Live Action

How bringing clarity to a homepage redirect experience impacts donor conversion

Experiment ID: #33368

Live Action

Experiment Summary

Timeframe: 06/30/2020 - 07/13/2020

During Live Action’s high urgency campaign, we ran a homepage redirect where we redirected traffic that came to the homepage to the donation page for the campaign. We were curious what would happen if we brought more clarity to the experience and helped to orientate people with what was going on once they saw the donation page, so we tested language on the page that simply said, “Pardon the interruption but we wanted to be sure you saw this”. Our hypothesis was that people may be more likely to read what we were wanting them to see and do if we communicated that to them. 

Research Question

Can we increase donor conversion by bringing clarity to a homepage redirect?

Design

C: Go Back Links
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T1: Pardon the Interruption
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[2048x2048-width] => 2048 [2048x2048-height] => 946 [ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Pardon_the_Interruption-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/Pardon_the_Interruption-600x600.jpg [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/Pardon_the_Interruption-700x700.jpg [tp-image-grid-width] => 700 [tp-image-grid-height] => 700 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Pardon_the_Interruption-150x150.jpg [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Pardon_the_Interruption-50x23.jpg [admin-width] => 50 [admin-height] => 23 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Pardon_the_Interruption.jpg [full-width] => 2300 [full-height] => 1062 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Pardon_the_Interruption-372x172.jpg [thumb_372-width] => 372 [thumb_372-height] => 172 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Pardon_the_Interruption-980x453.jpg [single_post_thumbnail-width] => 980 [single_post_thumbnail-height] => 453 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Pardon_the_Interruption-32x15.jpg [thumb_32_32-width] => 32 [thumb_32_32-height] => 15 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Pardon_the_Interruption-48x22.jpg [thumb_48_48-width] => 48 [thumb_48_48-height] => 22 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Pardon_the_Interruption-64x30.jpg [thumb_64_64-width] => 64 [thumb_64_64-height] => 30 [thumb_128_128] => 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https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Pardon_the_Interruption-271x125.jpg [thumb_271_346-width] => 271 [thumb_271_346-height] => 125 [thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Pardon_the_Interruption-271x125.jpg [thumb_271_271-width] => 271 [thumb_271_271-height] => 125 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Pardon_the_Interruption-272x126.jpg [thumb_272_172-width] => 272 [thumb_272_172-height] => 126 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Pardon_the_Interruption-372x172.jpg [thumb_372_461-width] => 372 [thumb_372_461-height] => 172 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Pardon_the_Interruption-372x172.jpg [thumb_372_500-width] => 372 [thumb_372_500-height] => 172 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Pardon_the_Interruption-385x178.jpg [thumb_385_270-width] => 385 [thumb_385_270-height] => 178 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Pardon_the_Interruption-416x192.jpg [thumb_416_241-width] => 416 [thumb_416_241-height] => 192 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Pardon_the_Interruption-448x207.jpg [thumb_448_410-width] => 448 [thumb_448_410-height] => 207 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Pardon_the_Interruption-896x414.jpg [thumb_448_410_retina-width] => 896 [thumb_448_410_retina-height] => 414 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Pardon_the_Interruption-574x265.jpg [thumb_574_382-width] => 574 [thumb_574_382-height] => 265 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Pardon_the_Interruption-776x358.jpg [thumb_776_395-width] => 776 [thumb_776_395-height] => 358 ) ) )

Results

 Treatment NameConv. RateRelative DifferenceConfidenceAverage Gift
C: Go Back Links 2.0%$0.00
T1: Pardon the Interruption 1.6%-19.8% 45.1%$0.00

This experiment has a required sample size of 8,652 in order to be valid. Unfortunately, the required sample size was not met and a level of confidence above 95% was not met so the experiment results are not valid.

Key Learnings

Regardless of audience, or device type, there was no difference in donor conversion. Because this test was run on the very last day of the high urgency campaign, the motivation of donors was already high resulting in no difference in conversion between the control and treatment. 


Experiment Documented by Courtney Gaines
Courtney Gaines is Vice President at NextAfter.

Question about experiment #33368

If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.