Dallas Theological Seminary

How adding bullets/star bullets to registration page affects sign-up rates

Experiment ID: #108287

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: 09/28/2022 - 11/05/2022

DTS offers free online courses using recordings of actual seminary classes. This three-way split test appeared on the Exodus course landing page.

This is a multivariate test. We first wanted to test if adding a list of value proposition language in a highlighted box would better communicate the value that each free course includes and increase conversion rate.

We then wanted to test whether using star emojis as the list’s bullet point icons would attract attention and help communicate value more than normal bullet points, leading to an increase in course signups in all traffic.

Research Question

We believe that adding a bulleted list of value proposition language for prospective course takers will achieve an increase in conversion rates.

Design

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T1: Bullet Point Treatment

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T2: Bullet Point Emoji Treatment

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Results

	Treatment Name	Conv. Rate	Relative Difference	Confidence	Average Gift
C:	Control	33.5%
T1:	Bullet Point Treatment	34.4%	2.6%	20.5%
T2:	Bullet Point Emoji Treatment	25.7%	-23.3%	98.6%

This experiment has a required sample size of 329 in order to be valid. Since the experiment had a total sample size of 1,205, and the level of confidence is not above 95% the experiment results are not valid.

Key Learnings

Overall, the both treatments produced a small change in conversion rates. The bullet point treatment produced a decrease of 2.2% in course registrations and the star emoji treatment produced a lift of 1.8%, but due to an inadequate sample size, these results did not validate. This makes it difficult to draw a valid conclusion from this experiment.

It’s interesting to note that in the email channel, the star emoji treatment produced a valid lift of 13%.

Possible reasons for this increase could be:

the star emoji reminding users of the star emojis seen in an online product review (i.e. Amazon) and signaling the impression of value
the color and shape of the star emoji attracting the user’s attention
the size of the emoji treatment’s container attracting the user’s attention moreso than the bullet point treatment’s container

As a result, we’ll look into rolling this out to email traffic only since the email channel is the main source of traffic for DTS. We’ll also look into retesting only the emoji treatment by running it during the launch of a new course to try to get a better sample size and valid results in all traffic channels.

Experiment Documented by NextAfter

Question about experiment #108287

If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.