 372
[thumb_372-height] => 203
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3724-980x536.png
[single_post_thumbnail-width] => 980
[single_post_thumbnail-height] => 536
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3724-32x17.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 17
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3724-48x26.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 26
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3724-64x35.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 35
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3724-128x70.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 70
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3724-122x67.png
[thumb_122_67-width] => 122
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3724-153x84.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 84
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3724-130x71.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 71
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3724-232x127.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 127
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3724-544x297.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 297
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3724-271x148.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 148
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3724-271x148.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 148
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3724-272x149.png
[thumb_272_172-width] => 272
[thumb_272_172-height] => 149
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3724-372x203.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 203
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3724-372x203.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 203
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3724-385x211.png
[thumb_385_270-width] => 385
[thumb_385_270-height] => 211
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3724-416x227.png
[thumb_416_241-width] => 416
[thumb_416_241-height] => 227
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3724-448x245.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 245
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3724-896x490.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 490
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3724-574x314.png
[thumb_574_382-width] => 574
[thumb_574_382-height] => 314
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3724-722x395.png
[thumb_776_395-width] => 722
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 48164
[id] => 48164
[title] => Animated_Floating_Heart.gif
[filename] => Animated_Floating_Heart-21.gif
[filesize] => 1535794
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Floating_Heart-21.gif
[link] => https://www.nextafter.com/experiments/how-adding-a-visual-treatment-to-a-tabbed-donation-form-during-a-non-urgent-campaign-season-affects-donor-conversions/attachment/animated_floating_heart-gif-23/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => animated_floating_heart-gif-23
[status] => inherit
[uploaded_to] => 31309
[date] => 2022-12-01 21:39:05
[modified] => 2022-12-01 21:39:05
[menu_order] => 0
[mime_type] => image/gif
[type] => image
[subtype] => gif
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1224
[height] => 678
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Floating_Heart-21-150x150.gif
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Floating_Heart-21-300x166.gif
[medium-width] => 300
[medium-height] => 166
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Floating_Heart-21-768x425.gif
[medium_large-width] => 640
[medium_large-height] => 354
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Floating_Heart-21-1024x567.gif
[large-width] => 640
[large-height] => 354
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Floating_Heart-21.gif
[1536x1536-width] => 1224
[1536x1536-height] => 678
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Floating_Heart-21.gif
[2048x2048-width] => 1224
[2048x2048-height] => 678
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Floating_Heart-21-600x400.gif
[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/Animated_Floating_Heart-21-600x600.gif
[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/Animated_Floating_Heart-21.gif
[tp-image-grid-width] => 700
[tp-image-grid-height] => 388
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Floating_Heart-21-150x150.gif
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Floating_Heart-21-50x28.gif
[admin-width] => 50
[admin-height] => 28
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Floating_Heart-21.gif
[full-width] => 1224
[full-height] => 678
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Floating_Heart-21-372x206.gif
[thumb_372-width] => 372
[thumb_372-height] => 206
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Floating_Heart-21-980x543.gif
[single_post_thumbnail-width] => 980
[single_post_thumbnail-height] => 543
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Floating_Heart-21-32x18.gif
[thumb_32_32-width] => 32
[thumb_32_32-height] => 18
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Floating_Heart-21-48x27.gif
[thumb_48_48-width] => 48
[thumb_48_48-height] => 27
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Floating_Heart-21-64x35.gif
[thumb_64_64-width] => 64
[thumb_64_64-height] => 35
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Floating_Heart-21-128x71.gif
[thumb_128_128-width] => 128
[thumb_128_128-height] => 71
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Floating_Heart-21-122x67.gif
[thumb_122_67-width] => 122
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Floating_Heart-21-153x85.gif
[thumb_153_153-width] => 153
[thumb_153_153-height] => 85
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Floating_Heart-21-130x72.gif
[thumb_130_163-width] => 130
[thumb_130_163-height] => 72
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Floating_Heart-21-232x129.gif
[thumb_232_177-width] => 232
[thumb_232_177-height] => 129
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Floating_Heart-21-544x301.gif
[thumb_272_325-width] => 544
[thumb_272_325-height] => 301
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Floating_Heart-21-271x150.gif
[thumb_271_346-width] => 271
[thumb_271_346-height] => 150
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Floating_Heart-21-271x150.gif
[thumb_271_271-width] => 271
[thumb_271_271-height] => 150
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Floating_Heart-21-272x151.gif
[thumb_272_172-width] => 272
[thumb_272_172-height] => 151
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Floating_Heart-21-372x206.gif
[thumb_372_461-width] => 372
[thumb_372_461-height] => 206
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Floating_Heart-21-372x206.gif
[thumb_372_500-width] => 372
[thumb_372_500-height] => 206
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Floating_Heart-21-385x213.gif
[thumb_385_270-width] => 385
[thumb_385_270-height] => 213
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Floating_Heart-21-416x230.gif
[thumb_416_241-width] => 416
[thumb_416_241-height] => 230
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Floating_Heart-21-448x248.gif
[thumb_448_410-width] => 448
[thumb_448_410-height] => 248
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Floating_Heart-21-896x496.gif
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 496
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Floating_Heart-21-574x318.gif
[thumb_574_382-width] => 574
[thumb_574_382-height] => 318
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Floating_Heart-21-713x395.gif
[thumb_776_395-width] => 713
[thumb_776_395-height] => 395
) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 15.4% | $0.00 | ||
| T1: | Animated Floating Heart | 18.3% | 19.3% | 97.8% | $0.00 |
This experiment has a required sample size of 1,222 in order to be valid. Since the experiment had a total sample size of 3,313, 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
× 19.3% increase in conversion rate
× 0% increase in average gift
Key Learnings
While there was potentially a novelty effect from this experiment, it was very interesting that the treatment for this test validated with a 97.7% level of confidence giving the treatment a 19.3% increase in the total number of donations for all traffic. Again, this experiment ran during a period where there were no urgent campaign factors that could have potentially skewed the results. As for the effect on recurring donations, the treatment experienced a 99.4% increase with a 92% level of confidence.
Of particular note, the experiment received a much larger lift in donations from the desktop, with a 25% lift and a 100% level of confidence. For recurring donations on the desktop, we saw a massive 141% lift in recurring donations with a 94.4% level of confidence (0.1% shy of validating).
On mobile, the inverse was true. We saw an 11% decrease in donations w/ a 50% LoC, and recurring donations on mobile were completely flat, with no change
Key takeaways: Drawing attention to the recurring donation tab on a desktop setting had a positive lift and is worth iterating on to see if we can get an additional lift with variations of the animation effect…seasonality changes, color, etc. As for mobile, we should experiment with more subtle ways to get the same desired effect as the desktop. It was clear that the mobile experience was not working in it’s current state, and could use some additional help.