Dallas Theological Seminary

How reducing copy for highly motivated donors affects conversion

Experiment ID: #1800

Dallas Theological Seminary

The DTS mission is, “to glorify God by equipping godly servant-leaders for the proclamation of His Word and the building up of the body of Christ worldwide.” They strive to help men and women fulfill the Great Commission and the Great Commandment, or more simply: Teach Truth. Love Well.

Experiment Summary

Timeframe: 08/03/2015 - 08/07/2015

Dallas Theological Seminary sent a survey to their donors and prospects to better understand what they valued most about the organization. The survey was immediately followed by a donation ask. DTS hypothesized that after completing the survey, donors wouldn’t need as much copy to be convinced to make a gift. So they developed a treatment landing page that removed much of the copy — which to a highly motivated donor, could pose as friction.

Research Question

Will reducing donation page copy increase conversion for highly motivated donors?

Design

C: With Evidentials
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T1: No Evidentials
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https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T3-2-292x410.png [thumb_448_410-width] => 292 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T3-2-585x820.png [thumb_448_410_retina-width] => 585 [thumb_448_410_retina-height] => 820 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T3-2-272x382.png [thumb_574_382-width] => 272 [thumb_574_382-height] => 382 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T3-2-282x395.png [thumb_776_395-width] => 282 [thumb_776_395-height] => 395 ) ) )

Results

 Treatment NameConv. RateRelative DifferenceConfidenceAverage Gift
C: With Evidentials 1.3%$65.33
T1: No Evidentials 2.9%134.3% 92.4%$1,188.54

This experiment has a required sample size of 547 in order to be valid. Since the experiment had a total sample size of 920, and the level of confidence is not above 95% the experiment results are not valid.

Key Learnings

The treatment page with reduced copy increased conversion by 134.3%. This means that the survey did a sufficient job of motivating the donors — all DTS had to do was ask.


Experiment Documented by NextAfter

Question about experiment #1800

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