How increasing clarity that a content offer is free affects donor conversion
Experiment ID: #57555
Focus on the Family
Experiment Summary
Timeframe: 04/16/2021 - 05/20/2021
Focus on the Family had been receiving complaints that people didn’t know the video series was free and they believed they needed to make a donation to get the series. We tested one iteration of a donation page that increased the use of the word free in conjunction with the video series. That test decreased donations by 20%.
For the second iteration, we focused more on clarity and addressing the reader specifically, rather than increasing the reference to the series being free. You can see the enhanced test language below. This was a 50/50 A/B test that ran for four weeks.
Research Question
We believe that making it clear a content offer is free, while tying that to value proposition, will not decrease giving.
Design
C: Control
Array
(
[0] => Array
(
[ID] => 20145
[id] => 20145
[title] => Control.png
[filename] => Control-595.png
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-595.png
[link] => https://www.nextafter.com/experiments/how-increasing-clarity-that-a-content-offer-is-free-affects-donor-conversion/attachment/control-png-644/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-png-644
[status] => inherit
[uploaded_to] => 19156
[date] => 2021-08-04 10:39:03
[modified] => 2021-08-04 10:39:03
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 2880
[height] => 8280
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-595-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-595-104x300.png
[medium-width] => 104
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-595-768x2208.png
[medium_large-width] => 640
[medium_large-height] => 1840
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-595-356x1024.png
[large-width] => 356
[large-height] => 1024
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-595-534x1536.png
[1536x1536-width] => 534
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-595-712x2048.png
[2048x2048-width] => 712
[2048x2048-height] => 2048
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-595-600x400.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-595-600x600.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-595.png
[tp-image-grid-width] => 243
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-595-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-595-17x50.png
[admin-width] => 17
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-595.png
[full-width] => 2880
[full-height] => 8280
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-595-372x1070.png
[thumb_372-width] => 372
[thumb_372-height] => 1070
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-595-217x625.png
[single_post_thumbnail-width] => 217
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-595-11x32.png
[thumb_32_32-width] => 11
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-595-17x48.png
[thumb_48_48-width] => 17
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-595-22x64.png
[thumb_64_64-width] => 22
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-595-45x128.png
[thumb_128_128-width] => 45
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-595-23x67.png
[thumb_122_67-width] => 23
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-595-53x153.png
[thumb_153_153-width] => 53
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-595-57x163.png
[thumb_130_163-width] => 57
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-595-62x177.png
[thumb_232_177-width] => 62
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-595-226x650.png
[thumb_272_325-width] => 226
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-595-120x346.png
[thumb_271_346-width] => 120
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-595-94x271.png
[thumb_271_271-width] => 94
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-595-60x172.png
[thumb_272_172-width] => 60
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-595-160x461.png
[thumb_372_461-width] => 160
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-595-174x500.png
[thumb_372_500-width] => 174
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-595-94x270.png
[thumb_385_270-width] => 94
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-595-84x241.png
[thumb_416_241-width] => 84
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-595-143x410.png
[thumb_448_410-width] => 143
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-595-285x820.png
[thumb_448_410_retina-width] => 285
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-595-133x382.png
[thumb_574_382-width] => 133
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-595-137x395.png
[thumb_776_395-width] => 137
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 20137
[id] => 20137
[title] => No_donation_necessary.png
[filename] => No_donation_necessary-7.png
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_donation_necessary-7.png
[link] => https://www.nextafter.com/experiments/how-increasing-clarity-that-a-content-offer-is-free-affects-donor-conversion/attachment/no_donation_necessary-png-8/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => no_donation_necessary-png-8
[status] => inherit
[uploaded_to] => 19156
[date] => 2021-08-04 10:32:47
[modified] => 2021-08-04 10:32:47
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 2880
[height] => 8376
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_donation_necessary-7-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_donation_necessary-7-103x300.png
[medium-width] => 103
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_donation_necessary-7-768x2234.png
[medium_large-width] => 640
[medium_large-height] => 1862
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_donation_necessary-7-352x1024.png
[large-width] => 352
[large-height] => 1024
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_donation_necessary-7-528x1536.png
[1536x1536-width] => 528
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_donation_necessary-7-704x2048.png
[2048x2048-width] => 704
[2048x2048-height] => 2048
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_donation_necessary-7-600x400.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/No_donation_necessary-7-600x600.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/No_donation_necessary-7.png
[tp-image-grid-width] => 241
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_donation_necessary-7-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_donation_necessary-7-17x50.png
[admin-width] => 17
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_donation_necessary-7.png
[full-width] => 2880
[full-height] => 8376
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_donation_necessary-7-372x1082.png
[thumb_372-width] => 372
[thumb_372-height] => 1082
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_donation_necessary-7-215x625.png
[single_post_thumbnail-width] => 215
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_donation_necessary-7-11x32.png
[thumb_32_32-width] => 11
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_donation_necessary-7-17x48.png
[thumb_48_48-width] => 17
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_donation_necessary-7-22x64.png
[thumb_64_64-width] => 22
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_donation_necessary-7-44x128.png
[thumb_128_128-width] => 44
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_donation_necessary-7-23x67.png
[thumb_122_67-width] => 23
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_donation_necessary-7-53x153.png
[thumb_153_153-width] => 53
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_donation_necessary-7-56x163.png
[thumb_130_163-width] => 56
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_donation_necessary-7-61x177.png
[thumb_232_177-width] => 61
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_donation_necessary-7-223x650.png
[thumb_272_325-width] => 223
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_donation_necessary-7-119x346.png
[thumb_271_346-width] => 119
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_donation_necessary-7-93x271.png
[thumb_271_271-width] => 93
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_donation_necessary-7-59x172.png
[thumb_272_172-width] => 59
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_donation_necessary-7-159x461.png
[thumb_372_461-width] => 159
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_donation_necessary-7-172x500.png
[thumb_372_500-width] => 172
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_donation_necessary-7-93x270.png
[thumb_385_270-width] => 93
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_donation_necessary-7-83x241.png
[thumb_416_241-width] => 83
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_donation_necessary-7-141x410.png
[thumb_448_410-width] => 141
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_donation_necessary-7-282x820.png
[thumb_448_410_retina-width] => 282
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_donation_necessary-7-131x382.png
[thumb_574_382-width] => 131
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_donation_necessary-7-136x395.png
[thumb_776_395-width] => 136
[thumb_776_395-height] => 395
) ) )
T1: No donation necessary
Array
(
[0] => Array
(
[ID] => 20145
[id] => 20145
[title] => Control.png
[filename] => Control-595.png
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-595.png
[link] => https://www.nextafter.com/experiments/how-increasing-clarity-that-a-content-offer-is-free-affects-donor-conversion/attachment/control-png-644/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-png-644
[status] => inherit
[uploaded_to] => 19156
[date] => 2021-08-04 10:39:03
[modified] => 2021-08-04 10:39:03
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 2880
[height] => 8280
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-595-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-595-104x300.png
[medium-width] => 104
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-595-768x2208.png
[medium_large-width] => 640
[medium_large-height] => 1840
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-595-356x1024.png
[large-width] => 356
[large-height] => 1024
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-595-534x1536.png
[1536x1536-width] => 534
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-595-712x2048.png
[2048x2048-width] => 712
[2048x2048-height] => 2048
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-595-600x400.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-595-600x600.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-595.png
[tp-image-grid-width] => 243
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-595-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-595-17x50.png
[admin-width] => 17
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-595.png
[full-width] => 2880
[full-height] => 8280
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-595-372x1070.png
[thumb_372-width] => 372
[thumb_372-height] => 1070
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-595-217x625.png
[single_post_thumbnail-width] => 217
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-595-11x32.png
[thumb_32_32-width] => 11
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-595-17x48.png
[thumb_48_48-width] => 17
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-595-22x64.png
[thumb_64_64-width] => 22
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-595-45x128.png
[thumb_128_128-width] => 45
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-595-23x67.png
[thumb_122_67-width] => 23
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-595-53x153.png
[thumb_153_153-width] => 53
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-595-57x163.png
[thumb_130_163-width] => 57
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-595-62x177.png
[thumb_232_177-width] => 62
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-595-226x650.png
[thumb_272_325-width] => 226
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-595-120x346.png
[thumb_271_346-width] => 120
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-595-94x271.png
[thumb_271_271-width] => 94
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-595-60x172.png
[thumb_272_172-width] => 60
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-595-160x461.png
[thumb_372_461-width] => 160
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-595-174x500.png
[thumb_372_500-width] => 174
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-595-94x270.png
[thumb_385_270-width] => 94
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-595-84x241.png
[thumb_416_241-width] => 84
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-595-143x410.png
[thumb_448_410-width] => 143
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-595-285x820.png
[thumb_448_410_retina-width] => 285
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-595-133x382.png
[thumb_574_382-width] => 133
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-595-137x395.png
[thumb_776_395-width] => 137
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 20137
[id] => 20137
[title] => No_donation_necessary.png
[filename] => No_donation_necessary-7.png
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_donation_necessary-7.png
[link] => https://www.nextafter.com/experiments/how-increasing-clarity-that-a-content-offer-is-free-affects-donor-conversion/attachment/no_donation_necessary-png-8/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => no_donation_necessary-png-8
[status] => inherit
[uploaded_to] => 19156
[date] => 2021-08-04 10:32:47
[modified] => 2021-08-04 10:32:47
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 2880
[height] => 8376
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_donation_necessary-7-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_donation_necessary-7-103x300.png
[medium-width] => 103
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_donation_necessary-7-768x2234.png
[medium_large-width] => 640
[medium_large-height] => 1862
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_donation_necessary-7-352x1024.png
[large-width] => 352
[large-height] => 1024
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_donation_necessary-7-528x1536.png
[1536x1536-width] => 528
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_donation_necessary-7-704x2048.png
[2048x2048-width] => 704
[2048x2048-height] => 2048
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_donation_necessary-7-600x400.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/No_donation_necessary-7-600x600.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/No_donation_necessary-7.png
[tp-image-grid-width] => 241
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_donation_necessary-7-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_donation_necessary-7-17x50.png
[admin-width] => 17
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_donation_necessary-7.png
[full-width] => 2880
[full-height] => 8376
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_donation_necessary-7-372x1082.png
[thumb_372-width] => 372
[thumb_372-height] => 1082
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_donation_necessary-7-215x625.png
[single_post_thumbnail-width] => 215
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_donation_necessary-7-11x32.png
[thumb_32_32-width] => 11
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_donation_necessary-7-17x48.png
[thumb_48_48-width] => 17
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_donation_necessary-7-22x64.png
[thumb_64_64-width] => 22
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_donation_necessary-7-44x128.png
[thumb_128_128-width] => 44
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_donation_necessary-7-23x67.png
[thumb_122_67-width] => 23
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_donation_necessary-7-53x153.png
[thumb_153_153-width] => 53
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_donation_necessary-7-56x163.png
[thumb_130_163-width] => 56
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_donation_necessary-7-61x177.png
[thumb_232_177-width] => 61
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_donation_necessary-7-223x650.png
[thumb_272_325-width] => 223
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_donation_necessary-7-119x346.png
[thumb_271_346-width] => 119
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_donation_necessary-7-93x271.png
[thumb_271_271-width] => 93
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_donation_necessary-7-59x172.png
[thumb_272_172-width] => 59
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_donation_necessary-7-159x461.png
[thumb_372_461-width] => 159
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_donation_necessary-7-172x500.png
[thumb_372_500-width] => 172
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_donation_necessary-7-93x270.png
[thumb_385_270-width] => 93
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_donation_necessary-7-83x241.png
[thumb_416_241-width] => 83
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_donation_necessary-7-141x410.png
[thumb_448_410-width] => 141
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_donation_necessary-7-282x820.png
[thumb_448_410_retina-width] => 282
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_donation_necessary-7-131x382.png
[thumb_574_382-width] => 131
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_donation_necessary-7-136x395.png
[thumb_776_395-width] => 136
[thumb_776_395-height] => 395
) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 6.8% | $0.00 | ||
| T1: | No donation necessary | 7.8% | 14.3% | 36.9% | $0.00 |
This experiment has a required sample size of 5,493 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
This iteration of the test didn’t decrease donations by any level of confidence while it increased clarity that the reader did not have to donate to receive the video series. We will be rolling this language out to their other instant donation pages.