The impact of greater clarity over the form
Experiment ID: #7626
Care Net
Experiment Summary
Ended On: 11/15/2018
We were in the midst of testing the impact of adding a second step to the enrollment process for our free online course so we could acquire mailing addresses. In order to set up the test, we had to create a variation on the first step where 50% of traffic would get the second step and 50% would not. For the 50% that would get a second step, we added text saying “Step 1 of 2” indicating that another step would be required prior to enrollment.
Research Question
What is the impact of adding “step 1 of 2” over the form as greater clarity to visitors.
Design
C: Control
Array
(
[0] => Array
(
[ID] => 42833
[id] => 42833
[title] => Control.jpg
[filename] => Control-1950.jpg
[filesize] => 31291
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1950.jpg
[link] => https://www.nextafter.com/experiments/the-impact-of-greater-clarity-over-the-form/attachment/control-jpg-2275/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-jpg-2275
[status] => inherit
[uploaded_to] => 15440
[date] => 2022-10-28 18:23:21
[modified] => 2022-10-28 18:23:21
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 783
[height] => 317
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1950-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1950-300x121.jpg
[medium-width] => 300
[medium-height] => 121
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1950-768x311.jpg
[medium_large-width] => 640
[medium_large-height] => 259
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1950.jpg
[large-width] => 640
[large-height] => 259
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1950.jpg
[1536x1536-width] => 783
[1536x1536-height] => 317
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1950.jpg
[2048x2048-width] => 783
[2048x2048-height] => 317
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1950-600x317.jpg
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 317
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1950-600x317.jpg
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 317
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1950.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 283
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1950-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1950-50x20.jpg
[admin-width] => 50
[admin-height] => 20
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1950.jpg
[full-width] => 783
[full-height] => 317
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1950-372x151.jpg
[thumb_372-width] => 372
[thumb_372-height] => 151
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1950.jpg
[single_post_thumbnail-width] => 783
[single_post_thumbnail-height] => 317
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1950-32x13.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 13
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1950-48x19.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 19
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1950-64x26.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 26
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1950-128x52.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 52
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1950-122x49.jpg
[thumb_122_67-width] => 122
[thumb_122_67-height] => 49
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1950-153x62.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 62
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1950-130x53.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 53
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1950-232x94.jpg
[thumb_232_177-width] => 232
[thumb_232_177-height] => 94
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1950-544x220.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 220
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1950-271x110.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 110
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1950-271x110.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 110
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1950-272x110.jpg
[thumb_272_172-width] => 272
[thumb_272_172-height] => 110
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1950-372x151.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 151
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1950-372x151.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 151
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1950-385x156.jpg
[thumb_385_270-width] => 385
[thumb_385_270-height] => 156
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1950-416x168.jpg
[thumb_416_241-width] => 416
[thumb_416_241-height] => 168
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1950-448x181.jpg
[thumb_448_410-width] => 448
[thumb_448_410-height] => 181
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1950.jpg
[thumb_448_410_retina-width] => 783
[thumb_448_410_retina-height] => 317
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1950-574x232.jpg
[thumb_574_382-width] => 574
[thumb_574_382-height] => 232
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1950-776x314.jpg
[thumb_776_395-width] => 776
[thumb_776_395-height] => 314
) ) [1] => Array
(
[ID] => 42836
[id] => 42836
[title] => WIth_"Step_1_of_2".jpg
[filename] => WIth_Step_1_of_2-6.jpg
[filesize] => 32902
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/WIth_Step_1_of_2-6.jpg
[link] => https://www.nextafter.com/experiments/the-impact-of-greater-clarity-over-the-form/attachment/with_step_1_of_2-jpg-8/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => with_step_1_of_2-jpg-8
[status] => inherit
[uploaded_to] => 15440
[date] => 2022-10-28 18:23:42
[modified] => 2022-10-28 18:23:42
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 725
[height] => 347
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/WIth_Step_1_of_2-6-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/WIth_Step_1_of_2-6-300x144.jpg
[medium-width] => 300
[medium-height] => 144
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/WIth_Step_1_of_2-6.jpg
[medium_large-width] => 640
[medium_large-height] => 306
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/WIth_Step_1_of_2-6.jpg
[large-width] => 640
[large-height] => 306
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/WIth_Step_1_of_2-6.jpg
[1536x1536-width] => 725
[1536x1536-height] => 347
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/WIth_Step_1_of_2-6.jpg
[2048x2048-width] => 725
[2048x2048-height] => 347
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/WIth_Step_1_of_2-6-600x347.jpg
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 347
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/WIth_Step_1_of_2-6-600x347.jpg
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 347
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/WIth_Step_1_of_2-6.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 335
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/WIth_Step_1_of_2-6-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/WIth_Step_1_of_2-6-50x24.jpg
[admin-width] => 50
[admin-height] => 24
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/WIth_Step_1_of_2-6.jpg
[full-width] => 725
[full-height] => 347
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/WIth_Step_1_of_2-6-372x178.jpg
[thumb_372-width] => 372
[thumb_372-height] => 178
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/WIth_Step_1_of_2-6.jpg
[single_post_thumbnail-width] => 725
[single_post_thumbnail-height] => 347
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/WIth_Step_1_of_2-6-32x15.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 15
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/WIth_Step_1_of_2-6-48x23.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 23
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/WIth_Step_1_of_2-6-64x31.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 31
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/WIth_Step_1_of_2-6-128x61.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 61
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/WIth_Step_1_of_2-6-122x58.jpg
[thumb_122_67-width] => 122
[thumb_122_67-height] => 58
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/WIth_Step_1_of_2-6-153x73.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 73
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/WIth_Step_1_of_2-6-130x62.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 62
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/WIth_Step_1_of_2-6-232x111.jpg
[thumb_232_177-width] => 232
[thumb_232_177-height] => 111
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/WIth_Step_1_of_2-6-544x260.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 260
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/WIth_Step_1_of_2-6-271x130.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 130
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/WIth_Step_1_of_2-6-271x130.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 130
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/WIth_Step_1_of_2-6-272x130.jpg
[thumb_272_172-width] => 272
[thumb_272_172-height] => 130
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/WIth_Step_1_of_2-6-372x178.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 178
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/WIth_Step_1_of_2-6-372x178.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 178
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/WIth_Step_1_of_2-6-385x184.jpg
[thumb_385_270-width] => 385
[thumb_385_270-height] => 184
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/WIth_Step_1_of_2-6-416x199.jpg
[thumb_416_241-width] => 416
[thumb_416_241-height] => 199
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/WIth_Step_1_of_2-6-448x214.jpg
[thumb_448_410-width] => 448
[thumb_448_410-height] => 214
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/WIth_Step_1_of_2-6.jpg
[thumb_448_410_retina-width] => 725
[thumb_448_410_retina-height] => 347
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/WIth_Step_1_of_2-6-574x275.jpg
[thumb_574_382-width] => 574
[thumb_574_382-height] => 275
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/WIth_Step_1_of_2-6.jpg
[thumb_776_395-width] => 725
[thumb_776_395-height] => 347
) ) )
T1: WIth "Step 1 of 2"
Array
(
[0] => Array
(
[ID] => 42833
[id] => 42833
[title] => Control.jpg
[filename] => Control-1950.jpg
[filesize] => 31291
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1950.jpg
[link] => https://www.nextafter.com/experiments/the-impact-of-greater-clarity-over-the-form/attachment/control-jpg-2275/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-jpg-2275
[status] => inherit
[uploaded_to] => 15440
[date] => 2022-10-28 18:23:21
[modified] => 2022-10-28 18:23:21
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 783
[height] => 317
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1950-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1950-300x121.jpg
[medium-width] => 300
[medium-height] => 121
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1950-768x311.jpg
[medium_large-width] => 640
[medium_large-height] => 259
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1950.jpg
[large-width] => 640
[large-height] => 259
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1950.jpg
[1536x1536-width] => 783
[1536x1536-height] => 317
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1950.jpg
[2048x2048-width] => 783
[2048x2048-height] => 317
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1950-600x317.jpg
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 317
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1950-600x317.jpg
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 317
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1950.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 283
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1950-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1950-50x20.jpg
[admin-width] => 50
[admin-height] => 20
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1950.jpg
[full-width] => 783
[full-height] => 317
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1950-372x151.jpg
[thumb_372-width] => 372
[thumb_372-height] => 151
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1950.jpg
[single_post_thumbnail-width] => 783
[single_post_thumbnail-height] => 317
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1950-32x13.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 13
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1950-48x19.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 19
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1950-64x26.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 26
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1950-128x52.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 52
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1950-122x49.jpg
[thumb_122_67-width] => 122
[thumb_122_67-height] => 49
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1950-153x62.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 62
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1950-130x53.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 53
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1950-232x94.jpg
[thumb_232_177-width] => 232
[thumb_232_177-height] => 94
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1950-544x220.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 220
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1950-271x110.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 110
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1950-271x110.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 110
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1950-272x110.jpg
[thumb_272_172-width] => 272
[thumb_272_172-height] => 110
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1950-372x151.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 151
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1950-372x151.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 151
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1950-385x156.jpg
[thumb_385_270-width] => 385
[thumb_385_270-height] => 156
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1950-416x168.jpg
[thumb_416_241-width] => 416
[thumb_416_241-height] => 168
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1950-448x181.jpg
[thumb_448_410-width] => 448
[thumb_448_410-height] => 181
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1950.jpg
[thumb_448_410_retina-width] => 783
[thumb_448_410_retina-height] => 317
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1950-574x232.jpg
[thumb_574_382-width] => 574
[thumb_574_382-height] => 232
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1950-776x314.jpg
[thumb_776_395-width] => 776
[thumb_776_395-height] => 314
) ) [1] => Array
(
[ID] => 42836
[id] => 42836
[title] => WIth_"Step_1_of_2".jpg
[filename] => WIth_Step_1_of_2-6.jpg
[filesize] => 32902
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/WIth_Step_1_of_2-6.jpg
[link] => https://www.nextafter.com/experiments/the-impact-of-greater-clarity-over-the-form/attachment/with_step_1_of_2-jpg-8/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => with_step_1_of_2-jpg-8
[status] => inherit
[uploaded_to] => 15440
[date] => 2022-10-28 18:23:42
[modified] => 2022-10-28 18:23:42
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 725
[height] => 347
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/WIth_Step_1_of_2-6-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/WIth_Step_1_of_2-6-300x144.jpg
[medium-width] => 300
[medium-height] => 144
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/WIth_Step_1_of_2-6.jpg
[medium_large-width] => 640
[medium_large-height] => 306
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/WIth_Step_1_of_2-6.jpg
[large-width] => 640
[large-height] => 306
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/WIth_Step_1_of_2-6.jpg
[1536x1536-width] => 725
[1536x1536-height] => 347
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/WIth_Step_1_of_2-6.jpg
[2048x2048-width] => 725
[2048x2048-height] => 347
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/WIth_Step_1_of_2-6-600x347.jpg
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 347
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/WIth_Step_1_of_2-6-600x347.jpg
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 347
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/WIth_Step_1_of_2-6.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 335
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/WIth_Step_1_of_2-6-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/WIth_Step_1_of_2-6-50x24.jpg
[admin-width] => 50
[admin-height] => 24
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/WIth_Step_1_of_2-6.jpg
[full-width] => 725
[full-height] => 347
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/WIth_Step_1_of_2-6-372x178.jpg
[thumb_372-width] => 372
[thumb_372-height] => 178
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/WIth_Step_1_of_2-6.jpg
[single_post_thumbnail-width] => 725
[single_post_thumbnail-height] => 347
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/WIth_Step_1_of_2-6-32x15.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 15
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/WIth_Step_1_of_2-6-48x23.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 23
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/WIth_Step_1_of_2-6-64x31.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 31
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/WIth_Step_1_of_2-6-128x61.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 61
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/WIth_Step_1_of_2-6-122x58.jpg
[thumb_122_67-width] => 122
[thumb_122_67-height] => 58
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/WIth_Step_1_of_2-6-153x73.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 73
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/WIth_Step_1_of_2-6-130x62.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 62
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/WIth_Step_1_of_2-6-232x111.jpg
[thumb_232_177-width] => 232
[thumb_232_177-height] => 111
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/WIth_Step_1_of_2-6-544x260.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 260
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/WIth_Step_1_of_2-6-271x130.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 130
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/WIth_Step_1_of_2-6-271x130.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 130
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/WIth_Step_1_of_2-6-272x130.jpg
[thumb_272_172-width] => 272
[thumb_272_172-height] => 130
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/WIth_Step_1_of_2-6-372x178.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 178
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/WIth_Step_1_of_2-6-372x178.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 178
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/WIth_Step_1_of_2-6-385x184.jpg
[thumb_385_270-width] => 385
[thumb_385_270-height] => 184
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/WIth_Step_1_of_2-6-416x199.jpg
[thumb_416_241-width] => 416
[thumb_416_241-height] => 199
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/WIth_Step_1_of_2-6-448x214.jpg
[thumb_448_410-width] => 448
[thumb_448_410-height] => 214
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/WIth_Step_1_of_2-6.jpg
[thumb_448_410_retina-width] => 725
[thumb_448_410_retina-height] => 347
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/WIth_Step_1_of_2-6-574x275.jpg
[thumb_574_382-width] => 574
[thumb_574_382-height] => 275
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/WIth_Step_1_of_2-6.jpg
[thumb_776_395-width] => 725
[thumb_776_395-height] => 347
) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 25.2% | ||
| T1: | WIth "Step 1 of 2" | 30.9% | 22.7% | 100.0% |
This experiment has a required sample size of 471 in order to be valid. Since the experiment had a total sample size of 7,197, 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
× 22.7% increase in conversion rate
× 0% increase in average gift
Key Learnings
The small addition of “step 1 of 2” significantly increased the number of people completing the first step. This increase was significant enough to almost completely erase the decreased conversion on the second step when we asked for a visitor’s mailing address. Our Hypothesis is that this extra clarity provided greater assurance to the visitor of where they were in the enrollment process. We are now adding this to other pages.
Update: We tested this text on another page and, while it slightly increased conversion, we could not get it to validate. We hypothesize that on landing pages that are in the mist of a series (ex: Pledge to Course to Donation Page) the additional text has a greater impact on conversion.