How additional premium-focused value proposition affects conversion
Experiment ID: #4972
Dallas Theological Seminary
Experiment Summary
Timeframe: 09/12/2016 - 09/19/2016
Dallas Theological Seminary had found a popular offer in their free Gospel of John course. After the user signed up, they were given the opportunity to make a gift.In exchange for a gift of $100 or more they were offered a commentary as the course companion book for the Gospel of John course. DTS decided to try to see if they could increase conversion rate by integrating review content for the commentary into the donation page. They pulled some reviews from a popular book review site onto the page, showed five stars, and gave a positive review for the commentary, hoping that this would increase conversion.
Research Question
Will the addition of premium focused value proposition copy increase donor conversion?
Design
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[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Redesign-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Redesign-31x50.png
[admin-width] => 31
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/Redesign.png
[full-width] => 1440
[full-height] => 2333
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Redesign-372x603.png
[thumb_372-width] => 372
[thumb_372-height] => 603
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Redesign-386x625.png
[single_post_thumbnail-width] => 386
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Redesign-20x32.png
[thumb_32_32-width] => 20
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Redesign-30x48.png
[thumb_48_48-width] => 30
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Redesign-40x64.png
[thumb_64_64-width] => 40
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Redesign-79x128.png
[thumb_128_128-width] => 79
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Redesign-41x67.png
[thumb_122_67-width] => 41
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Redesign-94x153.png
[thumb_153_153-width] => 94
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Redesign-101x163.png
[thumb_130_163-width] => 101
[thumb_130_163-height] => 163
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Redesign-109x177.png
[thumb_232_177-width] => 109
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Redesign-401x650.png
[thumb_272_325-width] => 401
[thumb_272_325-height] => 650
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Redesign-214x346.png
[thumb_271_346-width] => 214
[thumb_271_346-height] => 346
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Redesign-167x271.png
[thumb_271_271-width] => 167
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Redesign-106x172.png
[thumb_272_172-width] => 106
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Redesign-285x461.png
[thumb_372_461-width] => 285
[thumb_372_461-height] => 461
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Redesign-309x500.png
[thumb_372_500-width] => 309
[thumb_372_500-height] => 500
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Redesign-167x270.png
[thumb_385_270-width] => 167
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Redesign-149x241.png
[thumb_416_241-width] => 149
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Redesign-253x410.png
[thumb_448_410-width] => 253
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Redesign-506x820.png
[thumb_448_410_retina-width] => 506
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Redesign-236x382.png
[thumb_574_382-width] => 236
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Redesign-244x395.png
[thumb_776_395-width] => 244
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Redesign.png
[gform-image-choice-sm-width] => 185
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Redesign.png
[gform-image-choice-md-width] => 247
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Redesign.png
[gform-image-choice-lg-width] => 370
[gform-image-choice-lg-height] => 600
)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Original | 3.5% | $66.33 | ||
| T1: | Redesign | 1.8% | -47.8% | 88.1% | $82.78 |
This experiment has a required sample size of 698 in order to be valid. Since the experiment had a total sample size of 922, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
The treatment page produced a 47% decrease in conversion, although these results were not statistically valid due to low traffic to the page. However, the treatment also produced an increase in average gift, which may suggested this motivated a certain segment of people who enrolled in the course to increase their average gift to receive the commentary. However, this additional value proposition appeared to distract from the main value proposition, which converted more registered users into donors. Wally learning to not produce a positive impact on this donation page further testing for how the book is offered throughout the course might produce a lift.