Moody Radio
Will a side by side layout work better for a donation page?
Experiment ID: #196087
Moody Radio
Experiment Summary
Ended On: 03/24/2025
Moody Radio runs a Spring Share fundraiser each year where tons of traffic from digital channels as well as on-air listeners are directed to a donation form.
For this test, we wanted to see if changing the layout of the form had the potential to increase donor conversion on the form
Research Question
We believe that changing the form to be a 2 column layout for the Spring Share doantion page will achieve more donor conversions because the new layout has the potential to make the form easier to read and fill out.
Design
C: Control
Array
(
[0] => Array
(
[ID] => 70801
[id] => 70801
[title] => Control.png
[filename] => Control-21.png
[filesize] => 680296
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-21.png
[link] => https://www.nextafter.com/experiments/will-a-side-by-side-layout-work-better-for-a-doantion-page/attachment/control-png-10016/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-png-10016
[status] => inherit
[uploaded_to] => 70793
[date] => 2025-03-24 20:38:32
[modified] => 2025-03-24 20:38:32
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1451
[height] => 3099
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-21-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-21-140x300.png
[medium-width] => 140
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-21-768x1640.png
[medium_large-width] => 640
[medium_large-height] => 1367
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-21-479x1024.png
[large-width] => 479
[large-height] => 1024
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-21-719x1536.png
[1536x1536-width] => 719
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-21-959x2048.png
[2048x2048-width] => 959
[2048x2048-height] => 2048
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-21-600x400.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-21-600x600.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-21-700x700.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-21-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-21-23x50.png
[admin-width] => 23
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-21.png
[full-width] => 1451
[full-height] => 3099
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-21-372x795.png
[thumb_372-width] => 372
[thumb_372-height] => 795
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-21-293x625.png
[single_post_thumbnail-width] => 293
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-21-15x32.png
[thumb_32_32-width] => 15
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-21-22x48.png
[thumb_48_48-width] => 22
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-21-30x64.png
[thumb_64_64-width] => 30
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-21-60x128.png
[thumb_128_128-width] => 60
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-21-31x67.png
[thumb_122_67-width] => 31
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-21-72x153.png
[thumb_153_153-width] => 72
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-21-76x163.png
[thumb_130_163-width] => 76
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-21-83x177.png
[thumb_232_177-width] => 83
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-21-304x650.png
[thumb_272_325-width] => 304
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-21-162x346.png
[thumb_271_346-width] => 162
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-21-127x271.png
[thumb_271_271-width] => 127
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-21-81x172.png
[thumb_272_172-width] => 81
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-21-216x461.png
[thumb_372_461-width] => 216
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-21-234x500.png
[thumb_372_500-width] => 234
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-21-126x270.png
[thumb_385_270-width] => 126
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-21-113x241.png
[thumb_416_241-width] => 113
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-21-192x410.png
[thumb_448_410-width] => 192
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-21-384x820.png
[thumb_448_410_retina-width] => 384
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-21-179x382.png
[thumb_574_382-width] => 179
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-21-185x395.png
[thumb_776_395-width] => 185
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 70802
[id] => 70802
[title] => Treatment_#1.png
[filename] => Treatment_1-20.png
[filesize] => 1048726
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-20.png
[link] => https://www.nextafter.com/experiments/will-a-side-by-side-layout-work-better-for-a-doantion-page/attachment/treatment_1-png-3623/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => treatment_1-png-3623
[status] => inherit
[uploaded_to] => 70793
[date] => 2025-03-24 20:38:42
[modified] => 2025-03-24 20:38:42
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1451
[height] => 1685
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-20-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-20-258x300.png
[medium-width] => 258
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-20-768x892.png
[medium_large-width] => 640
[medium_large-height] => 743
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-20-882x1024.png
[large-width] => 640
[large-height] => 743
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-20-1323x1536.png
[1536x1536-width] => 1323
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-20.png
[2048x2048-width] => 1451
[2048x2048-height] => 1685
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-20-600x400.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/Treatment_1-20-600x600.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/Treatment_1-20-700x700.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-20-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-20-43x50.png
[admin-width] => 43
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-20.png
[full-width] => 1451
[full-height] => 1685
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-20-372x432.png
[thumb_372-width] => 372
[thumb_372-height] => 432
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-20-538x625.png
[single_post_thumbnail-width] => 538
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-20-28x32.png
[thumb_32_32-width] => 28
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-20-41x48.png
[thumb_48_48-width] => 41
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-20-55x64.png
[thumb_64_64-width] => 55
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-20-110x128.png
[thumb_128_128-width] => 110
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-20-58x67.png
[thumb_122_67-width] => 58
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-20-132x153.png
[thumb_153_153-width] => 132
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-20-130x151.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 151
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-20-152x177.png
[thumb_232_177-width] => 152
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-20-544x632.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 632
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-20-271x315.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 315
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-20-233x271.png
[thumb_271_271-width] => 233
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-20-148x172.png
[thumb_272_172-width] => 148
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-20-372x432.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 432
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-20-372x432.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 432
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-20-233x270.png
[thumb_385_270-width] => 233
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-20-208x241.png
[thumb_416_241-width] => 208
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-20-353x410.png
[thumb_448_410-width] => 353
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-20-706x820.png
[thumb_448_410_retina-width] => 706
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-20-329x382.png
[thumb_574_382-width] => 329
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-20-340x395.png
[thumb_776_395-width] => 340
[thumb_776_395-height] => 395
) ) )
T1: Treatment #1
Array
(
[0] => Array
(
[ID] => 70801
[id] => 70801
[title] => Control.png
[filename] => Control-21.png
[filesize] => 680296
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-21.png
[link] => https://www.nextafter.com/experiments/will-a-side-by-side-layout-work-better-for-a-doantion-page/attachment/control-png-10016/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-png-10016
[status] => inherit
[uploaded_to] => 70793
[date] => 2025-03-24 20:38:32
[modified] => 2025-03-24 20:38:32
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1451
[height] => 3099
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-21-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-21-140x300.png
[medium-width] => 140
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-21-768x1640.png
[medium_large-width] => 640
[medium_large-height] => 1367
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-21-479x1024.png
[large-width] => 479
[large-height] => 1024
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-21-719x1536.png
[1536x1536-width] => 719
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-21-959x2048.png
[2048x2048-width] => 959
[2048x2048-height] => 2048
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-21-600x400.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-21-600x600.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-21-700x700.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-21-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-21-23x50.png
[admin-width] => 23
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-21.png
[full-width] => 1451
[full-height] => 3099
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-21-372x795.png
[thumb_372-width] => 372
[thumb_372-height] => 795
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-21-293x625.png
[single_post_thumbnail-width] => 293
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-21-15x32.png
[thumb_32_32-width] => 15
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-21-22x48.png
[thumb_48_48-width] => 22
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-21-30x64.png
[thumb_64_64-width] => 30
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-21-60x128.png
[thumb_128_128-width] => 60
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-21-31x67.png
[thumb_122_67-width] => 31
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-21-72x153.png
[thumb_153_153-width] => 72
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-21-76x163.png
[thumb_130_163-width] => 76
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-21-83x177.png
[thumb_232_177-width] => 83
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-21-304x650.png
[thumb_272_325-width] => 304
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-21-162x346.png
[thumb_271_346-width] => 162
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-21-127x271.png
[thumb_271_271-width] => 127
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-21-81x172.png
[thumb_272_172-width] => 81
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-21-216x461.png
[thumb_372_461-width] => 216
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-21-234x500.png
[thumb_372_500-width] => 234
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-21-126x270.png
[thumb_385_270-width] => 126
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-21-113x241.png
[thumb_416_241-width] => 113
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-21-192x410.png
[thumb_448_410-width] => 192
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-21-384x820.png
[thumb_448_410_retina-width] => 384
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-21-179x382.png
[thumb_574_382-width] => 179
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-21-185x395.png
[thumb_776_395-width] => 185
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 70802
[id] => 70802
[title] => Treatment_#1.png
[filename] => Treatment_1-20.png
[filesize] => 1048726
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-20.png
[link] => https://www.nextafter.com/experiments/will-a-side-by-side-layout-work-better-for-a-doantion-page/attachment/treatment_1-png-3623/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => treatment_1-png-3623
[status] => inherit
[uploaded_to] => 70793
[date] => 2025-03-24 20:38:42
[modified] => 2025-03-24 20:38:42
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1451
[height] => 1685
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-20-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-20-258x300.png
[medium-width] => 258
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-20-768x892.png
[medium_large-width] => 640
[medium_large-height] => 743
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-20-882x1024.png
[large-width] => 640
[large-height] => 743
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-20-1323x1536.png
[1536x1536-width] => 1323
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-20.png
[2048x2048-width] => 1451
[2048x2048-height] => 1685
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-20-600x400.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/Treatment_1-20-600x600.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/Treatment_1-20-700x700.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-20-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-20-43x50.png
[admin-width] => 43
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-20.png
[full-width] => 1451
[full-height] => 1685
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-20-372x432.png
[thumb_372-width] => 372
[thumb_372-height] => 432
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-20-538x625.png
[single_post_thumbnail-width] => 538
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-20-28x32.png
[thumb_32_32-width] => 28
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-20-41x48.png
[thumb_48_48-width] => 41
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-20-55x64.png
[thumb_64_64-width] => 55
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-20-110x128.png
[thumb_128_128-width] => 110
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-20-58x67.png
[thumb_122_67-width] => 58
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-20-132x153.png
[thumb_153_153-width] => 132
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-20-130x151.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 151
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-20-152x177.png
[thumb_232_177-width] => 152
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-20-544x632.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 632
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-20-271x315.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 315
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-20-233x271.png
[thumb_271_271-width] => 233
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-20-148x172.png
[thumb_272_172-width] => 148
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-20-372x432.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 432
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-20-372x432.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 432
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-20-233x270.png
[thumb_385_270-width] => 233
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-20-208x241.png
[thumb_416_241-width] => 208
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-20-353x410.png
[thumb_448_410-width] => 353
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-20-706x820.png
[thumb_448_410_retina-width] => 706
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-20-329x382.png
[thumb_574_382-width] => 329
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-20-340x395.png
[thumb_776_395-width] => 340
[thumb_776_395-height] => 395
) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence |
---|
C: | Control | 10.7% | | |
T1: | Treatment #1 | 9.9% | -7.3% | 61.2% |
This experiment has a required sample size of
11,583 in order to be valid. Unfortunately, the required sample size was not met and a level of confidence above 95%
was not met so
the experiment results are not valid.
Key Learnings
The key learning from this experiment is that changing the form layout to a 2-column format for the Spring Share donation page did not lead to an increase in donor conversion. In fact, the treatment group saw a 7.3% decrease in donations for all traffic compared to the control group. However, when you narrow down the results by traffic we can see that the mobile experience for this test is what caused the overall decrease. Looking at desktop-only results we are seeing a 9.6% increase in conversion at a 57% LoC. While not valid, the results of the desktop do not have a negative impact on conversion.
In future experimentation, it is important to ensure that the statistical level of confidence is at least 95% in order to draw reliable conclusions. Additionally, it would be beneficial to conduct further research to understand why the 2-column layout did not perform as expected. This could involve gathering feedback from users, conducting usability tests, or A/B testing other elements of the donation form to identify factors that may impact donor conversion rates.