How using smart content instead of a static offer impacts name conversion
Experiment ID: #38460
Care Net
Experiment Summary
Timeframe: 11/12/2020 - 12/07/2020
Care Net features an email acquisition opportunity on the homepage of their website. They have found an offer that performs well and so they’ve kept that as a static offer. Knowing that about half of their site traffic are returning visitors, we hypothesized that we may be able to increase conversion rate from the website traffic by using smart content through Hubspot to show new content to people who were returning.
Research Question
Will smart content increase name conversion on the homepage?
Design
C: Control
Array
(
[0] => Array
(
[ID] => 42145
[id] => 42145
[title] => Control.png
[filename] => Control-3345.png
[filesize] => 175327
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3345.png
[link] => https://www.nextafter.com/experiments/how-using-smart-content-instead-of-a-static-offer-impacts-name-conversion/attachment/control-png-3839/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-png-3839
[status] => inherit
[uploaded_to] => 36454
[date] => 2022-10-25 16:01:24
[modified] => 2022-10-25 16:01:24
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1844
[height] => 846
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3345-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3345-300x138.png
[medium-width] => 300
[medium-height] => 138
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3345-768x352.png
[medium_large-width] => 640
[medium_large-height] => 293
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3345-1024x470.png
[large-width] => 640
[large-height] => 294
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3345-1536x705.png
[1536x1536-width] => 1536
[1536x1536-height] => 705
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3345.png
[2048x2048-width] => 1844
[2048x2048-height] => 846
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3345-600x400.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-3345-600x600.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-3345.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 321
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3345-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3345-50x23.png
[admin-width] => 50
[admin-height] => 23
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3345.png
[full-width] => 1844
[full-height] => 846
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3345-372x171.png
[thumb_372-width] => 372
[thumb_372-height] => 171
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3345-980x450.png
[single_post_thumbnail-width] => 980
[single_post_thumbnail-height] => 450
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3345-32x15.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 15
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3345-48x22.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 22
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3345-64x29.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 29
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3345-128x59.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 59
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3345-122x56.png
[thumb_122_67-width] => 122
[thumb_122_67-height] => 56
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3345-153x70.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 70
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3345-130x60.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 60
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3345-232x106.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 106
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3345-544x250.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 250
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3345-271x124.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 124
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3345-271x124.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 124
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3345-272x125.png
[thumb_272_172-width] => 272
[thumb_272_172-height] => 125
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3345-372x171.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 171
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3345-372x171.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 171
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3345-385x177.png
[thumb_385_270-width] => 385
[thumb_385_270-height] => 177
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3345-416x191.png
[thumb_416_241-width] => 416
[thumb_416_241-height] => 191
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3345-448x206.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 206
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3345-896x411.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 411
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3345-574x263.png
[thumb_574_382-width] => 574
[thumb_574_382-height] => 263
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3345-776x356.png
[thumb_776_395-width] => 776
[thumb_776_395-height] => 356
) ) [1] => Array
(
[ID] => 40266
[id] => 40266
[title] => Smart_Content.png
[filename] => Smart_Content-3.png
[filesize] => 177429
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Smart_Content-3.png
[link] => https://www.nextafter.com/experiments/how-using-smart-content-instead-of-a-static-offer-impacts-name-conversion/attachment/smart_content-png-5/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => smart_content-png-5
[status] => inherit
[uploaded_to] => 36454
[date] => 2022-10-21 20:03:44
[modified] => 2022-10-21 20:03:44
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1888
[height] => 1058
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Smart_Content-3-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Smart_Content-3-300x168.png
[medium-width] => 300
[medium-height] => 168
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Smart_Content-3-768x430.png
[medium_large-width] => 640
[medium_large-height] => 358
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Smart_Content-3-1024x574.png
[large-width] => 640
[large-height] => 359
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Smart_Content-3-1536x861.png
[1536x1536-width] => 1536
[1536x1536-height] => 861
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Smart_Content-3.png
[2048x2048-width] => 1888
[2048x2048-height] => 1058
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Smart_Content-3-600x400.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/Smart_Content-3-600x600.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/Smart_Content-3.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 392
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Smart_Content-3-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Smart_Content-3-50x28.png
[admin-width] => 50
[admin-height] => 28
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Smart_Content-3.png
[full-width] => 1888
[full-height] => 1058
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Smart_Content-3-372x208.png
[thumb_372-width] => 372
[thumb_372-height] => 208
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Smart_Content-3-980x549.png
[single_post_thumbnail-width] => 980
[single_post_thumbnail-height] => 549
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Smart_Content-3-32x18.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 18
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Smart_Content-3-48x27.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 27
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Smart_Content-3-64x36.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 36
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Smart_Content-3-128x72.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 72
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Smart_Content-3-120x67.png
[thumb_122_67-width] => 120
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Smart_Content-3-153x86.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 86
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Smart_Content-3-130x73.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 73
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Smart_Content-3-232x130.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 130
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Smart_Content-3-544x305.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 305
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Smart_Content-3-271x152.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 152
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Smart_Content-3-271x152.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 152
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Smart_Content-3-272x152.png
[thumb_272_172-width] => 272
[thumb_272_172-height] => 152
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Smart_Content-3-372x208.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 208
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Smart_Content-3-372x208.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 208
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Smart_Content-3-385x216.png
[thumb_385_270-width] => 385
[thumb_385_270-height] => 216
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Smart_Content-3-416x233.png
[thumb_416_241-width] => 416
[thumb_416_241-height] => 233
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Smart_Content-3-448x251.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 251
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Smart_Content-3-896x502.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 502
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Smart_Content-3-574x322.png
[thumb_574_382-width] => 574
[thumb_574_382-height] => 322
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Smart_Content-3-705x395.png
[thumb_776_395-width] => 705
[thumb_776_395-height] => 395
) ) )
T1: Smart Content
Array
(
[0] => Array
(
[ID] => 42145
[id] => 42145
[title] => Control.png
[filename] => Control-3345.png
[filesize] => 175327
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3345.png
[link] => https://www.nextafter.com/experiments/how-using-smart-content-instead-of-a-static-offer-impacts-name-conversion/attachment/control-png-3839/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-png-3839
[status] => inherit
[uploaded_to] => 36454
[date] => 2022-10-25 16:01:24
[modified] => 2022-10-25 16:01:24
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1844
[height] => 846
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3345-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3345-300x138.png
[medium-width] => 300
[medium-height] => 138
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3345-768x352.png
[medium_large-width] => 640
[medium_large-height] => 293
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3345-1024x470.png
[large-width] => 640
[large-height] => 294
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3345-1536x705.png
[1536x1536-width] => 1536
[1536x1536-height] => 705
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3345.png
[2048x2048-width] => 1844
[2048x2048-height] => 846
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3345-600x400.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-3345-600x600.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-3345.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 321
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3345-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3345-50x23.png
[admin-width] => 50
[admin-height] => 23
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3345.png
[full-width] => 1844
[full-height] => 846
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3345-372x171.png
[thumb_372-width] => 372
[thumb_372-height] => 171
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3345-980x450.png
[single_post_thumbnail-width] => 980
[single_post_thumbnail-height] => 450
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3345-32x15.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 15
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3345-48x22.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 22
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3345-64x29.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 29
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3345-128x59.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 59
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3345-122x56.png
[thumb_122_67-width] => 122
[thumb_122_67-height] => 56
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3345-153x70.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 70
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3345-130x60.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 60
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3345-232x106.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 106
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3345-544x250.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 250
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3345-271x124.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 124
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3345-271x124.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 124
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3345-272x125.png
[thumb_272_172-width] => 272
[thumb_272_172-height] => 125
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3345-372x171.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 171
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3345-372x171.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 171
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3345-385x177.png
[thumb_385_270-width] => 385
[thumb_385_270-height] => 177
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3345-416x191.png
[thumb_416_241-width] => 416
[thumb_416_241-height] => 191
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3345-448x206.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 206
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3345-896x411.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 411
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3345-574x263.png
[thumb_574_382-width] => 574
[thumb_574_382-height] => 263
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3345-776x356.png
[thumb_776_395-width] => 776
[thumb_776_395-height] => 356
) ) [1] => Array
(
[ID] => 40266
[id] => 40266
[title] => Smart_Content.png
[filename] => Smart_Content-3.png
[filesize] => 177429
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Smart_Content-3.png
[link] => https://www.nextafter.com/experiments/how-using-smart-content-instead-of-a-static-offer-impacts-name-conversion/attachment/smart_content-png-5/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => smart_content-png-5
[status] => inherit
[uploaded_to] => 36454
[date] => 2022-10-21 20:03:44
[modified] => 2022-10-21 20:03:44
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1888
[height] => 1058
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Smart_Content-3-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Smart_Content-3-300x168.png
[medium-width] => 300
[medium-height] => 168
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Smart_Content-3-768x430.png
[medium_large-width] => 640
[medium_large-height] => 358
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Smart_Content-3-1024x574.png
[large-width] => 640
[large-height] => 359
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Smart_Content-3-1536x861.png
[1536x1536-width] => 1536
[1536x1536-height] => 861
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Smart_Content-3.png
[2048x2048-width] => 1888
[2048x2048-height] => 1058
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Smart_Content-3-600x400.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/Smart_Content-3-600x600.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/Smart_Content-3.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 392
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Smart_Content-3-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Smart_Content-3-50x28.png
[admin-width] => 50
[admin-height] => 28
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Smart_Content-3.png
[full-width] => 1888
[full-height] => 1058
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Smart_Content-3-372x208.png
[thumb_372-width] => 372
[thumb_372-height] => 208
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Smart_Content-3-980x549.png
[single_post_thumbnail-width] => 980
[single_post_thumbnail-height] => 549
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Smart_Content-3-32x18.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 18
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Smart_Content-3-48x27.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 27
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Smart_Content-3-64x36.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 36
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Smart_Content-3-128x72.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 72
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Smart_Content-3-120x67.png
[thumb_122_67-width] => 120
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Smart_Content-3-153x86.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 86
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Smart_Content-3-130x73.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 73
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Smart_Content-3-232x130.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 130
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Smart_Content-3-544x305.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 305
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Smart_Content-3-271x152.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 152
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Smart_Content-3-271x152.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 152
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Smart_Content-3-272x152.png
[thumb_272_172-width] => 272
[thumb_272_172-height] => 152
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Smart_Content-3-372x208.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 208
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Smart_Content-3-372x208.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 208
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Smart_Content-3-385x216.png
[thumb_385_270-width] => 385
[thumb_385_270-height] => 216
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Smart_Content-3-416x233.png
[thumb_416_241-width] => 416
[thumb_416_241-height] => 233
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Smart_Content-3-448x251.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 251
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Smart_Content-3-896x502.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 502
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Smart_Content-3-574x322.png
[thumb_574_382-width] => 574
[thumb_574_382-height] => 322
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Smart_Content-3-705x395.png
[thumb_776_395-width] => 705
[thumb_776_395-height] => 395
) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 5.3% | $0.00 | ||
| T1: | Smart Content | 2.9% | -45.5% | 99.9% | $0.00 |
This experiment has a required sample size of 523 in order to be valid. Since the experiment had a total sample size of 3,099, and the level of confidence is above 95% the 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
× 45.5% decrease in conversion rate
× 0% increase in average gift
Key Learnings
We saw a significant decrease (45%) in name conversion from the smart content variation. Additionally, because the volume of people getting to the instant donation pages was less, this also resulted in a decrease in donations and revenue. Take a look:
- Donations experienced a 21.0% decrease with a 100% level of confidence.
- Revenue experienced a 23.7% decrease with a 93% level of confidence.
As we dug into the data more to try and understand the results of this experiment, we realized a very important element to this experiment…While Care Net has a handful of content offers, there are really only 2-3 offers that perform really well. In fact, there is one specific offer that is used for the majority of their acquisition efforts because of it’s high performance. This offer was the offer used on the control and not in the smart content variation. Knowing this explains the results so clearly – even though the offers were new to visitors (specifically returning), the appeal of those offers was low.
We should test into this again once we find additional offers that have a similar appeal to the one currently being used.