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Luther Seminary

How using direct, biblically-aligned language in a Facebook ebook ad impacted sign-ups

Experiment ID: #192475

Luther Seminary

Experiment Summary

Timeframe: 10/16/2024 - 10/28/2024

Luther Seminary was running Facebook ads to promote their free ebook about the book of Numbers. We wanted to test whether a shorter, clearer opening paragraph in the ad would lead to more engagement and email signups. Our theory was that the Control ad might scare users away because it used phrases like “daunting hike” and “endless desert”.

For the treatment language, we focused on getting the reader’s attention by referencing the content of the book of Numbers and using more biblically-aligned language to describe the journey of the people of Israel (“guided through the wilderness” vs the control that said “daunting hike…endless desert”).

Our hypothesis was that using direct, biblically-aligned language in our Facebook ads would increase email sign-ups for the ebook because:

  1. It creates a vivid, authentic connection to scripture,
  2. Evokes a sense of divine guidance by mentioning God’s guidance, and
  3. Reduces anxiety by making the offer feel more accessible and relevant to potential readers seeking spiritual growth.

Research Question

We believe that using direct, biblically-aligned language in the opening of our Facebook ads will increase email sign-ups for the ebook because it makes the offer feel more interesting, accessible, and relevant to potential readers seeking spiritual growth.

Design

C: Control - Softer Hook
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T1: Treatment - Simplified Hook
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Results

  Treatment Name Conv. Rate Relative Difference Confidence
C: Control - Softer Hook 0.52%
T1: Treatment - Simplified Hook 0.63% 22.1% 99.3%

This experiment has a required sample size of 32,927 in order to be valid. Since the experiment had a total sample size of 128,800, 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
× 22.1% increase in conversion rate
× 0% increase in average gift

Key Learnings

The key learnings from this experiment are that using direct, biblically-aligned language in the opening of our Facebook ads can increase email sign-ups for an biblical study guide ebook. The treatment ad, which focused on referencing the content of the book of Numbers and using clearer, more biblically-aligned language, led to a valid 22.1% in email sign-ups with a 99.2% level of confidence (LOC).

We also saw that the treatment ads drove a 225.5% increase in instant donations with a 97.4% level of confidence!

When thinking about the donor psychology behind these results, these are some possible reasons for why the treatment ads performed better:

  1. Authentic Biblical Imagery: The use of traditional biblical language like "wilderness" and the reference to "walking alongside the people of Israel" resonated strongly with the target audience who are familiar with biblical narratives, appealing to those seeking a genuine, faith-based study experience.
  2. Divine Guidance and Protection: Mentioning "God guided them through the wilderness" taps into the core desire for divine guidance and protection, which adds to the spiritual significance and relevance.
  3. Accessibility and Curiosity: The simpler, more straightforward language reduces anxiety by making the offer feel more accessible. The phrase "walking alongside" suggests a less intimidating, observational role compared to the language in the control ad.

In future experimentation, Luther Seminary should continue to use direct, biblically-aligned language in their marketing materials to create a vivid, authentic connection to scripture, evoke a sense of divine guidance, and make the offer feel more accessible and relevant to potential readers seeking spiritual growth. Additionally, since instant donations also saw a significant increase with the treatment language, it may be worthwhile to explore how this language can be incorporated into donation campaigns as well.

Experiment Documented by NextAfter

Question about experiment #192475

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