How reduced copy and a more direct headline affect donor conversion Experiment ID: #5936
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.
Timeframe: 11/11/2016 - 1/5/2017
Dallas Theological Seminary offered a free online course called How to Read the Bible Like a Seminary Professor to allow their donors and prospects to experience the value proposition of the Seminary. Although they had a good donor conversion rate, they wanted to see if they could improve email acquisition by making the value proposition on the signup page more appealing.
They created a treatment with a more direct headline: “Learn to read the Bible like never before”. Then, they removed the bulleted list from the copy to reduce the overall length of the copy, hypothesizing that it was not core to the value proposition on the page.
They split traffic to the page and launched an A/B test to determine a winner.
Will reduced copy and a more direct headline positively affect email acquisition rate?
MECLABS Conversion Factors Targeted
C = 4m + 3v + 2( i - f) - 2a ©
Copyright 2015, MECLABS
|Treatment Name||Revenue per Visitor||Relative Difference||Confidence||Average Gift|
|T1:||Short copy New Headline||$0.59||-6.0%||50.0%||$65.43|
This experiment was validated using 3rd party testing tools. Based upon those calculations, a significant level of confidence was not met so these experiment results are not valid.
The treatment version produced a slight decrease in email acquisition, though it was far from valid. This shows that more radical changes need to be made to the page to significantly increase email acquisition rate.