How adding credibility through evidentials on a landing page increased course sign ups
Experiment ID: #97819
Dallas Theological Seminary
Experiment Summary
Timeframe: 06/17/2022 - 07/18/2022
A new free online course was taught by the President of the Seminary. We had seen other organizations using evidentials in the form of testimonials to improve email acquisition results and we wanted to test this on the registration page to see if we could increase conversion by adding an element to enhance the visitor’s level of trust and perceived authority of the offer. We built a treatment that included a photo and quote from the online course instructor about what key learnings they would take away from the course by sharing what he personally has learned from studying the book.
Research Question
We believe that increasing authority and evidentials for landing page visitors will achieve an increase in free online course registrations.
Design
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 65.7% | $0.00 | ||
| T1: | Jonah Registration Page - Testimonial Treatment | 88.5% | 34.7% | 100.0% | $0.00 |
This experiment has a required sample size of 26 in order to be valid. Since the experiment had a total sample size of 279, 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
× 34.7% increase in conversion rate
× 0% increase in average gift
Key Learnings
After running the treatment for one month, we saw a 34.7% increase in email conversion rate with 99.9% level of confidence so the results are valid. We found that adding the President's name, likeness, and personal testimonial and affiliation with the course to the body of the acquisition page gave the offer more credibility by providing evidentials to why a person should sign up for the course and increased the likelihood that a visitor would give away their email address to move forward in signing up for the course. We will want to test this concept using other professors for other courses to see if the credibility holds equal weight across other faculty members or if using the Seminary President gave the offer more credibility. We'll find additional opportunities to promote trust and authority to see if this lift can be replicated for multiple course offerings.