Canadian Taxpayers Federation
How simplifying petition language impacted revenue
Experiment ID: #36508
Canadian Taxpayers Federation
Experiment Summary
Ended On: 04/23/2020
The Canadian Taxpayers Federation (CTF) is a federally incorporated, not-for-profit citizen’s group dedicated to lower taxes, less waste and accountable government.
As a part of their efforts to urge the Canadian federal government in their efforts to provide relief to Canadian citizens in response to COVID-19 (coronavirus), they put together an open letter campaign that allowed Canadian citizens to urge their lawmakers for fiscal responsibility in response to the pandemic.
The open letter was followed by an instant donation page which provided open letter signers to make a gift to help reach more people to sign the open letter.
Research Question
Would simplifying the contents of the open letter (by decreasing the evaluated “reading grade level” from 10th grade down to a 6th grade reading level) impact letter signature rates, donor conversion or revenue?
Design
C: Control - 10th Grade Reading Level
Array
(
[0] => Array
(
[ID] => 17360
[id] => 17360
[title] => Control_-_10th_Grade_Reading_Level-1.jpg
[filename] => Control_-_10th_Grade_Reading_Level-1.jpg
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_10th_Grade_Reading_Level-1.jpg
[link] => https://www.nextafter.com/experiments/how-simplifying-petition-language-impacted-revenue/attachment/control_-_10th_grade_reading_level-1-jpg/
[alt] =>
[author] => 16
[description] =>
[caption] =>
[name] => control_-_10th_grade_reading_level-1-jpg
[status] => inherit
[uploaded_to] => 17359
[date] => 2021-02-25 12:55:12
[modified] => 2021-02-25 12:55:12
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1543
[height] => 1496
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_10th_Grade_Reading_Level-1-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_10th_Grade_Reading_Level-1-300x291.jpg
[medium-width] => 300
[medium-height] => 291
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_10th_Grade_Reading_Level-1-768x745.jpg
[medium_large-width] => 640
[medium_large-height] => 621
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_10th_Grade_Reading_Level-1-1024x993.jpg
[large-width] => 640
[large-height] => 621
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_10th_Grade_Reading_Level-1-1536x1489.jpg
[1536x1536-width] => 1536
[1536x1536-height] => 1489
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_10th_Grade_Reading_Level-1.jpg
[2048x2048-width] => 1543
[2048x2048-height] => 1496
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_10th_Grade_Reading_Level-1-600x400.jpg
[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_-_10th_Grade_Reading_Level-1-600x600.jpg
[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_-_10th_Grade_Reading_Level-1.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 679
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_10th_Grade_Reading_Level-1-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_10th_Grade_Reading_Level-1-50x48.jpg
[admin-width] => 50
[admin-height] => 48
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_10th_Grade_Reading_Level-1.jpg
[full-width] => 1543
[full-height] => 1496
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_10th_Grade_Reading_Level-1-372x361.jpg
[thumb_372-width] => 372
[thumb_372-height] => 361
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_10th_Grade_Reading_Level-1-645x625.jpg
[single_post_thumbnail-width] => 645
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_10th_Grade_Reading_Level-1-32x32.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_10th_Grade_Reading_Level-1-48x48.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_10th_Grade_Reading_Level-1-64x62.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 62
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_10th_Grade_Reading_Level-1-128x124.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 124
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_10th_Grade_Reading_Level-1-69x67.jpg
[thumb_122_67-width] => 69
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_10th_Grade_Reading_Level-1-153x148.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 148
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_10th_Grade_Reading_Level-1-130x126.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 126
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_10th_Grade_Reading_Level-1-183x177.jpg
[thumb_232_177-width] => 183
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_10th_Grade_Reading_Level-1-544x527.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 527
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_10th_Grade_Reading_Level-1-271x263.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 263
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_10th_Grade_Reading_Level-1-271x263.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 263
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_10th_Grade_Reading_Level-1-177x172.jpg
[thumb_272_172-width] => 177
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_10th_Grade_Reading_Level-1-372x361.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 361
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_10th_Grade_Reading_Level-1-372x361.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 361
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_10th_Grade_Reading_Level-1-278x270.jpg
[thumb_385_270-width] => 278
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_10th_Grade_Reading_Level-1-249x241.jpg
[thumb_416_241-width] => 249
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_10th_Grade_Reading_Level-1-423x410.jpg
[thumb_448_410-width] => 423
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_10th_Grade_Reading_Level-1-846x820.jpg
[thumb_448_410_retina-width] => 846
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_10th_Grade_Reading_Level-1-394x382.jpg
[thumb_574_382-width] => 394
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_10th_Grade_Reading_Level-1-407x395.jpg
[thumb_776_395-width] => 407
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 17361
[id] => 17361
[title] => Treatment_-_6th_Grade_Reading_Level-1.jpg
[filename] => Treatment_-_6th_Grade_Reading_Level-1.jpg
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_6th_Grade_Reading_Level-1.jpg
[link] => https://www.nextafter.com/experiments/how-simplifying-petition-language-impacted-revenue/attachment/treatment_-_6th_grade_reading_level-1-jpg/
[alt] =>
[author] => 16
[description] =>
[caption] =>
[name] => treatment_-_6th_grade_reading_level-1-jpg
[status] => inherit
[uploaded_to] => 17359
[date] => 2021-02-25 12:55:27
[modified] => 2021-02-25 12:55:27
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1543
[height] => 1364
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_6th_Grade_Reading_Level-1-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_6th_Grade_Reading_Level-1-300x265.jpg
[medium-width] => 300
[medium-height] => 265
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_6th_Grade_Reading_Level-1-768x679.jpg
[medium_large-width] => 640
[medium_large-height] => 566
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_6th_Grade_Reading_Level-1-1024x905.jpg
[large-width] => 640
[large-height] => 566
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_6th_Grade_Reading_Level-1-1536x1358.jpg
[1536x1536-width] => 1536
[1536x1536-height] => 1358
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_6th_Grade_Reading_Level-1.jpg
[2048x2048-width] => 1543
[2048x2048-height] => 1364
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_6th_Grade_Reading_Level-1-600x400.jpg
[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/Treatment_-_6th_Grade_Reading_Level-1-600x600.jpg
[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/Treatment_-_6th_Grade_Reading_Level-1.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 619
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_6th_Grade_Reading_Level-1-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_6th_Grade_Reading_Level-1-50x44.jpg
[admin-width] => 50
[admin-height] => 44
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_6th_Grade_Reading_Level-1.jpg
[full-width] => 1543
[full-height] => 1364
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_6th_Grade_Reading_Level-1-372x329.jpg
[thumb_372-width] => 372
[thumb_372-height] => 329
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_6th_Grade_Reading_Level-1-707x625.jpg
[single_post_thumbnail-width] => 707
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_6th_Grade_Reading_Level-1-32x28.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 28
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_6th_Grade_Reading_Level-1-48x42.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 42
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_6th_Grade_Reading_Level-1-64x57.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 57
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_6th_Grade_Reading_Level-1-128x113.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 113
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_6th_Grade_Reading_Level-1-76x67.jpg
[thumb_122_67-width] => 76
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_6th_Grade_Reading_Level-1-153x135.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 135
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_6th_Grade_Reading_Level-1-130x115.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 115
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_6th_Grade_Reading_Level-1-200x177.jpg
[thumb_232_177-width] => 200
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_6th_Grade_Reading_Level-1-544x481.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 481
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_6th_Grade_Reading_Level-1-271x240.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 240
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_6th_Grade_Reading_Level-1-271x240.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 240
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_6th_Grade_Reading_Level-1-195x172.jpg
[thumb_272_172-width] => 195
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_6th_Grade_Reading_Level-1-372x329.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 329
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_6th_Grade_Reading_Level-1-372x329.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 329
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_6th_Grade_Reading_Level-1-305x270.jpg
[thumb_385_270-width] => 305
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_6th_Grade_Reading_Level-1-273x241.jpg
[thumb_416_241-width] => 273
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_6th_Grade_Reading_Level-1-448x396.jpg
[thumb_448_410-width] => 448
[thumb_448_410-height] => 396
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_6th_Grade_Reading_Level-1-896x792.jpg
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 792
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_6th_Grade_Reading_Level-1-432x382.jpg
[thumb_574_382-width] => 432
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_6th_Grade_Reading_Level-1-447x395.jpg
[thumb_776_395-width] => 447
[thumb_776_395-height] => 395
) ) )
T1: Treatment - 6th Grade Reading Level
Array
(
[0] => Array
(
[ID] => 17360
[id] => 17360
[title] => Control_-_10th_Grade_Reading_Level-1.jpg
[filename] => Control_-_10th_Grade_Reading_Level-1.jpg
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_10th_Grade_Reading_Level-1.jpg
[link] => https://www.nextafter.com/experiments/how-simplifying-petition-language-impacted-revenue/attachment/control_-_10th_grade_reading_level-1-jpg/
[alt] =>
[author] => 16
[description] =>
[caption] =>
[name] => control_-_10th_grade_reading_level-1-jpg
[status] => inherit
[uploaded_to] => 17359
[date] => 2021-02-25 12:55:12
[modified] => 2021-02-25 12:55:12
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1543
[height] => 1496
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_10th_Grade_Reading_Level-1-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_10th_Grade_Reading_Level-1-300x291.jpg
[medium-width] => 300
[medium-height] => 291
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_10th_Grade_Reading_Level-1-768x745.jpg
[medium_large-width] => 640
[medium_large-height] => 621
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_10th_Grade_Reading_Level-1-1024x993.jpg
[large-width] => 640
[large-height] => 621
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_10th_Grade_Reading_Level-1-1536x1489.jpg
[1536x1536-width] => 1536
[1536x1536-height] => 1489
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_10th_Grade_Reading_Level-1.jpg
[2048x2048-width] => 1543
[2048x2048-height] => 1496
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_10th_Grade_Reading_Level-1-600x400.jpg
[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_-_10th_Grade_Reading_Level-1-600x600.jpg
[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_-_10th_Grade_Reading_Level-1.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 679
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_10th_Grade_Reading_Level-1-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_10th_Grade_Reading_Level-1-50x48.jpg
[admin-width] => 50
[admin-height] => 48
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_10th_Grade_Reading_Level-1.jpg
[full-width] => 1543
[full-height] => 1496
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_10th_Grade_Reading_Level-1-372x361.jpg
[thumb_372-width] => 372
[thumb_372-height] => 361
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_10th_Grade_Reading_Level-1-645x625.jpg
[single_post_thumbnail-width] => 645
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_10th_Grade_Reading_Level-1-32x32.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_10th_Grade_Reading_Level-1-48x48.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_10th_Grade_Reading_Level-1-64x62.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 62
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_10th_Grade_Reading_Level-1-128x124.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 124
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_10th_Grade_Reading_Level-1-69x67.jpg
[thumb_122_67-width] => 69
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_10th_Grade_Reading_Level-1-153x148.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 148
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_10th_Grade_Reading_Level-1-130x126.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 126
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_10th_Grade_Reading_Level-1-183x177.jpg
[thumb_232_177-width] => 183
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_10th_Grade_Reading_Level-1-544x527.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 527
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_10th_Grade_Reading_Level-1-271x263.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 263
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_10th_Grade_Reading_Level-1-271x263.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 263
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_10th_Grade_Reading_Level-1-177x172.jpg
[thumb_272_172-width] => 177
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_10th_Grade_Reading_Level-1-372x361.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 361
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_10th_Grade_Reading_Level-1-372x361.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 361
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_10th_Grade_Reading_Level-1-278x270.jpg
[thumb_385_270-width] => 278
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_10th_Grade_Reading_Level-1-249x241.jpg
[thumb_416_241-width] => 249
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_10th_Grade_Reading_Level-1-423x410.jpg
[thumb_448_410-width] => 423
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_10th_Grade_Reading_Level-1-846x820.jpg
[thumb_448_410_retina-width] => 846
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_10th_Grade_Reading_Level-1-394x382.jpg
[thumb_574_382-width] => 394
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_10th_Grade_Reading_Level-1-407x395.jpg
[thumb_776_395-width] => 407
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 17361
[id] => 17361
[title] => Treatment_-_6th_Grade_Reading_Level-1.jpg
[filename] => Treatment_-_6th_Grade_Reading_Level-1.jpg
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_6th_Grade_Reading_Level-1.jpg
[link] => https://www.nextafter.com/experiments/how-simplifying-petition-language-impacted-revenue/attachment/treatment_-_6th_grade_reading_level-1-jpg/
[alt] =>
[author] => 16
[description] =>
[caption] =>
[name] => treatment_-_6th_grade_reading_level-1-jpg
[status] => inherit
[uploaded_to] => 17359
[date] => 2021-02-25 12:55:27
[modified] => 2021-02-25 12:55:27
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1543
[height] => 1364
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_6th_Grade_Reading_Level-1-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_6th_Grade_Reading_Level-1-300x265.jpg
[medium-width] => 300
[medium-height] => 265
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_6th_Grade_Reading_Level-1-768x679.jpg
[medium_large-width] => 640
[medium_large-height] => 566
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_6th_Grade_Reading_Level-1-1024x905.jpg
[large-width] => 640
[large-height] => 566
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_6th_Grade_Reading_Level-1-1536x1358.jpg
[1536x1536-width] => 1536
[1536x1536-height] => 1358
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_6th_Grade_Reading_Level-1.jpg
[2048x2048-width] => 1543
[2048x2048-height] => 1364
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_6th_Grade_Reading_Level-1-600x400.jpg
[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/Treatment_-_6th_Grade_Reading_Level-1-600x600.jpg
[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/Treatment_-_6th_Grade_Reading_Level-1.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 619
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_6th_Grade_Reading_Level-1-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_6th_Grade_Reading_Level-1-50x44.jpg
[admin-width] => 50
[admin-height] => 44
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_6th_Grade_Reading_Level-1.jpg
[full-width] => 1543
[full-height] => 1364
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_6th_Grade_Reading_Level-1-372x329.jpg
[thumb_372-width] => 372
[thumb_372-height] => 329
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_6th_Grade_Reading_Level-1-707x625.jpg
[single_post_thumbnail-width] => 707
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_6th_Grade_Reading_Level-1-32x28.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 28
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_6th_Grade_Reading_Level-1-48x42.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 42
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_6th_Grade_Reading_Level-1-64x57.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 57
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_6th_Grade_Reading_Level-1-128x113.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 113
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_6th_Grade_Reading_Level-1-76x67.jpg
[thumb_122_67-width] => 76
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_6th_Grade_Reading_Level-1-153x135.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 135
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_6th_Grade_Reading_Level-1-130x115.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 115
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_6th_Grade_Reading_Level-1-200x177.jpg
[thumb_232_177-width] => 200
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_6th_Grade_Reading_Level-1-544x481.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 481
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_6th_Grade_Reading_Level-1-271x240.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 240
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_6th_Grade_Reading_Level-1-271x240.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 240
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_6th_Grade_Reading_Level-1-195x172.jpg
[thumb_272_172-width] => 195
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_6th_Grade_Reading_Level-1-372x329.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 329
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_6th_Grade_Reading_Level-1-372x329.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 329
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_6th_Grade_Reading_Level-1-305x270.jpg
[thumb_385_270-width] => 305
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_6th_Grade_Reading_Level-1-273x241.jpg
[thumb_416_241-width] => 273
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_6th_Grade_Reading_Level-1-448x396.jpg
[thumb_448_410-width] => 448
[thumb_448_410-height] => 396
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_6th_Grade_Reading_Level-1-896x792.jpg
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 792
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_6th_Grade_Reading_Level-1-432x382.jpg
[thumb_574_382-width] => 432
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_6th_Grade_Reading_Level-1-447x395.jpg
[thumb_776_395-width] => 447
[thumb_776_395-height] => 395
) ) )
Results
This experiment was validated using 3rd party testing tools. Based upon those calculations, a significant
level of confidence was
met so these experiment results are valid.
Flux Metrics Affected
The Flux Metrics analyze the three primary metrics that affect revenue (traffic, conversion rate, and average
gift).
This experiment produced the following results:
0% increase in traffic
× 19.5% increase in conversion rate
× 59.6% increase in average gift
90.8% increase in revenue
Key Learnings
With 95.2% level of confidence, we observed a +90.8% increase in revenue for open letter signers who became donors in the subsequent instant donation page.
This increase was driven by two metrics, specifically:
- An increase in donor conversion rate for treatment signers by +22.5% (although the LoC was only 66.5% and did not validate), and
- The average gift for donors in the treatment experience was +59.6% higher than the control donors.
Ironically, the email signup rate was rather unaffected by the treatment (improving only 0.7%, with a LoC of 25.8%).
Key Takeaways:
When you read the two treatments, the simplification of the letter content didn’t really “take anything away” from the content—in fact, the simplification made the letter appear more direct to the lawmaker it was being sent to. Our theory is that this increased “directness” of the message was a better representation of the reader/signer’s message, and when presented with an ask, they gave more generously on the instant donation page.
Because the organization was looking to maximize return on investment, the treatment was rolled out to 100% of the audience. Further experimentation may be required to verify if this approach could work again in the future.