How adding specificity of impact to a high urgency campaign donation page impacts donor conversion rate
Experiment ID: #117305
Reasons to Believe
Experiment Summary
Ended On: 12/02/2022
During Reasons to Believe’s Giving Tuesday campaign they ran a test on the donation page to create more specificity around the impact of the donor’s gift on Giving Tuesday. Instead of generally telling the donor they need to give because it’s Giving Tuesday we highlighted the “why” of their gift, using language like: you will offer someone the chance to have their life changed forever… we need your help to continue providing these opportunities… etc.
The treatment for this donation page was a complete rewrite of the control. Traffic to this experiment was generated primarily through housefile emails and paid social ads.
Research Question
We believe that adding specificity to the donor’s impact for prospective Giving Tuesday donors will achieve an increase in donor conversion rate .
Design
C: Control
Array
(
[0] => Array
(
[ID] => 63324
[id] => 63324
[title] => Control.png
[filename] => Control-498.png
[filesize] => 1903731
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-498.png
[link] => https://www.nextafter.com/experiments/how-adding-specificity-of-impact-to-a-high-urgency-campaign-donation-page-impacts-donor-conversion-rate/attachment/control-png-8327/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-png-8327
[status] => inherit
[uploaded_to] => 48185
[date] => 2024-08-09 15:21:51
[modified] => 2024-08-09 15:21:51
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 2772
[height] => 7174
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-498-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-498-116x300.png
[medium-width] => 116
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-498-768x1988.png
[medium_large-width] => 640
[medium_large-height] => 1657
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-498-396x1024.png
[large-width] => 396
[large-height] => 1024
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-498-594x1536.png
[1536x1536-width] => 594
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-498-791x2048.png
[2048x2048-width] => 791
[2048x2048-height] => 2048
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-498-600x400.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-498-600x600.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-498-700x700.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-498-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-498-19x50.png
[admin-width] => 19
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-498.png
[full-width] => 2772
[full-height] => 7174
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-498-372x963.png
[thumb_372-width] => 372
[thumb_372-height] => 963
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-498-241x625.png
[single_post_thumbnail-width] => 241
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-498-12x32.png
[thumb_32_32-width] => 12
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-498-19x48.png
[thumb_48_48-width] => 19
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-498-25x64.png
[thumb_64_64-width] => 25
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-498-49x128.png
[thumb_128_128-width] => 49
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-498-26x67.png
[thumb_122_67-width] => 26
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-498-59x153.png
[thumb_153_153-width] => 59
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-498-63x163.png
[thumb_130_163-width] => 63
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-498-68x177.png
[thumb_232_177-width] => 68
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-498-251x650.png
[thumb_272_325-width] => 251
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-498-134x346.png
[thumb_271_346-width] => 134
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-498-105x271.png
[thumb_271_271-width] => 105
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-498-66x172.png
[thumb_272_172-width] => 66
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-498-178x461.png
[thumb_372_461-width] => 178
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-498-193x500.png
[thumb_372_500-width] => 193
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-498-104x270.png
[thumb_385_270-width] => 104
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-498-93x241.png
[thumb_416_241-width] => 93
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-498-158x410.png
[thumb_448_410-width] => 158
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-498-317x820.png
[thumb_448_410_retina-width] => 317
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-498-148x382.png
[thumb_574_382-width] => 148
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-498-153x395.png
[thumb_776_395-width] => 153
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 53939
[id] => 53939
[title] => Treatment_#1.png
[filename] => Treatment_1-1398.png
[filesize] => 1914711
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1398.png
[link] => https://www.nextafter.com/experiments/how-adding-specificity-of-impact-to-a-high-urgency-campaign-donation-page-impacts-donor-conversion-rate/attachment/treatment_1-png-1685/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => treatment_1-png-1685
[status] => inherit
[uploaded_to] => 48185
[date] => 2023-07-18 21:19:51
[modified] => 2023-07-18 21:19:51
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 2772
[height] => 7146
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1398-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1398-116x300.png
[medium-width] => 116
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1398-768x1980.png
[medium_large-width] => 640
[medium_large-height] => 1650
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1398-397x1024.png
[large-width] => 397
[large-height] => 1024
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1398-596x1536.png
[1536x1536-width] => 596
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1398-794x2048.png
[2048x2048-width] => 794
[2048x2048-height] => 2048
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1398-600x400.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_1-1398-600x600.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_1-1398.png
[tp-image-grid-width] => 272
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1398-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1398-19x50.png
[admin-width] => 19
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1398.png
[full-width] => 2772
[full-height] => 7146
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1398-372x959.png
[thumb_372-width] => 372
[thumb_372-height] => 959
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1398-242x625.png
[single_post_thumbnail-width] => 242
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1398-12x32.png
[thumb_32_32-width] => 12
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1398-19x48.png
[thumb_48_48-width] => 19
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1398-25x64.png
[thumb_64_64-width] => 25
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1398-50x128.png
[thumb_128_128-width] => 50
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1398-26x67.png
[thumb_122_67-width] => 26
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1398-59x153.png
[thumb_153_153-width] => 59
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1398-63x163.png
[thumb_130_163-width] => 63
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1398-69x177.png
[thumb_232_177-width] => 69
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1398-252x650.png
[thumb_272_325-width] => 252
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1398-134x346.png
[thumb_271_346-width] => 134
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1398-105x271.png
[thumb_271_271-width] => 105
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1398-67x172.png
[thumb_272_172-width] => 67
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1398-179x461.png
[thumb_372_461-width] => 179
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1398-194x500.png
[thumb_372_500-width] => 194
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1398-105x270.png
[thumb_385_270-width] => 105
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1398-93x241.png
[thumb_416_241-width] => 93
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1398-159x410.png
[thumb_448_410-width] => 159
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1398-318x820.png
[thumb_448_410_retina-width] => 318
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1398-148x382.png
[thumb_574_382-width] => 148
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1398-153x395.png
[thumb_776_395-width] => 153
[thumb_776_395-height] => 395
) ) )
T1: Treatment #1
Array
(
[0] => Array
(
[ID] => 63324
[id] => 63324
[title] => Control.png
[filename] => Control-498.png
[filesize] => 1903731
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-498.png
[link] => https://www.nextafter.com/experiments/how-adding-specificity-of-impact-to-a-high-urgency-campaign-donation-page-impacts-donor-conversion-rate/attachment/control-png-8327/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-png-8327
[status] => inherit
[uploaded_to] => 48185
[date] => 2024-08-09 15:21:51
[modified] => 2024-08-09 15:21:51
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 2772
[height] => 7174
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-498-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-498-116x300.png
[medium-width] => 116
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-498-768x1988.png
[medium_large-width] => 640
[medium_large-height] => 1657
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-498-396x1024.png
[large-width] => 396
[large-height] => 1024
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-498-594x1536.png
[1536x1536-width] => 594
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-498-791x2048.png
[2048x2048-width] => 791
[2048x2048-height] => 2048
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-498-600x400.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-498-600x600.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-498-700x700.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-498-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-498-19x50.png
[admin-width] => 19
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-498.png
[full-width] => 2772
[full-height] => 7174
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-498-372x963.png
[thumb_372-width] => 372
[thumb_372-height] => 963
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-498-241x625.png
[single_post_thumbnail-width] => 241
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-498-12x32.png
[thumb_32_32-width] => 12
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-498-19x48.png
[thumb_48_48-width] => 19
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-498-25x64.png
[thumb_64_64-width] => 25
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-498-49x128.png
[thumb_128_128-width] => 49
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-498-26x67.png
[thumb_122_67-width] => 26
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-498-59x153.png
[thumb_153_153-width] => 59
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-498-63x163.png
[thumb_130_163-width] => 63
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-498-68x177.png
[thumb_232_177-width] => 68
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-498-251x650.png
[thumb_272_325-width] => 251
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-498-134x346.png
[thumb_271_346-width] => 134
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-498-105x271.png
[thumb_271_271-width] => 105
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-498-66x172.png
[thumb_272_172-width] => 66
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-498-178x461.png
[thumb_372_461-width] => 178
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-498-193x500.png
[thumb_372_500-width] => 193
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-498-104x270.png
[thumb_385_270-width] => 104
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-498-93x241.png
[thumb_416_241-width] => 93
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-498-158x410.png
[thumb_448_410-width] => 158
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-498-317x820.png
[thumb_448_410_retina-width] => 317
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-498-148x382.png
[thumb_574_382-width] => 148
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-498-153x395.png
[thumb_776_395-width] => 153
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 53939
[id] => 53939
[title] => Treatment_#1.png
[filename] => Treatment_1-1398.png
[filesize] => 1914711
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1398.png
[link] => https://www.nextafter.com/experiments/how-adding-specificity-of-impact-to-a-high-urgency-campaign-donation-page-impacts-donor-conversion-rate/attachment/treatment_1-png-1685/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => treatment_1-png-1685
[status] => inherit
[uploaded_to] => 48185
[date] => 2023-07-18 21:19:51
[modified] => 2023-07-18 21:19:51
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 2772
[height] => 7146
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1398-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1398-116x300.png
[medium-width] => 116
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1398-768x1980.png
[medium_large-width] => 640
[medium_large-height] => 1650
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1398-397x1024.png
[large-width] => 397
[large-height] => 1024
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1398-596x1536.png
[1536x1536-width] => 596
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1398-794x2048.png
[2048x2048-width] => 794
[2048x2048-height] => 2048
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1398-600x400.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_1-1398-600x600.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_1-1398.png
[tp-image-grid-width] => 272
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1398-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1398-19x50.png
[admin-width] => 19
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1398.png
[full-width] => 2772
[full-height] => 7146
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1398-372x959.png
[thumb_372-width] => 372
[thumb_372-height] => 959
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1398-242x625.png
[single_post_thumbnail-width] => 242
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1398-12x32.png
[thumb_32_32-width] => 12
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1398-19x48.png
[thumb_48_48-width] => 19
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1398-25x64.png
[thumb_64_64-width] => 25
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1398-50x128.png
[thumb_128_128-width] => 50
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1398-26x67.png
[thumb_122_67-width] => 26
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1398-59x153.png
[thumb_153_153-width] => 59
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1398-63x163.png
[thumb_130_163-width] => 63
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1398-69x177.png
[thumb_232_177-width] => 69
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1398-252x650.png
[thumb_272_325-width] => 252
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1398-134x346.png
[thumb_271_346-width] => 134
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1398-105x271.png
[thumb_271_271-width] => 105
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1398-67x172.png
[thumb_272_172-width] => 67
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1398-179x461.png
[thumb_372_461-width] => 179
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1398-194x500.png
[thumb_372_500-width] => 194
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1398-105x270.png
[thumb_385_270-width] => 105
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1398-93x241.png
[thumb_416_241-width] => 93
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1398-159x410.png
[thumb_448_410-width] => 159
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1398-318x820.png
[thumb_448_410_retina-width] => 318
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1398-148x382.png
[thumb_574_382-width] => 148
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1398-153x395.png
[thumb_776_395-width] => 153
[thumb_776_395-height] => 395
) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 3.1% | ||
| T1: | Treatment #1 | 15.9% | 411.3% | 99.7% |
This experiment has a required sample size of 35 in order to be valid. Since the experiment had a total sample size of 211, 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
× 411.3% increase in conversion rate
× 0% increase in average gift
Key Learnings
This experiment resulted in a 411% valid lift in donor conversion rate. While there are a lot of elements changed in the treatment, this informs us that RTB’s audiences are highly motivated by knowing how their gift is being used and what their impact looks like. This treatment was rolled out to the remainder of the campaign to maximize results.