How additional premium-focused value proposition affects conversion Experiment ID: #4972

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: 9/12/2016 - 9/19/2016

Dallas Theological Seminary had found a popular offer in their free Gospel of John course. After the user signed up, they were given the opportunity to make a gift.In exchange for a gift of $100 or more they were offered a commentary as the course companion book for the Gospel of John course. DTS decided to try to see if they could increase conversion rate by integrating review content for the commentary into the donation page. They pulled some reviews from a popular book review site onto the page, showed five stars, and gave a positive review for the commentary, hoping that this would increase conversion.

Research Question

Will the addition of premium focused value proposition copy increase donor conversion?


C: Original
T1: Redesign


Treatment Name Conv. Rate Relative Difference Confidence Average Gift
C: Original 3.5% $66.33
T1: Redesign 1.8% -47.8% 88.1% $82.78

This experiment has a required sample size of 698 in order to be valid. Since the experiment had a total sample size of 922, and the level of confidence is not above 95% the experiment results are not valid.

Key Learnings

The treatment page produced a 47% decrease in conversion, although these results were not statistically valid due to low traffic to the page. However, the treatment also produced an increase in average gift, which may suggested this motivated a certain segment of people who enrolled in the course to increase their average gift to receive the commentary. However, this additional value proposition appeared to distract from the main value proposition, which converted more registered users into donors. Wally learning to not produce a positive impact on this donation page further testing for how the book is offered throughout the course might produce a lift.

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Experiment Documented by...

Jeff Giddens

Jeff is a Senior Vice President at NextAfter. If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.