How relevant evidentials affects donor conversion
Experiment ID: #3104
Hillsdale College
Experiment Summary
Timeframe: 01/20/2016 - 02/02/2016
After registering for their free The Presidency and the Constitution course, subscribers are taken to a thank you page with the option to make an immediate gift to Hillsdale College. This immediate conversion page explains why the course is offered for free. The reason relates back to the founding principles of Hillsdale and their desire to educate more individuals on the Constitution and the liberties it promises to the American public.
With the current presidential elections beginning to kick into high gear, we had the hypothesis that if we focused these statements on educating more Americans on the powers and responsibilities of the President, it would be more relevant to the subscriber. The belief was that this increased relevancy would lead to an increase in donations.
Research Question
Which list of evidentials will lead to the highest donor conversion rate?
Design
C: Constitution-focus evidentials
Array
(
[0] => Array
(
[ID] => 12437
[id] => 12437
[title] => Control-4.png
[filename] => Control-4.png
[filesize] => 150478
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4.png
[link] => https://www.nextafter.com/experiments/how-relevant-evidentials-affects-donor-conversion/attachment/control-4-png/
[alt] =>
[author] => 6
[description] =>
[caption] =>
[name] => control-4-png
[status] => inherit
[uploaded_to] => 12436
[date] => 2021-02-24 23:53:42
[modified] => 2021-02-24 23:53:42
[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] => 3149
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4-137x300.png
[medium-width] => 137
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4-768x1679.png
[medium_large-width] => 640
[medium_large-height] => 1399
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4-468x1024.png
[large-width] => 468
[large-height] => 1024
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4-702x1536.png
[1536x1536-width] => 702
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4-937x2048.png
[2048x2048-width] => 937
[2048x2048-height] => 2048
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4-600x400.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-4-600x600.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-4.png
[tp-image-grid-width] => 320
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4-23x50.png
[admin-width] => 23
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4.png
[full-width] => 1440
[full-height] => 3149
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4-372x813.png
[thumb_372-width] => 372
[thumb_372-height] => 813
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4-286x625.png
[single_post_thumbnail-width] => 286
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4-15x32.png
[thumb_32_32-width] => 15
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4-22x48.png
[thumb_48_48-width] => 22
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4-29x64.png
[thumb_64_64-width] => 29
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4-59x128.png
[thumb_128_128-width] => 59
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4-31x67.png
[thumb_122_67-width] => 31
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4-70x153.png
[thumb_153_153-width] => 70
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4-75x163.png
[thumb_130_163-width] => 75
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4-81x177.png
[thumb_232_177-width] => 81
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4-297x650.png
[thumb_272_325-width] => 297
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4-158x346.png
[thumb_271_346-width] => 158
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4-124x271.png
[thumb_271_271-width] => 124
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4-79x172.png
[thumb_272_172-width] => 79
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4-211x461.png
[thumb_372_461-width] => 211
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4-229x500.png
[thumb_372_500-width] => 229
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4-123x270.png
[thumb_385_270-width] => 123
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4-110x241.png
[thumb_416_241-width] => 110
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4-187x410.png
[thumb_448_410-width] => 187
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4-375x820.png
[thumb_448_410_retina-width] => 375
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4-175x382.png
[thumb_574_382-width] => 175
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4-181x395.png
[thumb_776_395-width] => 181
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 12438
[id] => 12438
[title] => Variation_1-2.png
[filename] => Variation_1-2.png
[filesize] => 274390
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-2.png
[link] => https://www.nextafter.com/experiments/how-relevant-evidentials-affects-donor-conversion/attachment/variation_1-2-png/
[alt] =>
[author] => 6
[description] =>
[caption] =>
[name] => variation_1-2-png
[status] => inherit
[uploaded_to] => 12436
[date] => 2021-02-24 23:56:51
[modified] => 2021-02-24 23:56:51
[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] => 3125
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-2-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-2-138x300.png
[medium-width] => 138
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-2-768x1667.png
[medium_large-width] => 640
[medium_large-height] => 1389
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-2-472x1024.png
[large-width] => 472
[large-height] => 1024
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-2-708x1536.png
[1536x1536-width] => 708
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-2-944x2048.png
[2048x2048-width] => 944
[2048x2048-height] => 2048
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-2-600x400.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_1-2-600x600.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_1-2.png
[tp-image-grid-width] => 323
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-2-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-2-23x50.png
[admin-width] => 23
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-2.png
[full-width] => 1440
[full-height] => 3125
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-2-372x807.png
[thumb_372-width] => 372
[thumb_372-height] => 807
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-2-288x625.png
[single_post_thumbnail-width] => 288
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-2-15x32.png
[thumb_32_32-width] => 15
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-2-22x48.png
[thumb_48_48-width] => 22
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-2-29x64.png
[thumb_64_64-width] => 29
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-2-59x128.png
[thumb_128_128-width] => 59
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-2-31x67.png
[thumb_122_67-width] => 31
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-2-71x153.png
[thumb_153_153-width] => 71
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-2-75x163.png
[thumb_130_163-width] => 75
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-2-82x177.png
[thumb_232_177-width] => 82
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-2-300x650.png
[thumb_272_325-width] => 300
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-2-159x346.png
[thumb_271_346-width] => 159
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-2-125x271.png
[thumb_271_271-width] => 125
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-2-79x172.png
[thumb_272_172-width] => 79
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-2-212x461.png
[thumb_372_461-width] => 212
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-2-230x500.png
[thumb_372_500-width] => 230
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-2-124x270.png
[thumb_385_270-width] => 124
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-2-111x241.png
[thumb_416_241-width] => 111
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-2-189x410.png
[thumb_448_410-width] => 189
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-2-378x820.png
[thumb_448_410_retina-width] => 378
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-2-176x382.png
[thumb_574_382-width] => 176
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-2-182x395.png
[thumb_776_395-width] => 182
[thumb_776_395-height] => 395
) ) )
T1: Presidency-focused evidentials
Array
(
[0] => Array
(
[ID] => 12437
[id] => 12437
[title] => Control-4.png
[filename] => Control-4.png
[filesize] => 150478
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4.png
[link] => https://www.nextafter.com/experiments/how-relevant-evidentials-affects-donor-conversion/attachment/control-4-png/
[alt] =>
[author] => 6
[description] =>
[caption] =>
[name] => control-4-png
[status] => inherit
[uploaded_to] => 12436
[date] => 2021-02-24 23:53:42
[modified] => 2021-02-24 23:53:42
[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] => 3149
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4-137x300.png
[medium-width] => 137
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4-768x1679.png
[medium_large-width] => 640
[medium_large-height] => 1399
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4-468x1024.png
[large-width] => 468
[large-height] => 1024
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4-702x1536.png
[1536x1536-width] => 702
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4-937x2048.png
[2048x2048-width] => 937
[2048x2048-height] => 2048
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4-600x400.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-4-600x600.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-4.png
[tp-image-grid-width] => 320
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4-23x50.png
[admin-width] => 23
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4.png
[full-width] => 1440
[full-height] => 3149
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4-372x813.png
[thumb_372-width] => 372
[thumb_372-height] => 813
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4-286x625.png
[single_post_thumbnail-width] => 286
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4-15x32.png
[thumb_32_32-width] => 15
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4-22x48.png
[thumb_48_48-width] => 22
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4-29x64.png
[thumb_64_64-width] => 29
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4-59x128.png
[thumb_128_128-width] => 59
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4-31x67.png
[thumb_122_67-width] => 31
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4-70x153.png
[thumb_153_153-width] => 70
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4-75x163.png
[thumb_130_163-width] => 75
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4-81x177.png
[thumb_232_177-width] => 81
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4-297x650.png
[thumb_272_325-width] => 297
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4-158x346.png
[thumb_271_346-width] => 158
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4-124x271.png
[thumb_271_271-width] => 124
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4-79x172.png
[thumb_272_172-width] => 79
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4-211x461.png
[thumb_372_461-width] => 211
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4-229x500.png
[thumb_372_500-width] => 229
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4-123x270.png
[thumb_385_270-width] => 123
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4-110x241.png
[thumb_416_241-width] => 110
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4-187x410.png
[thumb_448_410-width] => 187
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4-375x820.png
[thumb_448_410_retina-width] => 375
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4-175x382.png
[thumb_574_382-width] => 175
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4-181x395.png
[thumb_776_395-width] => 181
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 12438
[id] => 12438
[title] => Variation_1-2.png
[filename] => Variation_1-2.png
[filesize] => 274390
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-2.png
[link] => https://www.nextafter.com/experiments/how-relevant-evidentials-affects-donor-conversion/attachment/variation_1-2-png/
[alt] =>
[author] => 6
[description] =>
[caption] =>
[name] => variation_1-2-png
[status] => inherit
[uploaded_to] => 12436
[date] => 2021-02-24 23:56:51
[modified] => 2021-02-24 23:56:51
[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] => 3125
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-2-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-2-138x300.png
[medium-width] => 138
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-2-768x1667.png
[medium_large-width] => 640
[medium_large-height] => 1389
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-2-472x1024.png
[large-width] => 472
[large-height] => 1024
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-2-708x1536.png
[1536x1536-width] => 708
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-2-944x2048.png
[2048x2048-width] => 944
[2048x2048-height] => 2048
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-2-600x400.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_1-2-600x600.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_1-2.png
[tp-image-grid-width] => 323
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-2-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-2-23x50.png
[admin-width] => 23
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-2.png
[full-width] => 1440
[full-height] => 3125
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-2-372x807.png
[thumb_372-width] => 372
[thumb_372-height] => 807
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-2-288x625.png
[single_post_thumbnail-width] => 288
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-2-15x32.png
[thumb_32_32-width] => 15
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-2-22x48.png
[thumb_48_48-width] => 22
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-2-29x64.png
[thumb_64_64-width] => 29
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-2-59x128.png
[thumb_128_128-width] => 59
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-2-31x67.png
[thumb_122_67-width] => 31
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-2-71x153.png
[thumb_153_153-width] => 71
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-2-75x163.png
[thumb_130_163-width] => 75
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-2-82x177.png
[thumb_232_177-width] => 82
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-2-300x650.png
[thumb_272_325-width] => 300
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-2-159x346.png
[thumb_271_346-width] => 159
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-2-125x271.png
[thumb_271_271-width] => 125
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-2-79x172.png
[thumb_272_172-width] => 79
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-2-212x461.png
[thumb_372_461-width] => 212
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-2-230x500.png
[thumb_372_500-width] => 230
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-2-124x270.png
[thumb_385_270-width] => 124
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-2-111x241.png
[thumb_416_241-width] => 111
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-2-189x410.png
[thumb_448_410-width] => 189
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-2-378x820.png
[thumb_448_410_retina-width] => 378
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-2-176x382.png
[thumb_574_382-width] => 176
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-2-182x395.png
[thumb_776_395-width] => 182
[thumb_776_395-height] => 395
) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Constitution-focus evidentials | 5.7% | $55.54 | ||
| T1: | Presidency-focused evidentials | 7.3% | 26.7% | 98.5% | $59.58 |
This experiment has a required sample size of 1,986 in order to be valid. Since the experiment had a total sample size of 6,127, 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
× 26.7% increase in conversion rate
× 7.3% increase in average gift
36.0% increase in revenue
Key Learnings
The more relevant evidentials that focused on the powers and responsibilities of the presidency led to a 26.7% increase to the donor conversion rate. By relating Hillsdale’s value proposition back to a more relevant topic, we were able to increase the strength of their value proposition in the donors’ minds.