How changing the value proposition to focus on “more content like this” affects donor conversion
Experiment ID: #128048
Luther Seminary
Experiment Summary
Timeframe: 02/08/2023 - 02/23/2023
Luther Seminary was getting great response for their free course on the book of Revelation in terms of email signups. However, they wanted to see if they could increase their instant donor conversion rate, which was below benchmark.
In reviewing the value proposition on their donation page, they noticed that the reasons to give that were given were very high-level, wide-ranging, and broad. They hypothesized that if they focused the value proposition on just one element—particularly, the online courses that the user had just signed up for, they could improve donor conversion rate.
So, they drafted a new donation page with this “micro-value-proposition” and launched a test.
Research Question
We believe that focusing the value proposition on “more content like this” for online course enrollees will achieve an increase in conversion rate because specificity helps decrease cognitive friction. because specificity helps decrease cognitive friction.
Design
C: Control
Array
(
[0] => Array
(
[ID] => 51605
[id] => 51605
[title] => Control.png
[filename] => Control-4429.png
[filesize] => 160639
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4429.png
[link] => https://www.nextafter.com/experiments/how-changing-the-value-proposition-to-focus-on-more-content-like-this-affects-donor-conversion/attachment/control-png-5168/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-png-5168
[status] => inherit
[uploaded_to] => 50035
[date] => 2023-04-04 14:05:33
[modified] => 2023-04-04 14:05:33
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1071
[height] => 861
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4429-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4429-300x241.png
[medium-width] => 300
[medium-height] => 241
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4429-768x617.png
[medium_large-width] => 640
[medium_large-height] => 514
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4429-1024x823.png
[large-width] => 640
[large-height] => 514
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4429.png
[1536x1536-width] => 1071
[1536x1536-height] => 861
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4429.png
[2048x2048-width] => 1071
[2048x2048-height] => 861
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4429-600x400.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-4429-600x600.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-4429.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 563
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4429-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4429-50x40.png
[admin-width] => 50
[admin-height] => 40
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4429.png
[full-width] => 1071
[full-height] => 861
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4429-372x299.png
[thumb_372-width] => 372
[thumb_372-height] => 299
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4429-777x625.png
[single_post_thumbnail-width] => 777
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4429-32x26.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 26
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4429-48x39.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 39
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4429-64x51.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 51
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4429-128x103.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 103
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4429-83x67.png
[thumb_122_67-width] => 83
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4429-153x123.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 123
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4429-130x105.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 105
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4429-220x177.png
[thumb_232_177-width] => 220
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4429-544x437.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 437
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4429-271x218.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 218
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4429-271x218.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 218
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4429-214x172.png
[thumb_272_172-width] => 214
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4429-372x299.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 299
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4429-372x299.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 299
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4429-336x270.png
[thumb_385_270-width] => 336
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4429-300x241.png
[thumb_416_241-width] => 300
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4429-448x360.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 360
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4429-896x720.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 720
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4429-475x382.png
[thumb_574_382-width] => 475
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4429-491x395.png
[thumb_776_395-width] => 491
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 50049
[id] => 50049
[title] => Treatment.png
[filename] => Treatment-208.png
[filesize] => 142378
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-208.png
[link] => https://www.nextafter.com/experiments/how-changing-the-value-proposition-to-focus-on-more-content-like-this-affects-donor-conversion/attachment/treatment-png-298/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => treatment-png-298
[status] => inherit
[uploaded_to] => 50035
[date] => 2023-02-20 21:14:44
[modified] => 2023-02-20 21:14:44
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1091
[height] => 781
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-208-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-208-300x215.png
[medium-width] => 300
[medium-height] => 215
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-208-768x550.png
[medium_large-width] => 640
[medium_large-height] => 458
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-208-1024x733.png
[large-width] => 640
[large-height] => 458
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-208.png
[1536x1536-width] => 1091
[1536x1536-height] => 781
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-208.png
[2048x2048-width] => 1091
[2048x2048-height] => 781
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-208-600x400.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-208-600x600.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-208.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 501
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-208-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-208-50x36.png
[admin-width] => 50
[admin-height] => 36
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-208.png
[full-width] => 1091
[full-height] => 781
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-208-372x266.png
[thumb_372-width] => 372
[thumb_372-height] => 266
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-208-873x625.png
[single_post_thumbnail-width] => 873
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-208-32x23.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 23
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-208-48x34.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 34
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-208-64x46.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 46
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-208-128x92.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 92
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-208-94x67.png
[thumb_122_67-width] => 94
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-208-153x110.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 110
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-208-130x93.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 93
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-208-232x166.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 166
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-208-544x389.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 389
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-208-271x194.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 194
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-208-271x194.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 194
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-208-240x172.png
[thumb_272_172-width] => 240
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-208-372x266.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 266
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-208-372x266.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 266
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-208-377x270.png
[thumb_385_270-width] => 377
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-208-337x241.png
[thumb_416_241-width] => 337
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-208-448x321.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 321
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-208-896x641.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 641
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-208-534x382.png
[thumb_574_382-width] => 534
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-208-552x395.png
[thumb_776_395-width] => 552
[thumb_776_395-height] => 395
) ) )
T1: Treatment
Array
(
[0] => Array
(
[ID] => 51605
[id] => 51605
[title] => Control.png
[filename] => Control-4429.png
[filesize] => 160639
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4429.png
[link] => https://www.nextafter.com/experiments/how-changing-the-value-proposition-to-focus-on-more-content-like-this-affects-donor-conversion/attachment/control-png-5168/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-png-5168
[status] => inherit
[uploaded_to] => 50035
[date] => 2023-04-04 14:05:33
[modified] => 2023-04-04 14:05:33
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1071
[height] => 861
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4429-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4429-300x241.png
[medium-width] => 300
[medium-height] => 241
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4429-768x617.png
[medium_large-width] => 640
[medium_large-height] => 514
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4429-1024x823.png
[large-width] => 640
[large-height] => 514
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4429.png
[1536x1536-width] => 1071
[1536x1536-height] => 861
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4429.png
[2048x2048-width] => 1071
[2048x2048-height] => 861
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4429-600x400.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-4429-600x600.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-4429.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 563
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4429-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4429-50x40.png
[admin-width] => 50
[admin-height] => 40
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4429.png
[full-width] => 1071
[full-height] => 861
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4429-372x299.png
[thumb_372-width] => 372
[thumb_372-height] => 299
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4429-777x625.png
[single_post_thumbnail-width] => 777
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4429-32x26.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 26
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4429-48x39.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 39
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4429-64x51.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 51
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4429-128x103.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 103
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4429-83x67.png
[thumb_122_67-width] => 83
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4429-153x123.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 123
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4429-130x105.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 105
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4429-220x177.png
[thumb_232_177-width] => 220
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4429-544x437.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 437
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4429-271x218.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 218
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4429-271x218.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 218
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4429-214x172.png
[thumb_272_172-width] => 214
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4429-372x299.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 299
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4429-372x299.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 299
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4429-336x270.png
[thumb_385_270-width] => 336
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4429-300x241.png
[thumb_416_241-width] => 300
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4429-448x360.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 360
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4429-896x720.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 720
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4429-475x382.png
[thumb_574_382-width] => 475
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4429-491x395.png
[thumb_776_395-width] => 491
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 50049
[id] => 50049
[title] => Treatment.png
[filename] => Treatment-208.png
[filesize] => 142378
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-208.png
[link] => https://www.nextafter.com/experiments/how-changing-the-value-proposition-to-focus-on-more-content-like-this-affects-donor-conversion/attachment/treatment-png-298/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => treatment-png-298
[status] => inherit
[uploaded_to] => 50035
[date] => 2023-02-20 21:14:44
[modified] => 2023-02-20 21:14:44
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1091
[height] => 781
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-208-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-208-300x215.png
[medium-width] => 300
[medium-height] => 215
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-208-768x550.png
[medium_large-width] => 640
[medium_large-height] => 458
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-208-1024x733.png
[large-width] => 640
[large-height] => 458
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-208.png
[1536x1536-width] => 1091
[1536x1536-height] => 781
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-208.png
[2048x2048-width] => 1091
[2048x2048-height] => 781
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-208-600x400.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-208-600x600.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-208.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 501
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-208-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-208-50x36.png
[admin-width] => 50
[admin-height] => 36
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-208.png
[full-width] => 1091
[full-height] => 781
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-208-372x266.png
[thumb_372-width] => 372
[thumb_372-height] => 266
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-208-873x625.png
[single_post_thumbnail-width] => 873
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-208-32x23.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 23
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-208-48x34.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 34
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-208-64x46.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 46
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-208-128x92.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 92
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-208-94x67.png
[thumb_122_67-width] => 94
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-208-153x110.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 110
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-208-130x93.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 93
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-208-232x166.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 166
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-208-544x389.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 389
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-208-271x194.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 194
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-208-271x194.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 194
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-208-240x172.png
[thumb_272_172-width] => 240
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-208-372x266.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 266
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-208-372x266.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 266
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-208-377x270.png
[thumb_385_270-width] => 377
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-208-337x241.png
[thumb_416_241-width] => 337
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-208-448x321.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 321
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-208-896x641.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 641
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-208-534x382.png
[thumb_574_382-width] => 534
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-208-552x395.png
[thumb_776_395-width] => 552
[thumb_776_395-height] => 395
) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 0.74% | $0.00 | ||
| T1: | Treatment | 6.9% | 834.6% | 99.2% | $0.00 |
This experiment has a required sample size of 73 in order to be valid. Since the experiment had a total sample size of 265, 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
× 834.6% increase in conversion rate
× 0% increase in average gift
Key Learnings
After running for more than two weeks, the single-value-proposition treatment produced a conversion rate by 834.6% with a 100% level of confidence.
This experiment demonstrated that Luther Seminary might significantly increase its donation rate by focusing the value proposition on a single element — in this case, the online course it promotes.
*However, it must be noted that this experiment was limited in its promotion due to budget, and thus only 10 total donations were included. While the gap in conversion rates was significant, it did not reach NextAfter’s desired threshold of 50 donations.