How using language around gaining deeper knowledge and enhancing their faith affects email conversion rate
Experiment ID: #150593
Luther Seminary
Experiment Summary
Timeframe: 05/15/2023 - 06/15/2023
Luther Seminary is offering a free online course of the Book of Psalms. They wanted to try and increase the email conversion rate on the sign-up page for the course, so we decided to test using language around gaining a deeper knowledge of this book of the Bible while enhancing their faith. We did this in two ways:
- Emphasis on Knowledge and Understanding: The treatment page focuses on the idea of gaining deeper knowledge and understanding of the Book of Psalms. By highlighting the informative and insightful nature of the course, it appeals to individuals who are seeking to expand their knowledge base and develop a more profound understanding of the Psalms. This emphasis on learning and personal growth can be compelling for those who value educational opportunities.
- Cultivating Personal Qualities: The first page mentions that studying the Psalms can help cultivate qualities such as a heart of worship, hunger for God, authentic prayer life, and a thankful heart. This emphasis on personal transformation and spiritual development appeals to individuals who are looking for practical applications and benefits from studying the Psalms. It positions the course as a means to enhance one’s relationship with God and deepen their faith.
Research Question
We believe that using language centered around gaining a deeper knowledge of the book of Psalms and enhancing their faith for potential online course signees will achieve a higher email conversion rate because it taps into the inherent desire for personal growth, intellectual curiosity, and a sense of accomplishment.
Design
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 40.2% | $0.00 | ||
| T1: | Deeper knowledge language | 37.6% | -6.5% | 73.3% | $0.00 |
This experiment has a required sample size of 2,636 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 A/B experiment conducted to test the effectiveness of using language centered around gaining a deeper knowledge of the book of Psalms and enhancing faith resulted in a 6.5% decrease in email acquisition for all traffic with a 73.3% level of confidence. However, this result cannot be considered valid for future decision making as the level of confidence is below 85%. The key learning from this experiment is that emphasizing knowledge and understanding or cultivating personal qualities may not be effective for all visitors. Therefore, it is important to understand the audience and tailor language accordingly. Future experiments should continue to test various messaging approaches, target specific audiences, and gather feedback to determine what messaging is most effective in increasing email acquisition.