The Impact of a Higher Suggested Gift Array on a Premium Offer Donation Page
Experiment ID: #85122
FamilyLife
Experiment Summary
Timeframe: 02/11/2022 - 04/25/2022
FamilyLife uses premium offers as their primary acquisition source for new donors on Facebook. Their most popular offer is the Seeing Beautiful Again book that is given with a donation to the ministry. The vast majority of traffic to this donation page is from new visitors who saw an ad and clicked through to the page. We hypothesized that a slightly higher suggested gift amount on the giving array would increase donor revenue. We increased each option by $5.
NOTE: In the results below, the treatment was mislabeled as “lower” array when it was in fact higher.
Research Question
We believe that by slightly increasing the suggest gift amounts on the donation page’s giving array, we will increase revenue for FamilyLife’s premium offer.
Design
C: Control
Array
(
[0] => Array
(
[ID] => 63810
[id] => 63810
[title] => Control.png
[filename] => Control-624.png
[filesize] => 15420
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-624.png
[link] => https://www.nextafter.com/experiments/the-impact-of-a-higher-suggested-gift-array-on-a-premium-offer-donation-page/attachment/control-png-8466/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-png-8466
[status] => inherit
[uploaded_to] => 28169
[date] => 2024-08-09 19:15:36
[modified] => 2024-08-09 19:15:36
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 647
[height] => 291
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-624-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-624-300x135.png
[medium-width] => 300
[medium-height] => 135
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-624.png
[medium_large-width] => 640
[medium_large-height] => 288
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-624.png
[large-width] => 640
[large-height] => 288
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-624.png
[1536x1536-width] => 647
[1536x1536-height] => 291
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-624.png
[2048x2048-width] => 647
[2048x2048-height] => 291
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-624-600x400.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-624-600x600.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-624-700x700.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-624-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-624-50x22.png
[admin-width] => 50
[admin-height] => 22
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-624.png
[full-width] => 647
[full-height] => 291
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-624-372x167.png
[thumb_372-width] => 372
[thumb_372-height] => 167
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-624.png
[single_post_thumbnail-width] => 647
[single_post_thumbnail-height] => 291
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-624-32x14.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 14
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-624-48x22.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 22
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-624-64x29.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 29
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-624-128x58.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 58
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-624-122x55.png
[thumb_122_67-width] => 122
[thumb_122_67-height] => 55
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-624-153x69.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 69
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-624-130x58.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 58
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-624-232x104.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 104
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-624-544x245.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 245
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-624-271x122.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 122
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-624-271x122.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 122
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-624-272x122.png
[thumb_272_172-width] => 272
[thumb_272_172-height] => 122
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-624-372x167.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 167
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-624-372x167.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 167
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-624-385x173.png
[thumb_385_270-width] => 385
[thumb_385_270-height] => 173
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-624-416x187.png
[thumb_416_241-width] => 416
[thumb_416_241-height] => 187
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-624-448x201.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 201
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-624.png
[thumb_448_410_retina-width] => 647
[thumb_448_410_retina-height] => 291
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-624-574x258.png
[thumb_574_382-width] => 574
[thumb_574_382-height] => 258
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-624.png
[thumb_776_395-width] => 647
[thumb_776_395-height] => 291
) ) [1] => Array
(
[ID] => 63812
[id] => 63812
[title] => Lower_Gift_Array.png
[filename] => Lower_Gift_Array-3.png
[filesize] => 15591
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Lower_Gift_Array-3.png
[link] => https://www.nextafter.com/experiments/the-impact-of-a-higher-suggested-gift-array-on-a-premium-offer-donation-page/attachment/lower_gift_array-png-43/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => lower_gift_array-png-43
[status] => inherit
[uploaded_to] => 28169
[date] => 2024-08-09 19:15:41
[modified] => 2024-08-09 19:15:41
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 647
[height] => 282
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Lower_Gift_Array-3-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Lower_Gift_Array-3-300x131.png
[medium-width] => 300
[medium-height] => 131
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Lower_Gift_Array-3.png
[medium_large-width] => 640
[medium_large-height] => 279
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Lower_Gift_Array-3.png
[large-width] => 640
[large-height] => 279
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Lower_Gift_Array-3.png
[1536x1536-width] => 647
[1536x1536-height] => 282
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Lower_Gift_Array-3.png
[2048x2048-width] => 647
[2048x2048-height] => 282
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Lower_Gift_Array-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/Lower_Gift_Array-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/Lower_Gift_Array-3-700x700.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Lower_Gift_Array-3-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Lower_Gift_Array-3-50x22.png
[admin-width] => 50
[admin-height] => 22
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Lower_Gift_Array-3.png
[full-width] => 647
[full-height] => 282
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Lower_Gift_Array-3-372x162.png
[thumb_372-width] => 372
[thumb_372-height] => 162
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Lower_Gift_Array-3.png
[single_post_thumbnail-width] => 647
[single_post_thumbnail-height] => 282
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Lower_Gift_Array-3-32x14.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 14
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Lower_Gift_Array-3-48x21.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 21
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Lower_Gift_Array-3-64x28.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 28
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Lower_Gift_Array-3-128x56.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 56
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Lower_Gift_Array-3-122x53.png
[thumb_122_67-width] => 122
[thumb_122_67-height] => 53
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Lower_Gift_Array-3-153x67.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 67
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Lower_Gift_Array-3-130x57.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 57
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Lower_Gift_Array-3-232x101.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 101
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Lower_Gift_Array-3-544x237.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 237
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Lower_Gift_Array-3-271x118.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 118
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Lower_Gift_Array-3-271x118.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 118
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Lower_Gift_Array-3-272x119.png
[thumb_272_172-width] => 272
[thumb_272_172-height] => 119
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Lower_Gift_Array-3-372x162.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 162
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Lower_Gift_Array-3-372x162.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 162
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Lower_Gift_Array-3-385x168.png
[thumb_385_270-width] => 385
[thumb_385_270-height] => 168
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Lower_Gift_Array-3-416x181.png
[thumb_416_241-width] => 416
[thumb_416_241-height] => 181
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Lower_Gift_Array-3-448x195.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 195
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Lower_Gift_Array-3.png
[thumb_448_410_retina-width] => 647
[thumb_448_410_retina-height] => 282
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Lower_Gift_Array-3-574x250.png
[thumb_574_382-width] => 574
[thumb_574_382-height] => 250
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Lower_Gift_Array-3.png
[thumb_776_395-width] => 647
[thumb_776_395-height] => 282
) ) )
T1: Lower Gift Array
Array
(
[0] => Array
(
[ID] => 63810
[id] => 63810
[title] => Control.png
[filename] => Control-624.png
[filesize] => 15420
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-624.png
[link] => https://www.nextafter.com/experiments/the-impact-of-a-higher-suggested-gift-array-on-a-premium-offer-donation-page/attachment/control-png-8466/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-png-8466
[status] => inherit
[uploaded_to] => 28169
[date] => 2024-08-09 19:15:36
[modified] => 2024-08-09 19:15:36
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 647
[height] => 291
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-624-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-624-300x135.png
[medium-width] => 300
[medium-height] => 135
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-624.png
[medium_large-width] => 640
[medium_large-height] => 288
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-624.png
[large-width] => 640
[large-height] => 288
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-624.png
[1536x1536-width] => 647
[1536x1536-height] => 291
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-624.png
[2048x2048-width] => 647
[2048x2048-height] => 291
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-624-600x400.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-624-600x600.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-624-700x700.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-624-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-624-50x22.png
[admin-width] => 50
[admin-height] => 22
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-624.png
[full-width] => 647
[full-height] => 291
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-624-372x167.png
[thumb_372-width] => 372
[thumb_372-height] => 167
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-624.png
[single_post_thumbnail-width] => 647
[single_post_thumbnail-height] => 291
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-624-32x14.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 14
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-624-48x22.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 22
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-624-64x29.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 29
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-624-128x58.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 58
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-624-122x55.png
[thumb_122_67-width] => 122
[thumb_122_67-height] => 55
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-624-153x69.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 69
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-624-130x58.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 58
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-624-232x104.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 104
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-624-544x245.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 245
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-624-271x122.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 122
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-624-271x122.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 122
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-624-272x122.png
[thumb_272_172-width] => 272
[thumb_272_172-height] => 122
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-624-372x167.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 167
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-624-372x167.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 167
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-624-385x173.png
[thumb_385_270-width] => 385
[thumb_385_270-height] => 173
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-624-416x187.png
[thumb_416_241-width] => 416
[thumb_416_241-height] => 187
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-624-448x201.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 201
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-624.png
[thumb_448_410_retina-width] => 647
[thumb_448_410_retina-height] => 291
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-624-574x258.png
[thumb_574_382-width] => 574
[thumb_574_382-height] => 258
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-624.png
[thumb_776_395-width] => 647
[thumb_776_395-height] => 291
) ) [1] => Array
(
[ID] => 63812
[id] => 63812
[title] => Lower_Gift_Array.png
[filename] => Lower_Gift_Array-3.png
[filesize] => 15591
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Lower_Gift_Array-3.png
[link] => https://www.nextafter.com/experiments/the-impact-of-a-higher-suggested-gift-array-on-a-premium-offer-donation-page/attachment/lower_gift_array-png-43/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => lower_gift_array-png-43
[status] => inherit
[uploaded_to] => 28169
[date] => 2024-08-09 19:15:41
[modified] => 2024-08-09 19:15:41
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 647
[height] => 282
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Lower_Gift_Array-3-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Lower_Gift_Array-3-300x131.png
[medium-width] => 300
[medium-height] => 131
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Lower_Gift_Array-3.png
[medium_large-width] => 640
[medium_large-height] => 279
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Lower_Gift_Array-3.png
[large-width] => 640
[large-height] => 279
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Lower_Gift_Array-3.png
[1536x1536-width] => 647
[1536x1536-height] => 282
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Lower_Gift_Array-3.png
[2048x2048-width] => 647
[2048x2048-height] => 282
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Lower_Gift_Array-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/Lower_Gift_Array-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/Lower_Gift_Array-3-700x700.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Lower_Gift_Array-3-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Lower_Gift_Array-3-50x22.png
[admin-width] => 50
[admin-height] => 22
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Lower_Gift_Array-3.png
[full-width] => 647
[full-height] => 282
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Lower_Gift_Array-3-372x162.png
[thumb_372-width] => 372
[thumb_372-height] => 162
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Lower_Gift_Array-3.png
[single_post_thumbnail-width] => 647
[single_post_thumbnail-height] => 282
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Lower_Gift_Array-3-32x14.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 14
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Lower_Gift_Array-3-48x21.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 21
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Lower_Gift_Array-3-64x28.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 28
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Lower_Gift_Array-3-128x56.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 56
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Lower_Gift_Array-3-122x53.png
[thumb_122_67-width] => 122
[thumb_122_67-height] => 53
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Lower_Gift_Array-3-153x67.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 67
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Lower_Gift_Array-3-130x57.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 57
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Lower_Gift_Array-3-232x101.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 101
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Lower_Gift_Array-3-544x237.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 237
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Lower_Gift_Array-3-271x118.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 118
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Lower_Gift_Array-3-271x118.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 118
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Lower_Gift_Array-3-272x119.png
[thumb_272_172-width] => 272
[thumb_272_172-height] => 119
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Lower_Gift_Array-3-372x162.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 162
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Lower_Gift_Array-3-372x162.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 162
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Lower_Gift_Array-3-385x168.png
[thumb_385_270-width] => 385
[thumb_385_270-height] => 168
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Lower_Gift_Array-3-416x181.png
[thumb_416_241-width] => 416
[thumb_416_241-height] => 181
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Lower_Gift_Array-3-448x195.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 195
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Lower_Gift_Array-3.png
[thumb_448_410_retina-width] => 647
[thumb_448_410_retina-height] => 282
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Lower_Gift_Array-3-574x250.png
[thumb_574_382-width] => 574
[thumb_574_382-height] => 250
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Lower_Gift_Array-3.png
[thumb_776_395-width] => 647
[thumb_776_395-height] => 282
) ) )
Results
| Treatment Name | Revenue per Visitor | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | $2.58 | $20.56 | ||
| T1: | Lower Gift Array | $1.71 | -33.6% | 82.3% | $15.23 |
This experiment was validated using 3rd party testing tools. Based upon those calculations, a significant level of confidence was not met so these experiment results are not valid.
Key Learnings
We were not able to reach a greater than 95% level of confidence for any of the visitor segments during the test, however we were able to achieve the highest confidence on our new visitors audience, the largest audience for the premium. New Visitors gave 22% more revenue on average with the higher array. Returning visitors however, gave 33% les (with an 82% LOC). While this negative result for returning visitors is less reliable with its lower LOC, our hypothesis is that new visitors don’t have a specific gift amount in mind when they visit. The new array serves as the MSRP for the premium and more choose the higher amount because they have no other frame of reference for how much the premium may be worth. Returning visitors, however, are likely used to “paying” less for the premium and are less likely to convert due to the “sticker shock” of the higher array.
More testing is needed to confirm whether this hypothesis is correct. We also noticed after running the test that we preselected the $30 amount on the control but preselected the lower option ($20) on the treatment. This also could have colored the results and muddied the test. Before this treatment is used for new visitors to this or other offers, it should be tested further without a mismatch in which option is preselected.