14.6% lift How increasing the personal relevancy of the offer to the reader affected online course registrations

Date Added: January 7, 2020 Research Partner: Care Net Element tested: Donation Page Copy

Care Net was offering a free online course. They crafted a landing page that was very informative, provided specific details about the length and content of the course, and used social proof to show both the number of course takers and their high ratings of the course. However, they wondered if the rest of the language was creating distance between the reader and the intended action of registering for the course. We crafted another version of the landing page that sought to strategically close the distance between the reader and the intended course registration in two ways. First, this new landing page was more conversational in nature, which allowed the reader to imagine themselves experiencing the emotions that were described ("Do you find yourself getting nervous or fearful...", "Do you feel unsure..."). Second, the treatment presented a very direct solution to combat these emotions  ("You don't have to feel this way...we want to equip you") and related it personally to the reader ("This course will give you confidence"). Finally, the the more personal approach in tone and copy in the treatment allowed the reader to connect more intimately with the organization's cause.

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60.6% lift How increasing the lowest gift amount affects donation revenue

Date Added: January 7, 2020 Research Partner: Jerusalem Prayer Team Element tested: Donation Page Form

Jerusalem Prayer Team had run a microdonation campaign to raise money to feed Holocaust survivors in Israel. A radical redesign had generated a 79% lift in revenue by, among other things, adding a $45 button in the gift array between $3 and $90. They were curious how revenue might be impacted if they increased the lowest gift amount to bring it more in line with the other two amounts. They launched a version of the page where the only difference was a $9 ask on the gift array and launched a test to determine the impact.

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9.0% lift How removing address fields on an acquisition page impacts name and donor conversion

Date Added: January 7, 2020 Research Partner: Billy Graham Evangelistic Association Element tested: Name Acquisition Form

Billy Graham Evangelical Association offered people a free eBook called Simply Sharing Jesus. The eBook acquisition form asked people to provide their name, email, and full address in order to get the eBook. Since this is strictly a digital offer, we hypothesized that asking for less information from people up front might improve name acquisition from the form. We developed a treatment that removed the address field from the form and only required a person's name and email address. We used paid Facebook ads to push prospective names to the acquisition page and split the traffic 50/50 through Google Optimize.

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74.9% lift How strengthening clarity for the call to action increased donor conversion from an email

Date Added: January 7, 2020 Research Partner: Billy Graham Evangelistic Association Element tested: Email Design

Billy Graham Evangelical Association send out a monthly email called, "From the Desk of Franklin Graham". This email serves two purposes - one, to ask people to pray, and two, to ask people to make a gift. When we analyzed what was currently being sent out, we hypothesized that a more simplified approach to the email may increase conversion. We hypothesized that making the email look and feel like it was actually from Franklin Graham may increase engagement and ultimately conversion. To do this, we removed the template of the email and made it more plain text, removed the headline, image, CTA's buttons, and social sharing options. We then moved the premium off up into the main part of the body copy to connect the donation ask to the offer. No kept the same body copy of the email and didn't add or change any of it. This approach was tested on 10% of the email file.

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-46.7% drop How adding a gift array affects conversion on a monthly giving page

Date Added: January 7, 2020 Research Partner: CaringBridge Element tested: Donation Page Form

CaringBridge had begun testing a program to acquire monthly recurring donors. One of the questions we were asking involved how much to ask for on the donation page. Historically, Caringbridge had found that a gift array improved conversion but, since we didn't have an idea of what level recurring donors would give at, we decided to test a form without a gift array to help learn what people would give.

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2,384.8% lift How the body copy in a Facebook ad affects donor conversion rate

Date Added: January 7, 2020 Research Partner: Buckner International Element tested: Advertising

Buckner International was running a test on the value proposition of their 7 Scriptures campaign ad copy. The new ad copy specifically talks to parents and grandparents and addresses the fears and worries they face for those children in their life every day. It also spaces out the different elements of the value proposition (scripture, contents of the devotional, etc.) in a different format.

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-67.9% drop How a higher preselected value on a gift array impacted revenue

Date Added: January 7, 2020 Research Partner: The Fund for American Studies Element tested: Donation Page Form

In a continued effort to improve average gift in their acquisition efforts, TFAS looked to create a new experience that increased the minimum gift array value from $25 to $50, then chose to apply their "Most Popular" gift array treatment that was tested into that improved donor conversion and revenue previously and move it from the $50 value to the $75 amount.

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92.1% lift How using a premium on a donation page impacts donor conversion

Date Added: January 7, 2020 Research Partner: Back to the Bible Element tested: Donation Page Copy

Back to the Bible offered people the opportunity to get a free Bible Reading Plan. After a person would sign up for the offer they were presented an instant donation ask. Back to the Bible has used premiums frequently to convert donor in email appeals. We hypothesized that using a premium on an instant donation page might help increase instant donor conversion.

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19.4% lift How a plain, stripped down, email impacts engagement

Date Added: January 7, 2020 Research Partner: Back to the Bible Element tested: Email Design

Back to the Bible offered people on their emailing file the opportunity to sign-up for a free Bible Reading Plan. The control email that was being sent used a marketing template and lots of images. We hypothesized that a stripped down email could help improve email engagement.

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20.8% lift How the kind of image used in Facebook ads impact donor conversion

Date Added: January 7, 2020 Research Partner: Back to the Bible Element tested: Advertising

Back to the Bible offers people an eBook called, the Strategy of Satan. The promote the eBook through paid Facebook ads. They hypothesized which image would increase engagement and ultimately donor conversion with the offer. To test this, they launched an ad that focused on the eBook itself and visually showed people what it looked like. For the treatment, they wanted to see if an image depicting "Satan" might increase conversion.

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