How placement of a thermometer affects donor conversion
Experiment ID: #4427
Hillsdale College
Experiment Summary
Timeframe: 06/30/2016 - 07/05/2016
Hillsdale College was nearing the end of their fiscal year-end fundraising campaign. Their email series included several “hard asks” in the email, or email content that asked for the donation, rather than simply trying to get readers to click through. This led to lower clickthrough rates and higher conversion rates.
They decided to try to incentivize users who had not clicked through yet to do so by inviting them to “come see the progress” made towards the goal. However, the thermometer that showed the progress was further down the page, since previous testing had shown that presenting the thermometer in proximity to the paragraph that stated the end date improved conversion.
Hillsdale hypothesized that moving the thermometer to the top of the page would instantly show users the gap between the goal and the amount raised, and would increase their motivation to help meet it.
They launched an A/B test to determine the most effective placement of the thermometer.
Research Question
Will higher thermometer placement increase donor conversion?
Design
C: Control
Array
(
[0] => Array
(
[ID] => 12876
[id] => 12876
[title] => Control-7.png
[filename] => Control-7.png
[filesize] => 705764
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7.png
[link] => https://www.nextafter.com/experiments/how-placement-of-a-thermometer-affects-donor-conversion/attachment/control-7-png/
[alt] =>
[author] => 6
[description] =>
[caption] =>
[name] => control-7-png
[status] => inherit
[uploaded_to] => 12875
[date] => 2021-02-25 04:58:23
[modified] => 2021-02-25 04:58:23
[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] => 3246
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-133x300.png
[medium-width] => 133
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-768x1731.png
[medium_large-width] => 640
[medium_large-height] => 1443
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-454x1024.png
[large-width] => 454
[large-height] => 1024
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-681x1536.png
[1536x1536-width] => 681
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-909x2048.png
[2048x2048-width] => 909
[2048x2048-height] => 2048
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-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/Control-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/Control-7.png
[tp-image-grid-width] => 311
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-22x50.png
[admin-width] => 22
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7.png
[full-width] => 1440
[full-height] => 3246
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-372x839.png
[thumb_372-width] => 372
[thumb_372-height] => 839
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-277x625.png
[single_post_thumbnail-width] => 277
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-14x32.png
[thumb_32_32-width] => 14
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-21x48.png
[thumb_48_48-width] => 21
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-28x64.png
[thumb_64_64-width] => 28
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-57x128.png
[thumb_128_128-width] => 57
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-30x67.png
[thumb_122_67-width] => 30
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-68x153.png
[thumb_153_153-width] => 68
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-72x163.png
[thumb_130_163-width] => 72
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-79x177.png
[thumb_232_177-width] => 79
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-288x650.png
[thumb_272_325-width] => 288
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-153x346.png
[thumb_271_346-width] => 153
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-120x271.png
[thumb_271_271-width] => 120
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-76x172.png
[thumb_272_172-width] => 76
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-205x461.png
[thumb_372_461-width] => 205
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-222x500.png
[thumb_372_500-width] => 222
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-120x270.png
[thumb_385_270-width] => 120
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-107x241.png
[thumb_416_241-width] => 107
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-182x410.png
[thumb_448_410-width] => 182
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-364x820.png
[thumb_448_410_retina-width] => 364
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-169x382.png
[thumb_574_382-width] => 169
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-175x395.png
[thumb_776_395-width] => 175
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 12877
[id] => 12877
[title] => Variation_1-7.png
[filename] => Variation_1-7.png
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-7.png
[link] => https://www.nextafter.com/experiments/how-placement-of-a-thermometer-affects-donor-conversion/attachment/variation_1-7-png/
[alt] =>
[author] => 6
[description] =>
[caption] =>
[name] => variation_1-7-png
[status] => inherit
[uploaded_to] => 12875
[date] => 2021-02-25 05:01:18
[modified] => 2021-02-25 05:01:18
[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] => 3277
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-7-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-7-132x300.png
[medium-width] => 132
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-7-768x1748.png
[medium_large-width] => 640
[medium_large-height] => 1457
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-7-450x1024.png
[large-width] => 450
[large-height] => 1024
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-7-675x1536.png
[1536x1536-width] => 675
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-7-900x2048.png
[2048x2048-width] => 900
[2048x2048-height] => 2048
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-7-600x400.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/Variation_1-7-600x600.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/Variation_1-7.png
[tp-image-grid-width] => 308
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-7-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-7-22x50.png
[admin-width] => 22
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-7.png
[full-width] => 1440
[full-height] => 3277
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-7-372x847.png
[thumb_372-width] => 372
[thumb_372-height] => 847
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-7-275x625.png
[single_post_thumbnail-width] => 275
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-7-14x32.png
[thumb_32_32-width] => 14
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-7-21x48.png
[thumb_48_48-width] => 21
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-7-28x64.png
[thumb_64_64-width] => 28
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-7-56x128.png
[thumb_128_128-width] => 56
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-7-29x67.png
[thumb_122_67-width] => 29
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-7-67x153.png
[thumb_153_153-width] => 67
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-7-72x163.png
[thumb_130_163-width] => 72
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-7-78x177.png
[thumb_232_177-width] => 78
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-7-286x650.png
[thumb_272_325-width] => 286
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-7-152x346.png
[thumb_271_346-width] => 152
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-7-119x271.png
[thumb_271_271-width] => 119
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-7-76x172.png
[thumb_272_172-width] => 76
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-7-203x461.png
[thumb_372_461-width] => 203
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-7-220x500.png
[thumb_372_500-width] => 220
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-7-119x270.png
[thumb_385_270-width] => 119
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-7-106x241.png
[thumb_416_241-width] => 106
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-7-180x410.png
[thumb_448_410-width] => 180
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-7-360x820.png
[thumb_448_410_retina-width] => 360
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-7-168x382.png
[thumb_574_382-width] => 168
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-7-174x395.png
[thumb_776_395-width] => 174
[thumb_776_395-height] => 395
) ) )
T1: Variation 1
Array
(
[0] => Array
(
[ID] => 12876
[id] => 12876
[title] => Control-7.png
[filename] => Control-7.png
[filesize] => 705764
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7.png
[link] => https://www.nextafter.com/experiments/how-placement-of-a-thermometer-affects-donor-conversion/attachment/control-7-png/
[alt] =>
[author] => 6
[description] =>
[caption] =>
[name] => control-7-png
[status] => inherit
[uploaded_to] => 12875
[date] => 2021-02-25 04:58:23
[modified] => 2021-02-25 04:58:23
[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] => 3246
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-133x300.png
[medium-width] => 133
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-768x1731.png
[medium_large-width] => 640
[medium_large-height] => 1443
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-454x1024.png
[large-width] => 454
[large-height] => 1024
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-681x1536.png
[1536x1536-width] => 681
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-909x2048.png
[2048x2048-width] => 909
[2048x2048-height] => 2048
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-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/Control-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/Control-7.png
[tp-image-grid-width] => 311
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-22x50.png
[admin-width] => 22
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7.png
[full-width] => 1440
[full-height] => 3246
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-372x839.png
[thumb_372-width] => 372
[thumb_372-height] => 839
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-277x625.png
[single_post_thumbnail-width] => 277
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-14x32.png
[thumb_32_32-width] => 14
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-21x48.png
[thumb_48_48-width] => 21
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-28x64.png
[thumb_64_64-width] => 28
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-57x128.png
[thumb_128_128-width] => 57
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-30x67.png
[thumb_122_67-width] => 30
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-68x153.png
[thumb_153_153-width] => 68
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-72x163.png
[thumb_130_163-width] => 72
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-79x177.png
[thumb_232_177-width] => 79
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-288x650.png
[thumb_272_325-width] => 288
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-153x346.png
[thumb_271_346-width] => 153
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-120x271.png
[thumb_271_271-width] => 120
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-76x172.png
[thumb_272_172-width] => 76
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-205x461.png
[thumb_372_461-width] => 205
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-222x500.png
[thumb_372_500-width] => 222
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-120x270.png
[thumb_385_270-width] => 120
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-107x241.png
[thumb_416_241-width] => 107
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-182x410.png
[thumb_448_410-width] => 182
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-364x820.png
[thumb_448_410_retina-width] => 364
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-169x382.png
[thumb_574_382-width] => 169
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-175x395.png
[thumb_776_395-width] => 175
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 12877
[id] => 12877
[title] => Variation_1-7.png
[filename] => Variation_1-7.png
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-7.png
[link] => https://www.nextafter.com/experiments/how-placement-of-a-thermometer-affects-donor-conversion/attachment/variation_1-7-png/
[alt] =>
[author] => 6
[description] =>
[caption] =>
[name] => variation_1-7-png
[status] => inherit
[uploaded_to] => 12875
[date] => 2021-02-25 05:01:18
[modified] => 2021-02-25 05:01:18
[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] => 3277
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-7-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-7-132x300.png
[medium-width] => 132
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-7-768x1748.png
[medium_large-width] => 640
[medium_large-height] => 1457
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-7-450x1024.png
[large-width] => 450
[large-height] => 1024
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-7-675x1536.png
[1536x1536-width] => 675
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-7-900x2048.png
[2048x2048-width] => 900
[2048x2048-height] => 2048
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-7-600x400.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/Variation_1-7-600x600.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/Variation_1-7.png
[tp-image-grid-width] => 308
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-7-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-7-22x50.png
[admin-width] => 22
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-7.png
[full-width] => 1440
[full-height] => 3277
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-7-372x847.png
[thumb_372-width] => 372
[thumb_372-height] => 847
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-7-275x625.png
[single_post_thumbnail-width] => 275
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-7-14x32.png
[thumb_32_32-width] => 14
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-7-21x48.png
[thumb_48_48-width] => 21
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-7-28x64.png
[thumb_64_64-width] => 28
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-7-56x128.png
[thumb_128_128-width] => 56
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-7-29x67.png
[thumb_122_67-width] => 29
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-7-67x153.png
[thumb_153_153-width] => 67
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-7-72x163.png
[thumb_130_163-width] => 72
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-7-78x177.png
[thumb_232_177-width] => 78
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-7-286x650.png
[thumb_272_325-width] => 286
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-7-152x346.png
[thumb_271_346-width] => 152
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-7-119x271.png
[thumb_271_271-width] => 119
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-7-76x172.png
[thumb_272_172-width] => 76
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-7-203x461.png
[thumb_372_461-width] => 203
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-7-220x500.png
[thumb_372_500-width] => 220
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-7-119x270.png
[thumb_385_270-width] => 119
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-7-106x241.png
[thumb_416_241-width] => 106
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-7-180x410.png
[thumb_448_410-width] => 180
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-7-360x820.png
[thumb_448_410_retina-width] => 360
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-7-168x382.png
[thumb_574_382-width] => 168
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-7-174x395.png
[thumb_776_395-width] => 174
[thumb_776_395-height] => 395
) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 15.9% | ||
| T1: | Variation 1 | 12.8% | -19.8% | 97.4% |
This experiment has a required sample size of 949 in order to be valid. Since the experiment had a total sample size of 2,441, 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
× 19.8% decrease in conversion rate
× 0% increase in average gift
Key Learnings
The higher thermometer placement produced a 19.8% decrease in conversion on the donation page. This could tell us a few things:
- That moving the thermometer to the top gave the “payoff” of the email away. People clicked through just to see progress, and since they were able to instantly see that in the treatment, they didn’t engage with the page.
- The thermometer adds the most value when it is closest to the paragraph that mentions the deadline. This is basic contextualization—any page element performs better in context than out of context.
This also reminds us that the thermometer is just a device—it doesn’t convey value proposition on its own. That task is left to the copy, and if we want our readers to absorb the value proposition, we must engage them with the copy.