18.9% lift How setting the donate button apart in the primary navigation impacts traffic to donation page.

Date Added: September 11, 2018
Research Partner: EWTN
Element tested: Advertising

On the EWTN homepage, the donation link is currently hidden within the middle of the navigation and out of the eye path on the side of the screen. For this experiment, we moved the “Donate” link to the far-right side of the desktop navigation and changed the color of the button to draw attention to it. We tested this against the control navigation where the “Donate” link is the eighth option in the navigation and not set apart from the other options on the page.



View the experiment »


95.2% lift How getting visitors to actively align around stated principles impacts downstream donor conversion

Date Added: September 11, 2018
Research Partner: Americans for Prosperity
Element tested: Email Call-to-Action

Americans for Prosperity was running an Open Letter to the Senate for the upcoming Supreme Court confirmation hearings. As part of the process, the visitors were asked to sign a statement of belief and were then presented with an opportunity to make a gift. With an email acquisition rate above 60%, our previous experiments had found it difficult to improve the email acquisition page.

However, the high motivation of visitors presented a new opportunity to potentially improve the downstream donor conversion. We had the hypothesis that if we had the visitors actively commit to each of the statements of the open letter instead of just signing their name, they would be better aligned to the values presented in the donation value proposition shown on the next screen which would increase their donor conversion.



View the experiment »


35.8% lift How visually setting off an acquisition offer in an article impacts conversion

Date Added: September 11, 2018
Research Partner: Care Net
Element tested: Advertising

On the Care Net blog, at the end of the articles, they offer people the opportunity to sign a ledge and get enrolled in a free online course. When looking at the blog/article page, we hypothesized that the content offer was getting lost within the article from from the other content at the end of the article (blog comments, sharing, etc.). To test this, we proposed setting off the content offer visually by putting a small box around it. The content and copy of the offer didn’t change at all, we simply just set it apart within the article.



View the experiment »


296.0% lift How a text ad affects conversion for a free trial offer signup

Date Added: August 22, 2018
Research Partner: EWTN
Element tested: Advertising

National Catholic Register had run many animated banner ads throughout their site to encourage online readers to sign up for a free three-month trial. While the animated banners were eye-catching and featured well-known Catholic personalities, they wondered if they required the viewer to sit for a long period in front of the ad to see the payoff—and if those viewers, once the reveal was complete, missed the CTA entirely. Also, they wondered if the narrative form of the ad was less clear and straightforward than a simple text offer with a bold call-to-action.

They created a treatment ad, run through their ad server, that presented the trial offer in a clear way with a big CTA button. They evenly apportioned the ads to run to NCRegister viewers and closely tracked metrics to determine clicks and conversions.



View the experiment »


95.2% lift How getting visitors to actively align around stated principles impacts downstream donor conversion

Date Added: August 21, 2018
Research Partner: Americans for Prosperity
Element tested: Name Acquisition Copy, Name Acquisition Form

Americans for Prosperity was running an Open Letter to the Senate for the upcoming Supreme Court confirmation hearings. As part of the process, the visitors were asked to sign a statement of belief and were then presented with an opportunity to make a gift. With an email acquisition rate above 60%, our previous experiments had found it difficult to improve the email acquisition page.

However, the high motivation of visitors presented a new opportunity to potentially improve the downstream donor conversion. We had the hypothesis that if we had the visitors actively commit to each of the statements of the open letter instead of just signing their name, they would be better aligned to the values presented in the donation value proposition shown on the next screen which would increase their donor conversion.



View the experiment »


1.9% lift How shortening the length of content impacted email acquisition

Date Added: August 8, 2018
Research Partner: Americans for Prosperity
Element tested:

The Open Letter to the Senate had been a high performing email acquisition campaign for Americans for Prosperity for several weeks now. With an email acquisition rate higher than 60%, we had found it difficult to improve results through optimization.

Based upon the high motivation of the visitors coming to the page, we decided to see if simplifying the page copy could improve the results. The hypothesis was that, given the high motivation of visitors, they did not need as much value proposition to make the conversion. Our goal was to maintain the value expressed through the copy but shorten it up so that new visitors would find it easier to convert.



View the experiment »


166.9% lift How adding a premium offer to a daily email affects click rate

Date Added: August 8, 2018
Research Partner: The Missionary Oblates of Mary Immaculate
Element tested: Email Call-to-Action

The Missionary Oblates send out a daily prayer email each day to a segment of their housefile. They wanted to test whether adding a complementary resource donation opportunity would increase click rate in the emails and encourage more people to give from the daily emails. The rest of the email layout remained the same, with a section of value prop about the premium and an image of the book in the middle of the email.



View the experiment »


1.9% lift How shortening the length of content impacted email acquisition

Date Added: August 8, 2018
Research Partner: Americans for Prosperity
Element tested: Name Acquisition Copy

The Open Letter to the Senate had been a high performing email acquisition campaign for Americans for Prosperity for several weeks now. With an email acquisition rate higher than 60%, we had found it difficult to improve results through optimization.

Based upon the high motivation of the visitors coming to the page, we decided to see if simplifying the page copy could improve the results. The hypothesis was that, given the high motivation of visitors, they did not need as much value proposition to make the conversion. Our goal was to maintain the value expressed through the copy but shorten it up so that new visitors would find it easier to convert.



View the experiment »


98.4% lift How communicating the specific kind of impact a person’s gift can have affects donor conversion.

Date Added: August 8, 2018
Research Partner: FamilyLife
Element tested: Donation Page Copy

On FamilyLife’s I Still Do instant donation page, they had found that mentioning a suggested gift amount and telling people what the gift amount could do increased donor conversion significantly. The suggested giving amount communicated how many people they could reach with a $50 donation. This figure was created based off of how many people we could reach through paid Facebook ads. While this approach proved to resonate with new course takers, we hypothesized that a smaller, more impactful figure might increase motivation even more. We developed a treatment that instead of communicating how many people $50 could reach, it communicated how many more couples $50 would allow to sign-up for the online course. This figure again was developed based on how much it cost to get people signed up for the course through paid Facebook ads.



View the experiment »


269.0% lift How expanding the value proposition copy to an inline article ad impacts conversion rate

Date Added: August 8, 2018
Research Partner: Focus on the Family
Element tested: Advertising

Focus on the Family provides a program called Hope Restored for people who are looking for marriage intensive programs to help restore their marriage. For specific marriage related articles on the Focus on the Family website, there are inline article ads that feature Hope Restored in an effort to get people to the Hope Restored website and fill out the information form for the program. We hypothesized that the ads could potentially convert more people if we strengthened the value proposition to communicate to the needs of the end user. To do this, we changed the headline, body copy and call-to-action of the ad to be more value focused rather than organization focused.



View the experiment »