106.3% lift How extended value proposition email copy affects donor conversion

Date Added: November 15, 2017
Research Partner: Leadership Institute
Element tested: Email Copy

The Leadership Institute recently sent a letter to their subscribers about the ‘Normandy Coalition’ –a new group of conservative and liberty-minded student organizations, policy groups, and legal defense foundations. As they developed this email copy, they wondered: Will a substantially longer email that includes more stories, examples, and value proposition language, increase motivation and donor conversion? They created a treatment version of the email and launched an A/B test to find out.



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63.7% lift How authority, active language, and clarity affect email acquisition rate

Date Added: November 13, 2017
Research Partner: Leadership Institute
Element tested: Advertising

Leadership Institute recently re-launched a course about the history and principles of conservatism, called Conservatism 101. As they prepared to market this course through Facebook, they developed four different treatments for the advertisements. Testing proved that the third and fourth treatment produced a significant lift to clickthrough rate, but they wanted to gather more data to validate if one of these resulted in more downstream conversions—in this case, more sign-ups for the course.

The primary difference in the two treatments was the image and the copy within. The first treatment had a patriotic background that described what the course was: “Conservatism 101: An Introduction to the American Conservative Tradition”. The second, however, featured a picture of Mark Levin, a popular radio host and lecturer in the course. This image contained call-to-action copy as well: “Join Mark Levin in this new free course, Conservatism 101.”

The team isolated these two ads to determine which ad was more effective at driving downstream conversions.



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108.7% lift How emotional language, clarity and authority affect ad clickthrough rate

Date Added: November 10, 2017
Research Partner: Leadership Institute
Element tested: Advertising

Leadership Institute recently re-launched a course about the history and principles of conservatism, called Conservatism 101. As they prepared to market this course through Facebook, they developed several different treatments for the advertisements. The first treatment posed a question: “What are conservatives actually trying to conserve?”, which implied that the course would answer that question. The second treatment introduced emotional language that outlined the threat to conservatism and made a call for conservatives to rediscover their principles. This treatment also included a call to action (CTA) in the top copy: “Start today by enrolling in Conservatism 101 now.” The third treatment took a similar tack with emotional language, but sought to align with the mindset of the reader by declaring the threat to be invalid. This treatment heightened the clarity and authority around the course offer, introducing a list of featured speakers, and introduced line breaks to better isolate the CTA: “Activate your free course today and discover—or rediscover—the principles and beauty of conservatism.” The final treatment used the same copy as the third treatment, but introduced a picture of Mark Levin with the CTA “Join Mark Levin in this new free course: Conservatism 101.”

Since Facebook is able to serve multiple ads simultaneously and gather data on each, they launched this A/B/C/D test to determine which ad produced the most clicks.



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-74.9% drop How an inline ask in place of a midroll ad affects clickthrough

Date Added: November 9, 2017
Research Partner: Focus on the Family
Element tested: Advertising

Focus on the Family currently uses DoubleClick for Publishers to manage ad fill throughout their website.  Most of the ads are for their own resources, giving opportunities, and some third-party offers.

One such placement is a mid-roll banner targeting long-form article pages.  They hypothesized that a value-focused inline donation ask may garner more clicks that the ad banners due to the limited amount of value proposition copy in the ads and the effects of “banner blindness”—a web usability phenomenon where visitors consciously or subconsciously ignore banner-like information.  Since the value of a donor is higher than the other offers in rotation, they also saw significant value if clickthrough could be increased.



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1,870.7% lift How inline acquisition offers in place of ads affected clickthrough

Date Added: November 9, 2017
Research Partner: Focus on the Family
Element tested: Advertising, Name Acquisition Design

Focus on the Family currently uses DoubleClick for Publishers to manage ad fill throughout their website.  Most of the ads in rotation are for their own resources, giving opportunities, and some third-party offers. One such placement is a mid-roll banner targeting long-form article pages.  They hypothesized that an inline email acquisition offer that is contextually relevant for their audience may increase clickthrough and help capture more of the high volume of new visitors viewing these articles.

They already had a free online Marriage Assessment which has resonated well with visitors to their marriage and parenting content, so they split the traffic to articles in those categories and delivered an inline offer for the assessment in place of the mid-roll ad from DoubleClick to half the audience.



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Not Valid How premium-specific donation page copy affects donor conversion

Date Added: November 8, 2017
Research Partner: Hillsdale College
Element tested:

Hillsdale College was looking for a new way to enhance the experience of those who sign up to take ‘Constitution 101,’ while increasing donor conversion on the ‘Constitution 101’ donation page.They know that the The U.S. Constitution: A Reader is a helpful guide to students looking to get the most out of this course. They wondered: Can we increase donor conversion by adding more specific language about the benefits of The U.S. Constitution: A Reader. They created a treatment and launched a test to find out.



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20.9% lift How third-party validation recency affects visitor motivation on an email acquisition page

Date Added: November 8, 2017
Research Partner: Hillsdale College
Element tested: Name Acquisition Copy

A few days ago, a 12-year old girl named Macy called into the Rush Limbaugh Show from Colorado. After thanking Rush for his show, she mentioned that her reason for calling was to thank Hillsdale College for producing and offering their online course ‘Constitution 101.’ After receiving word of this interaction, Hillsdale College wondered: Will adding Macy’s recent comments to the Constitution 101 course signup page increase visitor motivation and, consequently, the course signup rate? They launched a treatment version to find out.



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132.1% lift How aligning a Facebook ad image with the interests of the target audience affects email acquisition rate

Date Added: November 7, 2017
Research Partner: Leadership Institute
Element tested: Advertising

The Leadership Institute recently re-launched their online course “Conservatism 101,” and began promoting to targeted audiences on Facebook. This course features a number of notable conservative leaders, including Mark Levin. They wondered: If we align the Facebook ad image with the audience interest target (i.e. fans of Mark Levin), can we increase our email acquisition rate?



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98.2% lift How an image that people connect with affects conversion rate in a Facebook ad

Date Added: November 6, 2017
Research Partner: FamilyLife
Element tested: Advertising

FamilyLife was running a new acquisition offer based on their daily Moments with You marriage devotionals. They wanted to test whether using an image of Dennis and Barbara Rainey versus an unknown couple would increase conversion because of the years of expertise that the couple brings to the devotionals, giving the offer a higher perceived value.



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-82.6% drop How adding a premium to a donation page impacts donor conversion

Date Added: November 2, 2017
Research Partner: Care Net
Element tested: Donation Page Copy

CareNet was offering the Pro-Life 101 course DVD set as a premium for a donation on the Pro-Life 101 online course page. They wanted to see if offering the tangible version of the course would increase the perceived value of the offer and increase donations.



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