How “hero-focused” language affects donor conversion
Experiment ID: #98384
CaringBridge
Experiment Summary
Ended On: 06/22/2022
Donors are heroes. Or, so the common logic goes. CaringBridge had heard over and over again at conferences and speaking engagements how important it is to make the donor feel like a hero. So, they decided to test it themselves.
In their first appeal for their anniversary campaign, they had a very personal story from the campaign manager. They decided to replace this copy with copy that highlighted the donor as the hero.
They tested this by splitting their email file in half and sending one treatment to each half.
Research Question
We believe that leveraging hero language for previous donors will achieve an increase in conversion rate.
Design
C: Control
Array
(
[0] => Array
(
[ID] => 31504
[id] => 31504
[title] => Control.JPG
[filename] => Control-939.jpg
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-939.jpg
[link] => https://www.nextafter.com/experiments/how-hero-focused-language-affects-donor-conversion/attachment/control-jpg-949/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-jpg-949
[status] => inherit
[uploaded_to] => 31498
[date] => 2022-08-23 04:13:04
[modified] => 2022-08-23 04:13:04
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 968
[height] => 706
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-939-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-939-300x219.jpg
[medium-width] => 300
[medium-height] => 219
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-939-768x560.jpg
[medium_large-width] => 640
[medium_large-height] => 467
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-939.jpg
[large-width] => 640
[large-height] => 467
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-939.jpg
[1536x1536-width] => 968
[1536x1536-height] => 706
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-939.jpg
[2048x2048-width] => 968
[2048x2048-height] => 706
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-939-600x400.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-939-600x600.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/Control-939.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 511
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-939-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-939-50x36.jpg
[admin-width] => 50
[admin-height] => 36
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-939.jpg
[full-width] => 968
[full-height] => 706
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-939-372x271.jpg
[thumb_372-width] => 372
[thumb_372-height] => 271
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-939-857x625.jpg
[single_post_thumbnail-width] => 857
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-939-32x23.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 23
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-939-48x35.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 35
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-939-64x47.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 47
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-939-128x93.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 93
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-939-92x67.jpg
[thumb_122_67-width] => 92
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-939-153x112.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 112
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-939-130x95.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 95
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-939-232x169.jpg
[thumb_232_177-width] => 232
[thumb_232_177-height] => 169
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-939-544x397.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 397
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-939-271x198.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 198
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-939-271x198.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 198
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-939-236x172.jpg
[thumb_272_172-width] => 236
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-939-372x271.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 271
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-939-372x271.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 271
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-939-370x270.jpg
[thumb_385_270-width] => 370
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-939-330x241.jpg
[thumb_416_241-width] => 330
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-939-448x327.jpg
[thumb_448_410-width] => 448
[thumb_448_410-height] => 327
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-939-896x653.jpg
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 653
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-939-524x382.jpg
[thumb_574_382-width] => 524
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-939-542x395.jpg
[thumb_776_395-width] => 542
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 31509
[id] => 31509
[title] => Treatment_#1.JPG
[filename] => Treatment_1-455.jpg
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-455.jpg
[link] => https://www.nextafter.com/experiments/how-hero-focused-language-affects-donor-conversion/attachment/treatment_1-jpg-475/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => treatment_1-jpg-475
[status] => inherit
[uploaded_to] => 31498
[date] => 2022-08-23 04:13:20
[modified] => 2022-08-23 04:13:20
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 951
[height] => 636
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-455-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-455-300x201.jpg
[medium-width] => 300
[medium-height] => 201
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-455-768x514.jpg
[medium_large-width] => 640
[medium_large-height] => 428
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-455.jpg
[large-width] => 640
[large-height] => 428
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-455.jpg
[1536x1536-width] => 951
[1536x1536-height] => 636
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-455.jpg
[2048x2048-width] => 951
[2048x2048-height] => 636
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-455-600x400.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/Treatment_1-455-600x600.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/Treatment_1-455.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 468
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-455-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-455-50x33.jpg
[admin-width] => 50
[admin-height] => 33
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-455.jpg
[full-width] => 951
[full-height] => 636
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-455-372x249.jpg
[thumb_372-width] => 372
[thumb_372-height] => 249
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-455-935x625.jpg
[single_post_thumbnail-width] => 935
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-455-32x21.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 21
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-455-48x32.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 32
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-455-64x43.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 43
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-455-128x86.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 86
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-455-100x67.jpg
[thumb_122_67-width] => 100
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-455-153x102.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 102
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-455-130x87.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 87
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-455-232x155.jpg
[thumb_232_177-width] => 232
[thumb_232_177-height] => 155
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-455-544x364.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 364
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-455-271x181.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 181
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-455-271x181.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 181
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-455-257x172.jpg
[thumb_272_172-width] => 257
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-455-372x249.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 249
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-455-372x249.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 249
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-455-385x257.jpg
[thumb_385_270-width] => 385
[thumb_385_270-height] => 257
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-455-360x241.jpg
[thumb_416_241-width] => 360
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-455-448x300.jpg
[thumb_448_410-width] => 448
[thumb_448_410-height] => 300
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-455-896x599.jpg
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 599
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-455-571x382.jpg
[thumb_574_382-width] => 571
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-455-591x395.jpg
[thumb_776_395-width] => 591
[thumb_776_395-height] => 395
) ) )
T1: Treatment #1
Array
(
[0] => Array
(
[ID] => 31504
[id] => 31504
[title] => Control.JPG
[filename] => Control-939.jpg
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-939.jpg
[link] => https://www.nextafter.com/experiments/how-hero-focused-language-affects-donor-conversion/attachment/control-jpg-949/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-jpg-949
[status] => inherit
[uploaded_to] => 31498
[date] => 2022-08-23 04:13:04
[modified] => 2022-08-23 04:13:04
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 968
[height] => 706
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-939-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-939-300x219.jpg
[medium-width] => 300
[medium-height] => 219
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-939-768x560.jpg
[medium_large-width] => 640
[medium_large-height] => 467
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-939.jpg
[large-width] => 640
[large-height] => 467
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-939.jpg
[1536x1536-width] => 968
[1536x1536-height] => 706
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-939.jpg
[2048x2048-width] => 968
[2048x2048-height] => 706
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-939-600x400.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-939-600x600.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/Control-939.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 511
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-939-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-939-50x36.jpg
[admin-width] => 50
[admin-height] => 36
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-939.jpg
[full-width] => 968
[full-height] => 706
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-939-372x271.jpg
[thumb_372-width] => 372
[thumb_372-height] => 271
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-939-857x625.jpg
[single_post_thumbnail-width] => 857
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-939-32x23.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 23
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-939-48x35.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 35
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-939-64x47.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 47
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-939-128x93.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 93
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-939-92x67.jpg
[thumb_122_67-width] => 92
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-939-153x112.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 112
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-939-130x95.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 95
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-939-232x169.jpg
[thumb_232_177-width] => 232
[thumb_232_177-height] => 169
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-939-544x397.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 397
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-939-271x198.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 198
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-939-271x198.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 198
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-939-236x172.jpg
[thumb_272_172-width] => 236
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-939-372x271.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 271
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-939-372x271.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 271
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-939-370x270.jpg
[thumb_385_270-width] => 370
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-939-330x241.jpg
[thumb_416_241-width] => 330
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-939-448x327.jpg
[thumb_448_410-width] => 448
[thumb_448_410-height] => 327
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-939-896x653.jpg
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 653
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-939-524x382.jpg
[thumb_574_382-width] => 524
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-939-542x395.jpg
[thumb_776_395-width] => 542
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 31509
[id] => 31509
[title] => Treatment_#1.JPG
[filename] => Treatment_1-455.jpg
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-455.jpg
[link] => https://www.nextafter.com/experiments/how-hero-focused-language-affects-donor-conversion/attachment/treatment_1-jpg-475/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => treatment_1-jpg-475
[status] => inherit
[uploaded_to] => 31498
[date] => 2022-08-23 04:13:20
[modified] => 2022-08-23 04:13:20
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 951
[height] => 636
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-455-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-455-300x201.jpg
[medium-width] => 300
[medium-height] => 201
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-455-768x514.jpg
[medium_large-width] => 640
[medium_large-height] => 428
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-455.jpg
[large-width] => 640
[large-height] => 428
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-455.jpg
[1536x1536-width] => 951
[1536x1536-height] => 636
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-455.jpg
[2048x2048-width] => 951
[2048x2048-height] => 636
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-455-600x400.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/Treatment_1-455-600x600.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/Treatment_1-455.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 468
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-455-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-455-50x33.jpg
[admin-width] => 50
[admin-height] => 33
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-455.jpg
[full-width] => 951
[full-height] => 636
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-455-372x249.jpg
[thumb_372-width] => 372
[thumb_372-height] => 249
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-455-935x625.jpg
[single_post_thumbnail-width] => 935
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-455-32x21.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 21
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-455-48x32.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 32
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-455-64x43.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 43
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-455-128x86.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 86
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-455-100x67.jpg
[thumb_122_67-width] => 100
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-455-153x102.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 102
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-455-130x87.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 87
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-455-232x155.jpg
[thumb_232_177-width] => 232
[thumb_232_177-height] => 155
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-455-544x364.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 364
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-455-271x181.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 181
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-455-271x181.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 181
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-455-257x172.jpg
[thumb_272_172-width] => 257
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-455-372x249.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 249
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-455-372x249.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 249
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-455-385x257.jpg
[thumb_385_270-width] => 385
[thumb_385_270-height] => 257
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-455-360x241.jpg
[thumb_416_241-width] => 360
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-455-448x300.jpg
[thumb_448_410-width] => 448
[thumb_448_410-height] => 300
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-455-896x599.jpg
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 599
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-455-571x382.jpg
[thumb_574_382-width] => 571
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-455-591x395.jpg
[thumb_776_395-width] => 591
[thumb_776_395-height] => 395
) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.42% | ||
| T1: | Treatment #1 | 0.50% | 18.1% | 79.0% |
This experiment has a required sample size of 60,182 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
While the results weren’t statistically valid, there was a directional lift using the “hero” copy that focused the attention on the donors.
This will need to be re-tested, but signs point to the fact that giving the donor a sort of platitude that makes them feel good can increase results.