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Dallas Theological Seminary

How adding a testimonial to enhance authority impacted course signups

Experiment ID: #108450

Dallas Theological Seminary

Experiment Summary

Timeframe: 09/29/2022 - 11/18/2022

In a previous experiment, we had seen that adding a personal quote from the professor on the course registration page increased sign-ups. We wanted to test this same hypothesis on additional courses to see if this is something that was specific to the previous course or specific quote or if this was a global concept that could be rolled out on all courses taught by the seminary’s president. For this course, we added a brief testimonial and a photo of the professor so potential course registrants can get a glimpse of additional clarity about who is teaching the course and how having social proof from a figure of authority would motivate visitors to give away their email address on the page. We split the traffic 50/50 to each version.

Research Question

We believe that increasing appeal, clarity, and authority through a testimonial for landing page visitors will achieve an increase in course registrations.

Design

C: Control
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T1: Testimonial
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[medium_large-height] => 638 [large] => https://www.nextafter.com/wp-content/uploads/Testimonial-3-1024x1020.png [large-width] => 640 [large-height] => 638 [1536x1536] => https://www.nextafter.com/wp-content/uploads/Testimonial-3.png [1536x1536-width] => 1505 [1536x1536-height] => 1499 [2048x2048] => https://www.nextafter.com/wp-content/uploads/Testimonial-3.png [2048x2048-width] => 1505 [2048x2048-height] => 1499 [tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Testimonial-3-700x700.png [tp-image-grid-width] => 700 [tp-image-grid-height] => 700 [post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Testimonial-3-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://www.nextafter.com/wp-content/uploads/Testimonial-3-50x50.png [admin-width] => 50 [admin-height] => 50 [full] => https://www.nextafter.com/wp-content/uploads/Testimonial-3.png [full-width] => 1505 [full-height] => 1499 [thumb_372] => https://www.nextafter.com/wp-content/uploads/Testimonial-3-372x371.png [thumb_372-width] => 372 [thumb_372-height] => 371 [single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Testimonial-3-628x625.png [single_post_thumbnail-width] => 628 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Testimonial-3-32x32.png [thumb_32_32-width] => 32 [thumb_32_32-height] => 32 [thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Testimonial-3-48x48.png [thumb_48_48-width] => 48 [thumb_48_48-height] => 48 [thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Testimonial-3-64x64.png [thumb_64_64-width] => 64 [thumb_64_64-height] => 64 [thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Testimonial-3-128x128.png [thumb_128_128-width] => 128 [thumb_128_128-height] => 128 [thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Testimonial-3-67x67.png [thumb_122_67-width] => 67 [thumb_122_67-height] => 67 [thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Testimonial-3-153x153.png [thumb_153_153-width] => 153 [thumb_153_153-height] => 153 [thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Testimonial-3-130x129.png [thumb_130_163-width] => 130 [thumb_130_163-height] => 129 [thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Testimonial-3-178x177.png [thumb_232_177-width] => 178 [thumb_232_177-height] => 177 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Testimonial-3-544x542.png [thumb_272_325-width] => 544 [thumb_272_325-height] => 542 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Testimonial-3-271x270.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 270 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Testimonial-3-271x271.png [thumb_271_271-width] => 271 [thumb_271_271-height] => 271 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Testimonial-3-173x172.png [thumb_272_172-width] => 173 [thumb_272_172-height] => 172 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Testimonial-3-372x371.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 371 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Testimonial-3-372x371.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 371 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Testimonial-3-271x270.png [thumb_385_270-width] => 271 [thumb_385_270-height] => 270 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Testimonial-3-242x241.png [thumb_416_241-width] => 242 [thumb_416_241-height] => 241 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Testimonial-3-412x410.png [thumb_448_410-width] => 412 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Testimonial-3-823x820.png [thumb_448_410_retina-width] => 823 [thumb_448_410_retina-height] => 820 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Testimonial-3-384x382.png [thumb_574_382-width] => 384 [thumb_574_382-height] => 382 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Testimonial-3-397x395.png [thumb_776_395-width] => 397 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Testimonial-3.png [gform-image-choice-sm-width] => 300 [gform-image-choice-sm-height] => 300 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Testimonial-3.png [gform-image-choice-md-width] => 400 [gform-image-choice-md-height] => 398 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Testimonial-3.png [gform-image-choice-lg-width] => 600 [gform-image-choice-lg-height] => 598 ) ) )

Results

  Treatment Name Conv. Rate Relative Difference Confidence Average Gift
C: Control 48.0% $0.00
T1: Testimonial 51.6% 7.4% 97.3% $0.00

This experiment has a required sample size of 1,504 in order to be valid. Since the experiment had a total sample size of 3,802, 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
× 7.4% increase in conversion rate
× 0% increase in average gift

Key Learnings

What we discovered after running the experiment for one month was that the treatment lifted the conversion rate on the acquisition page by 7.4% with 97.2% confidence. Drilling down into specific segments, we did notice a directional decrease in conversion from paid social, which will need to be addressed. However, on its face we believe this treatment layout makes the course more appealing by humanizing the offer. Since we have now seen similar treatments provide lifts on various courses regardless of the course-specific testimonial content, we will add this feature to the existing layout of the course registration pages for those that are taught by the seminary president.

Experiment Documented by Rebekah Josefy
Rebekah Josefy is an Optimization Director at NextAfter.

Question about experiment #108450

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