Will using shorter copy on an content offer landing page increase email sign ups
Experiment ID: #189214
Luther Seminary
Experiment Summary
Timeframe: 08/12/2024 - 08/30/2024
Luther Seminary has a number of ebook content offers that typically perform well for their audience. We wanted to see if we could increase the email acquisition rate on these landing pages by using more focused, concise copy compared to the standard longer control copy.
Research Question
We believe that using shorter, more focused copy on an acquisition landing page for website visitors interested in content offers will achieve greater rates of email acquisition because there is less friction on the page to distract from completing a form..
Design
C: Control
Array
(
[0] => Array
(
[ID] => 67613
[id] => 67613
[title] => 735741-43_1729717948015_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_34_46 (1)
[filename] => 735741-43_1729717948015_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_34_46-1.png
[filesize] => 344966
[url] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717948015_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_34_46-1.png
[link] => https://www.nextafter.com/experiments/will-using-shorter-copy-on-an-content-offer-landing-page-increase-email-sign-ups/attachment/735741-43_1729717948015_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_34_46-1/
[alt] =>
[author] => 52
[description] =>
[caption] =>
[name] => 735741-43_1729717948015_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_34_46-1
[status] => inherit
[uploaded_to] => 67546
[date] => 2024-10-28 15:22:58
[modified] => 2024-10-28 15:22:58
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 1938
[height] => 1592
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717948015_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_34_46-1-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717948015_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_34_46-1-300x246.png
[medium-width] => 300
[medium-height] => 246
[medium_large] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717948015_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_34_46-1-768x631.png
[medium_large-width] => 640
[medium_large-height] => 526
[large] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717948015_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_34_46-1-1024x841.png
[large-width] => 640
[large-height] => 526
[1536x1536] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717948015_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_34_46-1-1536x1262.png
[1536x1536-width] => 1536
[1536x1536-height] => 1262
[2048x2048] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717948015_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_34_46-1.png
[2048x2048-width] => 1938
[2048x2048-height] => 1592
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717948015_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_34_46-1-700x700.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717948015_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_34_46-1-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717948015_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_34_46-1-50x41.png
[admin-width] => 50
[admin-height] => 41
[full] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717948015_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_34_46-1.png
[full-width] => 1938
[full-height] => 1592
[thumb_372] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717948015_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_34_46-1-372x306.png
[thumb_372-width] => 372
[thumb_372-height] => 306
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717948015_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_34_46-1-761x625.png
[single_post_thumbnail-width] => 761
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717948015_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_34_46-1-32x26.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 26
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717948015_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_34_46-1-48x39.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 39
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717948015_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_34_46-1-64x53.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 53
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717948015_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_34_46-1-128x105.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 105
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717948015_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_34_46-1-82x67.png
[thumb_122_67-width] => 82
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717948015_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_34_46-1-153x126.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 126
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717948015_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_34_46-1-130x107.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 107
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717948015_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_34_46-1-215x177.png
[thumb_232_177-width] => 215
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717948015_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_34_46-1-544x447.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 447
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717948015_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_34_46-1-271x223.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 223
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717948015_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_34_46-1-271x223.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 223
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717948015_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_34_46-1-209x172.png
[thumb_272_172-width] => 209
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717948015_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_34_46-1-372x306.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 306
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717948015_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_34_46-1-372x306.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 306
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717948015_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_34_46-1-329x270.png
[thumb_385_270-width] => 329
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717948015_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_34_46-1-293x241.png
[thumb_416_241-width] => 293
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717948015_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_34_46-1-448x368.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 368
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717948015_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_34_46-1-896x736.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 736
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717948015_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_34_46-1-465x382.png
[thumb_574_382-width] => 465
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717948015_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_34_46-1-481x395.png
[thumb_776_395-width] => 481
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717948015_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_34_46-1.png
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 246
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717948015_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_34_46-1.png
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 329
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717948015_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_34_46-1.png
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 493
)
)
[1] => Array
(
[ID] => 67615
[id] => 67615
[title] => 735741-43_1729717956490_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_35_01 (1)
[filename] => 735741-43_1729717956490_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_35_01-1.png
[filesize] => 253908
[url] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717956490_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_35_01-1.png
[link] => https://www.nextafter.com/experiments/will-using-shorter-copy-on-an-content-offer-landing-page-increase-email-sign-ups/attachment/735741-43_1729717956490_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_35_01-1/
[alt] =>
[author] => 52
[description] =>
[caption] =>
[name] => 735741-43_1729717956490_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_35_01-1
[status] => inherit
[uploaded_to] => 67546
[date] => 2024-10-28 15:23:52
[modified] => 2024-10-28 15:23:52
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 1938
[height] => 1212
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717956490_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_35_01-1-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717956490_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_35_01-1-300x188.png
[medium-width] => 300
[medium-height] => 188
[medium_large] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717956490_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_35_01-1-768x480.png
[medium_large-width] => 640
[medium_large-height] => 400
[large] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717956490_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_35_01-1-1024x640.png
[large-width] => 640
[large-height] => 400
[1536x1536] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717956490_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_35_01-1-1536x961.png
[1536x1536-width] => 1536
[1536x1536-height] => 961
[2048x2048] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717956490_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_35_01-1.png
[2048x2048-width] => 1938
[2048x2048-height] => 1212
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717956490_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_35_01-1-700x700.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717956490_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_35_01-1-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717956490_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_35_01-1-50x31.png
[admin-width] => 50
[admin-height] => 31
[full] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717956490_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_35_01-1.png
[full-width] => 1938
[full-height] => 1212
[thumb_372] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717956490_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_35_01-1-372x233.png
[thumb_372-width] => 372
[thumb_372-height] => 233
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717956490_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_35_01-1-980x613.png
[single_post_thumbnail-width] => 980
[single_post_thumbnail-height] => 613
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717956490_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_35_01-1-32x20.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 20
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717956490_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_35_01-1-48x30.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 30
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717956490_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_35_01-1-64x40.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 40
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717956490_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_35_01-1-128x80.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 80
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717956490_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_35_01-1-107x67.png
[thumb_122_67-width] => 107
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717956490_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_35_01-1-153x96.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 96
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717956490_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_35_01-1-130x81.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 81
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717956490_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_35_01-1-232x145.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 145
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717956490_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_35_01-1-544x340.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 340
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717956490_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_35_01-1-271x169.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 169
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717956490_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_35_01-1-271x169.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 169
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717956490_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_35_01-1-272x170.png
[thumb_272_172-width] => 272
[thumb_272_172-height] => 170
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717956490_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_35_01-1-372x233.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 233
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717956490_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_35_01-1-372x233.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 233
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717956490_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_35_01-1-385x241.png
[thumb_385_270-width] => 385
[thumb_385_270-height] => 241
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717956490_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_35_01-1-385x241.png
[thumb_416_241-width] => 385
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717956490_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_35_01-1-448x280.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 280
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717956490_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_35_01-1-896x560.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 560
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717956490_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_35_01-1-574x359.png
[thumb_574_382-width] => 574
[thumb_574_382-height] => 359
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717956490_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_35_01-1-632x395.png
[thumb_776_395-width] => 632
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717956490_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_35_01-1.png
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 188
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717956490_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_35_01-1.png
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 250
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717956490_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_35_01-1.png
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 375
)
)
)
T1: Treatment - shorter copy
Array
(
[0] => Array
(
[ID] => 67613
[id] => 67613
[title] => 735741-43_1729717948015_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_34_46 (1)
[filename] => 735741-43_1729717948015_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_34_46-1.png
[filesize] => 344966
[url] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717948015_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_34_46-1.png
[link] => https://www.nextafter.com/experiments/will-using-shorter-copy-on-an-content-offer-landing-page-increase-email-sign-ups/attachment/735741-43_1729717948015_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_34_46-1/
[alt] =>
[author] => 52
[description] =>
[caption] =>
[name] => 735741-43_1729717948015_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_34_46-1
[status] => inherit
[uploaded_to] => 67546
[date] => 2024-10-28 15:22:58
[modified] => 2024-10-28 15:22:58
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 1938
[height] => 1592
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717948015_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_34_46-1-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717948015_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_34_46-1-300x246.png
[medium-width] => 300
[medium-height] => 246
[medium_large] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717948015_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_34_46-1-768x631.png
[medium_large-width] => 640
[medium_large-height] => 526
[large] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717948015_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_34_46-1-1024x841.png
[large-width] => 640
[large-height] => 526
[1536x1536] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717948015_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_34_46-1-1536x1262.png
[1536x1536-width] => 1536
[1536x1536-height] => 1262
[2048x2048] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717948015_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_34_46-1.png
[2048x2048-width] => 1938
[2048x2048-height] => 1592
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717948015_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_34_46-1-700x700.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717948015_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_34_46-1-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717948015_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_34_46-1-50x41.png
[admin-width] => 50
[admin-height] => 41
[full] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717948015_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_34_46-1.png
[full-width] => 1938
[full-height] => 1592
[thumb_372] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717948015_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_34_46-1-372x306.png
[thumb_372-width] => 372
[thumb_372-height] => 306
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717948015_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_34_46-1-761x625.png
[single_post_thumbnail-width] => 761
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717948015_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_34_46-1-32x26.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 26
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717948015_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_34_46-1-48x39.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 39
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717948015_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_34_46-1-64x53.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 53
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717948015_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_34_46-1-128x105.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 105
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717948015_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_34_46-1-82x67.png
[thumb_122_67-width] => 82
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717948015_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_34_46-1-153x126.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 126
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717948015_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_34_46-1-130x107.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 107
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717948015_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_34_46-1-215x177.png
[thumb_232_177-width] => 215
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717948015_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_34_46-1-544x447.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 447
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717948015_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_34_46-1-271x223.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 223
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717948015_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_34_46-1-271x223.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 223
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717948015_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_34_46-1-209x172.png
[thumb_272_172-width] => 209
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717948015_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_34_46-1-372x306.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 306
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717948015_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_34_46-1-372x306.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 306
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717948015_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_34_46-1-329x270.png
[thumb_385_270-width] => 329
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717948015_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_34_46-1-293x241.png
[thumb_416_241-width] => 293
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717948015_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_34_46-1-448x368.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 368
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717948015_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_34_46-1-896x736.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 736
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717948015_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_34_46-1-465x382.png
[thumb_574_382-width] => 465
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717948015_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_34_46-1-481x395.png
[thumb_776_395-width] => 481
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717948015_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_34_46-1.png
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 246
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717948015_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_34_46-1.png
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 329
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717948015_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_34_46-1.png
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 493
)
)
[1] => Array
(
[ID] => 67615
[id] => 67615
[title] => 735741-43_1729717956490_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_35_01 (1)
[filename] => 735741-43_1729717956490_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_35_01-1.png
[filesize] => 253908
[url] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717956490_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_35_01-1.png
[link] => https://www.nextafter.com/experiments/will-using-shorter-copy-on-an-content-offer-landing-page-increase-email-sign-ups/attachment/735741-43_1729717956490_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_35_01-1/
[alt] =>
[author] => 52
[description] =>
[caption] =>
[name] => 735741-43_1729717956490_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_35_01-1
[status] => inherit
[uploaded_to] => 67546
[date] => 2024-10-28 15:23:52
[modified] => 2024-10-28 15:23:52
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 1938
[height] => 1212
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717956490_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_35_01-1-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717956490_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_35_01-1-300x188.png
[medium-width] => 300
[medium-height] => 188
[medium_large] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717956490_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_35_01-1-768x480.png
[medium_large-width] => 640
[medium_large-height] => 400
[large] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717956490_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_35_01-1-1024x640.png
[large-width] => 640
[large-height] => 400
[1536x1536] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717956490_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_35_01-1-1536x961.png
[1536x1536-width] => 1536
[1536x1536-height] => 961
[2048x2048] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717956490_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_35_01-1.png
[2048x2048-width] => 1938
[2048x2048-height] => 1212
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717956490_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_35_01-1-700x700.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717956490_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_35_01-1-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717956490_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_35_01-1-50x31.png
[admin-width] => 50
[admin-height] => 31
[full] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717956490_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_35_01-1.png
[full-width] => 1938
[full-height] => 1212
[thumb_372] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717956490_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_35_01-1-372x233.png
[thumb_372-width] => 372
[thumb_372-height] => 233
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717956490_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_35_01-1-980x613.png
[single_post_thumbnail-width] => 980
[single_post_thumbnail-height] => 613
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717956490_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_35_01-1-32x20.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 20
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717956490_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_35_01-1-48x30.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 30
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717956490_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_35_01-1-64x40.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 40
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717956490_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_35_01-1-128x80.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 80
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717956490_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_35_01-1-107x67.png
[thumb_122_67-width] => 107
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717956490_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_35_01-1-153x96.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 96
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717956490_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_35_01-1-130x81.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 81
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717956490_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_35_01-1-232x145.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 145
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717956490_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_35_01-1-544x340.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 340
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717956490_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_35_01-1-271x169.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 169
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717956490_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_35_01-1-271x169.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 169
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717956490_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_35_01-1-272x170.png
[thumb_272_172-width] => 272
[thumb_272_172-height] => 170
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717956490_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_35_01-1-372x233.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 233
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717956490_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_35_01-1-372x233.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 233
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717956490_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_35_01-1-385x241.png
[thumb_385_270-width] => 385
[thumb_385_270-height] => 241
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717956490_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_35_01-1-385x241.png
[thumb_416_241-width] => 385
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717956490_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_35_01-1-448x280.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 280
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717956490_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_35_01-1-896x560.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 560
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717956490_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_35_01-1-574x359.png
[thumb_574_382-width] => 574
[thumb_574_382-height] => 359
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717956490_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_35_01-1-632x395.png
[thumb_776_395-width] => 632
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717956490_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_35_01-1.png
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 188
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717956490_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_35_01-1.png
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 250
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/735741-43_1729717956490_screencapture-luthersem-edu-resources-etb-romans-2024-10-23-15_35_01-1.png
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 375
)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 21.8% | $21.25 | ||
| T1: | Treatment - shorter copy | 29.8% | 37.1% | 92.2% | $10.00 |
This experiment has a required sample size of 227 in order to be valid. Since the experiment had a total sample size of 361, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
Key Learnings:
- The use of shorter, more focused copy on an acquisition landing page for website visitors interested in content offers resulted in a 37.1% increase in email acquisition for all traffic. The statistical level of confidence was 92.2%, which indicates a high likelihood that the increase in email acquisition was due to the change in copy length. While the results are encouraging, further testing would be necessary to ensure the validity and reliability of the findings.
- Further analysis of the data shows a concerning drop in the average gift and overall revenue for this offer. While these metrics did not reach a statistical level of confidence, further testing should be mindful of the potential trade-off of acquiring more subscribers who are potentially less valuable to the organization.