How the value proposition of a donation page affects donor conversion Experiment ID: #16881

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: 4/30/2019 - 7/11/2019

DTS was running an experiment on their Acts course donation page that centered around the value proposition of the page. This copy treatment has been tested and validated on the Genesis course, but the last time it was tested, it was tested with the additional removal of the premium from the page. In order to isolate the value proposition copy variable, we’ve retested this with the premium on both the control and treatment, with the only change being the body copy.

Research Question

How does the value proposition of a donation page affect donor conversion?


C: Control
T1: New Copy


Treatment Name Conv. Rate Relative Difference Confidence Average Gift
C: Control 5.3% $0.00
T1: New Copy 7.4% 38.0% 98.9% $0.00

This experiment has a required sample size of 1,114 in order to be valid. Since the experiment had a total sample size of 3,725, 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
× 38.0% increase in conversion rate
× 0% increase in average gift

Key Learnings

The treatment value proposition increased donor conversion rate by 38%. The main difference in the two copy pieces is the layout of the copy (bullet points vs paragraphs) and the focus on bringing Scripture to more people, rather than just making more online courses. This gives us insight into the heart and motivation of a DTS donor- they care less about “more resources” and more about reaching more people with biblical truth.

Experiment Documented by...

Allison Jones

Allison is an Optimization Associate 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.