The Heritage Foundation

How the addition of Apple Pay impacted donor conversion

Experiment ID: #6509

The Heritage Foundation

Experiment Summary

Timeframe: 02/24/2017 - 04/18/2017

The Heritage Foundation is consistently looking for new ways to make the donation process both easier and better for their members. The Apple Pay option had recently gone mainstream with its incorporation into both iPhones and Mac web browsers. This one-click giving option made it significantly easier for visitors that had the service set up; for those that did not, they would not have seen any difference between the forms.

However, before rolling out the new feature, we wanted to measure its impact on the donor audience. Since this new feature was only applicable to Safari users on a Mac, we targeted the experiment to that audience.

Research Question

Will the addition of Apple Pay decrease the friction associated with the donation process enough to increase donor conversion?

Design

C: No Apple Pay
Array ( [0] => Array ( [ID] => 13580 [id] => 13580 [title] => Screenshot-2017-04-18-09.12.56.png [filename] => Screenshot-2017-04-18-09.12.56.png [filesize] => 0 [url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-09.12.56.png [link] => https://www.nextafter.com/experiments/how-the-addition-of-apple-pay-impacted-donor-conversion/attachment/screenshot-2017-04-18-09-12-56-png/ [alt] => [author] => 1 [description] => [caption] => [name] => screenshot-2017-04-18-09-12-56-png [status] => inherit [uploaded_to] => 13579 [date] => 2021-02-25 06:29:34 [modified] => 2021-02-25 06:29:34 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png [width] => 506 [height] => 853 [sizes] => Array ( [thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-09.12.56-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-09.12.56-178x300.png [medium-width] => 178 [medium-height] => 300 [medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-09.12.56.png [medium_large-width] => 506 [medium_large-height] => 853 [large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-09.12.56.png [large-width] => 506 [large-height] => 853 [1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-09.12.56.png [1536x1536-width] => 506 [1536x1536-height] => 853 [2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-09.12.56.png [2048x2048-width] => 506 [2048x2048-height] => 853 [ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-09.12.56-506x400.png [ab-block-post-grid-landscape-width] => 506 [ab-block-post-grid-landscape-height] => 400 [ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-09.12.56-506x600.png [ab-block-post-grid-square-width] => 506 [ab-block-post-grid-square-height] => 600 [tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-09.12.56.png [tp-image-grid-width] => 415 [tp-image-grid-height] => 700 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-09.12.56-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-09.12.56-30x50.png [admin-width] => 30 [admin-height] => 50 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-09.12.56.png [full-width] => 506 [full-height] => 853 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-09.12.56-372x627.png [thumb_372-width] => 372 [thumb_372-height] => 627 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-09.12.56-371x625.png [single_post_thumbnail-width] => 371 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-09.12.56-19x32.png [thumb_32_32-width] => 19 [thumb_32_32-height] => 32 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-09.12.56-28x48.png [thumb_48_48-width] => 28 [thumb_48_48-height] => 48 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-09.12.56-38x64.png [thumb_64_64-width] => 38 [thumb_64_64-height] => 64 [thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-09.12.56-76x128.png [thumb_128_128-width] => 76 [thumb_128_128-height] => 128 [thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-09.12.56-40x67.png [thumb_122_67-width] => 40 [thumb_122_67-height] => 67 [thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-09.12.56-91x153.png [thumb_153_153-width] => 91 [thumb_153_153-height] => 153 [thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-09.12.56-97x163.png [thumb_130_163-width] => 97 [thumb_130_163-height] => 163 [thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-09.12.56-105x177.png [thumb_232_177-width] => 105 [thumb_232_177-height] => 177 [thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-09.12.56-386x650.png [thumb_272_325-width] => 386 [thumb_272_325-height] => 650 [thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-09.12.56-205x346.png [thumb_271_346-width] => 205 [thumb_271_346-height] => 346 [thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-09.12.56-161x271.png [thumb_271_271-width] => 161 [thumb_271_271-height] => 271 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-09.12.56-102x172.png [thumb_272_172-width] => 102 [thumb_272_172-height] => 172 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-09.12.56-273x461.png [thumb_372_461-width] => 273 [thumb_372_461-height] => 461 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-09.12.56-297x500.png [thumb_372_500-width] => 297 [thumb_372_500-height] => 500 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-09.12.56-160x270.png [thumb_385_270-width] => 160 [thumb_385_270-height] => 270 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-09.12.56-143x241.png [thumb_416_241-width] => 143 [thumb_416_241-height] => 241 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-09.12.56-243x410.png [thumb_448_410-width] => 243 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-09.12.56-486x820.png [thumb_448_410_retina-width] => 486 [thumb_448_410_retina-height] => 820 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-09.12.56-227x382.png [thumb_574_382-width] => 227 [thumb_574_382-height] => 382 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-09.12.56-234x395.png [thumb_776_395-width] => 234 [thumb_776_395-height] => 395 ) ) [1] => Array ( [ID] => 13581 [id] => 13581 [title] => Screenshot-2017-04-18-08.47.39.png [filename] => Screenshot-2017-04-18-08.47.39.png [filesize] => 0 [url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-08.47.39.png [link] => https://www.nextafter.com/experiments/how-the-addition-of-apple-pay-impacted-donor-conversion/attachment/screenshot-2017-04-18-08-47-39-png/ [alt] => [author] => 1 [description] => [caption] => [name] => screenshot-2017-04-18-08-47-39-png [status] => inherit [uploaded_to] => 13579 [date] => 2021-02-25 06:29:41 [modified] => 2021-02-25 06:29:41 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png [width] => 630 [height] => 1216 [sizes] => Array ( [thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-08.47.39-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-08.47.39-155x300.png [medium-width] => 155 [medium-height] => 300 [medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-08.47.39.png [medium_large-width] => 630 [medium_large-height] => 1216 [large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-08.47.39-531x1024.png [large-width] => 531 [large-height] => 1024 [1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-08.47.39.png [1536x1536-width] => 630 [1536x1536-height] => 1216 [2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-08.47.39.png [2048x2048-width] => 630 [2048x2048-height] => 1216 [ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-08.47.39-600x400.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/Screenshot-2017-04-18-08.47.39-600x600.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/Screenshot-2017-04-18-08.47.39.png [tp-image-grid-width] => 363 [tp-image-grid-height] => 700 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-08.47.39-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-08.47.39-26x50.png [admin-width] => 26 [admin-height] => 50 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-08.47.39.png [full-width] => 630 [full-height] => 1216 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-08.47.39-372x718.png [thumb_372-width] => 372 [thumb_372-height] => 718 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-08.47.39-324x625.png [single_post_thumbnail-width] => 324 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-08.47.39-17x32.png [thumb_32_32-width] => 17 [thumb_32_32-height] => 32 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-08.47.39-25x48.png [thumb_48_48-width] => 25 [thumb_48_48-height] => 48 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-08.47.39-33x64.png [thumb_64_64-width] => 33 [thumb_64_64-height] => 64 [thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-08.47.39-66x128.png [thumb_128_128-width] => 66 [thumb_128_128-height] => 128 [thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-08.47.39-35x67.png [thumb_122_67-width] => 35 [thumb_122_67-height] => 67 [thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-08.47.39-79x153.png [thumb_153_153-width] => 79 [thumb_153_153-height] => 153 [thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-08.47.39-84x163.png [thumb_130_163-width] => 84 [thumb_130_163-height] => 163 [thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-08.47.39-92x177.png [thumb_232_177-width] => 92 [thumb_232_177-height] => 177 [thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-08.47.39-337x650.png [thumb_272_325-width] => 337 [thumb_272_325-height] => 650 [thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-08.47.39-179x346.png [thumb_271_346-width] => 179 [thumb_271_346-height] => 346 [thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-08.47.39-140x271.png [thumb_271_271-width] => 140 [thumb_271_271-height] => 271 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-08.47.39-89x172.png [thumb_272_172-width] => 89 [thumb_272_172-height] => 172 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-08.47.39-239x461.png [thumb_372_461-width] => 239 [thumb_372_461-height] => 461 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-08.47.39-259x500.png [thumb_372_500-width] => 259 [thumb_372_500-height] => 500 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-08.47.39-140x270.png [thumb_385_270-width] => 140 [thumb_385_270-height] => 270 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-08.47.39-125x241.png [thumb_416_241-width] => 125 [thumb_416_241-height] => 241 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-08.47.39-212x410.png [thumb_448_410-width] => 212 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-08.47.39-425x820.png [thumb_448_410_retina-width] => 425 [thumb_448_410_retina-height] => 820 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-08.47.39-198x382.png [thumb_574_382-width] => 198 [thumb_574_382-height] => 382 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-08.47.39-205x395.png [thumb_776_395-width] => 205 [thumb_776_395-height] => 395 ) ) )
T1: Apple Pay
Array ( [0] => Array ( [ID] => 13580 [id] => 13580 [title] => Screenshot-2017-04-18-09.12.56.png [filename] => Screenshot-2017-04-18-09.12.56.png [filesize] => 0 [url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-09.12.56.png [link] => https://www.nextafter.com/experiments/how-the-addition-of-apple-pay-impacted-donor-conversion/attachment/screenshot-2017-04-18-09-12-56-png/ [alt] => [author] => 1 [description] => [caption] => [name] => screenshot-2017-04-18-09-12-56-png [status] => inherit [uploaded_to] => 13579 [date] => 2021-02-25 06:29:34 [modified] => 2021-02-25 06:29:34 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png [width] => 506 [height] => 853 [sizes] => Array ( [thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-09.12.56-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-09.12.56-178x300.png [medium-width] => 178 [medium-height] => 300 [medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-09.12.56.png [medium_large-width] => 506 [medium_large-height] => 853 [large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-09.12.56.png [large-width] => 506 [large-height] => 853 [1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-09.12.56.png [1536x1536-width] => 506 [1536x1536-height] => 853 [2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-09.12.56.png [2048x2048-width] => 506 [2048x2048-height] => 853 [ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-09.12.56-506x400.png [ab-block-post-grid-landscape-width] => 506 [ab-block-post-grid-landscape-height] => 400 [ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-09.12.56-506x600.png [ab-block-post-grid-square-width] => 506 [ab-block-post-grid-square-height] => 600 [tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-09.12.56.png [tp-image-grid-width] => 415 [tp-image-grid-height] => 700 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-09.12.56-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-09.12.56-30x50.png [admin-width] => 30 [admin-height] => 50 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-09.12.56.png [full-width] => 506 [full-height] => 853 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-09.12.56-372x627.png [thumb_372-width] => 372 [thumb_372-height] => 627 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-09.12.56-371x625.png [single_post_thumbnail-width] => 371 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-09.12.56-19x32.png [thumb_32_32-width] => 19 [thumb_32_32-height] => 32 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-09.12.56-28x48.png [thumb_48_48-width] => 28 [thumb_48_48-height] => 48 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-09.12.56-38x64.png [thumb_64_64-width] => 38 [thumb_64_64-height] => 64 [thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-09.12.56-76x128.png [thumb_128_128-width] => 76 [thumb_128_128-height] => 128 [thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-09.12.56-40x67.png [thumb_122_67-width] => 40 [thumb_122_67-height] => 67 [thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-09.12.56-91x153.png [thumb_153_153-width] => 91 [thumb_153_153-height] => 153 [thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-09.12.56-97x163.png [thumb_130_163-width] => 97 [thumb_130_163-height] => 163 [thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-09.12.56-105x177.png [thumb_232_177-width] => 105 [thumb_232_177-height] => 177 [thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-09.12.56-386x650.png [thumb_272_325-width] => 386 [thumb_272_325-height] => 650 [thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-09.12.56-205x346.png [thumb_271_346-width] => 205 [thumb_271_346-height] => 346 [thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-09.12.56-161x271.png [thumb_271_271-width] => 161 [thumb_271_271-height] => 271 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-09.12.56-102x172.png [thumb_272_172-width] => 102 [thumb_272_172-height] => 172 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-09.12.56-273x461.png [thumb_372_461-width] => 273 [thumb_372_461-height] => 461 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-09.12.56-297x500.png [thumb_372_500-width] => 297 [thumb_372_500-height] => 500 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-09.12.56-160x270.png [thumb_385_270-width] => 160 [thumb_385_270-height] => 270 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-09.12.56-143x241.png [thumb_416_241-width] => 143 [thumb_416_241-height] => 241 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-09.12.56-243x410.png [thumb_448_410-width] => 243 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-09.12.56-486x820.png [thumb_448_410_retina-width] => 486 [thumb_448_410_retina-height] => 820 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-09.12.56-227x382.png [thumb_574_382-width] => 227 [thumb_574_382-height] => 382 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-09.12.56-234x395.png [thumb_776_395-width] => 234 [thumb_776_395-height] => 395 ) ) [1] => Array ( [ID] => 13581 [id] => 13581 [title] => Screenshot-2017-04-18-08.47.39.png [filename] => Screenshot-2017-04-18-08.47.39.png [filesize] => 0 [url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-08.47.39.png [link] => https://www.nextafter.com/experiments/how-the-addition-of-apple-pay-impacted-donor-conversion/attachment/screenshot-2017-04-18-08-47-39-png/ [alt] => [author] => 1 [description] => [caption] => [name] => screenshot-2017-04-18-08-47-39-png [status] => inherit [uploaded_to] => 13579 [date] => 2021-02-25 06:29:41 [modified] => 2021-02-25 06:29:41 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png [width] => 630 [height] => 1216 [sizes] => Array ( [thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-08.47.39-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-08.47.39-155x300.png [medium-width] => 155 [medium-height] => 300 [medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-08.47.39.png [medium_large-width] => 630 [medium_large-height] => 1216 [large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-08.47.39-531x1024.png [large-width] => 531 [large-height] => 1024 [1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-08.47.39.png [1536x1536-width] => 630 [1536x1536-height] => 1216 [2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-08.47.39.png [2048x2048-width] => 630 [2048x2048-height] => 1216 [ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-08.47.39-600x400.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/Screenshot-2017-04-18-08.47.39-600x600.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/Screenshot-2017-04-18-08.47.39.png [tp-image-grid-width] => 363 [tp-image-grid-height] => 700 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-08.47.39-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-08.47.39-26x50.png [admin-width] => 26 [admin-height] => 50 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-08.47.39.png [full-width] => 630 [full-height] => 1216 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-08.47.39-372x718.png [thumb_372-width] => 372 [thumb_372-height] => 718 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-08.47.39-324x625.png [single_post_thumbnail-width] => 324 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-08.47.39-17x32.png [thumb_32_32-width] => 17 [thumb_32_32-height] => 32 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-08.47.39-25x48.png [thumb_48_48-width] => 25 [thumb_48_48-height] => 48 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-08.47.39-33x64.png [thumb_64_64-width] => 33 [thumb_64_64-height] => 64 [thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-08.47.39-66x128.png [thumb_128_128-width] => 66 [thumb_128_128-height] => 128 [thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-08.47.39-35x67.png [thumb_122_67-width] => 35 [thumb_122_67-height] => 67 [thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-08.47.39-79x153.png [thumb_153_153-width] => 79 [thumb_153_153-height] => 153 [thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-08.47.39-84x163.png [thumb_130_163-width] => 84 [thumb_130_163-height] => 163 [thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-08.47.39-92x177.png [thumb_232_177-width] => 92 [thumb_232_177-height] => 177 [thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-08.47.39-337x650.png [thumb_272_325-width] => 337 [thumb_272_325-height] => 650 [thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-08.47.39-179x346.png [thumb_271_346-width] => 179 [thumb_271_346-height] => 346 [thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-08.47.39-140x271.png [thumb_271_271-width] => 140 [thumb_271_271-height] => 271 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-08.47.39-89x172.png [thumb_272_172-width] => 89 [thumb_272_172-height] => 172 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-08.47.39-239x461.png [thumb_372_461-width] => 239 [thumb_372_461-height] => 461 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-08.47.39-259x500.png [thumb_372_500-width] => 259 [thumb_372_500-height] => 500 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-08.47.39-140x270.png [thumb_385_270-width] => 140 [thumb_385_270-height] => 270 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-08.47.39-125x241.png [thumb_416_241-width] => 125 [thumb_416_241-height] => 241 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-08.47.39-212x410.png [thumb_448_410-width] => 212 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-08.47.39-425x820.png [thumb_448_410_retina-width] => 425 [thumb_448_410_retina-height] => 820 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-08.47.39-198x382.png [thumb_574_382-width] => 198 [thumb_574_382-height] => 382 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-04-18-08.47.39-205x395.png [thumb_776_395-width] => 205 [thumb_776_395-height] => 395 ) ) )

Results

 Treatment NameConv. RateRelative DifferenceConfidence
C: No Apple Pay 5.6%
T1: Apple Pay 5.5%-1.6% 32.3%

This experiment has a required sample size of 523,631 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

The new Apple Pay feature did not have any statistically significant impact on donor conversion or revenue. Our hypothesis is that this is likely due to the slow adoption of Apple Pay for Mac and Apple users. The portion of users that will be implementing Apple Pay will only be increasing in coming month so we decided to roll out the new form for visitors moving forward.


Experiment Documented by NextAfter

Question about experiment #6509

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