21.3% lift How creative affects conversion rate in a Facebook ad

Date Added: December 7, 2018 Research Partner: Dallas Theological Seminary Element tested: Advertising

DTS launched a new online course on the books of Jonah & Ruth. They tested two forms of creative for the Facebook ad- one that had contrasting colors and one that was more simple with brighter white letters. They wanted to see which ad performed better in terms of course conversions. Copy remained the same on both.

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110.3% lift How placement of a sticky bar affects email acquisition on mobile devices

Date Added: December 4, 2018 Research Partner: Leadership Institute Element tested: Advertising

Leadership Institute sought to acquire as many email addresses as possible from their flagship news site, CampusReform.org. They had put email acquisition offers on the site through "sticky bars" and sought to optimize both through testing and optimization on both desktop and mobile. They had tested to a sticky bar that appeared when someone scrolled through 25% of the page at the bottom of the page. They hypothesized that this might be interrupting the user experience too much on mobile, as the content removed their ability to scroll down. They decided to test placement—from the current "bottom anchored" bar to the "top anchored" bar.

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89.1% lift How a radical redesign of an instant donation page impacts donor conversion

Date Added: December 4, 2018 Research Partner: Focus on the Family Element tested: Donation Page Headline, Donation Page Copy

Focus on the Family offers a free video series for couples on a variety of topics. One of the topics is about how to better cherish your spouse. They sent people to sign-up for this video series through many different channels. After a person signs up for the series, they are immediately given an instant donation ask on the confirmation page. In reviewing the original instant donation page, we hypothesized that a radical redesign - one that focused on the value proposition and how it was presented - might increase donor conversion. To test this, we rewrote the copy on the page, put them in numbered steps, and asked for a specific gift amount attributing the amount back to what it would help do. We then tested this version against the control over four weeks to see the results.

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14.4% lift How shorter copy in a Facebook ad increases name acquisition

Date Added: December 4, 2018 Research Partner: Focus on the Family Element tested:

Focus on the Family offers a free video series on a variety of topics for couples. One of the video series is about how to better cherish your spouse. In an effort to offer this video series to people and acquire new names to the organization, they used paid Facebook ads. Through significant testing we have found that longer, conversational style ads can increase conversion and decrease acquisition cost. We used this approach as our control and tested a shorter form ad against it. No other elements changed on the ad.

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34.7% lift Does adding some value proposition before the “Shop Now” button drive higher conversion rates?

Date Added: December 4, 2018 Research Partner: CRISTA Ministries Element tested: Advertising

World Concern offers a Global Gift Guide that offers people the opportunity to give practical gifts like goats, water, medicine, etc. to people living in poverty. On the Global Gift Guide homepage, they give people the option to give a gift. We hypothesized that expanding the value proposition of the ask might motivate more people to want to give and increase conversion. We added value proposition to the headline and the body copy to test the impact that value proposition would have on conversion.

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48.6% lift Impact of a time-sensitive Facebook Ad headline on conversion.

Date Added: November 21, 2018 Research Partner: Care Net Element tested: Advertising

Last year, one of our most successful ads was for our free Advent Devotional. This year, when we launched the ads we decided to test a new headline. In experiment #6574, we tested a clear CTA headline vs a question based headline and the CTA decreased conversion 47%. However, our control headline for Advent was a time-sensitive question, "Are you ready for Advent." We wanted to know if the clear CTA would perform better than a season, time-sensitive headline like we used last year.

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-47.4% drop How adding additional value proposition to the benefits section of the recurring popup impacts conversion

Date Added: November 18, 2018 Research Partner: Focus on the Family Element tested: Donation Page Copy, Donation Page Form

Focus on the Family had found great success with presenting a popup on their donation pages at the moment of a person's transaction with an opportunity to turn their one-time gift into a recurring gift. This pop-up had resulted in a 64% increase in recurring gifts on their primary donation page. This has significant revenue opportunities for Focus on the Family. That said, we looked at the pop-up and hypothesized we might be able to increase motivation and conversion even more if we communicated the value proposition around the benefits. To do this, we extended the benefits section of the pop-up to communicate what the specific benefits would do for the end user.

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10.5% lift How encouragement language or an informative callout affect the number of comments left

Date Added: November 18, 2018 Research Partner: CaringBridge Element tested: Engagement

CaringBridge sought to increase engagement on their site by increasing the number of comments on journal posts. Not only did a comment increase the likelihood that someone would return, it actually provided a positive boost to the patient or author as well who was writing the journal. Their standard comment functionality just said "comments", and didn't have a true call to action. While someone could scroll to read the comments and there was a box, there was no incentive for them to actually leave a comment at the end of the post. The team developed two treatments: one that provided an "informative fact" that told them what the end result of the comment was to the reader: "Did you know? A quick comment, no matter the situation (positive or negative), shows your support". This was designed to encourage people to comment regardless of the news. Their second treatment was designed to get people into the comments, using the language "See comments", and then implicitly encouraged them to "Show [their] love and support" by doing the same. They launched the two treatments in an A/B/C test, monitoring

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567.9% lift How adding a donation opportunity at the end of an article can impact donor conversion

Date Added: November 18, 2018 Research Partner: EWTN Element tested: Advertising

The Catholic News Agency website get significant traffic to their article pages. In an effort to convert some of these website visitors into donors, we hypothesized that putting a contextualized donation ask at the end of the article might motivate people to make a donation. To do this, we created a "Dear Reader" feature at the end of the article with a link to CNA's donation page. We tested this against not having a contextualized donation ask at the end of the article, but kept the "Donate Now" button at the top of the navigation. We did a 50/50 split test.

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