How embedding an email sign up form onto the registration page impacts email acquisition
Experiment ID: #197204
Dallas Theological Seminary
Experiment Summary
Timeframe: 05/19/2025 - 05/23/2025
Dallas Theological Seminary wants to reach more people worldwide with biblical-truth and teach people how to study the Bible.
We ran this test on the DTS Revelation Free Online Course registration page. The audience: People from social media ads.
We want to know if more people will sign up for the course if the form is embedded on the register page. The original version a person had to click a button to go to the sign up form.
Research Question
Adding the email sign up form to the course registration page will increase the email acquisition because it reduces the friction at the decision point.
Design
C: Control
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)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 7.3% | ||
| T1: | Treatment 1 | 29.7% | 307.4% | 100.0% |
This experiment has a required sample size of 23 in order to be valid. Since the experiment had a total sample size of 394, 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
× 307.4% increase in conversion rate
× 0% increase in average gift
Key Learnings
The key learning from this experiment is that adding the email sign-up form directly to the course registration page significantly increased email acquisition for Dallas Theological Seminary. The treatment group experienced a 307.4% increase in email acquisition compared to the control group. This result was statistically significant at a 100.0% confidence level, indicating that the change had a substantial impact. In future experimentation, Dallas Theological Seminary should consider simplifying the registration process by reducing the steps required for users to sign up. This can help reduce friction at the decision point and potentially lead to more conversions. Additionally, A/B testing different variations of the registration process, such as the placement of the form or the wording of the call-to-action, can provide valuable insights into what resonates best with the target audience. Overall, the success of this experiment highlights the importance of optimizing the user experience to make it as seamless as possible for individuals to engage with the organization's offerings, ultimately leading to higher conversion rates and increased participation in their educational programs.