Leveraging Low-Cost Incentives to Encourage Student Performance in Online Courses

Students in an online course can face diminished incentives to exert effort and focus without the structure of instructor-paced material. To introduce new motivation to spend more time with course material, this paper examines the use of A/B split test content experiments. One group of students is exposed to a set of hidden hyperlinks ("Easter Eggs") within the course and earns trivially small amounts of course credit for finding them. While controlling for demographics and initial effort, finding each additional Easter Egg is associated with a 0.8 percentage point increase in final grade. This effect is even stronger for low performers: for those below the median grade before the first Easter Egg, each find increases final grade by 1.3 points. The treatment advantages low-performing students more than their high-achieving counterparts, thus helping to reduce the education gap at extremely low cost to course developers.