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Dallas Theological Seminary

How Removing a Confirmation Headline and Thank You Language Affects Donor Conversion Rate

Experiment ID: #204013

Dallas Theological Seminary

Experiment Summary

Timeframe: 05/13/2026 - 05/26/2026

This experiment took place on the donation page for Dallas Theological Seminary’s free online Story of Scripture course. Users were redirected to this donation page immediately after registering for the course. We wanted to determine whether removing the original confirmation-style headline and thank-you message would increase the donation conversion rate among all visitors who reached this page. In the control, the page led with “Story of Scripture Registration Confirmation” and “Thank You!” before explaining that the visitor had been enrolled in the course and would receive course materials by email. In the treatment, the confirmation and thank you elements were removed, making the existing congratulatory message and donation invitation the primary message at the top of the page.

Research Question

We believe that removing the confirmation style headline for all donation page visitors will achieve a higher donation conversion rate because reducing redundant introductory copy will bring the donation invitation higher in the visitor’s attention path.

Design

C: Control
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T1: Treatment #1
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[medium_large-width] => 640 [medium_large-height] => 298 [large] => https://www.nextafter.com/wp-content/uploads/Treatment_1-24-1024x478.png [large-width] => 640 [large-height] => 299 [1536x1536] => https://www.nextafter.com/wp-content/uploads/Treatment_1-24.png [1536x1536-width] => 1340 [1536x1536-height] => 625 [2048x2048] => https://www.nextafter.com/wp-content/uploads/Treatment_1-24.png [2048x2048-width] => 1340 [2048x2048-height] => 625 [tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Treatment_1-24-700x700.png [tp-image-grid-width] => 700 [tp-image-grid-height] => 700 [post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Treatment_1-24-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://www.nextafter.com/wp-content/uploads/Treatment_1-24-50x23.png [admin-width] => 50 [admin-height] => 23 [full] => https://www.nextafter.com/wp-content/uploads/Treatment_1-24.png [full-width] => 1340 [full-height] => 625 [thumb_372] => https://www.nextafter.com/wp-content/uploads/Treatment_1-24-372x174.png [thumb_372-width] => 372 [thumb_372-height] => 174 [single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Treatment_1-24-980x457.png [single_post_thumbnail-width] => 980 [single_post_thumbnail-height] => 457 [thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Treatment_1-24-32x15.png [thumb_32_32-width] => 32 [thumb_32_32-height] => 15 [thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Treatment_1-24-48x22.png [thumb_48_48-width] => 48 [thumb_48_48-height] => 22 [thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Treatment_1-24-64x30.png [thumb_64_64-width] => 64 [thumb_64_64-height] => 30 [thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Treatment_1-24-128x60.png [thumb_128_128-width] => 128 [thumb_128_128-height] => 60 [thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Treatment_1-24-122x57.png [thumb_122_67-width] => 122 [thumb_122_67-height] => 57 [thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Treatment_1-24-153x71.png [thumb_153_153-width] => 153 [thumb_153_153-height] => 71 [thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Treatment_1-24-130x61.png [thumb_130_163-width] => 130 [thumb_130_163-height] => 61 [thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Treatment_1-24-232x108.png [thumb_232_177-width] => 232 [thumb_232_177-height] => 108 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Treatment_1-24-544x254.png [thumb_272_325-width] => 544 [thumb_272_325-height] => 254 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Treatment_1-24-271x126.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 126 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Treatment_1-24-271x126.png [thumb_271_271-width] => 271 [thumb_271_271-height] => 126 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Treatment_1-24-272x127.png [thumb_272_172-width] => 272 [thumb_272_172-height] => 127 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Treatment_1-24-372x174.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 174 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Treatment_1-24-372x174.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 174 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Treatment_1-24-385x180.png [thumb_385_270-width] => 385 [thumb_385_270-height] => 180 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Treatment_1-24-416x194.png [thumb_416_241-width] => 416 [thumb_416_241-height] => 194 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Treatment_1-24-448x209.png [thumb_448_410-width] => 448 [thumb_448_410-height] => 209 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Treatment_1-24-896x418.png [thumb_448_410_retina-width] => 896 [thumb_448_410_retina-height] => 418 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Treatment_1-24-574x268.png [thumb_574_382-width] => 574 [thumb_574_382-height] => 268 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Treatment_1-24-776x362.png [thumb_776_395-width] => 776 [thumb_776_395-height] => 362 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Treatment_1-24.png [gform-image-choice-sm-width] => 300 [gform-image-choice-sm-height] => 140 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Treatment_1-24.png [gform-image-choice-md-width] => 400 [gform-image-choice-md-height] => 187 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Treatment_1-24.png [gform-image-choice-lg-width] => 600 [gform-image-choice-lg-height] => 280 ) ) )

Results

  Treatment Name Conv. Rate Relative Difference Confidence
C: Control 6.4%
T1: Treatment #1 13.2% 106.7% 98.6%

This experiment has a required sample size of 147 in order to be valid. Since the experiment had a total sample size of 446, 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
Ă— 106.7% increase in conversion rate
Ă— 0% increase in average gift

Key Learnings

Removing the confirmation-style headline and thank-you language increased the donation conversion rate. The control had a conversion rate of 6.4%, with 14 donations from 219 visitors. The treatment conversion rate was 13.2%, with 30 donations from 227 visitors. This was a 106.7% relative increase in donation conversion rate. The confidence level reached 98.5%, and the experiment exceeded the required sample size, so the result can be considered valid. The treatment may have worked because it removed copy that primarily confirmed an action the visitor had already completed. By removing the “Story of Scripture Registration Confirmation” headline and “Thank You!” message, the page allowed the existing congratulatory message and donation invitation to appear more prominently at the top of the page. This likely helped visitors move more quickly from course registration confirmation to the opportunity to give.

Experiment Documented by NextAfter

Question about experiment #204013

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