How expanding the value proposition on the broadcast donation page impacts conversion.
Experiment ID: #6144
Focus on the Family
Experiment Summary
Timeframe: 06/26/2018 - 07/03/2018
In a previous experiment, Focus on the Family tested the copy used on a call-to-action button on their broadcast pages. They tested “Give Now” vs a more value-focused button “Get Your Resource Here”. The treatment increased clicks to the donation page by 64.7%. While this is a great metric to look at, it doesn’t tell the full story. We ultimately wanted to increase donations and revenue, not just clicks. When we analyzed the test results even more, we found that while the treatment significantly increased the number of people getting to the donation page, it decreased donor conversion by 4%. So to build on this experiment, we proposed expanding the value proposition on the donation page to more clearly communicate that people would get the resource when they made a gift to the organization. We also included copy about what their gift would help achieve to strengthen our message. The “Give Now” button went to the original donation page with minimal value proposition copy and the “Get Your Resource Here” button went to the expanded value proposition donation page.
Research Question
Would expanding the value proposition on the donation page impact donor conversion?
Design
C: Give Now
Array
(
[0] => Array
(
[ID] => 34743
[id] => 34743
[title] => Give_Now.jpg
[filename] => Give_Now-10.jpg
[filesize] => 88645
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Give_Now-10.jpg
[link] => https://www.nextafter.com/experiments/how-expanding-the-value-proposition-on-the-broadcast-donation-page-impacts-conversion/attachment/give_now-jpg-10/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => give_now-jpg-10
[status] => inherit
[uploaded_to] => 15146
[date] => 2022-10-12 16:53:29
[modified] => 2022-10-12 16:53:29
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 945
[height] => 673
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Give_Now-10-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Give_Now-10-300x214.jpg
[medium-width] => 300
[medium-height] => 214
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Give_Now-10-768x547.jpg
[medium_large-width] => 640
[medium_large-height] => 456
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Give_Now-10.jpg
[large-width] => 640
[large-height] => 456
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Give_Now-10.jpg
[1536x1536-width] => 945
[1536x1536-height] => 673
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Give_Now-10.jpg
[2048x2048-width] => 945
[2048x2048-height] => 673
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Give_Now-10-600x400.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/Give_Now-10-600x600.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/Give_Now-10.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 499
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Give_Now-10-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Give_Now-10-50x36.jpg
[admin-width] => 50
[admin-height] => 36
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Give_Now-10.jpg
[full-width] => 945
[full-height] => 673
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Give_Now-10-372x265.jpg
[thumb_372-width] => 372
[thumb_372-height] => 265
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Give_Now-10-878x625.jpg
[single_post_thumbnail-width] => 878
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Give_Now-10-32x23.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 23
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Give_Now-10-48x34.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 34
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Give_Now-10-64x46.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 46
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Give_Now-10-128x91.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 91
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Give_Now-10-94x67.jpg
[thumb_122_67-width] => 94
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Give_Now-10-153x109.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 109
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Give_Now-10-130x93.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 93
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Give_Now-10-232x165.jpg
[thumb_232_177-width] => 232
[thumb_232_177-height] => 165
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Give_Now-10-544x387.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 387
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Give_Now-10-271x193.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 193
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Give_Now-10-271x193.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 193
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Give_Now-10-242x172.jpg
[thumb_272_172-width] => 242
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Give_Now-10-372x265.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 265
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Give_Now-10-372x265.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 265
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Give_Now-10-379x270.jpg
[thumb_385_270-width] => 379
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Give_Now-10-338x241.jpg
[thumb_416_241-width] => 338
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Give_Now-10-448x319.jpg
[thumb_448_410-width] => 448
[thumb_448_410-height] => 319
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Give_Now-10-896x638.jpg
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 638
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Give_Now-10-536x382.jpg
[thumb_574_382-width] => 536
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Give_Now-10-555x395.jpg
[thumb_776_395-width] => 555
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 34746
[id] => 34746
[title] => Get_Your_Resource_Here_Button.jpg
[filename] => Get_Your_Resource_Here_Button-3.jpg
[filesize] => 99197
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Get_Your_Resource_Here_Button-3.jpg
[link] => https://www.nextafter.com/experiments/how-expanding-the-value-proposition-on-the-broadcast-donation-page-impacts-conversion/attachment/get_your_resource_here_button-jpg-4/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => get_your_resource_here_button-jpg-4
[status] => inherit
[uploaded_to] => 15146
[date] => 2022-10-12 16:53:47
[modified] => 2022-10-12 16:53:47
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 791
[height] => 635
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Get_Your_Resource_Here_Button-3-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Get_Your_Resource_Here_Button-3-300x241.jpg
[medium-width] => 300
[medium-height] => 241
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Get_Your_Resource_Here_Button-3-768x617.jpg
[medium_large-width] => 640
[medium_large-height] => 514
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Get_Your_Resource_Here_Button-3.jpg
[large-width] => 640
[large-height] => 514
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Get_Your_Resource_Here_Button-3.jpg
[1536x1536-width] => 791
[1536x1536-height] => 635
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Get_Your_Resource_Here_Button-3.jpg
[2048x2048-width] => 791
[2048x2048-height] => 635
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Get_Your_Resource_Here_Button-3-600x400.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/Get_Your_Resource_Here_Button-3-600x600.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/Get_Your_Resource_Here_Button-3.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 562
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Get_Your_Resource_Here_Button-3-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Get_Your_Resource_Here_Button-3-50x40.jpg
[admin-width] => 50
[admin-height] => 40
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Get_Your_Resource_Here_Button-3.jpg
[full-width] => 791
[full-height] => 635
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Get_Your_Resource_Here_Button-3-372x299.jpg
[thumb_372-width] => 372
[thumb_372-height] => 299
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Get_Your_Resource_Here_Button-3-779x625.jpg
[single_post_thumbnail-width] => 779
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Get_Your_Resource_Here_Button-3-32x26.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 26
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Get_Your_Resource_Here_Button-3-48x39.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 39
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Get_Your_Resource_Here_Button-3-64x51.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 51
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Get_Your_Resource_Here_Button-3-128x103.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 103
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Get_Your_Resource_Here_Button-3-83x67.jpg
[thumb_122_67-width] => 83
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Get_Your_Resource_Here_Button-3-153x123.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 123
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Get_Your_Resource_Here_Button-3-130x104.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 104
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Get_Your_Resource_Here_Button-3-220x177.jpg
[thumb_232_177-width] => 220
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Get_Your_Resource_Here_Button-3-544x437.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 437
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Get_Your_Resource_Here_Button-3-271x218.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 218
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Get_Your_Resource_Here_Button-3-271x218.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 218
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Get_Your_Resource_Here_Button-3-214x172.jpg
[thumb_272_172-width] => 214
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Get_Your_Resource_Here_Button-3-372x299.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 299
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Get_Your_Resource_Here_Button-3-372x299.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 299
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Get_Your_Resource_Here_Button-3-336x270.jpg
[thumb_385_270-width] => 336
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Get_Your_Resource_Here_Button-3-300x241.jpg
[thumb_416_241-width] => 300
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Get_Your_Resource_Here_Button-3-448x360.jpg
[thumb_448_410-width] => 448
[thumb_448_410-height] => 360
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Get_Your_Resource_Here_Button-3.jpg
[thumb_448_410_retina-width] => 791
[thumb_448_410_retina-height] => 635
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Get_Your_Resource_Here_Button-3-476x382.jpg
[thumb_574_382-width] => 476
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Get_Your_Resource_Here_Button-3-492x395.jpg
[thumb_776_395-width] => 492
[thumb_776_395-height] => 395
) ) )
T1: Get Your Resource Here Button
Array
(
[0] => Array
(
[ID] => 34743
[id] => 34743
[title] => Give_Now.jpg
[filename] => Give_Now-10.jpg
[filesize] => 88645
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Give_Now-10.jpg
[link] => https://www.nextafter.com/experiments/how-expanding-the-value-proposition-on-the-broadcast-donation-page-impacts-conversion/attachment/give_now-jpg-10/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => give_now-jpg-10
[status] => inherit
[uploaded_to] => 15146
[date] => 2022-10-12 16:53:29
[modified] => 2022-10-12 16:53:29
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 945
[height] => 673
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Give_Now-10-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Give_Now-10-300x214.jpg
[medium-width] => 300
[medium-height] => 214
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Give_Now-10-768x547.jpg
[medium_large-width] => 640
[medium_large-height] => 456
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Give_Now-10.jpg
[large-width] => 640
[large-height] => 456
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Give_Now-10.jpg
[1536x1536-width] => 945
[1536x1536-height] => 673
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Give_Now-10.jpg
[2048x2048-width] => 945
[2048x2048-height] => 673
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Give_Now-10-600x400.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/Give_Now-10-600x600.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/Give_Now-10.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 499
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Give_Now-10-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Give_Now-10-50x36.jpg
[admin-width] => 50
[admin-height] => 36
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Give_Now-10.jpg
[full-width] => 945
[full-height] => 673
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Give_Now-10-372x265.jpg
[thumb_372-width] => 372
[thumb_372-height] => 265
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Give_Now-10-878x625.jpg
[single_post_thumbnail-width] => 878
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Give_Now-10-32x23.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 23
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Give_Now-10-48x34.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 34
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Give_Now-10-64x46.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 46
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Give_Now-10-128x91.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 91
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Give_Now-10-94x67.jpg
[thumb_122_67-width] => 94
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Give_Now-10-153x109.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 109
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Give_Now-10-130x93.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 93
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Give_Now-10-232x165.jpg
[thumb_232_177-width] => 232
[thumb_232_177-height] => 165
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Give_Now-10-544x387.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 387
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Give_Now-10-271x193.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 193
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Give_Now-10-271x193.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 193
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Give_Now-10-242x172.jpg
[thumb_272_172-width] => 242
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Give_Now-10-372x265.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 265
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Give_Now-10-372x265.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 265
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Give_Now-10-379x270.jpg
[thumb_385_270-width] => 379
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Give_Now-10-338x241.jpg
[thumb_416_241-width] => 338
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Give_Now-10-448x319.jpg
[thumb_448_410-width] => 448
[thumb_448_410-height] => 319
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Give_Now-10-896x638.jpg
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 638
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Give_Now-10-536x382.jpg
[thumb_574_382-width] => 536
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Give_Now-10-555x395.jpg
[thumb_776_395-width] => 555
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 34746
[id] => 34746
[title] => Get_Your_Resource_Here_Button.jpg
[filename] => Get_Your_Resource_Here_Button-3.jpg
[filesize] => 99197
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Get_Your_Resource_Here_Button-3.jpg
[link] => https://www.nextafter.com/experiments/how-expanding-the-value-proposition-on-the-broadcast-donation-page-impacts-conversion/attachment/get_your_resource_here_button-jpg-4/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => get_your_resource_here_button-jpg-4
[status] => inherit
[uploaded_to] => 15146
[date] => 2022-10-12 16:53:47
[modified] => 2022-10-12 16:53:47
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 791
[height] => 635
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Get_Your_Resource_Here_Button-3-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Get_Your_Resource_Here_Button-3-300x241.jpg
[medium-width] => 300
[medium-height] => 241
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Get_Your_Resource_Here_Button-3-768x617.jpg
[medium_large-width] => 640
[medium_large-height] => 514
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Get_Your_Resource_Here_Button-3.jpg
[large-width] => 640
[large-height] => 514
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Get_Your_Resource_Here_Button-3.jpg
[1536x1536-width] => 791
[1536x1536-height] => 635
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Get_Your_Resource_Here_Button-3.jpg
[2048x2048-width] => 791
[2048x2048-height] => 635
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Get_Your_Resource_Here_Button-3-600x400.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/Get_Your_Resource_Here_Button-3-600x600.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/Get_Your_Resource_Here_Button-3.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 562
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Get_Your_Resource_Here_Button-3-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Get_Your_Resource_Here_Button-3-50x40.jpg
[admin-width] => 50
[admin-height] => 40
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Get_Your_Resource_Here_Button-3.jpg
[full-width] => 791
[full-height] => 635
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Get_Your_Resource_Here_Button-3-372x299.jpg
[thumb_372-width] => 372
[thumb_372-height] => 299
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Get_Your_Resource_Here_Button-3-779x625.jpg
[single_post_thumbnail-width] => 779
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Get_Your_Resource_Here_Button-3-32x26.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 26
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Get_Your_Resource_Here_Button-3-48x39.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 39
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Get_Your_Resource_Here_Button-3-64x51.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 51
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Get_Your_Resource_Here_Button-3-128x103.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 103
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Get_Your_Resource_Here_Button-3-83x67.jpg
[thumb_122_67-width] => 83
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Get_Your_Resource_Here_Button-3-153x123.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 123
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Get_Your_Resource_Here_Button-3-130x104.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 104
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Get_Your_Resource_Here_Button-3-220x177.jpg
[thumb_232_177-width] => 220
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Get_Your_Resource_Here_Button-3-544x437.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 437
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Get_Your_Resource_Here_Button-3-271x218.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 218
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Get_Your_Resource_Here_Button-3-271x218.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 218
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Get_Your_Resource_Here_Button-3-214x172.jpg
[thumb_272_172-width] => 214
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Get_Your_Resource_Here_Button-3-372x299.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 299
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Get_Your_Resource_Here_Button-3-372x299.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 299
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Get_Your_Resource_Here_Button-3-336x270.jpg
[thumb_385_270-width] => 336
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Get_Your_Resource_Here_Button-3-300x241.jpg
[thumb_416_241-width] => 300
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Get_Your_Resource_Here_Button-3-448x360.jpg
[thumb_448_410-width] => 448
[thumb_448_410-height] => 360
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Get_Your_Resource_Here_Button-3.jpg
[thumb_448_410_retina-width] => 791
[thumb_448_410_retina-height] => 635
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Get_Your_Resource_Here_Button-3-476x382.jpg
[thumb_574_382-width] => 476
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Get_Your_Resource_Here_Button-3-492x395.jpg
[thumb_776_395-width] => 492
[thumb_776_395-height] => 395
) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Give Now | 1.1% | ||
| T1: | Get Your Resource Here Button | 0.85% | -22.5% | 96.6% |
This experiment has a required sample size of 12,120 in order to be valid. Since the experiment had a total sample size of 28,612, 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
× 22.5% decrease in conversion rate
× 0% increase in average gift
Key Learnings
The expanded value proposition still didn’t increase donor conversion. In fact, we saw an even greater decrease in donor conversion of 22%. What this tells us is that the weak part of the conversion funnel is before they get to the donation page. We know that the value-focused copy on the treatment button increases clicks, but maybe providing clarity on the button itself would help increase donor conversion. Not only should we communicate with people at that point in the conversion funnel that they will get the resource by clicking on the button, but that they will “Get Your Resource Here When You Give a Gift of Any Amount”. This is what we will test next.