How adding background information in the copy affects donations
Experiment ID: #9946
Texas Public Policy Foundation
Experiment Summary
Ended On: 12/18/2018
The Texas Public Policy Foundation was running a petition on behalf of a Texas citizen who was under threat of legal action from the federal government. After the petition, signers were given the opportunity to make a donation to this man’s legal fund. Donor conversion was below their benchmark, so they decided to run an experiment. The control copy assumes the reader knows the backstory of Mr. Yearwood. They hypothesized that because this case was not well known, that potential donors might need more background information, including more on the challenges facing Mr. Yearwood. They created a treatment that ended up being quite long and included a thermometer to show progress and social proof. They launched an experiment to determine a winner.
Research Question
Will adding a storyline and more information about what Mr. John Yearwood is up against increase giving?
Design
C: Control
Array
(
[0] => Array
(
[ID] => 15540
[id] => 15540
[title] => Control-55.jpg
[filename] => Control-55-scaled.jpg
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-55-scaled.jpg
[link] => https://www.nextafter.com/experiments/will-adding-a-storyline-increase-donations/attachment/control-55-jpg/
[alt] =>
[author] => 1
[description] =>
[caption] =>
[name] => control-55-jpg
[status] => inherit
[uploaded_to] => 15539
[date] => 2021-02-25 10:00:57
[modified] => 2021-02-25 10:00:57
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1476
[height] => 2560
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-55-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-55-173x300.jpg
[medium-width] => 173
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-55-768x1332.jpg
[medium_large-width] => 640
[medium_large-height] => 1110
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-55-590x1024.jpg
[large-width] => 590
[large-height] => 1024
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-55-886x1536.jpg
[1536x1536-width] => 886
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-55-1181x2048.jpg
[2048x2048-width] => 1181
[2048x2048-height] => 2048
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-55-600x400.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/Control-55-600x600.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/Control-55-scaled.jpg
[tp-image-grid-width] => 404
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-55-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-55-29x50.jpg
[admin-width] => 29
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-55-scaled.jpg
[full-width] => 1476
[full-height] => 2560
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-55-372x645.jpg
[thumb_372-width] => 372
[thumb_372-height] => 645
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-55-360x625.jpg
[single_post_thumbnail-width] => 360
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-55-18x32.jpg
[thumb_32_32-width] => 18
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-55-28x48.jpg
[thumb_48_48-width] => 28
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-55-37x64.jpg
[thumb_64_64-width] => 37
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-55-74x128.jpg
[thumb_128_128-width] => 74
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-55-39x67.jpg
[thumb_122_67-width] => 39
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-55-88x153.jpg
[thumb_153_153-width] => 88
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-55-94x163.jpg
[thumb_130_163-width] => 94
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-55-102x177.jpg
[thumb_232_177-width] => 102
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-55-375x650.jpg
[thumb_272_325-width] => 375
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-55-199x346.jpg
[thumb_271_346-width] => 199
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-55-156x271.jpg
[thumb_271_271-width] => 156
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-55-99x172.jpg
[thumb_272_172-width] => 99
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-55-266x461.jpg
[thumb_372_461-width] => 266
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-55-288x500.jpg
[thumb_372_500-width] => 288
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-55-156x270.jpg
[thumb_385_270-width] => 156
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-55-139x241.jpg
[thumb_416_241-width] => 139
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-55-236x410.jpg
[thumb_448_410-width] => 236
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-55-473x820.jpg
[thumb_448_410_retina-width] => 473
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-55-220x382.jpg
[thumb_574_382-width] => 220
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-55-228x395.jpg
[thumb_776_395-width] => 228
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 15541
[id] => 15541
[title] => Treatment_1-19.jpg
[filename] => Treatment_1-19-scaled.jpg
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-19-scaled.jpg
[link] => https://www.nextafter.com/experiments/will-adding-a-storyline-increase-donations/attachment/treatment_1-19-jpg/
[alt] =>
[author] => 1
[description] =>
[caption] =>
[name] => treatment_1-19-jpg
[status] => inherit
[uploaded_to] => 15539
[date] => 2021-02-25 10:01:16
[modified] => 2021-02-25 10:01:16
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 899
[height] => 2560
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-19-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-19-105x300.jpg
[medium-width] => 105
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-19-768x2187.jpg
[medium_large-width] => 640
[medium_large-height] => 1823
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-19-360x1024.jpg
[large-width] => 360
[large-height] => 1024
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-19-539x1536.jpg
[1536x1536-width] => 539
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-19-719x2048.jpg
[2048x2048-width] => 719
[2048x2048-height] => 2048
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-19-600x400.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/Treatment_1-19-600x600.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/Treatment_1-19-scaled.jpg
[tp-image-grid-width] => 246
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-19-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-19-18x50.jpg
[admin-width] => 18
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-19-scaled.jpg
[full-width] => 899
[full-height] => 2560
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-19-372x1059.jpg
[thumb_372-width] => 372
[thumb_372-height] => 1059
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-19-219x625.jpg
[single_post_thumbnail-width] => 219
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-19-11x32.jpg
[thumb_32_32-width] => 11
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-19-17x48.jpg
[thumb_48_48-width] => 17
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-19-22x64.jpg
[thumb_64_64-width] => 22
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-19-45x128.jpg
[thumb_128_128-width] => 45
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-19-24x67.jpg
[thumb_122_67-width] => 24
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-19-54x153.jpg
[thumb_153_153-width] => 54
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-19-57x163.jpg
[thumb_130_163-width] => 57
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-19-62x177.jpg
[thumb_232_177-width] => 62
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-19-228x650.jpg
[thumb_272_325-width] => 228
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-19-121x346.jpg
[thumb_271_346-width] => 121
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-19-95x271.jpg
[thumb_271_271-width] => 95
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-19-60x172.jpg
[thumb_272_172-width] => 60
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-19-162x461.jpg
[thumb_372_461-width] => 162
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-19-176x500.jpg
[thumb_372_500-width] => 176
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-19-95x270.jpg
[thumb_385_270-width] => 95
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-19-85x241.jpg
[thumb_416_241-width] => 85
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-19-144x410.jpg
[thumb_448_410-width] => 144
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-19-288x820.jpg
[thumb_448_410_retina-width] => 288
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-19-134x382.jpg
[thumb_574_382-width] => 134
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-19-139x395.jpg
[thumb_776_395-width] => 139
[thumb_776_395-height] => 395
) ) )
T1: Treatment #1
Array
(
[0] => Array
(
[ID] => 15540
[id] => 15540
[title] => Control-55.jpg
[filename] => Control-55-scaled.jpg
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-55-scaled.jpg
[link] => https://www.nextafter.com/experiments/will-adding-a-storyline-increase-donations/attachment/control-55-jpg/
[alt] =>
[author] => 1
[description] =>
[caption] =>
[name] => control-55-jpg
[status] => inherit
[uploaded_to] => 15539
[date] => 2021-02-25 10:00:57
[modified] => 2021-02-25 10:00:57
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1476
[height] => 2560
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-55-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-55-173x300.jpg
[medium-width] => 173
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-55-768x1332.jpg
[medium_large-width] => 640
[medium_large-height] => 1110
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-55-590x1024.jpg
[large-width] => 590
[large-height] => 1024
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-55-886x1536.jpg
[1536x1536-width] => 886
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-55-1181x2048.jpg
[2048x2048-width] => 1181
[2048x2048-height] => 2048
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-55-600x400.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/Control-55-600x600.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/Control-55-scaled.jpg
[tp-image-grid-width] => 404
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-55-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-55-29x50.jpg
[admin-width] => 29
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-55-scaled.jpg
[full-width] => 1476
[full-height] => 2560
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-55-372x645.jpg
[thumb_372-width] => 372
[thumb_372-height] => 645
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-55-360x625.jpg
[single_post_thumbnail-width] => 360
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-55-18x32.jpg
[thumb_32_32-width] => 18
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-55-28x48.jpg
[thumb_48_48-width] => 28
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-55-37x64.jpg
[thumb_64_64-width] => 37
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-55-74x128.jpg
[thumb_128_128-width] => 74
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-55-39x67.jpg
[thumb_122_67-width] => 39
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-55-88x153.jpg
[thumb_153_153-width] => 88
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-55-94x163.jpg
[thumb_130_163-width] => 94
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-55-102x177.jpg
[thumb_232_177-width] => 102
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-55-375x650.jpg
[thumb_272_325-width] => 375
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-55-199x346.jpg
[thumb_271_346-width] => 199
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-55-156x271.jpg
[thumb_271_271-width] => 156
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-55-99x172.jpg
[thumb_272_172-width] => 99
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-55-266x461.jpg
[thumb_372_461-width] => 266
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-55-288x500.jpg
[thumb_372_500-width] => 288
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-55-156x270.jpg
[thumb_385_270-width] => 156
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-55-139x241.jpg
[thumb_416_241-width] => 139
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-55-236x410.jpg
[thumb_448_410-width] => 236
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-55-473x820.jpg
[thumb_448_410_retina-width] => 473
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-55-220x382.jpg
[thumb_574_382-width] => 220
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-55-228x395.jpg
[thumb_776_395-width] => 228
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 15541
[id] => 15541
[title] => Treatment_1-19.jpg
[filename] => Treatment_1-19-scaled.jpg
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-19-scaled.jpg
[link] => https://www.nextafter.com/experiments/will-adding-a-storyline-increase-donations/attachment/treatment_1-19-jpg/
[alt] =>
[author] => 1
[description] =>
[caption] =>
[name] => treatment_1-19-jpg
[status] => inherit
[uploaded_to] => 15539
[date] => 2021-02-25 10:01:16
[modified] => 2021-02-25 10:01:16
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 899
[height] => 2560
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-19-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-19-105x300.jpg
[medium-width] => 105
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-19-768x2187.jpg
[medium_large-width] => 640
[medium_large-height] => 1823
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-19-360x1024.jpg
[large-width] => 360
[large-height] => 1024
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-19-539x1536.jpg
[1536x1536-width] => 539
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-19-719x2048.jpg
[2048x2048-width] => 719
[2048x2048-height] => 2048
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-19-600x400.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/Treatment_1-19-600x600.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/Treatment_1-19-scaled.jpg
[tp-image-grid-width] => 246
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-19-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-19-18x50.jpg
[admin-width] => 18
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-19-scaled.jpg
[full-width] => 899
[full-height] => 2560
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-19-372x1059.jpg
[thumb_372-width] => 372
[thumb_372-height] => 1059
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-19-219x625.jpg
[single_post_thumbnail-width] => 219
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-19-11x32.jpg
[thumb_32_32-width] => 11
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-19-17x48.jpg
[thumb_48_48-width] => 17
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-19-22x64.jpg
[thumb_64_64-width] => 22
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-19-45x128.jpg
[thumb_128_128-width] => 45
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-19-24x67.jpg
[thumb_122_67-width] => 24
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-19-54x153.jpg
[thumb_153_153-width] => 54
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-19-57x163.jpg
[thumb_130_163-width] => 57
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-19-62x177.jpg
[thumb_232_177-width] => 62
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-19-228x650.jpg
[thumb_272_325-width] => 228
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-19-121x346.jpg
[thumb_271_346-width] => 121
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-19-95x271.jpg
[thumb_271_271-width] => 95
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-19-60x172.jpg
[thumb_272_172-width] => 60
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-19-162x461.jpg
[thumb_372_461-width] => 162
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-19-176x500.jpg
[thumb_372_500-width] => 176
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-19-95x270.jpg
[thumb_385_270-width] => 95
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-19-85x241.jpg
[thumb_416_241-width] => 85
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-19-144x410.jpg
[thumb_448_410-width] => 144
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-19-288x820.jpg
[thumb_448_410_retina-width] => 288
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-19-134x382.jpg
[thumb_574_382-width] => 134
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-19-139x395.jpg
[thumb_776_395-width] => 139
[thumb_776_395-height] => 395
) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.47% | ||
| T1: | Treatment #1 | 0.53% | 13.8% | 24.4% |
This experiment has a required sample size of 91,322 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
With 11 donations to the control and 12 donations to the treatment, they found that there was no difference in conversion between the two pages. While the sample size is not large enough to validate this experiment, current results indicate that even with more traffic, it is likely that there still won’t be significant difference in donations between the two experiments.
This prompted them to run another experiment that heightened urgency to see if they could move the needle on donor conversion.