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Luther Seminary

How adding specificity to your micro-value proposition affects donor conversion

Experiment ID: #145772

Luther Seminary

Experiment Summary

Timeframe: 04/19/2023 - 05/08/2023

For this theological seminary client, we tested if adding more detailed copy to fund the next biblical resource can increase donor conversion rate on the current Revelation Study Guide donation page.

The control donation page copy shares that the reader’s donation will help fund the following biblical resource. We wanted to run an experiment that goes deeper into this copy and provides the reader with more information on what the following biblical resource is, ie. the Psalms Study Guide, and why it will help them, ie. “deepen their understanding of the Book of Psalms”. We have seen success with previous experiments that go deeper into their copy about what they are offering, which is why we believe this treatment will lead to a greater donor conversion rate.

This treatment experiment has been shown to 50% of the viewers and was run as an A/B test.

Research Question

We believe that providing specific Psalms Study Guide information for study guide enrollees will achieve a higher conversion rate because readers have a clearer idea of what they will be giving to and receiving.

Design

C: Control
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T1: Treatment
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[thumb_153_153-height] => 153 [thumb_130_163] => https://www.nextafter.com/wp-content/uploads/luther2-106x163.png [thumb_130_163-width] => 106 [thumb_130_163-height] => 163 [thumb_232_177] => https://www.nextafter.com/wp-content/uploads/luther2-116x177.png [thumb_232_177-width] => 116 [thumb_232_177-height] => 177 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/luther2-424x650.png [thumb_272_325-width] => 424 [thumb_272_325-height] => 650 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/luther2-226x346.png [thumb_271_346-width] => 226 [thumb_271_346-height] => 346 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/luther2-177x271.png [thumb_271_271-width] => 177 [thumb_271_271-height] => 271 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/luther2-112x172.png [thumb_272_172-width] => 112 [thumb_272_172-height] => 172 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/luther2-301x461.png [thumb_372_461-width] => 301 [thumb_372_461-height] => 461 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/luther2-326x500.png [thumb_372_500-width] => 326 [thumb_372_500-height] => 500 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/luther2-176x270.png [thumb_385_270-width] => 176 [thumb_385_270-height] => 270 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/luther2-157x241.png [thumb_416_241-width] => 157 [thumb_416_241-height] => 241 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/luther2-268x410.png [thumb_448_410-width] => 268 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/luther2-535x820.png [thumb_448_410_retina-width] => 535 [thumb_448_410_retina-height] => 820 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/luther2-249x382.png [thumb_574_382-width] => 249 [thumb_574_382-height] => 382 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/luther2-258x395.png [thumb_776_395-width] => 258 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/luther2.png [gform-image-choice-sm-width] => 196 [gform-image-choice-sm-height] => 300 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/luther2.png [gform-image-choice-md-width] => 261 [gform-image-choice-md-height] => 400 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/luther2.png [gform-image-choice-lg-width] => 392 [gform-image-choice-lg-height] => 600 ) ) )

Results

  Treatment Name Conv. Rate Relative Difference Confidence Average Gift
C: Control 4.0% $0.00
T1: Treatment 1.3% -66.2% 90.5% $0.00

This experiment has a required sample size of 280 in order to be valid. Since the experiment had a total sample size of 424, and the level of confidence is not above 95% the experiment results are not valid.

Key Learnings

The key learning from this experiment is that adding more detailed copy on the funding of the next resource, the Psalms Study Guide, to the donation page copy did not produce a higher donor conversion rate. In fact, the treatment page saw a 66.2% decrease in conversion rate with a 90.4% confidence level, so the experiment did not validate. Further testing is necessary to confirm the effectiveness of this approach. In future experimentation, it may help to include an ebook mockup image on the donation page so that viewers can physically see what their donation is going towards and be more motivated to donate.

Experiment Documented by NextAfter

Question about experiment #145772

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