How a raw link in an email affects donor conversion.
Experiment ID: #4980
Harvest Ministries
Experiment Summary
Timeframe: 09/14/2016 - 09/19/2016
Harvest Ministries has been learning a lot about their donors through their monthly appeal testing. After a series of different tests they have learned that their donors respond best when the appeals have a personal and more casual tone to them. There are a lot of different variables that attribute to an email looking, feeling and sounding more personal and casual, so they wanted to test the specific variables within the email to gain an even deeper understanding of their donors. Keeping all other variables consistent between the control and the treatment email, they first tested the link in the email. The control had their standard link with a group of text hyperlinked and the treatment had a raw link that actually showed the URL a person would be sent to.
Research Question
What kind of link would acquire more donations?
Design
C: Standard Link
Array
(
[0] => Array
(
[ID] => 13067
[id] => 13067
[title] => Screen-Shot-2016-09-19-at-9.35.58-AM.png
[filename] => Screen-Shot-2016-09-19-at-9.35.58-AM.png
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.58-AM.png
[link] => https://www.nextafter.com/experiments/how-a-raw-link-in-an-email-affects-donor-conversion/attachment/screen-shot-2016-09-19-at-9-35-58-am-png/
[alt] =>
[author] => 9
[description] =>
[caption] =>
[name] => screen-shot-2016-09-19-at-9-35-58-am-png
[status] => inherit
[uploaded_to] => 13066
[date] => 2021-02-25 05:24:40
[modified] => 2021-02-25 05:24:40
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 411
[height] => 266
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.58-AM-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.58-AM-300x194.png
[medium-width] => 300
[medium-height] => 194
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.58-AM.png
[medium_large-width] => 411
[medium_large-height] => 266
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.58-AM.png
[large-width] => 411
[large-height] => 266
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.58-AM.png
[1536x1536-width] => 411
[1536x1536-height] => 266
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.58-AM.png
[2048x2048-width] => 411
[2048x2048-height] => 266
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.58-AM.png
[ab-block-post-grid-landscape-width] => 411
[ab-block-post-grid-landscape-height] => 266
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.58-AM.png
[ab-block-post-grid-square-width] => 411
[ab-block-post-grid-square-height] => 266
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.58-AM.png
[tp-image-grid-width] => 411
[tp-image-grid-height] => 266
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.58-AM-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.58-AM-50x32.png
[admin-width] => 50
[admin-height] => 32
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.58-AM.png
[full-width] => 411
[full-height] => 266
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.58-AM-372x241.png
[thumb_372-width] => 372
[thumb_372-height] => 241
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.58-AM.png
[single_post_thumbnail-width] => 411
[single_post_thumbnail-height] => 266
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.58-AM-32x21.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 21
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.58-AM-48x31.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 31
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.58-AM-64x41.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 41
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.58-AM-128x83.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 83
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.58-AM-104x67.png
[thumb_122_67-width] => 104
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.58-AM-153x99.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 99
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.58-AM-130x84.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 84
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.58-AM-232x150.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 150
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.58-AM.png
[thumb_272_325-width] => 411
[thumb_272_325-height] => 266
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.58-AM-271x175.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 175
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.58-AM-271x175.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 175
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.58-AM-266x172.png
[thumb_272_172-width] => 266
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.58-AM-372x241.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 241
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.58-AM-372x241.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 241
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.58-AM-385x249.png
[thumb_385_270-width] => 385
[thumb_385_270-height] => 249
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.58-AM-372x241.png
[thumb_416_241-width] => 372
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.58-AM.png
[thumb_448_410-width] => 411
[thumb_448_410-height] => 266
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.58-AM.png
[thumb_448_410_retina-width] => 411
[thumb_448_410_retina-height] => 266
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.58-AM.png
[thumb_574_382-width] => 411
[thumb_574_382-height] => 266
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.58-AM.png
[thumb_776_395-width] => 411
[thumb_776_395-height] => 266
) ) [1] => Array
(
[ID] => 13068
[id] => 13068
[title] => Screen-Shot-2016-09-19-at-9.35.15-AM.png
[filename] => Screen-Shot-2016-09-19-at-9.35.15-AM.png
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.15-AM.png
[link] => https://www.nextafter.com/experiments/how-a-raw-link-in-an-email-affects-donor-conversion/attachment/screen-shot-2016-09-19-at-9-35-15-am-png/
[alt] =>
[author] => 9
[description] =>
[caption] =>
[name] => screen-shot-2016-09-19-at-9-35-15-am-png
[status] => inherit
[uploaded_to] => 13066
[date] => 2021-02-25 05:24:43
[modified] => 2021-02-25 05:24:43
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 420
[height] => 277
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.15-AM-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.15-AM-300x198.png
[medium-width] => 300
[medium-height] => 198
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.15-AM.png
[medium_large-width] => 420
[medium_large-height] => 277
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.15-AM.png
[large-width] => 420
[large-height] => 277
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.15-AM.png
[1536x1536-width] => 420
[1536x1536-height] => 277
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.15-AM.png
[2048x2048-width] => 420
[2048x2048-height] => 277
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.15-AM.png
[ab-block-post-grid-landscape-width] => 420
[ab-block-post-grid-landscape-height] => 277
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.15-AM.png
[ab-block-post-grid-square-width] => 420
[ab-block-post-grid-square-height] => 277
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.15-AM.png
[tp-image-grid-width] => 420
[tp-image-grid-height] => 277
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.15-AM-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.15-AM-50x33.png
[admin-width] => 50
[admin-height] => 33
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.15-AM.png
[full-width] => 420
[full-height] => 277
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.15-AM-372x245.png
[thumb_372-width] => 372
[thumb_372-height] => 245
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.15-AM.png
[single_post_thumbnail-width] => 420
[single_post_thumbnail-height] => 277
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.15-AM-32x21.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 21
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.15-AM-48x32.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 32
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.15-AM-64x42.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 42
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.15-AM-128x84.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 84
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.15-AM-102x67.png
[thumb_122_67-width] => 102
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.15-AM-153x101.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 101
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.15-AM-130x86.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 86
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.15-AM-232x153.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 153
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.15-AM.png
[thumb_272_325-width] => 420
[thumb_272_325-height] => 277
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.15-AM-271x179.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 179
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.15-AM-271x179.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 179
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.15-AM-261x172.png
[thumb_272_172-width] => 261
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.15-AM-372x245.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 245
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.15-AM-372x245.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 245
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.15-AM-385x254.png
[thumb_385_270-width] => 385
[thumb_385_270-height] => 254
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.15-AM-365x241.png
[thumb_416_241-width] => 365
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.15-AM.png
[thumb_448_410-width] => 420
[thumb_448_410-height] => 277
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.15-AM.png
[thumb_448_410_retina-width] => 420
[thumb_448_410_retina-height] => 277
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.15-AM.png
[thumb_574_382-width] => 420
[thumb_574_382-height] => 277
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.15-AM.png
[thumb_776_395-width] => 420
[thumb_776_395-height] => 277
) ) )
T1: Raw Link
Array
(
[0] => Array
(
[ID] => 13067
[id] => 13067
[title] => Screen-Shot-2016-09-19-at-9.35.58-AM.png
[filename] => Screen-Shot-2016-09-19-at-9.35.58-AM.png
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.58-AM.png
[link] => https://www.nextafter.com/experiments/how-a-raw-link-in-an-email-affects-donor-conversion/attachment/screen-shot-2016-09-19-at-9-35-58-am-png/
[alt] =>
[author] => 9
[description] =>
[caption] =>
[name] => screen-shot-2016-09-19-at-9-35-58-am-png
[status] => inherit
[uploaded_to] => 13066
[date] => 2021-02-25 05:24:40
[modified] => 2021-02-25 05:24:40
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 411
[height] => 266
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.58-AM-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.58-AM-300x194.png
[medium-width] => 300
[medium-height] => 194
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.58-AM.png
[medium_large-width] => 411
[medium_large-height] => 266
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.58-AM.png
[large-width] => 411
[large-height] => 266
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.58-AM.png
[1536x1536-width] => 411
[1536x1536-height] => 266
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.58-AM.png
[2048x2048-width] => 411
[2048x2048-height] => 266
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.58-AM.png
[ab-block-post-grid-landscape-width] => 411
[ab-block-post-grid-landscape-height] => 266
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.58-AM.png
[ab-block-post-grid-square-width] => 411
[ab-block-post-grid-square-height] => 266
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.58-AM.png
[tp-image-grid-width] => 411
[tp-image-grid-height] => 266
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.58-AM-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.58-AM-50x32.png
[admin-width] => 50
[admin-height] => 32
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.58-AM.png
[full-width] => 411
[full-height] => 266
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.58-AM-372x241.png
[thumb_372-width] => 372
[thumb_372-height] => 241
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.58-AM.png
[single_post_thumbnail-width] => 411
[single_post_thumbnail-height] => 266
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.58-AM-32x21.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 21
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.58-AM-48x31.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 31
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.58-AM-64x41.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 41
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.58-AM-128x83.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 83
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.58-AM-104x67.png
[thumb_122_67-width] => 104
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.58-AM-153x99.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 99
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.58-AM-130x84.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 84
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.58-AM-232x150.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 150
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.58-AM.png
[thumb_272_325-width] => 411
[thumb_272_325-height] => 266
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.58-AM-271x175.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 175
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.58-AM-271x175.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 175
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.58-AM-266x172.png
[thumb_272_172-width] => 266
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.58-AM-372x241.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 241
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.58-AM-372x241.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 241
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.58-AM-385x249.png
[thumb_385_270-width] => 385
[thumb_385_270-height] => 249
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.58-AM-372x241.png
[thumb_416_241-width] => 372
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.58-AM.png
[thumb_448_410-width] => 411
[thumb_448_410-height] => 266
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.58-AM.png
[thumb_448_410_retina-width] => 411
[thumb_448_410_retina-height] => 266
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.58-AM.png
[thumb_574_382-width] => 411
[thumb_574_382-height] => 266
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.58-AM.png
[thumb_776_395-width] => 411
[thumb_776_395-height] => 266
) ) [1] => Array
(
[ID] => 13068
[id] => 13068
[title] => Screen-Shot-2016-09-19-at-9.35.15-AM.png
[filename] => Screen-Shot-2016-09-19-at-9.35.15-AM.png
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.15-AM.png
[link] => https://www.nextafter.com/experiments/how-a-raw-link-in-an-email-affects-donor-conversion/attachment/screen-shot-2016-09-19-at-9-35-15-am-png/
[alt] =>
[author] => 9
[description] =>
[caption] =>
[name] => screen-shot-2016-09-19-at-9-35-15-am-png
[status] => inherit
[uploaded_to] => 13066
[date] => 2021-02-25 05:24:43
[modified] => 2021-02-25 05:24:43
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 420
[height] => 277
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.15-AM-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.15-AM-300x198.png
[medium-width] => 300
[medium-height] => 198
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.15-AM.png
[medium_large-width] => 420
[medium_large-height] => 277
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.15-AM.png
[large-width] => 420
[large-height] => 277
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.15-AM.png
[1536x1536-width] => 420
[1536x1536-height] => 277
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.15-AM.png
[2048x2048-width] => 420
[2048x2048-height] => 277
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.15-AM.png
[ab-block-post-grid-landscape-width] => 420
[ab-block-post-grid-landscape-height] => 277
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.15-AM.png
[ab-block-post-grid-square-width] => 420
[ab-block-post-grid-square-height] => 277
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.15-AM.png
[tp-image-grid-width] => 420
[tp-image-grid-height] => 277
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.15-AM-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.15-AM-50x33.png
[admin-width] => 50
[admin-height] => 33
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.15-AM.png
[full-width] => 420
[full-height] => 277
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.15-AM-372x245.png
[thumb_372-width] => 372
[thumb_372-height] => 245
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.15-AM.png
[single_post_thumbnail-width] => 420
[single_post_thumbnail-height] => 277
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.15-AM-32x21.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 21
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.15-AM-48x32.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 32
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.15-AM-64x42.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 42
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.15-AM-128x84.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 84
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.15-AM-102x67.png
[thumb_122_67-width] => 102
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.15-AM-153x101.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 101
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.15-AM-130x86.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 86
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.15-AM-232x153.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 153
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.15-AM.png
[thumb_272_325-width] => 420
[thumb_272_325-height] => 277
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.15-AM-271x179.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 179
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.15-AM-271x179.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 179
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.15-AM-261x172.png
[thumb_272_172-width] => 261
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.15-AM-372x245.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 245
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.15-AM-372x245.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 245
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.15-AM-385x254.png
[thumb_385_270-width] => 385
[thumb_385_270-height] => 254
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.15-AM-365x241.png
[thumb_416_241-width] => 365
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.15-AM.png
[thumb_448_410-width] => 420
[thumb_448_410-height] => 277
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.15-AM.png
[thumb_448_410_retina-width] => 420
[thumb_448_410_retina-height] => 277
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.15-AM.png
[thumb_574_382-width] => 420
[thumb_574_382-height] => 277
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2016-09-19-at-9.35.15-AM.png
[thumb_776_395-width] => 420
[thumb_776_395-height] => 277
) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Standard Link | 0.50% | ||
| T1: | Raw Link | 0.89% | 77.6% | 100.0% |
This experiment has a required sample size of 3,517 in order to be valid. Since the experiment had a total sample size of 24,521, 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
× 77.6% increase in conversion rate
× 0% increase in average gift
Key Learnings
The raw link not only had a 12.4% increase in click-throughs, but a 77.6% increase in donations! The raw link helps the email to look and feel more personal by making it look as if the writer of the email had just pasted the link into an email. This method is much more believable and reinforces the personal approach. If this email was, in fact, an email sent from one person to another, a sender would most likely put a raw link in the copy rather than highlighting specific text and hyperlinking it – as validated in this test, we should take that same approach with these personalized appeal emails.
The raw link also brought clarity to where the link would take the end user. This reduces any anxiety a person might have in clicking the link because the URL specifically tells a person where they are being sent.