Luther Seminary

How strengthening value proposition through clarity on a landing page impacts email conversions

Experiment ID: #162701

Luther Seminary

Experiment Summary

Timeframe: 10/23/2023 - 11/10/2023

Luther Seminary has a daily devotional called God Pause that allows people to sign up with their email address and have a short devotional delivered to their email inbox daily. In examining the page, the copy appeared to be using more “work” centered language, implying that someone can sign up and receive this devotional instead of discussing what benefits someone would get from subscribing.

For this test, we rewrote both the headline and the copy itself to focus on emphasizing empathy and clearly stating what someone would get out of signing up for this daily devotional.

Research Question

We believe strengthening the appeal and exclusivity of a daily devotional subscription will increase the email conversion on its landing page because it removes the “work” language and incorporates the benefits of the daily devotional.


C: Control
T1: Variation 1


 Treatment NameConv. RateRelative DifferenceConfidenceAverage Gift
C: Control 38.9%$23.44
T1: Variation 1 45.6%17.4% 98.5%$24.64

This experiment has a required sample size of 412 in order to be valid. Since the experiment had a total sample size of 1,257, 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
× 17.4% increase in conversion rate
× 5.1% increase in average gift
23.4% increase in revenue

Key Learnings

The key learning from this experiment is that emphasizing empathy and clearly stating the benefits of a daily devotional subscription can significantly increase email acquisition.

By rewriting the headline and copy to focus on the benefits rather than the work involved, the treatment saw a 17.4% increase in email acquisition for all traffic. This shows that people are more likely to sign up for the daily devotional when they understand what they will gain from it and when they feel that their needs and desires are being addressed.

In future experimentation, it would be valuable to continue using a benefit-focused approach to optimize email acquisition. This could involve further refining the messaging to deeply resonate with the target audience and clearly communicate the unique value proposition of the daily devotional.

Additionally, it would be beneficial to explore other aspects of the landing page design and user experience that could further enhance email acquisition. This could include testing different layouts, colors, and calls to action to determine the most effective combination for attracting and converting visitors.

Overall, the results of this experiment highlight the importance of empathy, clear communication of benefits, and an understanding of audience needs in driving conversions. Applying these learnings in future experimentation can lead to continued success in increasing email acquisition and achieving the goals of Luther Seminary’s God Pause daily devotional.

Experiment Documented by NextAfter

Question about experiment #162701

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