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Dallas Theological Seminary

How changing the value proposition of a sticky bar impacts email sign ups

Experiment ID: #170658

Dallas Theological Seminary

Experiment Summary

Timeframe: 01/01/2024 - 02/13/2024

Dallas Theological Seminary regularly runs sticky bars on their voice.dts.edu website to advertise new courses, surveys, and more. They’ve previously tested into language that acknowledges them as a friend of DTS and use this language regularly.

For their new course, we wanted to test different language angles to see if we could get more people clicking into the course landing page.

For the first treatment, we wanted to test language about starting off the new year with a new course as it launched in January.

For the second treatment, we focused on the felt need that the course addresses.

Research Question

We believe that changing the value proposition for the course sticky bar will achieve an increase in email conversions because it increases the clarity of what someone will receive when they sign up for the course.

Design

C: Control
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T1: Treatment #1
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T2: Treatment #2
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https://www.nextafter.com/experiments/how-changing-the-value-proposition-of-a-sticky-bar-impacts-email-sign-ups/attachment/treatment_2-png-199/ [alt] => [author] => 0 [description] => [caption] => [name] => treatment_2-png-199 [status] => inherit [uploaded_to] => 58384 [date] => 2024-02-27 22:37:42 [modified] => 2024-02-27 22:37:42 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://www.nextafter.com/wp-includes/images/media/default.png [width] => 1005 [height] => 97 [sizes] => Array ( [thumbnail] => https://www.nextafter.com/wp-content/uploads/Treatment_2-150x97.png [thumbnail-width] => 150 [thumbnail-height] => 97 [medium] => https://www.nextafter.com/wp-content/uploads/Treatment_2-300x29.png [medium-width] => 300 [medium-height] => 29 [medium_large] => https://www.nextafter.com/wp-content/uploads/Treatment_2-768x74.png [medium_large-width] => 640 [medium_large-height] => 62 [large] => 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[thumb_153_153-height] => 15 [thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Treatment_2-130x13.png [thumb_130_163-width] => 130 [thumb_130_163-height] => 13 [thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Treatment_2-232x22.png [thumb_232_177-width] => 232 [thumb_232_177-height] => 22 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Treatment_2-544x53.png [thumb_272_325-width] => 544 [thumb_272_325-height] => 53 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Treatment_2-271x26.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 26 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Treatment_2-271x26.png [thumb_271_271-width] => 271 [thumb_271_271-height] => 26 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Treatment_2-272x26.png [thumb_272_172-width] => 272 [thumb_272_172-height] => 26 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Treatment_2-372x36.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 36 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Treatment_2-372x36.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 36 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Treatment_2-385x37.png [thumb_385_270-width] => 385 [thumb_385_270-height] => 37 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Treatment_2-416x40.png [thumb_416_241-width] => 416 [thumb_416_241-height] => 40 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Treatment_2-448x43.png [thumb_448_410-width] => 448 [thumb_448_410-height] => 43 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Treatment_2-896x86.png [thumb_448_410_retina-width] => 896 [thumb_448_410_retina-height] => 86 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Treatment_2-574x55.png [thumb_574_382-width] => 574 [thumb_574_382-height] => 55 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Treatment_2-776x75.png [thumb_776_395-width] => 776 [thumb_776_395-height] => 75 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Treatment_2.png [gform-image-choice-sm-width] => 300 [gform-image-choice-sm-height] => 29 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Treatment_2.png [gform-image-choice-md-width] => 400 [gform-image-choice-md-height] => 39 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Treatment_2.png [gform-image-choice-lg-width] => 600 [gform-image-choice-lg-height] => 58 ) ) )

Results

  Treatment Name Conv. Rate Relative Difference Confidence
C: Control 1.7%
T1: Treatment #1 1.8% 3.1% 28.3%
T2: Treatment #2 1.6% -7.7% 65.7%

This experiment has a required sample size of 55,409 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 results showed that the treatment version resulted in a 3.1% increase in Emails Acquired for All Traffic. However, the statistical level of confidence was only 65.7%, falling below the standard threshold of 95% for validity. As a result, while the treatment won, the results cannot be considered reliable for future decision-making. The key learning from this experiment is that changing the value proposition in the sticky bar can impact email conversions. However, to draw more concrete conclusions, further testing with a larger sample size or different variations may be necessary. In future experimentation, it is important to ensure a sufficient level of statistical confidence to make reliable decisions based on the results.

Experiment Documented by NextAfter

Question about experiment #170658

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