How urgency impacts email acquisition rate on a Facebook ad Experiment ID: #7612

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: 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?


C: Control
T1: Treatment 1


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.

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Experiment Documented by...

Kevin Peters

Kevin is the Chief Technology Officer 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.