How using a homepage takeover vs a pop up impacted giving during a high urgency campaign
Experiment ID: #99072
Reasons to Believe
Experiment Summary
Timeframe: 06/28/2022 - 07/04/2022
Reasons to Believe was running a high urgency campaign (Fiscal Year End) and wanted to drive more donations during the last week of the campaign. In previous campaigns RTB has done a homepage takeover or a pop up at the end of the campaign to direct website traffic to the donation page. In order to discern which method works best for their audience we decided to run a test where half of their site visitors would get a homepage takeover and the other half would get a pop up. Our initial hypothesis is that more web visitors would convert to donors on a homepage takeover because it takes up more real estate and in turn draws more attention to the campaign. A pop up can be easily dismissed on a webpage.
Research Question
We believe that using a home page takeover during a high urgency campaigh for website visitors will achieve a higher donor conversion rate .
Design
C: Homepage Takeover
Array
(
[0] => Array
(
[ID] => 47482
[id] => 47482
[title] => Homepage_Takeover.png
[filename] => Homepage_Takeover-10.png
[filesize] => 462649
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-10.png
[link] => https://www.nextafter.com/experiments/how-using-a-homepage-takeover-vs-a-pop-up-impacted-giving-during-a-high-urgency-campaign/attachment/homepage_takeover-png-11/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => homepage_takeover-png-11
[status] => inherit
[uploaded_to] => 30154
[date] => 2022-11-09 21:23:51
[modified] => 2022-11-09 21:23:51
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 2560
[height] => 2771
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-10-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-10-277x300.png
[medium-width] => 277
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-10-768x831.png
[medium_large-width] => 640
[medium_large-height] => 693
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-10-946x1024.png
[large-width] => 640
[large-height] => 693
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-10-1419x1536.png
[1536x1536-width] => 1419
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-10-1892x2048.png
[2048x2048-width] => 1892
[2048x2048-height] => 2048
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-10-600x400.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/Homepage_Takeover-10-600x600.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/Homepage_Takeover-10.png
[tp-image-grid-width] => 647
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-10-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-10-46x50.png
[admin-width] => 46
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-10.png
[full-width] => 2560
[full-height] => 2771
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-10-372x403.png
[thumb_372-width] => 372
[thumb_372-height] => 403
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-10-577x625.png
[single_post_thumbnail-width] => 577
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-10-30x32.png
[thumb_32_32-width] => 30
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-10-44x48.png
[thumb_48_48-width] => 44
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-10-59x64.png
[thumb_64_64-width] => 59
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-10-118x128.png
[thumb_128_128-width] => 118
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-10-62x67.png
[thumb_122_67-width] => 62
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-10-141x153.png
[thumb_153_153-width] => 141
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-10-130x141.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 141
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-10-164x177.png
[thumb_232_177-width] => 164
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-10-544x589.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 589
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-10-271x293.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 293
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-10-250x271.png
[thumb_271_271-width] => 250
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-10-159x172.png
[thumb_272_172-width] => 159
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-10-372x403.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 403
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-10-372x403.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 403
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-10-249x270.png
[thumb_385_270-width] => 249
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-10-223x241.png
[thumb_416_241-width] => 223
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-10-379x410.png
[thumb_448_410-width] => 379
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-10-758x820.png
[thumb_448_410_retina-width] => 758
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-10-353x382.png
[thumb_574_382-width] => 353
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-10-365x395.png
[thumb_776_395-width] => 365
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 47483
[id] => 47483
[title] => Homepage_Popup.png
[filename] => Homepage_Popup.png
[filesize] => 50265
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Popup.png
[link] => https://www.nextafter.com/experiments/how-using-a-homepage-takeover-vs-a-pop-up-impacted-giving-during-a-high-urgency-campaign/attachment/homepage_popup-png/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => homepage_popup-png
[status] => inherit
[uploaded_to] => 30154
[date] => 2022-11-09 21:24:31
[modified] => 2022-11-09 21:24:31
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1536
[height] => 189
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Popup-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Popup-300x37.png
[medium-width] => 300
[medium-height] => 37
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Popup-768x95.png
[medium_large-width] => 640
[medium_large-height] => 79
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Popup-1024x126.png
[large-width] => 640
[large-height] => 79
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Popup.png
[1536x1536-width] => 1536
[1536x1536-height] => 189
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Popup.png
[2048x2048-width] => 1536
[2048x2048-height] => 189
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Popup-600x189.png
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 189
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Popup-600x189.png
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 189
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Popup.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 86
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Popup-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Popup-50x6.png
[admin-width] => 50
[admin-height] => 6
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Popup.png
[full-width] => 1536
[full-height] => 189
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Popup-372x46.png
[thumb_372-width] => 372
[thumb_372-height] => 46
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Popup-980x121.png
[single_post_thumbnail-width] => 980
[single_post_thumbnail-height] => 121
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Popup-32x4.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 4
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Popup-48x6.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 6
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Popup-64x8.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 8
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Popup-128x16.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 16
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Popup-122x15.png
[thumb_122_67-width] => 122
[thumb_122_67-height] => 15
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Popup-153x19.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 19
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Popup-130x16.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 16
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Popup-232x29.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 29
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Popup-544x67.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 67
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Popup-271x33.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 33
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Popup-271x33.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 33
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Popup-272x33.png
[thumb_272_172-width] => 272
[thumb_272_172-height] => 33
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Popup-372x46.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 46
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Popup-372x46.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 46
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Popup-385x47.png
[thumb_385_270-width] => 385
[thumb_385_270-height] => 47
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Popup-416x51.png
[thumb_416_241-width] => 416
[thumb_416_241-height] => 51
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Popup-448x55.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 55
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Popup-896x110.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 110
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Popup-574x71.png
[thumb_574_382-width] => 574
[thumb_574_382-height] => 71
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Popup-776x95.png
[thumb_776_395-width] => 776
[thumb_776_395-height] => 95
) ) )
T1: Homepage Popup
Array
(
[0] => Array
(
[ID] => 47482
[id] => 47482
[title] => Homepage_Takeover.png
[filename] => Homepage_Takeover-10.png
[filesize] => 462649
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-10.png
[link] => https://www.nextafter.com/experiments/how-using-a-homepage-takeover-vs-a-pop-up-impacted-giving-during-a-high-urgency-campaign/attachment/homepage_takeover-png-11/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => homepage_takeover-png-11
[status] => inherit
[uploaded_to] => 30154
[date] => 2022-11-09 21:23:51
[modified] => 2022-11-09 21:23:51
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 2560
[height] => 2771
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-10-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-10-277x300.png
[medium-width] => 277
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-10-768x831.png
[medium_large-width] => 640
[medium_large-height] => 693
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-10-946x1024.png
[large-width] => 640
[large-height] => 693
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-10-1419x1536.png
[1536x1536-width] => 1419
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-10-1892x2048.png
[2048x2048-width] => 1892
[2048x2048-height] => 2048
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-10-600x400.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/Homepage_Takeover-10-600x600.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/Homepage_Takeover-10.png
[tp-image-grid-width] => 647
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-10-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-10-46x50.png
[admin-width] => 46
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-10.png
[full-width] => 2560
[full-height] => 2771
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-10-372x403.png
[thumb_372-width] => 372
[thumb_372-height] => 403
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-10-577x625.png
[single_post_thumbnail-width] => 577
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-10-30x32.png
[thumb_32_32-width] => 30
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-10-44x48.png
[thumb_48_48-width] => 44
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-10-59x64.png
[thumb_64_64-width] => 59
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-10-118x128.png
[thumb_128_128-width] => 118
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-10-62x67.png
[thumb_122_67-width] => 62
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-10-141x153.png
[thumb_153_153-width] => 141
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-10-130x141.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 141
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-10-164x177.png
[thumb_232_177-width] => 164
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-10-544x589.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 589
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-10-271x293.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 293
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-10-250x271.png
[thumb_271_271-width] => 250
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-10-159x172.png
[thumb_272_172-width] => 159
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-10-372x403.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 403
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-10-372x403.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 403
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-10-249x270.png
[thumb_385_270-width] => 249
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-10-223x241.png
[thumb_416_241-width] => 223
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-10-379x410.png
[thumb_448_410-width] => 379
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-10-758x820.png
[thumb_448_410_retina-width] => 758
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-10-353x382.png
[thumb_574_382-width] => 353
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Takeover-10-365x395.png
[thumb_776_395-width] => 365
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 47483
[id] => 47483
[title] => Homepage_Popup.png
[filename] => Homepage_Popup.png
[filesize] => 50265
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Popup.png
[link] => https://www.nextafter.com/experiments/how-using-a-homepage-takeover-vs-a-pop-up-impacted-giving-during-a-high-urgency-campaign/attachment/homepage_popup-png/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => homepage_popup-png
[status] => inherit
[uploaded_to] => 30154
[date] => 2022-11-09 21:24:31
[modified] => 2022-11-09 21:24:31
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1536
[height] => 189
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Popup-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Popup-300x37.png
[medium-width] => 300
[medium-height] => 37
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Popup-768x95.png
[medium_large-width] => 640
[medium_large-height] => 79
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Popup-1024x126.png
[large-width] => 640
[large-height] => 79
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Popup.png
[1536x1536-width] => 1536
[1536x1536-height] => 189
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Popup.png
[2048x2048-width] => 1536
[2048x2048-height] => 189
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Popup-600x189.png
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 189
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Popup-600x189.png
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 189
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Popup.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 86
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Popup-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Popup-50x6.png
[admin-width] => 50
[admin-height] => 6
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Popup.png
[full-width] => 1536
[full-height] => 189
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Popup-372x46.png
[thumb_372-width] => 372
[thumb_372-height] => 46
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Popup-980x121.png
[single_post_thumbnail-width] => 980
[single_post_thumbnail-height] => 121
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Popup-32x4.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 4
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Popup-48x6.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 6
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Popup-64x8.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 8
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Popup-128x16.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 16
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Popup-122x15.png
[thumb_122_67-width] => 122
[thumb_122_67-height] => 15
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Popup-153x19.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 19
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Popup-130x16.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 16
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Popup-232x29.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 29
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Popup-544x67.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 67
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Popup-271x33.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 33
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Popup-271x33.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 33
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Popup-272x33.png
[thumb_272_172-width] => 272
[thumb_272_172-height] => 33
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Popup-372x46.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 46
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Popup-372x46.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 46
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Popup-385x47.png
[thumb_385_270-width] => 385
[thumb_385_270-height] => 47
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Popup-416x51.png
[thumb_416_241-width] => 416
[thumb_416_241-height] => 51
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Popup-448x55.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 55
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Popup-896x110.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 110
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Popup-574x71.png
[thumb_574_382-width] => 574
[thumb_574_382-height] => 71
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_Popup-776x95.png
[thumb_776_395-width] => 776
[thumb_776_395-height] => 95
) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Homepage Takeover | 1.6% | $0.00 | ||
| T1: | Homepage Popup | 3.0% | 82.3% | 77.7% | $0.00 |
This experiment has a required sample size of 965 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
When looking at all traffic, this experiment resulted in a 21% lift in donor conversion rate but with only a level of confidence of 40%. When we observe only new visitors we see a higher level of confidence: 82% lift with a level of confidence of 77%. While this did not validate, it is probable that new visitors to the site may have been confused by seeing an entirely new landing page (the Fiscal Year End donation page) and therefore responded more to the pop up. However, since this experiment only ran for the last week of the campaign, we did not see sufficient enough traffic to validate the results. It is recommended that this is retested over a longer period of time.