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Luther Seminary

How framing a course around spiritual growth affects registration rate

Experiment ID: #173360

Luther Seminary

Experiment Summary

Timeframe: 04/14/2024 - 07/11/2024

Luther Seminary provides theological education and resources designed to help people grow in their faith and understanding of Scripture. This experiment tested two different ways of presenting its free Book of Psalms online course.

The control page led with a more informational description of the course, including what participants would learn and how the course worked. The treatment shifted the messaging toward the visitor’s spiritual motivations before presenting the course as a resource to help accomplish those goals.

The primary change was therefore not the course offer itself, but the framing of its value. The treatment connected the course more directly to desired personal and spiritual outcomes, while the control focused more heavily on the course’s features and educational content. Both versions retained social proof indicating that more than 3,000 people had already signed up.

Research Question

We believe that presenting the Psalms course in terms of the visitor’s desired spiritual outcomes, rather than primarily describing the course content, would increase course registrations because visitors would more clearly understand how the resource could help them grow in prayer, worship, and engagement with Scripture.

Design

C: Control
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T1: Variation 1
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[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Variation_1-1-117x153.png [thumb_153_153-width] => 117 [thumb_153_153-height] => 153 [thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Variation_1-1-125x163.png [thumb_130_163-width] => 125 [thumb_130_163-height] => 163 [thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Variation_1-1-136x177.png [thumb_232_177-width] => 136 [thumb_232_177-height] => 177 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Variation_1-1-499x650.png [thumb_272_325-width] => 499 [thumb_272_325-height] => 650 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Variation_1-1-265x346.png [thumb_271_346-width] => 265 [thumb_271_346-height] => 346 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Variation_1-1-208x271.png [thumb_271_271-width] => 208 [thumb_271_271-height] => 271 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Variation_1-1-132x172.png [thumb_272_172-width] => 132 [thumb_272_172-height] => 172 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Variation_1-1-354x461.png [thumb_372_461-width] => 354 [thumb_372_461-height] => 461 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Variation_1-1-372x485.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 485 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Variation_1-1-207x270.png [thumb_385_270-width] => 207 [thumb_385_270-height] => 270 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Variation_1-1-185x241.png [thumb_416_241-width] => 185 [thumb_416_241-height] => 241 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Variation_1-1-314x410.png [thumb_448_410-width] => 314 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Variation_1-1-629x820.png [thumb_448_410_retina-width] => 629 [thumb_448_410_retina-height] => 820 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Variation_1-1-293x382.png [thumb_574_382-width] => 293 [thumb_574_382-height] => 382 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Variation_1-1-303x395.png [thumb_776_395-width] => 303 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Variation_1-1.png [gform-image-choice-sm-width] => 230 [gform-image-choice-sm-height] => 300 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Variation_1-1.png [gform-image-choice-md-width] => 307 [gform-image-choice-md-height] => 400 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Variation_1-1.png [gform-image-choice-lg-width] => 460 [gform-image-choice-lg-height] => 600 ) ) )

Results

  Treatment Name Conv. Rate Relative Difference Confidence Average Gift
C: Control 30.9% $18.75
T1: Variation 1 31.5% 1.8% 9.4% $24.29

This experiment has a required sample size of 52,475 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 key learning from this experiment is that presenting the Psalms course in terms of the visitor’s desired spiritual outcomes led to a slight increase in email acquisition across all traffic. However, the confidence level was only 9.4%, below the recommended 95%. Therefore, the results cannot be considered valid and should not be used for future decision making. In future experimentation, it would be important to gather more data to increase the statistical significance of the results. It may also be beneficial to explore different ways of framing the course offering to determine whether there are more effective ways to communicate the resource's value to potential participants. Additionally, testing different elements of the course presentation, such as imagery or messaging, could provide further insights into what resonates with the target audience. By continuing to test and analyze different approaches, Luther Seminary can better understand what drives course registrations and optimize its marketing strategies.

Experiment Documented by NextAfter

Question about experiment #173360

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