Luther Seminary
How sending users to a campaign specific donation page during a high urgency campaign affects donor conversion rate
Experiment ID: #108648
Luther Seminary
Experiment Summary
Timeframe: 09/30/2022 - 10/20/2022
Luther Seminary is running the bi-annual Working Preacher campaign.
Previously during high-urgency campaigns, they have always sent their users to the main donation page on workingpreacher.org which has many friction opportunities (navigation away from the page) and limited value proposition.
They wanted to test building a completely separate campaign donation that has more value proposition on why someone should give to the Working Preacher campaign and what Working Preacher will do for you (the donor).
We set up this experiment with the new copy and removed the extra friction (navigation) from the page as well.
Research Question
We believe that using a campaign specific donation page for people in a high urgency campaign will achieve a higher donor conversion rate.
Design
C: Control
Array
(
[0] => Array
(
[ID] => 37388
[id] => 37388
[title] => Control.png
[filename] => Control-2716.png
[filesize] => 423239
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2716.png
[link] => https://www.nextafter.com/experiments/how-sending-users-to-a-campaign-specific-donation-page-during-a-high-urgency-campaign-affects-donor-conversion-rate/attachment/control-png-3076/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-png-3076
[status] => inherit
[uploaded_to] => 37378
[date] => 2022-10-17 18:53:20
[modified] => 2022-10-17 18:53:20
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 2070
[height] => 2694
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2716-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2716-231x300.png
[medium-width] => 231
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2716-768x1000.png
[medium_large-width] => 640
[medium_large-height] => 833
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2716-787x1024.png
[large-width] => 640
[large-height] => 833
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2716-1180x1536.png
[1536x1536-width] => 1180
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2716-1574x2048.png
[2048x2048-width] => 1574
[2048x2048-height] => 2048
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2716-600x400.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-2716-600x600.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-2716.png
[tp-image-grid-width] => 538
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2716-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2716-38x50.png
[admin-width] => 38
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2716.png
[full-width] => 2070
[full-height] => 2694
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2716-372x484.png
[thumb_372-width] => 372
[thumb_372-height] => 484
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2716-480x625.png
[single_post_thumbnail-width] => 480
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2716-25x32.png
[thumb_32_32-width] => 25
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2716-37x48.png
[thumb_48_48-width] => 37
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2716-49x64.png
[thumb_64_64-width] => 49
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2716-98x128.png
[thumb_128_128-width] => 98
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2716-51x67.png
[thumb_122_67-width] => 51
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2716-118x153.png
[thumb_153_153-width] => 118
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2716-125x163.png
[thumb_130_163-width] => 125
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2716-136x177.png
[thumb_232_177-width] => 136
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2716-499x650.png
[thumb_272_325-width] => 499
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2716-266x346.png
[thumb_271_346-width] => 266
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2716-208x271.png
[thumb_271_271-width] => 208
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2716-132x172.png
[thumb_272_172-width] => 132
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2716-354x461.png
[thumb_372_461-width] => 354
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2716-372x484.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 484
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2716-207x270.png
[thumb_385_270-width] => 207
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2716-185x241.png
[thumb_416_241-width] => 185
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2716-315x410.png
[thumb_448_410-width] => 315
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2716-630x820.png
[thumb_448_410_retina-width] => 630
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2716-294x382.png
[thumb_574_382-width] => 294
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2716-304x395.png
[thumb_776_395-width] => 304
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 37387
[id] => 37387
[title] => Campaign_Focused_Donation_Page.png
[filename] => Campaign_Focused_Donation_Page-2.png
[filesize] => 445057
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Focused_Donation_Page-2.png
[link] => https://www.nextafter.com/experiments/how-sending-users-to-a-campaign-specific-donation-page-during-a-high-urgency-campaign-affects-donor-conversion-rate/attachment/campaign_focused_donation_page-png-4/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => campaign_focused_donation_page-png-4
[status] => inherit
[uploaded_to] => 37378
[date] => 2022-10-17 18:53:13
[modified] => 2022-10-17 18:53:13
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 2070
[height] => 2458
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Focused_Donation_Page-2-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Focused_Donation_Page-2-253x300.png
[medium-width] => 253
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Focused_Donation_Page-2-768x912.png
[medium_large-width] => 640
[medium_large-height] => 760
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Focused_Donation_Page-2-862x1024.png
[large-width] => 640
[large-height] => 760
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Focused_Donation_Page-2-1294x1536.png
[1536x1536-width] => 1294
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Focused_Donation_Page-2-1725x2048.png
[2048x2048-width] => 1725
[2048x2048-height] => 2048
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Focused_Donation_Page-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/Campaign_Focused_Donation_Page-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/Campaign_Focused_Donation_Page-2.png
[tp-image-grid-width] => 590
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Focused_Donation_Page-2-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Focused_Donation_Page-2-42x50.png
[admin-width] => 42
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Focused_Donation_Page-2.png
[full-width] => 2070
[full-height] => 2458
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Focused_Donation_Page-2-372x442.png
[thumb_372-width] => 372
[thumb_372-height] => 442
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Focused_Donation_Page-2-526x625.png
[single_post_thumbnail-width] => 526
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Focused_Donation_Page-2-27x32.png
[thumb_32_32-width] => 27
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Focused_Donation_Page-2-40x48.png
[thumb_48_48-width] => 40
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Focused_Donation_Page-2-54x64.png
[thumb_64_64-width] => 54
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Focused_Donation_Page-2-108x128.png
[thumb_128_128-width] => 108
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Focused_Donation_Page-2-56x67.png
[thumb_122_67-width] => 56
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Focused_Donation_Page-2-129x153.png
[thumb_153_153-width] => 129
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Focused_Donation_Page-2-130x154.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 154
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Focused_Donation_Page-2-149x177.png
[thumb_232_177-width] => 149
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Focused_Donation_Page-2-544x646.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 646
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Focused_Donation_Page-2-271x322.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 322
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Focused_Donation_Page-2-228x271.png
[thumb_271_271-width] => 228
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Focused_Donation_Page-2-145x172.png
[thumb_272_172-width] => 145
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Focused_Donation_Page-2-372x442.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 442
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Focused_Donation_Page-2-372x442.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 442
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Focused_Donation_Page-2-227x270.png
[thumb_385_270-width] => 227
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Focused_Donation_Page-2-203x241.png
[thumb_416_241-width] => 203
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Focused_Donation_Page-2-345x410.png
[thumb_448_410-width] => 345
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Focused_Donation_Page-2-691x820.png
[thumb_448_410_retina-width] => 691
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Focused_Donation_Page-2-322x382.png
[thumb_574_382-width] => 322
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Focused_Donation_Page-2-333x395.png
[thumb_776_395-width] => 333
[thumb_776_395-height] => 395
) ) )
T1: Campaign Focused Donation Page
Array
(
[0] => Array
(
[ID] => 37388
[id] => 37388
[title] => Control.png
[filename] => Control-2716.png
[filesize] => 423239
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2716.png
[link] => https://www.nextafter.com/experiments/how-sending-users-to-a-campaign-specific-donation-page-during-a-high-urgency-campaign-affects-donor-conversion-rate/attachment/control-png-3076/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-png-3076
[status] => inherit
[uploaded_to] => 37378
[date] => 2022-10-17 18:53:20
[modified] => 2022-10-17 18:53:20
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 2070
[height] => 2694
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2716-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2716-231x300.png
[medium-width] => 231
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2716-768x1000.png
[medium_large-width] => 640
[medium_large-height] => 833
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2716-787x1024.png
[large-width] => 640
[large-height] => 833
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2716-1180x1536.png
[1536x1536-width] => 1180
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2716-1574x2048.png
[2048x2048-width] => 1574
[2048x2048-height] => 2048
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2716-600x400.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-2716-600x600.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-2716.png
[tp-image-grid-width] => 538
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2716-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2716-38x50.png
[admin-width] => 38
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2716.png
[full-width] => 2070
[full-height] => 2694
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2716-372x484.png
[thumb_372-width] => 372
[thumb_372-height] => 484
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2716-480x625.png
[single_post_thumbnail-width] => 480
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2716-25x32.png
[thumb_32_32-width] => 25
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2716-37x48.png
[thumb_48_48-width] => 37
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2716-49x64.png
[thumb_64_64-width] => 49
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2716-98x128.png
[thumb_128_128-width] => 98
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2716-51x67.png
[thumb_122_67-width] => 51
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2716-118x153.png
[thumb_153_153-width] => 118
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2716-125x163.png
[thumb_130_163-width] => 125
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2716-136x177.png
[thumb_232_177-width] => 136
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2716-499x650.png
[thumb_272_325-width] => 499
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2716-266x346.png
[thumb_271_346-width] => 266
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2716-208x271.png
[thumb_271_271-width] => 208
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2716-132x172.png
[thumb_272_172-width] => 132
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2716-354x461.png
[thumb_372_461-width] => 354
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2716-372x484.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 484
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2716-207x270.png
[thumb_385_270-width] => 207
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2716-185x241.png
[thumb_416_241-width] => 185
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2716-315x410.png
[thumb_448_410-width] => 315
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2716-630x820.png
[thumb_448_410_retina-width] => 630
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2716-294x382.png
[thumb_574_382-width] => 294
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2716-304x395.png
[thumb_776_395-width] => 304
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 37387
[id] => 37387
[title] => Campaign_Focused_Donation_Page.png
[filename] => Campaign_Focused_Donation_Page-2.png
[filesize] => 445057
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Focused_Donation_Page-2.png
[link] => https://www.nextafter.com/experiments/how-sending-users-to-a-campaign-specific-donation-page-during-a-high-urgency-campaign-affects-donor-conversion-rate/attachment/campaign_focused_donation_page-png-4/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => campaign_focused_donation_page-png-4
[status] => inherit
[uploaded_to] => 37378
[date] => 2022-10-17 18:53:13
[modified] => 2022-10-17 18:53:13
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 2070
[height] => 2458
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Focused_Donation_Page-2-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Focused_Donation_Page-2-253x300.png
[medium-width] => 253
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Focused_Donation_Page-2-768x912.png
[medium_large-width] => 640
[medium_large-height] => 760
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Focused_Donation_Page-2-862x1024.png
[large-width] => 640
[large-height] => 760
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Focused_Donation_Page-2-1294x1536.png
[1536x1536-width] => 1294
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Focused_Donation_Page-2-1725x2048.png
[2048x2048-width] => 1725
[2048x2048-height] => 2048
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Focused_Donation_Page-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/Campaign_Focused_Donation_Page-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/Campaign_Focused_Donation_Page-2.png
[tp-image-grid-width] => 590
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Focused_Donation_Page-2-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Focused_Donation_Page-2-42x50.png
[admin-width] => 42
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Focused_Donation_Page-2.png
[full-width] => 2070
[full-height] => 2458
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Focused_Donation_Page-2-372x442.png
[thumb_372-width] => 372
[thumb_372-height] => 442
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Focused_Donation_Page-2-526x625.png
[single_post_thumbnail-width] => 526
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Focused_Donation_Page-2-27x32.png
[thumb_32_32-width] => 27
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Focused_Donation_Page-2-40x48.png
[thumb_48_48-width] => 40
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Focused_Donation_Page-2-54x64.png
[thumb_64_64-width] => 54
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Focused_Donation_Page-2-108x128.png
[thumb_128_128-width] => 108
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Focused_Donation_Page-2-56x67.png
[thumb_122_67-width] => 56
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Focused_Donation_Page-2-129x153.png
[thumb_153_153-width] => 129
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Focused_Donation_Page-2-130x154.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 154
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Focused_Donation_Page-2-149x177.png
[thumb_232_177-width] => 149
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Focused_Donation_Page-2-544x646.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 646
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Focused_Donation_Page-2-271x322.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 322
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Focused_Donation_Page-2-228x271.png
[thumb_271_271-width] => 228
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Focused_Donation_Page-2-145x172.png
[thumb_272_172-width] => 145
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Focused_Donation_Page-2-372x442.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 442
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Focused_Donation_Page-2-372x442.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 442
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Focused_Donation_Page-2-227x270.png
[thumb_385_270-width] => 227
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Focused_Donation_Page-2-203x241.png
[thumb_416_241-width] => 203
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Focused_Donation_Page-2-345x410.png
[thumb_448_410-width] => 345
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Focused_Donation_Page-2-691x820.png
[thumb_448_410_retina-width] => 691
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Focused_Donation_Page-2-322x382.png
[thumb_574_382-width] => 322
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Focused_Donation_Page-2-333x395.png
[thumb_776_395-width] => 333
[thumb_776_395-height] => 395
) ) )
Results
This experiment has a required sample size of
8,362 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 experiment ran for over 17 days with more than 630 samples to test with. All in all, we did not see any significant changes in performance between the control donation page and the campaign-specific donation page. We only saw a decrease in conversion rate of 3.8% with only a 29% level of confidence.
We believe this is because they have a very targeted and invested audience of Working Preacher members and donors therefore adding the extra value proposition or removing the extra friction did not make an overall impact on the users’ decision to give to this campaign.
We will do further testing into the campaign-specific donation page by adding a countdown clock to provide more urgency toward the deadline.