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

 Treatment NameConv. RateRelative DifferenceConfidenceAverage Gift
C: Control 38.7%$0.00
T1: Campaign Focused Donation Page 37.2%-3.8% 29.7%$0.00

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.


Experiment Documented by NextAfter

Question about experiment #108648

If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.