Dallas Theological Seminary

How urgency impacts email acquisition rate on a Facebook ad

Experiment ID: #2643

Dallas Theological Seminary

Experiment Summary

Timeframe: 10/11/2017 - 10/16/2017

Dallas Theological Seminary was making preparations to launch its new ‘mini’ course on the life and work of Martin Luther. They wondered: If we tell visitors to pre-enroll in this course by stressing the urgency of the upcoming launch date, will email acquisition increase? They launched an A/B test leading up to their launch date to find out.

Research Question

Will a Facebook ad that stresses the urgency of a course launch increase email acquisition?

Design

C: Control
Array ( [0] => Array ( [ID] => 63942 [id] => 63942 [title] => Control.jpg [filename] => Control-105.jpg [filesize] => 77514 [url] => https://www.nextafter.com/wp-content/uploads/Control-105.jpg [link] => https://www.nextafter.com/experiments/how-urgency-impacts-email-acquisition-rate-on-a-facebook-ad-2/attachment/control-jpg-3210/ [alt] => [author] => 0 [description] => [caption] => [name] => control-jpg-3210 [status] => inherit [uploaded_to] => 34137 [date] => 2024-08-12 20:23:50 [modified] => 2024-08-12 20:23:50 [menu_order] => 0 [mime_type] => image/jpeg [type] => image [subtype] => jpeg [icon] => https://www.nextafter.com/wp-includes/images/media/default.png [width] => 498 [height] => 538 [sizes] => Array ( [thumbnail] => https://www.nextafter.com/wp-content/uploads/Control-105-150x150.jpg [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://www.nextafter.com/wp-content/uploads/Control-105-278x300.jpg [medium-width] => 278 [medium-height] => 300 [medium_large] => https://www.nextafter.com/wp-content/uploads/Control-105.jpg [medium_large-width] => 498 [medium_large-height] => 538 [large] => https://www.nextafter.com/wp-content/uploads/Control-105.jpg [large-width] => 498 [large-height] => 538 [1536x1536] => https://www.nextafter.com/wp-content/uploads/Control-105.jpg [1536x1536-width] => 498 [1536x1536-height] => 538 [2048x2048] => https://www.nextafter.com/wp-content/uploads/Control-105.jpg [2048x2048-width] => 498 [2048x2048-height] => 538 [tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Control-105-700x700.jpg [tp-image-grid-width] => 700 [tp-image-grid-height] => 700 [post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Control-105-150x150.jpg [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://www.nextafter.com/wp-content/uploads/Control-105-46x50.jpg [admin-width] => 46 [admin-height] => 50 [full] => https://www.nextafter.com/wp-content/uploads/Control-105.jpg [full-width] => 498 [full-height] => 538 [thumb_372] => https://www.nextafter.com/wp-content/uploads/Control-105-372x402.jpg [thumb_372-width] => 372 [thumb_372-height] => 402 [single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Control-105.jpg [single_post_thumbnail-width] => 498 [single_post_thumbnail-height] => 538 [thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Control-105-30x32.jpg [thumb_32_32-width] => 30 [thumb_32_32-height] => 32 [thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Control-105-44x48.jpg [thumb_48_48-width] => 44 [thumb_48_48-height] => 48 [thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Control-105-59x64.jpg [thumb_64_64-width] => 59 [thumb_64_64-height] => 64 [thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Control-105-118x128.jpg [thumb_128_128-width] => 118 [thumb_128_128-height] => 128 [thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Control-105-62x67.jpg [thumb_122_67-width] => 62 [thumb_122_67-height] => 67 [thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Control-105-142x153.jpg [thumb_153_153-width] => 142 [thumb_153_153-height] => 153 [thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Control-105-130x140.jpg [thumb_130_163-width] => 130 [thumb_130_163-height] => 140 [thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Control-105-164x177.jpg [thumb_232_177-width] => 164 [thumb_232_177-height] => 177 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Control-105.jpg [thumb_272_325-width] => 498 [thumb_272_325-height] => 538 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Control-105-271x293.jpg [thumb_271_346-width] => 271 [thumb_271_346-height] => 293 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Control-105-251x271.jpg [thumb_271_271-width] => 251 [thumb_271_271-height] => 271 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Control-105-159x172.jpg [thumb_272_172-width] => 159 [thumb_272_172-height] => 172 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Control-105-372x402.jpg [thumb_372_461-width] => 372 [thumb_372_461-height] => 402 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Control-105-372x402.jpg [thumb_372_500-width] => 372 [thumb_372_500-height] => 402 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Control-105-250x270.jpg [thumb_385_270-width] => 250 [thumb_385_270-height] => 270 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Control-105-223x241.jpg [thumb_416_241-width] => 223 [thumb_416_241-height] => 241 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Control-105-380x410.jpg [thumb_448_410-width] => 380 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Control-105.jpg [thumb_448_410_retina-width] => 498 [thumb_448_410_retina-height] => 538 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Control-105-354x382.jpg [thumb_574_382-width] => 354 [thumb_574_382-height] => 382 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Control-105-366x395.jpg [thumb_776_395-width] => 366 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Control-105.jpg [gform-image-choice-sm-width] => 278 [gform-image-choice-sm-height] => 300 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Control-105.jpg [gform-image-choice-md-width] => 370 [gform-image-choice-md-height] => 400 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Control-105.jpg [gform-image-choice-lg-width] => 498 [gform-image-choice-lg-height] => 538 ) ) [1] => Array ( [ID] => 63944 [id] => 63944 [title] => Treatment_1.jpg [filename] => Treatment_1-31.jpg [filesize] => 84648 [url] => https://www.nextafter.com/wp-content/uploads/Treatment_1-31.jpg [link] => https://www.nextafter.com/experiments/how-urgency-impacts-email-acquisition-rate-on-a-facebook-ad-2/attachment/treatment_1-jpg-1347/ [alt] => [author] => 0 [description] => [caption] => [name] => treatment_1-jpg-1347 [status] => inherit [uploaded_to] => 34137 [date] => 2024-08-12 20:23:53 [modified] => 2024-08-12 20:23:53 [menu_order] => 0 [mime_type] => image/jpeg [type] => image [subtype] => jpeg [icon] => https://www.nextafter.com/wp-includes/images/media/default.png [width] => 497 [height] => 558 [sizes] => Array ( [thumbnail] => https://www.nextafter.com/wp-content/uploads/Treatment_1-31-150x150.jpg [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://www.nextafter.com/wp-content/uploads/Treatment_1-31-267x300.jpg [medium-width] => 267 [medium-height] => 300 [medium_large] => https://www.nextafter.com/wp-content/uploads/Treatment_1-31.jpg [medium_large-width] => 497 [medium_large-height] => 558 [large] => https://www.nextafter.com/wp-content/uploads/Treatment_1-31.jpg [large-width] => 497 [large-height] => 558 [1536x1536] => https://www.nextafter.com/wp-content/uploads/Treatment_1-31.jpg [1536x1536-width] => 497 [1536x1536-height] => 558 [2048x2048] => https://www.nextafter.com/wp-content/uploads/Treatment_1-31.jpg [2048x2048-width] => 497 [2048x2048-height] => 558 [tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Treatment_1-31-700x700.jpg [tp-image-grid-width] => 700 [tp-image-grid-height] => 700 [post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Treatment_1-31-150x150.jpg [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://www.nextafter.com/wp-content/uploads/Treatment_1-31-45x50.jpg [admin-width] => 45 [admin-height] => 50 [full] => https://www.nextafter.com/wp-content/uploads/Treatment_1-31.jpg [full-width] => 497 [full-height] => 558 [thumb_372] => https://www.nextafter.com/wp-content/uploads/Treatment_1-31-372x418.jpg [thumb_372-width] => 372 [thumb_372-height] => 418 [single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Treatment_1-31.jpg [single_post_thumbnail-width] => 497 [single_post_thumbnail-height] => 558 [thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Treatment_1-31-29x32.jpg [thumb_32_32-width] => 29 [thumb_32_32-height] => 32 [thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Treatment_1-31-43x48.jpg [thumb_48_48-width] => 43 [thumb_48_48-height] => 48 [thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Treatment_1-31-57x64.jpg [thumb_64_64-width] => 57 [thumb_64_64-height] => 64 [thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Treatment_1-31-114x128.jpg [thumb_128_128-width] => 114 [thumb_128_128-height] => 128 [thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Treatment_1-31-60x67.jpg [thumb_122_67-width] => 60 [thumb_122_67-height] => 67 [thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Treatment_1-31-136x153.jpg [thumb_153_153-width] => 136 [thumb_153_153-height] => 153 [thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Treatment_1-31-130x146.jpg [thumb_130_163-width] => 130 [thumb_130_163-height] => 146 [thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Treatment_1-31-158x177.jpg [thumb_232_177-width] => 158 [thumb_232_177-height] => 177 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Treatment_1-31.jpg [thumb_272_325-width] => 497 [thumb_272_325-height] => 558 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Treatment_1-31-271x304.jpg [thumb_271_346-width] => 271 [thumb_271_346-height] => 304 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Treatment_1-31-241x271.jpg [thumb_271_271-width] => 241 [thumb_271_271-height] => 271 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Treatment_1-31-153x172.jpg [thumb_272_172-width] => 153 [thumb_272_172-height] => 172 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Treatment_1-31-372x418.jpg [thumb_372_461-width] => 372 [thumb_372_461-height] => 418 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Treatment_1-31-372x418.jpg [thumb_372_500-width] => 372 [thumb_372_500-height] => 418 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Treatment_1-31-240x270.jpg [thumb_385_270-width] => 240 [thumb_385_270-height] => 270 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Treatment_1-31-215x241.jpg [thumb_416_241-width] => 215 [thumb_416_241-height] => 241 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Treatment_1-31-365x410.jpg [thumb_448_410-width] => 365 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Treatment_1-31.jpg [thumb_448_410_retina-width] => 497 [thumb_448_410_retina-height] => 558 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Treatment_1-31-340x382.jpg [thumb_574_382-width] => 340 [thumb_574_382-height] => 382 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Treatment_1-31-352x395.jpg [thumb_776_395-width] => 352 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Treatment_1-31.jpg [gform-image-choice-sm-width] => 267 [gform-image-choice-sm-height] => 300 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Treatment_1-31.jpg [gform-image-choice-md-width] => 356 [gform-image-choice-md-height] => 400 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Treatment_1-31.jpg [gform-image-choice-lg-width] => 497 [gform-image-choice-lg-height] => 558 ) ) )
T1: Treatment 1
Array ( [0] => Array ( [ID] => 63942 [id] => 63942 [title] => Control.jpg [filename] => Control-105.jpg [filesize] => 77514 [url] => https://www.nextafter.com/wp-content/uploads/Control-105.jpg [link] => https://www.nextafter.com/experiments/how-urgency-impacts-email-acquisition-rate-on-a-facebook-ad-2/attachment/control-jpg-3210/ [alt] => [author] => 0 [description] => [caption] => [name] => control-jpg-3210 [status] => inherit [uploaded_to] => 34137 [date] => 2024-08-12 20:23:50 [modified] => 2024-08-12 20:23:50 [menu_order] => 0 [mime_type] => image/jpeg [type] => image [subtype] => jpeg [icon] => https://www.nextafter.com/wp-includes/images/media/default.png [width] => 498 [height] => 538 [sizes] => Array ( [thumbnail] => https://www.nextafter.com/wp-content/uploads/Control-105-150x150.jpg [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://www.nextafter.com/wp-content/uploads/Control-105-278x300.jpg [medium-width] => 278 [medium-height] => 300 [medium_large] => https://www.nextafter.com/wp-content/uploads/Control-105.jpg [medium_large-width] => 498 [medium_large-height] => 538 [large] => https://www.nextafter.com/wp-content/uploads/Control-105.jpg [large-width] => 498 [large-height] => 538 [1536x1536] => https://www.nextafter.com/wp-content/uploads/Control-105.jpg [1536x1536-width] => 498 [1536x1536-height] => 538 [2048x2048] => https://www.nextafter.com/wp-content/uploads/Control-105.jpg [2048x2048-width] => 498 [2048x2048-height] => 538 [tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Control-105-700x700.jpg [tp-image-grid-width] => 700 [tp-image-grid-height] => 700 [post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Control-105-150x150.jpg [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://www.nextafter.com/wp-content/uploads/Control-105-46x50.jpg [admin-width] => 46 [admin-height] => 50 [full] => https://www.nextafter.com/wp-content/uploads/Control-105.jpg [full-width] => 498 [full-height] => 538 [thumb_372] => https://www.nextafter.com/wp-content/uploads/Control-105-372x402.jpg [thumb_372-width] => 372 [thumb_372-height] => 402 [single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Control-105.jpg [single_post_thumbnail-width] => 498 [single_post_thumbnail-height] => 538 [thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Control-105-30x32.jpg [thumb_32_32-width] => 30 [thumb_32_32-height] => 32 [thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Control-105-44x48.jpg [thumb_48_48-width] => 44 [thumb_48_48-height] => 48 [thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Control-105-59x64.jpg [thumb_64_64-width] => 59 [thumb_64_64-height] => 64 [thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Control-105-118x128.jpg [thumb_128_128-width] => 118 [thumb_128_128-height] => 128 [thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Control-105-62x67.jpg [thumb_122_67-width] => 62 [thumb_122_67-height] => 67 [thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Control-105-142x153.jpg [thumb_153_153-width] => 142 [thumb_153_153-height] => 153 [thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Control-105-130x140.jpg [thumb_130_163-width] => 130 [thumb_130_163-height] => 140 [thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Control-105-164x177.jpg [thumb_232_177-width] => 164 [thumb_232_177-height] => 177 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Control-105.jpg [thumb_272_325-width] => 498 [thumb_272_325-height] => 538 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Control-105-271x293.jpg [thumb_271_346-width] => 271 [thumb_271_346-height] => 293 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Control-105-251x271.jpg [thumb_271_271-width] => 251 [thumb_271_271-height] => 271 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Control-105-159x172.jpg [thumb_272_172-width] => 159 [thumb_272_172-height] => 172 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Control-105-372x402.jpg [thumb_372_461-width] => 372 [thumb_372_461-height] => 402 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Control-105-372x402.jpg [thumb_372_500-width] => 372 [thumb_372_500-height] => 402 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Control-105-250x270.jpg [thumb_385_270-width] => 250 [thumb_385_270-height] => 270 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Control-105-223x241.jpg [thumb_416_241-width] => 223 [thumb_416_241-height] => 241 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Control-105-380x410.jpg [thumb_448_410-width] => 380 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Control-105.jpg [thumb_448_410_retina-width] => 498 [thumb_448_410_retina-height] => 538 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Control-105-354x382.jpg [thumb_574_382-width] => 354 [thumb_574_382-height] => 382 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Control-105-366x395.jpg [thumb_776_395-width] => 366 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Control-105.jpg [gform-image-choice-sm-width] => 278 [gform-image-choice-sm-height] => 300 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Control-105.jpg [gform-image-choice-md-width] => 370 [gform-image-choice-md-height] => 400 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Control-105.jpg [gform-image-choice-lg-width] => 498 [gform-image-choice-lg-height] => 538 ) ) [1] => Array ( [ID] => 63944 [id] => 63944 [title] => Treatment_1.jpg [filename] => Treatment_1-31.jpg [filesize] => 84648 [url] => https://www.nextafter.com/wp-content/uploads/Treatment_1-31.jpg [link] => https://www.nextafter.com/experiments/how-urgency-impacts-email-acquisition-rate-on-a-facebook-ad-2/attachment/treatment_1-jpg-1347/ [alt] => [author] => 0 [description] => [caption] => [name] => treatment_1-jpg-1347 [status] => inherit [uploaded_to] => 34137 [date] => 2024-08-12 20:23:53 [modified] => 2024-08-12 20:23:53 [menu_order] => 0 [mime_type] => image/jpeg [type] => image [subtype] => jpeg [icon] => https://www.nextafter.com/wp-includes/images/media/default.png [width] => 497 [height] => 558 [sizes] => Array ( [thumbnail] => https://www.nextafter.com/wp-content/uploads/Treatment_1-31-150x150.jpg [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://www.nextafter.com/wp-content/uploads/Treatment_1-31-267x300.jpg [medium-width] => 267 [medium-height] => 300 [medium_large] => https://www.nextafter.com/wp-content/uploads/Treatment_1-31.jpg [medium_large-width] => 497 [medium_large-height] => 558 [large] => https://www.nextafter.com/wp-content/uploads/Treatment_1-31.jpg [large-width] => 497 [large-height] => 558 [1536x1536] => https://www.nextafter.com/wp-content/uploads/Treatment_1-31.jpg [1536x1536-width] => 497 [1536x1536-height] => 558 [2048x2048] => https://www.nextafter.com/wp-content/uploads/Treatment_1-31.jpg [2048x2048-width] => 497 [2048x2048-height] => 558 [tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Treatment_1-31-700x700.jpg [tp-image-grid-width] => 700 [tp-image-grid-height] => 700 [post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Treatment_1-31-150x150.jpg [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://www.nextafter.com/wp-content/uploads/Treatment_1-31-45x50.jpg [admin-width] => 45 [admin-height] => 50 [full] => https://www.nextafter.com/wp-content/uploads/Treatment_1-31.jpg [full-width] => 497 [full-height] => 558 [thumb_372] => https://www.nextafter.com/wp-content/uploads/Treatment_1-31-372x418.jpg [thumb_372-width] => 372 [thumb_372-height] => 418 [single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Treatment_1-31.jpg [single_post_thumbnail-width] => 497 [single_post_thumbnail-height] => 558 [thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Treatment_1-31-29x32.jpg [thumb_32_32-width] => 29 [thumb_32_32-height] => 32 [thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Treatment_1-31-43x48.jpg [thumb_48_48-width] => 43 [thumb_48_48-height] => 48 [thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Treatment_1-31-57x64.jpg [thumb_64_64-width] => 57 [thumb_64_64-height] => 64 [thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Treatment_1-31-114x128.jpg [thumb_128_128-width] => 114 [thumb_128_128-height] => 128 [thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Treatment_1-31-60x67.jpg [thumb_122_67-width] => 60 [thumb_122_67-height] => 67 [thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Treatment_1-31-136x153.jpg [thumb_153_153-width] => 136 [thumb_153_153-height] => 153 [thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Treatment_1-31-130x146.jpg [thumb_130_163-width] => 130 [thumb_130_163-height] => 146 [thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Treatment_1-31-158x177.jpg [thumb_232_177-width] => 158 [thumb_232_177-height] => 177 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Treatment_1-31.jpg [thumb_272_325-width] => 497 [thumb_272_325-height] => 558 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Treatment_1-31-271x304.jpg [thumb_271_346-width] => 271 [thumb_271_346-height] => 304 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Treatment_1-31-241x271.jpg [thumb_271_271-width] => 241 [thumb_271_271-height] => 271 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Treatment_1-31-153x172.jpg [thumb_272_172-width] => 153 [thumb_272_172-height] => 172 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Treatment_1-31-372x418.jpg [thumb_372_461-width] => 372 [thumb_372_461-height] => 418 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Treatment_1-31-372x418.jpg [thumb_372_500-width] => 372 [thumb_372_500-height] => 418 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Treatment_1-31-240x270.jpg [thumb_385_270-width] => 240 [thumb_385_270-height] => 270 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Treatment_1-31-215x241.jpg [thumb_416_241-width] => 215 [thumb_416_241-height] => 241 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Treatment_1-31-365x410.jpg [thumb_448_410-width] => 365 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Treatment_1-31.jpg [thumb_448_410_retina-width] => 497 [thumb_448_410_retina-height] => 558 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Treatment_1-31-340x382.jpg [thumb_574_382-width] => 340 [thumb_574_382-height] => 382 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Treatment_1-31-352x395.jpg [thumb_776_395-width] => 352 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Treatment_1-31.jpg [gform-image-choice-sm-width] => 267 [gform-image-choice-sm-height] => 300 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Treatment_1-31.jpg [gform-image-choice-md-width] => 356 [gform-image-choice-md-height] => 400 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Treatment_1-31.jpg [gform-image-choice-lg-width] => 497 [gform-image-choice-lg-height] => 558 ) ) )

Results

  Treatment Name Conv. Rate Relative Difference Confidence
C: Control 0.72%
T1: Treatment 1 1.4% 88.1% 100.0%

This experiment has a required sample size of 2,021 in order to be valid. Since the experiment had a total sample size of 40,734, 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
× 88.1% increase in conversion rate
× 0% increase in average gift

Key Learnings

Dallas Theological Seminary found that the treatment version that stressed the upcoming launch date did, in fact, increase email acquisition by 88%. By using the actual date of the launch (October 16, 2017) and the word ‘Monday’ in their call-to-action, Dallas Theological Seminary was able to signal to viewers that this was an urgent offer with a specific launch date. It likely made viewers feel that they were going to miss out on a particular event, even though the course was still offered after the launch date.

This strategy has prompted further tests, especially as Dallas Theological Seminary builds plans to launch new courses. 


Experiment Documented by NextAfter

Question about experiment #2643

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