How additional value proposition copy affects donor conversion
Experiment ID: #2599
CaringBridge
Experiment Summary
Timeframe: 03/07/2017 - 03/20/2017
CaringBridge sent a fundraising email to their housefile as part of a monthly appeal. The email told a personal story from a mother who had experienced the power of CaringBridge firsthand. Their control email told a compelling personal story using a convincing personal tone, but they thought it lacked the value proposition copy necessary to compel readers to give.
They created a treatment that increased the amount of copy significantly but provided (what they perceived to be) a stronger value proposition. They believed that even though this increased the time it took to read the email, that the additions would produce a greater return.
They split their file in half and launched an experiment to determine a winner.
Research Question
Will increasing the amount of value proposition copy increase donor conversion?
Design
C: Control
Array
(
[0] => Array
(
[ID] => 36027
[id] => 36027
[title] => Control.jpg
[filename] => Control-1296.jpg
[filesize] => 74053
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1296.jpg
[link] => https://www.nextafter.com/experiments/how-additional-value-proposition-copy-affects-donor-conversion-2/attachment/control-jpg-1453/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-jpg-1453
[status] => inherit
[uploaded_to] => 36025
[date] => 2022-10-13 21:04:00
[modified] => 2022-10-13 21:04:00
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 769
[height] => 553
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1296-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1296-300x216.jpg
[medium-width] => 300
[medium-height] => 216
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1296.jpg
[medium_large-width] => 640
[medium_large-height] => 460
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1296.jpg
[large-width] => 640
[large-height] => 460
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1296.jpg
[1536x1536-width] => 769
[1536x1536-height] => 553
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1296.jpg
[2048x2048-width] => 769
[2048x2048-height] => 553
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1296-600x400.jpg
[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-1296-600x553.jpg
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 553
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1296.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 503
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1296-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1296-50x36.jpg
[admin-width] => 50
[admin-height] => 36
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1296.jpg
[full-width] => 769
[full-height] => 553
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1296-372x268.jpg
[thumb_372-width] => 372
[thumb_372-height] => 268
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1296.jpg
[single_post_thumbnail-width] => 769
[single_post_thumbnail-height] => 553
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1296-32x23.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 23
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1296-48x35.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 35
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1296-64x46.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 46
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1296-128x92.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 92
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1296-93x67.jpg
[thumb_122_67-width] => 93
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1296-153x110.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 110
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1296-130x93.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 93
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1296-232x167.jpg
[thumb_232_177-width] => 232
[thumb_232_177-height] => 167
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1296-544x391.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 391
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1296-271x195.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 195
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1296-271x195.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 195
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1296-239x172.jpg
[thumb_272_172-width] => 239
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1296-372x268.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 268
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1296-372x268.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 268
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1296-375x270.jpg
[thumb_385_270-width] => 375
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1296-335x241.jpg
[thumb_416_241-width] => 335
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1296-448x322.jpg
[thumb_448_410-width] => 448
[thumb_448_410-height] => 322
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1296.jpg
[thumb_448_410_retina-width] => 769
[thumb_448_410_retina-height] => 553
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1296-531x382.jpg
[thumb_574_382-width] => 531
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1296-549x395.jpg
[thumb_776_395-width] => 549
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 36029
[id] => 36029
[title] => Additional_Value_Proposition_Copy.jpg
[filename] => Additional_Value_Proposition_Copy-2.jpg
[filesize] => 89784
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Additional_Value_Proposition_Copy-2.jpg
[link] => https://www.nextafter.com/experiments/how-additional-value-proposition-copy-affects-donor-conversion-2/attachment/additional_value_proposition_copy-jpg-4/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => additional_value_proposition_copy-jpg-4
[status] => inherit
[uploaded_to] => 36025
[date] => 2022-10-13 21:04:18
[modified] => 2022-10-13 21:04:18
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 777
[height] => 593
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Additional_Value_Proposition_Copy-2-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Additional_Value_Proposition_Copy-2-300x229.jpg
[medium-width] => 300
[medium-height] => 229
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Additional_Value_Proposition_Copy-2-768x586.jpg
[medium_large-width] => 640
[medium_large-height] => 488
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Additional_Value_Proposition_Copy-2.jpg
[large-width] => 640
[large-height] => 488
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Additional_Value_Proposition_Copy-2.jpg
[1536x1536-width] => 777
[1536x1536-height] => 593
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Additional_Value_Proposition_Copy-2.jpg
[2048x2048-width] => 777
[2048x2048-height] => 593
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Additional_Value_Proposition_Copy-2-600x400.jpg
[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/Additional_Value_Proposition_Copy-2-600x593.jpg
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 593
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Additional_Value_Proposition_Copy-2.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 534
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Additional_Value_Proposition_Copy-2-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Additional_Value_Proposition_Copy-2-50x38.jpg
[admin-width] => 50
[admin-height] => 38
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Additional_Value_Proposition_Copy-2.jpg
[full-width] => 777
[full-height] => 593
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Additional_Value_Proposition_Copy-2-372x284.jpg
[thumb_372-width] => 372
[thumb_372-height] => 284
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Additional_Value_Proposition_Copy-2.jpg
[single_post_thumbnail-width] => 777
[single_post_thumbnail-height] => 593
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Additional_Value_Proposition_Copy-2-32x24.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 24
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Additional_Value_Proposition_Copy-2-48x37.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 37
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Additional_Value_Proposition_Copy-2-64x49.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 49
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Additional_Value_Proposition_Copy-2-128x98.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 98
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Additional_Value_Proposition_Copy-2-88x67.jpg
[thumb_122_67-width] => 88
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Additional_Value_Proposition_Copy-2-153x117.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 117
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Additional_Value_Proposition_Copy-2-130x99.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 99
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Additional_Value_Proposition_Copy-2-232x177.jpg
[thumb_232_177-width] => 232
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Additional_Value_Proposition_Copy-2-544x415.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 415
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Additional_Value_Proposition_Copy-2-271x207.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 207
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Additional_Value_Proposition_Copy-2-271x207.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 207
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Additional_Value_Proposition_Copy-2-225x172.jpg
[thumb_272_172-width] => 225
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Additional_Value_Proposition_Copy-2-372x284.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 284
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Additional_Value_Proposition_Copy-2-372x284.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 284
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Additional_Value_Proposition_Copy-2-354x270.jpg
[thumb_385_270-width] => 354
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Additional_Value_Proposition_Copy-2-316x241.jpg
[thumb_416_241-width] => 316
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Additional_Value_Proposition_Copy-2-448x342.jpg
[thumb_448_410-width] => 448
[thumb_448_410-height] => 342
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Additional_Value_Proposition_Copy-2.jpg
[thumb_448_410_retina-width] => 777
[thumb_448_410_retina-height] => 593
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Additional_Value_Proposition_Copy-2-501x382.jpg
[thumb_574_382-width] => 501
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Additional_Value_Proposition_Copy-2-518x395.jpg
[thumb_776_395-width] => 518
[thumb_776_395-height] => 395
) ) )
T1: Additional Value Proposition Copy
Array
(
[0] => Array
(
[ID] => 36027
[id] => 36027
[title] => Control.jpg
[filename] => Control-1296.jpg
[filesize] => 74053
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1296.jpg
[link] => https://www.nextafter.com/experiments/how-additional-value-proposition-copy-affects-donor-conversion-2/attachment/control-jpg-1453/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-jpg-1453
[status] => inherit
[uploaded_to] => 36025
[date] => 2022-10-13 21:04:00
[modified] => 2022-10-13 21:04:00
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 769
[height] => 553
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1296-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1296-300x216.jpg
[medium-width] => 300
[medium-height] => 216
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1296.jpg
[medium_large-width] => 640
[medium_large-height] => 460
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1296.jpg
[large-width] => 640
[large-height] => 460
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1296.jpg
[1536x1536-width] => 769
[1536x1536-height] => 553
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1296.jpg
[2048x2048-width] => 769
[2048x2048-height] => 553
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1296-600x400.jpg
[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-1296-600x553.jpg
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 553
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1296.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 503
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1296-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1296-50x36.jpg
[admin-width] => 50
[admin-height] => 36
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1296.jpg
[full-width] => 769
[full-height] => 553
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1296-372x268.jpg
[thumb_372-width] => 372
[thumb_372-height] => 268
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1296.jpg
[single_post_thumbnail-width] => 769
[single_post_thumbnail-height] => 553
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1296-32x23.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 23
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1296-48x35.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 35
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1296-64x46.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 46
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1296-128x92.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 92
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1296-93x67.jpg
[thumb_122_67-width] => 93
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1296-153x110.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 110
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1296-130x93.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 93
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1296-232x167.jpg
[thumb_232_177-width] => 232
[thumb_232_177-height] => 167
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1296-544x391.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 391
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1296-271x195.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 195
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1296-271x195.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 195
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1296-239x172.jpg
[thumb_272_172-width] => 239
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1296-372x268.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 268
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1296-372x268.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 268
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1296-375x270.jpg
[thumb_385_270-width] => 375
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1296-335x241.jpg
[thumb_416_241-width] => 335
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1296-448x322.jpg
[thumb_448_410-width] => 448
[thumb_448_410-height] => 322
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1296.jpg
[thumb_448_410_retina-width] => 769
[thumb_448_410_retina-height] => 553
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1296-531x382.jpg
[thumb_574_382-width] => 531
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1296-549x395.jpg
[thumb_776_395-width] => 549
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 36029
[id] => 36029
[title] => Additional_Value_Proposition_Copy.jpg
[filename] => Additional_Value_Proposition_Copy-2.jpg
[filesize] => 89784
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Additional_Value_Proposition_Copy-2.jpg
[link] => https://www.nextafter.com/experiments/how-additional-value-proposition-copy-affects-donor-conversion-2/attachment/additional_value_proposition_copy-jpg-4/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => additional_value_proposition_copy-jpg-4
[status] => inherit
[uploaded_to] => 36025
[date] => 2022-10-13 21:04:18
[modified] => 2022-10-13 21:04:18
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 777
[height] => 593
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Additional_Value_Proposition_Copy-2-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Additional_Value_Proposition_Copy-2-300x229.jpg
[medium-width] => 300
[medium-height] => 229
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Additional_Value_Proposition_Copy-2-768x586.jpg
[medium_large-width] => 640
[medium_large-height] => 488
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Additional_Value_Proposition_Copy-2.jpg
[large-width] => 640
[large-height] => 488
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Additional_Value_Proposition_Copy-2.jpg
[1536x1536-width] => 777
[1536x1536-height] => 593
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Additional_Value_Proposition_Copy-2.jpg
[2048x2048-width] => 777
[2048x2048-height] => 593
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Additional_Value_Proposition_Copy-2-600x400.jpg
[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/Additional_Value_Proposition_Copy-2-600x593.jpg
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 593
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Additional_Value_Proposition_Copy-2.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 534
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Additional_Value_Proposition_Copy-2-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Additional_Value_Proposition_Copy-2-50x38.jpg
[admin-width] => 50
[admin-height] => 38
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Additional_Value_Proposition_Copy-2.jpg
[full-width] => 777
[full-height] => 593
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Additional_Value_Proposition_Copy-2-372x284.jpg
[thumb_372-width] => 372
[thumb_372-height] => 284
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Additional_Value_Proposition_Copy-2.jpg
[single_post_thumbnail-width] => 777
[single_post_thumbnail-height] => 593
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Additional_Value_Proposition_Copy-2-32x24.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 24
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Additional_Value_Proposition_Copy-2-48x37.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 37
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Additional_Value_Proposition_Copy-2-64x49.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 49
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Additional_Value_Proposition_Copy-2-128x98.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 98
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Additional_Value_Proposition_Copy-2-88x67.jpg
[thumb_122_67-width] => 88
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Additional_Value_Proposition_Copy-2-153x117.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 117
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Additional_Value_Proposition_Copy-2-130x99.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 99
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Additional_Value_Proposition_Copy-2-232x177.jpg
[thumb_232_177-width] => 232
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Additional_Value_Proposition_Copy-2-544x415.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 415
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Additional_Value_Proposition_Copy-2-271x207.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 207
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Additional_Value_Proposition_Copy-2-271x207.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 207
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Additional_Value_Proposition_Copy-2-225x172.jpg
[thumb_272_172-width] => 225
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Additional_Value_Proposition_Copy-2-372x284.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 284
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Additional_Value_Proposition_Copy-2-372x284.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 284
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Additional_Value_Proposition_Copy-2-354x270.jpg
[thumb_385_270-width] => 354
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Additional_Value_Proposition_Copy-2-316x241.jpg
[thumb_416_241-width] => 316
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Additional_Value_Proposition_Copy-2-448x342.jpg
[thumb_448_410-width] => 448
[thumb_448_410-height] => 342
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Additional_Value_Proposition_Copy-2.jpg
[thumb_448_410_retina-width] => 777
[thumb_448_410_retina-height] => 593
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Additional_Value_Proposition_Copy-2-501x382.jpg
[thumb_574_382-width] => 501
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Additional_Value_Proposition_Copy-2-518x395.jpg
[thumb_776_395-width] => 518
[thumb_776_395-height] => 395
) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.07% | ||
| T1: | Additional Value Proposition Copy | 0.08% | 26.7% | 96.1% |
This experiment has a required sample size of 183,794 in order to be valid. Since the experiment had a total sample size of 409,060, 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
× 26.7% increase in conversion rate
× 0% increase in average gift
Key Learnings
The treatment produced a 26.7% increase in donor conversion from the control, which showed that the amount of copy in the email is not as important as what it says. Not all words are created equal.
CaringBridge had done extensive testing in the area of personal tone—that is, getting the emails to read like an actual person wrote them. However, this concept needs to be balanced with the principle of value proposition. If the copy maintains a personal tone but does not convey enough value, then it’s just a nice communication piece.
This experiment is a good check against the concept of “long copy vs. short copy”—the most important concept is to get the right copy, regardless of length.