Hillsdale College
How clarifying the value proposition affects donations
Experiment ID: #2791
Hillsdale College
Experiment Summary
Timeframe: 11/24/2015 - 12/04/2015
Hillsdale College launched a popular new course studying the life of Christian apologist C.S. Lewis. Donor conversion was low in comparison to other courses, so they investigated the copy on the donation page. The value proposition presented described Hillsdale’s online courses in general. They knew that this course attracted a lot of people who might not be familiar with the Hillsdale brand so they drafted a second copy treatment to explain why they teach the course, and how it is free. Then they launched an A/B test to see which copy treatment performed better.
Research Question
Will increasing the clarity and specificity of the value proposition increase donor conversion rate?
Design
C: Hillsdale Value Prop
Array
(
[0] => Array
(
[ID] => 12313
[id] => 12313
[title] => Variation_1-1.png
[filename] => Variation_1-1.png
[filesize] => 217335
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-1.png
[link] => https://www.nextafter.com/experiments/how-clarifying-the-value-proposition-affects-donations/attachment/variation_1-1-png/
[alt] =>
[author] => 6
[description] =>
[caption] =>
[name] => variation_1-1-png
[status] => inherit
[uploaded_to] => 12312
[date] => 2021-02-24 22:24:40
[modified] => 2021-02-24 22:24:40
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1440
[height] => 2745
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-1-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-1-157x300.png
[medium-width] => 157
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-1-768x1464.png
[medium_large-width] => 640
[medium_large-height] => 1220
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-1-537x1024.png
[large-width] => 537
[large-height] => 1024
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-1-806x1536.png
[1536x1536-width] => 806
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-1-1074x2048.png
[2048x2048-width] => 1074
[2048x2048-height] => 2048
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-1-600x400.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/Variation_1-1-600x600.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/Variation_1-1.png
[tp-image-grid-width] => 367
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-1-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-1-26x50.png
[admin-width] => 26
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-1.png
[full-width] => 1440
[full-height] => 2745
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-1-372x709.png
[thumb_372-width] => 372
[thumb_372-height] => 709
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-1-328x625.png
[single_post_thumbnail-width] => 328
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-1-17x32.png
[thumb_32_32-width] => 17
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-1-25x48.png
[thumb_48_48-width] => 25
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-1-34x64.png
[thumb_64_64-width] => 34
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-1-67x128.png
[thumb_128_128-width] => 67
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-1-35x67.png
[thumb_122_67-width] => 35
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-1-80x153.png
[thumb_153_153-width] => 80
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-1-86x163.png
[thumb_130_163-width] => 86
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-1-93x177.png
[thumb_232_177-width] => 93
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-1-341x650.png
[thumb_272_325-width] => 341
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-1-182x346.png
[thumb_271_346-width] => 182
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-1-142x271.png
[thumb_271_271-width] => 142
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-1-90x172.png
[thumb_272_172-width] => 90
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-1-242x461.png
[thumb_372_461-width] => 242
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-1-262x500.png
[thumb_372_500-width] => 262
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-1-142x270.png
[thumb_385_270-width] => 142
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-1-126x241.png
[thumb_416_241-width] => 126
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-1-215x410.png
[thumb_448_410-width] => 215
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-1-430x820.png
[thumb_448_410_retina-width] => 430
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-1-200x382.png
[thumb_574_382-width] => 200
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-1-207x395.png
[thumb_776_395-width] => 207
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 12314
[id] => 12314
[title] => Control1-2.png
[filename] => Control1-2.png
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-2.png
[link] => https://www.nextafter.com/experiments/how-clarifying-the-value-proposition-affects-donations/attachment/control1-2-png/
[alt] =>
[author] => 6
[description] =>
[caption] =>
[name] => control1-2-png
[status] => inherit
[uploaded_to] => 12312
[date] => 2021-02-24 22:24:55
[modified] => 2021-02-24 22:24:55
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1440
[height] => 2856
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-2-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-2-151x300.png
[medium-width] => 151
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-2-768x1523.png
[medium_large-width] => 640
[medium_large-height] => 1269
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-2-516x1024.png
[large-width] => 516
[large-height] => 1024
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-2-774x1536.png
[1536x1536-width] => 774
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-2-1033x2048.png
[2048x2048-width] => 1033
[2048x2048-height] => 2048
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-2-600x400.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/Control1-2-600x600.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/Control1-2.png
[tp-image-grid-width] => 353
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-2-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-2-25x50.png
[admin-width] => 25
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-2.png
[full-width] => 1440
[full-height] => 2856
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-2-372x738.png
[thumb_372-width] => 372
[thumb_372-height] => 738
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-2-315x625.png
[single_post_thumbnail-width] => 315
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-2-16x32.png
[thumb_32_32-width] => 16
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-2-24x48.png
[thumb_48_48-width] => 24
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-2-32x64.png
[thumb_64_64-width] => 32
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-2-65x128.png
[thumb_128_128-width] => 65
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-2-34x67.png
[thumb_122_67-width] => 34
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-2-77x153.png
[thumb_153_153-width] => 77
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-2-82x163.png
[thumb_130_163-width] => 82
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-2-89x177.png
[thumb_232_177-width] => 89
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-2-328x650.png
[thumb_272_325-width] => 328
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-2-174x346.png
[thumb_271_346-width] => 174
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-2-137x271.png
[thumb_271_271-width] => 137
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-2-87x172.png
[thumb_272_172-width] => 87
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-2-232x461.png
[thumb_372_461-width] => 232
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-2-252x500.png
[thumb_372_500-width] => 252
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-2-136x270.png
[thumb_385_270-width] => 136
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-2-122x241.png
[thumb_416_241-width] => 122
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-2-207x410.png
[thumb_448_410-width] => 207
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-2-413x820.png
[thumb_448_410_retina-width] => 413
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-2-193x382.png
[thumb_574_382-width] => 193
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-2-199x395.png
[thumb_776_395-width] => 199
[thumb_776_395-height] => 395
) ) )
T1: Course Specific Value Prop
Array
(
[0] => Array
(
[ID] => 12313
[id] => 12313
[title] => Variation_1-1.png
[filename] => Variation_1-1.png
[filesize] => 217335
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-1.png
[link] => https://www.nextafter.com/experiments/how-clarifying-the-value-proposition-affects-donations/attachment/variation_1-1-png/
[alt] =>
[author] => 6
[description] =>
[caption] =>
[name] => variation_1-1-png
[status] => inherit
[uploaded_to] => 12312
[date] => 2021-02-24 22:24:40
[modified] => 2021-02-24 22:24:40
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1440
[height] => 2745
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-1-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-1-157x300.png
[medium-width] => 157
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-1-768x1464.png
[medium_large-width] => 640
[medium_large-height] => 1220
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-1-537x1024.png
[large-width] => 537
[large-height] => 1024
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-1-806x1536.png
[1536x1536-width] => 806
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-1-1074x2048.png
[2048x2048-width] => 1074
[2048x2048-height] => 2048
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-1-600x400.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/Variation_1-1-600x600.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/Variation_1-1.png
[tp-image-grid-width] => 367
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-1-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-1-26x50.png
[admin-width] => 26
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-1.png
[full-width] => 1440
[full-height] => 2745
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-1-372x709.png
[thumb_372-width] => 372
[thumb_372-height] => 709
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-1-328x625.png
[single_post_thumbnail-width] => 328
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-1-17x32.png
[thumb_32_32-width] => 17
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-1-25x48.png
[thumb_48_48-width] => 25
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-1-34x64.png
[thumb_64_64-width] => 34
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-1-67x128.png
[thumb_128_128-width] => 67
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-1-35x67.png
[thumb_122_67-width] => 35
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-1-80x153.png
[thumb_153_153-width] => 80
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-1-86x163.png
[thumb_130_163-width] => 86
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-1-93x177.png
[thumb_232_177-width] => 93
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-1-341x650.png
[thumb_272_325-width] => 341
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-1-182x346.png
[thumb_271_346-width] => 182
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-1-142x271.png
[thumb_271_271-width] => 142
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-1-90x172.png
[thumb_272_172-width] => 90
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-1-242x461.png
[thumb_372_461-width] => 242
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-1-262x500.png
[thumb_372_500-width] => 262
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-1-142x270.png
[thumb_385_270-width] => 142
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-1-126x241.png
[thumb_416_241-width] => 126
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-1-215x410.png
[thumb_448_410-width] => 215
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-1-430x820.png
[thumb_448_410_retina-width] => 430
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-1-200x382.png
[thumb_574_382-width] => 200
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-1-207x395.png
[thumb_776_395-width] => 207
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 12314
[id] => 12314
[title] => Control1-2.png
[filename] => Control1-2.png
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-2.png
[link] => https://www.nextafter.com/experiments/how-clarifying-the-value-proposition-affects-donations/attachment/control1-2-png/
[alt] =>
[author] => 6
[description] =>
[caption] =>
[name] => control1-2-png
[status] => inherit
[uploaded_to] => 12312
[date] => 2021-02-24 22:24:55
[modified] => 2021-02-24 22:24:55
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1440
[height] => 2856
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-2-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-2-151x300.png
[medium-width] => 151
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-2-768x1523.png
[medium_large-width] => 640
[medium_large-height] => 1269
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-2-516x1024.png
[large-width] => 516
[large-height] => 1024
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-2-774x1536.png
[1536x1536-width] => 774
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-2-1033x2048.png
[2048x2048-width] => 1033
[2048x2048-height] => 2048
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-2-600x400.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/Control1-2-600x600.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/Control1-2.png
[tp-image-grid-width] => 353
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-2-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-2-25x50.png
[admin-width] => 25
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-2.png
[full-width] => 1440
[full-height] => 2856
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-2-372x738.png
[thumb_372-width] => 372
[thumb_372-height] => 738
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-2-315x625.png
[single_post_thumbnail-width] => 315
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-2-16x32.png
[thumb_32_32-width] => 16
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-2-24x48.png
[thumb_48_48-width] => 24
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-2-32x64.png
[thumb_64_64-width] => 32
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-2-65x128.png
[thumb_128_128-width] => 65
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-2-34x67.png
[thumb_122_67-width] => 34
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-2-77x153.png
[thumb_153_153-width] => 77
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-2-82x163.png
[thumb_130_163-width] => 82
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-2-89x177.png
[thumb_232_177-width] => 89
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-2-328x650.png
[thumb_272_325-width] => 328
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-2-174x346.png
[thumb_271_346-width] => 174
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-2-137x271.png
[thumb_271_271-width] => 137
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-2-87x172.png
[thumb_272_172-width] => 87
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-2-232x461.png
[thumb_372_461-width] => 232
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-2-252x500.png
[thumb_372_500-width] => 252
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-2-136x270.png
[thumb_385_270-width] => 136
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-2-122x241.png
[thumb_416_241-width] => 122
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-2-207x410.png
[thumb_448_410-width] => 207
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-2-413x820.png
[thumb_448_410_retina-width] => 413
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-2-193x382.png
[thumb_574_382-width] => 193
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-2-199x395.png
[thumb_776_395-width] => 199
[thumb_776_395-height] => 395
) ) )
Results
This experiment has a required sample size of
3,156 in order to be valid. Since the experiment had a total sample size of
5,890, and
the level of confidence is not above 95% the experiment results are
not valid.
Key Learnings
This tells us that specificity does increase the force of the value proposition, which in turn increased donor conversion rate. This may not be the case with all of Hillsdale’s courses, but when attracting a new audience, we may need to be more educational in why the courses are presented, and how they are funded.