Luther Seminary

How changing the value proposition to focus on “more content like this” affects donor conversion

Experiment ID: #128048

Luther Seminary

Experiment Summary

Timeframe: 02/08/2023 - 02/23/2023

Luther Seminary was getting great response for their free course on the book of Revelation in terms of email signups. However, they wanted to see if they could increase their instant donor conversion rate, which was below benchmark.

In reviewing the value proposition on their donation page, they noticed that the reasons to give that were given were very high-level, wide-ranging, and broad. They hypothesized that if they focused the value proposition on just one element—particularly, the online courses that the user had just signed up for, they could improve donor conversion rate.

So, they drafted a new donation page with this “micro-value-proposition” and launched a test.

Research Question

We believe that focusing the value proposition on “more content like this” for online course enrollees will achieve an increase in conversion rate because specificity helps decrease cognitive friction. because specificity helps decrease cognitive friction.


C: Control
T1: Treatment


  Treatment Name Conv. Rate Relative Difference Confidence Average Gift
C: Control 0.74% $0.00
T1: Treatment 6.9% 834.6% 99.2%

This experiment has a required sample size of 73 in order to be valid. Since the experiment had a total sample size of 265, 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
× 834.6% increase in conversion rate
× 0% increase in average gift

Key Learnings

After running for more than two weeks, the single-value-proposition treatment produced a conversion rate by 834.6% with a 100% level of confidence.

This experiment demonstrated that Luther Seminary might significantly increase its donation rate by focusing the value proposition on a single element — in this case, the online course it promotes.

*However, it must be noted that this experiment was limited in its promotion due to budget, and thus only 10 total donations were included. While the gap in conversion rates was significant, it did not reach NextAfter’s desired threshold of 50 donations.

Experiment Documented by NextAfter

Question about experiment #128048

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