The Heritage Foundation

Will a year-end specific message with a countdown clock in the “Dear Reader” ads drive increased donor conversions from readers of The Daily Signal?

Experiment ID: #9942

The Heritage Foundation

Experiment Summary

Timeframe: 12/17/2018 - 12/23/2018

The Daily Signal’s inline donation ask shown at the bottom of every article is a significant driver of revenue for them. During the year end campaign, we wanted to see if a targeted message that aligned to the overall campaign would increase giving. We included an animated countdown clock and the December 31 deadline within the copy to help increase the perceived urgency of the appeal.

Research Question

Will emphasizing the year end deadline increase donations in the weeks prior to the last week of December?

Design

C: Membership
Array ( [0] => Array ( [ID] => 42517 [id] => 42517 [title] => Membership.jpg [filename] => Membership-42.jpg [filesize] => 105794 [url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Membership-42.jpg [link] => https://www.nextafter.com/experiments/will-a-year-end-specific-message-in-an-inline-ad-drive-increased-donor-conversions-from-readers-of-the-daily-signal/attachment/membership-jpg-54/ [alt] => [author] => 0 [description] => [caption] => [name] => membership-jpg-54 [status] => inherit [uploaded_to] => 15555 [date] => 2022-10-25 21:07:43 [modified] => 2022-10-25 21:07:43 [menu_order] => 0 [mime_type] => image/jpeg [type] => image [subtype] => jpeg [icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png [width] => 604 [height] => 630 [sizes] => Array ( [thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Membership-42-150x150.jpg [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Membership-42-288x300.jpg [medium-width] => 288 [medium-height] => 300 [medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Membership-42.jpg [medium_large-width] => 604 [medium_large-height] => 630 [large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Membership-42.jpg [large-width] => 604 [large-height] => 630 [1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Membership-42.jpg [1536x1536-width] => 604 [1536x1536-height] => 630 [2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Membership-42.jpg [2048x2048-width] => 604 [2048x2048-height] => 630 [ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Membership-42-600x400.jpg [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/Membership-42-600x600.jpg [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/Membership-42.jpg [tp-image-grid-width] => 604 [tp-image-grid-height] => 630 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Membership-42-150x150.jpg [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Membership-42-48x50.jpg [admin-width] => 48 [admin-height] => 50 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Membership-42.jpg [full-width] => 604 [full-height] => 630 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Membership-42-372x388.jpg [thumb_372-width] => 372 [thumb_372-height] => 388 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Membership-42-599x625.jpg [single_post_thumbnail-width] => 599 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Membership-42-32x32.jpg [thumb_32_32-width] => 32 [thumb_32_32-height] => 32 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Membership-42-46x48.jpg [thumb_48_48-width] => 46 [thumb_48_48-height] => 48 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Membership-42-61x64.jpg [thumb_64_64-width] => 61 [thumb_64_64-height] => 64 [thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Membership-42-123x128.jpg [thumb_128_128-width] => 123 [thumb_128_128-height] => 128 [thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Membership-42-64x67.jpg [thumb_122_67-width] => 64 [thumb_122_67-height] => 67 [thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Membership-42-147x153.jpg [thumb_153_153-width] => 147 [thumb_153_153-height] => 153 [thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Membership-42-130x136.jpg [thumb_130_163-width] => 130 [thumb_130_163-height] => 136 [thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Membership-42-170x177.jpg [thumb_232_177-width] => 170 [thumb_232_177-height] => 177 [thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Membership-42-544x567.jpg [thumb_272_325-width] => 544 [thumb_272_325-height] => 567 [thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Membership-42-271x283.jpg [thumb_271_346-width] => 271 [thumb_271_346-height] => 283 [thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Membership-42-260x271.jpg [thumb_271_271-width] => 260 [thumb_271_271-height] => 271 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Membership-42-165x172.jpg [thumb_272_172-width] => 165 [thumb_272_172-height] => 172 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Membership-42-372x388.jpg [thumb_372_461-width] => 372 [thumb_372_461-height] => 388 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Membership-42-372x388.jpg [thumb_372_500-width] => 372 [thumb_372_500-height] => 388 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Membership-42-259x270.jpg [thumb_385_270-width] => 259 [thumb_385_270-height] => 270 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Membership-42-231x241.jpg [thumb_416_241-width] => 231 [thumb_416_241-height] => 241 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Membership-42-393x410.jpg [thumb_448_410-width] => 393 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Membership-42.jpg [thumb_448_410_retina-width] => 604 [thumb_448_410_retina-height] => 630 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Membership-42-366x382.jpg [thumb_574_382-width] => 366 [thumb_574_382-height] => 382 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Membership-42-379x395.jpg [thumb_776_395-width] => 379 [thumb_776_395-height] => 395 ) ) [1] => Array ( [ID] => 42522 [id] => 42522 [title] => Dec_31_Deadline.jpg [filename] => Dec_31_Deadline-9.jpg [filesize] => 129078 [url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Dec_31_Deadline-9.jpg [link] => https://www.nextafter.com/experiments/will-a-year-end-specific-message-in-an-inline-ad-drive-increased-donor-conversions-from-readers-of-the-daily-signal/attachment/dec_31_deadline-jpg-12/ [alt] => [author] => 0 [description] => [caption] => [name] => dec_31_deadline-jpg-12 [status] => inherit [uploaded_to] => 15555 [date] => 2022-10-25 21:08:07 [modified] => 2022-10-25 21:08:07 [menu_order] => 0 [mime_type] => image/jpeg [type] => image [subtype] => jpeg [icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png [width] => 603 [height] => 746 [sizes] => Array ( [thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Dec_31_Deadline-9-150x150.jpg [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Dec_31_Deadline-9-242x300.jpg [medium-width] => 242 [medium-height] => 300 [medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Dec_31_Deadline-9.jpg [medium_large-width] => 603 [medium_large-height] => 746 [large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Dec_31_Deadline-9.jpg [large-width] => 603 [large-height] => 746 [1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Dec_31_Deadline-9.jpg [1536x1536-width] => 603 [1536x1536-height] => 746 [2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Dec_31_Deadline-9.jpg [2048x2048-width] => 603 [2048x2048-height] => 746 [ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Dec_31_Deadline-9-600x400.jpg [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/Dec_31_Deadline-9-600x600.jpg [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/Dec_31_Deadline-9.jpg [tp-image-grid-width] => 566 [tp-image-grid-height] => 700 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Dec_31_Deadline-9-150x150.jpg [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Dec_31_Deadline-9-40x50.jpg [admin-width] => 40 [admin-height] => 50 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Dec_31_Deadline-9.jpg [full-width] => 603 [full-height] => 746 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Dec_31_Deadline-9-372x460.jpg [thumb_372-width] => 372 [thumb_372-height] => 460 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Dec_31_Deadline-9-505x625.jpg [single_post_thumbnail-width] => 505 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Dec_31_Deadline-9-26x32.jpg [thumb_32_32-width] => 26 [thumb_32_32-height] => 32 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Dec_31_Deadline-9-39x48.jpg [thumb_48_48-width] => 39 [thumb_48_48-height] => 48 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Dec_31_Deadline-9-52x64.jpg [thumb_64_64-width] => 52 [thumb_64_64-height] => 64 [thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Dec_31_Deadline-9-103x128.jpg [thumb_128_128-width] => 103 [thumb_128_128-height] => 128 [thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Dec_31_Deadline-9-54x67.jpg [thumb_122_67-width] => 54 [thumb_122_67-height] => 67 [thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Dec_31_Deadline-9-124x153.jpg [thumb_153_153-width] => 124 [thumb_153_153-height] => 153 [thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Dec_31_Deadline-9-130x161.jpg [thumb_130_163-width] => 130 [thumb_130_163-height] => 161 [thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Dec_31_Deadline-9-143x177.jpg [thumb_232_177-width] => 143 [thumb_232_177-height] => 177 [thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Dec_31_Deadline-9-525x650.jpg [thumb_272_325-width] => 525 [thumb_272_325-height] => 650 [thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Dec_31_Deadline-9-271x335.jpg [thumb_271_346-width] => 271 [thumb_271_346-height] => 335 [thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Dec_31_Deadline-9-219x271.jpg [thumb_271_271-width] => 219 [thumb_271_271-height] => 271 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Dec_31_Deadline-9-139x172.jpg [thumb_272_172-width] => 139 [thumb_272_172-height] => 172 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Dec_31_Deadline-9-372x461.jpg [thumb_372_461-width] => 372 [thumb_372_461-height] => 461 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Dec_31_Deadline-9-372x460.jpg [thumb_372_500-width] => 372 [thumb_372_500-height] => 460 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Dec_31_Deadline-9-218x270.jpg [thumb_385_270-width] => 218 [thumb_385_270-height] => 270 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Dec_31_Deadline-9-195x241.jpg [thumb_416_241-width] => 195 [thumb_416_241-height] => 241 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Dec_31_Deadline-9-331x410.jpg [thumb_448_410-width] => 331 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Dec_31_Deadline-9.jpg [thumb_448_410_retina-width] => 603 [thumb_448_410_retina-height] => 746 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Dec_31_Deadline-9-309x382.jpg [thumb_574_382-width] => 309 [thumb_574_382-height] => 382 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Dec_31_Deadline-9-319x395.jpg [thumb_776_395-width] => 319 [thumb_776_395-height] => 395 ) ) )
T1: Dec 31 Deadline
Array ( [0] => Array ( [ID] => 42517 [id] => 42517 [title] => Membership.jpg [filename] => Membership-42.jpg [filesize] => 105794 [url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Membership-42.jpg [link] => https://www.nextafter.com/experiments/will-a-year-end-specific-message-in-an-inline-ad-drive-increased-donor-conversions-from-readers-of-the-daily-signal/attachment/membership-jpg-54/ [alt] => [author] => 0 [description] => [caption] => [name] => membership-jpg-54 [status] => inherit [uploaded_to] => 15555 [date] => 2022-10-25 21:07:43 [modified] => 2022-10-25 21:07:43 [menu_order] => 0 [mime_type] => image/jpeg [type] => image [subtype] => jpeg [icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png [width] => 604 [height] => 630 [sizes] => Array ( [thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Membership-42-150x150.jpg [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Membership-42-288x300.jpg [medium-width] => 288 [medium-height] => 300 [medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Membership-42.jpg [medium_large-width] => 604 [medium_large-height] => 630 [large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Membership-42.jpg [large-width] => 604 [large-height] => 630 [1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Membership-42.jpg [1536x1536-width] => 604 [1536x1536-height] => 630 [2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Membership-42.jpg [2048x2048-width] => 604 [2048x2048-height] => 630 [ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Membership-42-600x400.jpg [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/Membership-42-600x600.jpg [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/Membership-42.jpg [tp-image-grid-width] => 604 [tp-image-grid-height] => 630 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Membership-42-150x150.jpg [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Membership-42-48x50.jpg [admin-width] => 48 [admin-height] => 50 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Membership-42.jpg [full-width] => 604 [full-height] => 630 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Membership-42-372x388.jpg [thumb_372-width] => 372 [thumb_372-height] => 388 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Membership-42-599x625.jpg [single_post_thumbnail-width] => 599 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Membership-42-32x32.jpg [thumb_32_32-width] => 32 [thumb_32_32-height] => 32 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Membership-42-46x48.jpg [thumb_48_48-width] => 46 [thumb_48_48-height] => 48 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Membership-42-61x64.jpg [thumb_64_64-width] => 61 [thumb_64_64-height] => 64 [thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Membership-42-123x128.jpg [thumb_128_128-width] => 123 [thumb_128_128-height] => 128 [thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Membership-42-64x67.jpg [thumb_122_67-width] => 64 [thumb_122_67-height] => 67 [thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Membership-42-147x153.jpg [thumb_153_153-width] => 147 [thumb_153_153-height] => 153 [thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Membership-42-130x136.jpg [thumb_130_163-width] => 130 [thumb_130_163-height] => 136 [thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Membership-42-170x177.jpg [thumb_232_177-width] => 170 [thumb_232_177-height] => 177 [thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Membership-42-544x567.jpg [thumb_272_325-width] => 544 [thumb_272_325-height] => 567 [thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Membership-42-271x283.jpg [thumb_271_346-width] => 271 [thumb_271_346-height] => 283 [thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Membership-42-260x271.jpg [thumb_271_271-width] => 260 [thumb_271_271-height] => 271 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Membership-42-165x172.jpg [thumb_272_172-width] => 165 [thumb_272_172-height] => 172 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Membership-42-372x388.jpg [thumb_372_461-width] => 372 [thumb_372_461-height] => 388 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Membership-42-372x388.jpg [thumb_372_500-width] => 372 [thumb_372_500-height] => 388 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Membership-42-259x270.jpg [thumb_385_270-width] => 259 [thumb_385_270-height] => 270 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Membership-42-231x241.jpg [thumb_416_241-width] => 231 [thumb_416_241-height] => 241 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Membership-42-393x410.jpg [thumb_448_410-width] => 393 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Membership-42.jpg [thumb_448_410_retina-width] => 604 [thumb_448_410_retina-height] => 630 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Membership-42-366x382.jpg [thumb_574_382-width] => 366 [thumb_574_382-height] => 382 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Membership-42-379x395.jpg [thumb_776_395-width] => 379 [thumb_776_395-height] => 395 ) ) [1] => Array ( [ID] => 42522 [id] => 42522 [title] => Dec_31_Deadline.jpg [filename] => Dec_31_Deadline-9.jpg [filesize] => 129078 [url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Dec_31_Deadline-9.jpg [link] => https://www.nextafter.com/experiments/will-a-year-end-specific-message-in-an-inline-ad-drive-increased-donor-conversions-from-readers-of-the-daily-signal/attachment/dec_31_deadline-jpg-12/ [alt] => [author] => 0 [description] => [caption] => [name] => dec_31_deadline-jpg-12 [status] => inherit [uploaded_to] => 15555 [date] => 2022-10-25 21:08:07 [modified] => 2022-10-25 21:08:07 [menu_order] => 0 [mime_type] => image/jpeg [type] => image [subtype] => jpeg [icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png [width] => 603 [height] => 746 [sizes] => Array ( [thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Dec_31_Deadline-9-150x150.jpg [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Dec_31_Deadline-9-242x300.jpg [medium-width] => 242 [medium-height] => 300 [medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Dec_31_Deadline-9.jpg [medium_large-width] => 603 [medium_large-height] => 746 [large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Dec_31_Deadline-9.jpg [large-width] => 603 [large-height] => 746 [1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Dec_31_Deadline-9.jpg [1536x1536-width] => 603 [1536x1536-height] => 746 [2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Dec_31_Deadline-9.jpg [2048x2048-width] => 603 [2048x2048-height] => 746 [ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Dec_31_Deadline-9-600x400.jpg [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/Dec_31_Deadline-9-600x600.jpg [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/Dec_31_Deadline-9.jpg [tp-image-grid-width] => 566 [tp-image-grid-height] => 700 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Dec_31_Deadline-9-150x150.jpg [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Dec_31_Deadline-9-40x50.jpg [admin-width] => 40 [admin-height] => 50 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Dec_31_Deadline-9.jpg [full-width] => 603 [full-height] => 746 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Dec_31_Deadline-9-372x460.jpg [thumb_372-width] => 372 [thumb_372-height] => 460 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Dec_31_Deadline-9-505x625.jpg [single_post_thumbnail-width] => 505 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Dec_31_Deadline-9-26x32.jpg [thumb_32_32-width] => 26 [thumb_32_32-height] => 32 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Dec_31_Deadline-9-39x48.jpg [thumb_48_48-width] => 39 [thumb_48_48-height] => 48 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Dec_31_Deadline-9-52x64.jpg [thumb_64_64-width] => 52 [thumb_64_64-height] => 64 [thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Dec_31_Deadline-9-103x128.jpg [thumb_128_128-width] => 103 [thumb_128_128-height] => 128 [thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Dec_31_Deadline-9-54x67.jpg [thumb_122_67-width] => 54 [thumb_122_67-height] => 67 [thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Dec_31_Deadline-9-124x153.jpg [thumb_153_153-width] => 124 [thumb_153_153-height] => 153 [thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Dec_31_Deadline-9-130x161.jpg [thumb_130_163-width] => 130 [thumb_130_163-height] => 161 [thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Dec_31_Deadline-9-143x177.jpg [thumb_232_177-width] => 143 [thumb_232_177-height] => 177 [thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Dec_31_Deadline-9-525x650.jpg [thumb_272_325-width] => 525 [thumb_272_325-height] => 650 [thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Dec_31_Deadline-9-271x335.jpg [thumb_271_346-width] => 271 [thumb_271_346-height] => 335 [thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Dec_31_Deadline-9-219x271.jpg [thumb_271_271-width] => 219 [thumb_271_271-height] => 271 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Dec_31_Deadline-9-139x172.jpg [thumb_272_172-width] => 139 [thumb_272_172-height] => 172 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Dec_31_Deadline-9-372x461.jpg [thumb_372_461-width] => 372 [thumb_372_461-height] => 461 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Dec_31_Deadline-9-372x460.jpg [thumb_372_500-width] => 372 [thumb_372_500-height] => 460 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Dec_31_Deadline-9-218x270.jpg [thumb_385_270-width] => 218 [thumb_385_270-height] => 270 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Dec_31_Deadline-9-195x241.jpg [thumb_416_241-width] => 195 [thumb_416_241-height] => 241 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Dec_31_Deadline-9-331x410.jpg [thumb_448_410-width] => 331 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Dec_31_Deadline-9.jpg [thumb_448_410_retina-width] => 603 [thumb_448_410_retina-height] => 746 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Dec_31_Deadline-9-309x382.jpg [thumb_574_382-width] => 309 [thumb_574_382-height] => 382 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Dec_31_Deadline-9-319x395.jpg [thumb_776_395-width] => 319 [thumb_776_395-height] => 395 ) ) )

Results

 Treatment NameConv. RateRelative DifferenceConfidence
C: Membership 0.07%
T1: Dec 31 Deadline 0.18%176.7% 100.0%

This experiment has a required sample size of 6,833 in order to be valid. Since the experiment had a total sample size of 46,320, 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
× 176.7% increase in conversion rate
× 0% increase in average gift

Key Learnings

The extremely relevant year-end message resonated with readers, while the countdown clock built a sense of urgency in them, as well. These two components combined to drive a lift of 176.7% increased donor conversion rate

When looking at post-click activity, we also noted that the conversion rate reached a staggering 37.6% for visitors that arrived to the donation page. The details are listed below.

Control:

  • Visitors: 132
  • Conversions: 16
  • Onsite Conversion Rate: 12.1%

Treatment:

  • Visitors: 109
  • Conversions: 41
  • Onsite Conversion Rate: 37.6%

Finally, we also noted that the average gift was 12% higher for the treatment, even though the control generated a 10% better clickthrough rate when compared to the treatment “Dear Reader” ad.

Because we had limited time before the calendar year-end fundraising campaign messaging could be used, we decided to roll the treatment out as the new control to take maximize giving opportunities during the campaign.


Experiment Documented by Greg Colunga
Greg Colunga is Chief Operating Office at NextAfter.

Question about experiment #9942

If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.