How an alternate motive conveyed in the course landing page headline impacted course sign up rate
Experiment ID: #130742
Dallas Theological Seminary
Experiment Summary
Timeframe: 02/24/2023 - 03/26/2023
The Dallas Theological Seminary’s James course landing page is producing a 19.1% sign-up rate and $7.57 gross cost per name – both metrics are missing their benchmark. In an attempt to improve these results, we’ve developed a landing page test that tests what the user hopes to get out of the course.
Looking at the current headline, we wonder if it effectively speaks to the user’s desire. Do they want to deepen their knowledge of a book of the bible or do they want to take the overall message of the course and apply it to their life in faith? Are they looking for knowledge or self-improvement?
Research Question
We believe that focusing the headline on personal application and self-improvement for landing page visitors will achieve an increase in sign-up rate because visitors will be more interested in how the course can improve their life in faith rather than deepening their knowledge of a book of the bible.
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)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 0.83% | $0.00 | ||
| T1: | Treatment | 0.88% | 6.2% | 16.6% | $0.00 |
This experiment has a required sample size of 249,317 in order to be valid. Unfortunately, the required sample size was not met and a level of confidence above 95% was not met so the experiment results are not valid.
Key Learnings
The treatment version that emphasized action and how the course could improve the visitor's life in faith resulted in a 3.5% increase in course signups, albeit with a statistical level of confidence of only 61.9%. This means that the findings cannot be deemed significant or conclusive for future decision-making.
Moving further down the funnel, the treatment lifted donation conversion by 6.2% but with a 16.6% level of confidence. And revenue experienced a 16% decrease through the treatment with a 70% level of confidence. None of the metrics validated through this test.
The key learning from this experiment is that a headline that emphasizes personal application and self-improvement could increase course signup rates, but the data overall is not consistent or significant enough to determine an optimal approach through this headline test. The collective audience in the test did not lean favorably in either direction when it comes to desirability or motivation to sign up for the course. The next test we run on this page should have more significant changes to trigger more conversions and a more significant level of confidence.