How reducing visual friction on the donation page impacted donor conversion
Experiment ID: #6350
Alliance Defending Freedom
Experiment Summary
Timeframe: 03/14/2017 - 03/20/2017
We conducted a series of experiments on a handful of email list rentals prior to rolling out the message to a wide audience. Once we were confident in the tactic and messaging approach of the appeal, we rolled it out to a larger set of lists.
Research Question
Will a donation page with reduced navigation and a smaller donation form increase donor conversion?
Design
C: Original
Array
(
[0] => Array
(
[ID] => 13502
[id] => 13502
[title] => unnamed-file.C-14.png
[filename] => unnamed-file.C-14.png
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-14.png
[link] => https://www.nextafter.com/experiments/how-reducing-visual-friction-on-the-donation-page-impacted-donor-conversion/attachment/unnamed-file-c-14-png/
[alt] =>
[author] => 1
[description] =>
[caption] =>
[name] => unnamed-file-c-14-png
[status] => inherit
[uploaded_to] => 13501
[date] => 2021-02-25 06:20:20
[modified] => 2021-02-25 06:20:20
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 2545
[height] => 6378
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-14-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-14-120x300.png
[medium-width] => 120
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-14-768x1925.png
[medium_large-width] => 640
[medium_large-height] => 1604
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-14-409x1024.png
[large-width] => 409
[large-height] => 1024
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-14-613x1536.png
[1536x1536-width] => 613
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-14-817x2048.png
[2048x2048-width] => 817
[2048x2048-height] => 2048
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-14-600x400.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/unnamed-file.C-14-600x600.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/unnamed-file.C-14.png
[tp-image-grid-width] => 279
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-14-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-14-20x50.png
[admin-width] => 20
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-14.png
[full-width] => 2545
[full-height] => 6378
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-14-372x932.png
[thumb_372-width] => 372
[thumb_372-height] => 932
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-14-249x625.png
[single_post_thumbnail-width] => 249
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-14-13x32.png
[thumb_32_32-width] => 13
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-14-19x48.png
[thumb_48_48-width] => 19
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-14-26x64.png
[thumb_64_64-width] => 26
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-14-51x128.png
[thumb_128_128-width] => 51
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-14-27x67.png
[thumb_122_67-width] => 27
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-14-61x153.png
[thumb_153_153-width] => 61
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-14-65x163.png
[thumb_130_163-width] => 65
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-14-71x177.png
[thumb_232_177-width] => 71
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-14-259x650.png
[thumb_272_325-width] => 259
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-14-138x346.png
[thumb_271_346-width] => 138
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-14-108x271.png
[thumb_271_271-width] => 108
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-14-69x172.png
[thumb_272_172-width] => 69
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-14-184x461.png
[thumb_372_461-width] => 184
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-14-200x500.png
[thumb_372_500-width] => 200
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-14-108x270.png
[thumb_385_270-width] => 108
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-14-96x241.png
[thumb_416_241-width] => 96
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-14-164x410.png
[thumb_448_410-width] => 164
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-14-327x820.png
[thumb_448_410_retina-width] => 327
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-14-152x382.png
[thumb_574_382-width] => 152
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-14-158x395.png
[thumb_776_395-width] => 158
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 13503
[id] => 13503
[title] => T-11.png
[filename] => T-11.png
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-11.png
[link] => https://www.nextafter.com/experiments/how-reducing-visual-friction-on-the-donation-page-impacted-donor-conversion/attachment/t-11-png/
[alt] =>
[author] => 1
[description] =>
[caption] =>
[name] => t-11-png
[status] => inherit
[uploaded_to] => 13501
[date] => 2021-02-25 06:21:09
[modified] => 2021-02-25 06:21:09
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 2545
[height] => 4048
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-11-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-11-189x300.png
[medium-width] => 189
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-11-768x1222.png
[medium_large-width] => 640
[medium_large-height] => 1018
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-11-644x1024.png
[large-width] => 640
[large-height] => 1018
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-11-966x1536.png
[1536x1536-width] => 966
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-11-1288x2048.png
[2048x2048-width] => 1288
[2048x2048-height] => 2048
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-11-600x400.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/T-11-600x600.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/T-11.png
[tp-image-grid-width] => 440
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-11-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-11-31x50.png
[admin-width] => 31
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-11.png
[full-width] => 2545
[full-height] => 4048
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-11-372x592.png
[thumb_372-width] => 372
[thumb_372-height] => 592
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-11-393x625.png
[single_post_thumbnail-width] => 393
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-11-20x32.png
[thumb_32_32-width] => 20
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-11-30x48.png
[thumb_48_48-width] => 30
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-11-40x64.png
[thumb_64_64-width] => 40
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-11-80x128.png
[thumb_128_128-width] => 80
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-11-42x67.png
[thumb_122_67-width] => 42
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-11-96x153.png
[thumb_153_153-width] => 96
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-11-102x163.png
[thumb_130_163-width] => 102
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-11-111x177.png
[thumb_232_177-width] => 111
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-11-409x650.png
[thumb_272_325-width] => 409
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-11-218x346.png
[thumb_271_346-width] => 218
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-11-170x271.png
[thumb_271_271-width] => 170
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-11-108x172.png
[thumb_272_172-width] => 108
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-11-290x461.png
[thumb_372_461-width] => 290
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-11-314x500.png
[thumb_372_500-width] => 314
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-11-170x270.png
[thumb_385_270-width] => 170
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-11-152x241.png
[thumb_416_241-width] => 152
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-11-258x410.png
[thumb_448_410-width] => 258
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-11-516x820.png
[thumb_448_410_retina-width] => 516
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-11-240x382.png
[thumb_574_382-width] => 240
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-11-248x395.png
[thumb_776_395-width] => 248
[thumb_776_395-height] => 395
) ) )
T1: Reduce Friction / Nav
Array
(
[0] => Array
(
[ID] => 13502
[id] => 13502
[title] => unnamed-file.C-14.png
[filename] => unnamed-file.C-14.png
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-14.png
[link] => https://www.nextafter.com/experiments/how-reducing-visual-friction-on-the-donation-page-impacted-donor-conversion/attachment/unnamed-file-c-14-png/
[alt] =>
[author] => 1
[description] =>
[caption] =>
[name] => unnamed-file-c-14-png
[status] => inherit
[uploaded_to] => 13501
[date] => 2021-02-25 06:20:20
[modified] => 2021-02-25 06:20:20
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 2545
[height] => 6378
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-14-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-14-120x300.png
[medium-width] => 120
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-14-768x1925.png
[medium_large-width] => 640
[medium_large-height] => 1604
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-14-409x1024.png
[large-width] => 409
[large-height] => 1024
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-14-613x1536.png
[1536x1536-width] => 613
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-14-817x2048.png
[2048x2048-width] => 817
[2048x2048-height] => 2048
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-14-600x400.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/unnamed-file.C-14-600x600.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/unnamed-file.C-14.png
[tp-image-grid-width] => 279
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-14-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-14-20x50.png
[admin-width] => 20
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-14.png
[full-width] => 2545
[full-height] => 6378
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-14-372x932.png
[thumb_372-width] => 372
[thumb_372-height] => 932
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-14-249x625.png
[single_post_thumbnail-width] => 249
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-14-13x32.png
[thumb_32_32-width] => 13
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-14-19x48.png
[thumb_48_48-width] => 19
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-14-26x64.png
[thumb_64_64-width] => 26
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-14-51x128.png
[thumb_128_128-width] => 51
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-14-27x67.png
[thumb_122_67-width] => 27
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-14-61x153.png
[thumb_153_153-width] => 61
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-14-65x163.png
[thumb_130_163-width] => 65
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-14-71x177.png
[thumb_232_177-width] => 71
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-14-259x650.png
[thumb_272_325-width] => 259
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-14-138x346.png
[thumb_271_346-width] => 138
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-14-108x271.png
[thumb_271_271-width] => 108
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-14-69x172.png
[thumb_272_172-width] => 69
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-14-184x461.png
[thumb_372_461-width] => 184
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-14-200x500.png
[thumb_372_500-width] => 200
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-14-108x270.png
[thumb_385_270-width] => 108
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-14-96x241.png
[thumb_416_241-width] => 96
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-14-164x410.png
[thumb_448_410-width] => 164
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-14-327x820.png
[thumb_448_410_retina-width] => 327
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-14-152x382.png
[thumb_574_382-width] => 152
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/unnamed-file.C-14-158x395.png
[thumb_776_395-width] => 158
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 13503
[id] => 13503
[title] => T-11.png
[filename] => T-11.png
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-11.png
[link] => https://www.nextafter.com/experiments/how-reducing-visual-friction-on-the-donation-page-impacted-donor-conversion/attachment/t-11-png/
[alt] =>
[author] => 1
[description] =>
[caption] =>
[name] => t-11-png
[status] => inherit
[uploaded_to] => 13501
[date] => 2021-02-25 06:21:09
[modified] => 2021-02-25 06:21:09
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 2545
[height] => 4048
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-11-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-11-189x300.png
[medium-width] => 189
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-11-768x1222.png
[medium_large-width] => 640
[medium_large-height] => 1018
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-11-644x1024.png
[large-width] => 640
[large-height] => 1018
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-11-966x1536.png
[1536x1536-width] => 966
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-11-1288x2048.png
[2048x2048-width] => 1288
[2048x2048-height] => 2048
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-11-600x400.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/T-11-600x600.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/T-11.png
[tp-image-grid-width] => 440
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-11-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-11-31x50.png
[admin-width] => 31
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-11.png
[full-width] => 2545
[full-height] => 4048
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-11-372x592.png
[thumb_372-width] => 372
[thumb_372-height] => 592
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-11-393x625.png
[single_post_thumbnail-width] => 393
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-11-20x32.png
[thumb_32_32-width] => 20
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-11-30x48.png
[thumb_48_48-width] => 30
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-11-40x64.png
[thumb_64_64-width] => 40
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-11-80x128.png
[thumb_128_128-width] => 80
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-11-42x67.png
[thumb_122_67-width] => 42
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-11-96x153.png
[thumb_153_153-width] => 96
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-11-102x163.png
[thumb_130_163-width] => 102
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-11-111x177.png
[thumb_232_177-width] => 111
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-11-409x650.png
[thumb_272_325-width] => 409
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-11-218x346.png
[thumb_271_346-width] => 218
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-11-170x271.png
[thumb_271_271-width] => 170
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-11-108x172.png
[thumb_272_172-width] => 108
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-11-290x461.png
[thumb_372_461-width] => 290
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-11-314x500.png
[thumb_372_500-width] => 314
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-11-170x270.png
[thumb_385_270-width] => 170
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-11-152x241.png
[thumb_416_241-width] => 152
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-11-258x410.png
[thumb_448_410-width] => 258
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-11-516x820.png
[thumb_448_410_retina-width] => 516
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-11-240x382.png
[thumb_574_382-width] => 240
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-11-248x395.png
[thumb_776_395-width] => 248
[thumb_776_395-height] => 395
) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Original | 26.0% | ||
| T1: | Reduce Friction / Nav | 27.3% | 4.8% | 35.6% |
This experiment has a required sample size of 9,479 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
After the appeal was rolled out to five different email lists, we were still not able to achieve statistical significance with the test treatment. It would seem that the audience had such a high motivation that the navigational elements and form fields were not a significant source of friction.
However, it is worth pointing out that the desktop treatment saw a 14% lift in conversion (not statistically significant) while the mobile treatment was nearly identical to the control. This would seem to indicate that the navigation and form were more of a source of friction for desktop visitors than mobile. This makes sense given that the mobile design already has reduced navigation and the form would be nearly identical due to the responsive design.
To validate this hypothesis, we would need to test this again with a larger audience of desktop visitors.