11.9% lift How moving video in a header affects conversion

Date Added: May 18, 2018
Research Partner: Compassion International
Element tested: Advertising

Compassion International had heard that moving video as part of a homepage design increases engagement and hypothesized that it might help provide more of the “emotional heft” that could deliver more conversions as well. They developed a quick-loading motion video image that could load in place of the static image and launched an A/B test to see if it resulted in more child sponsorships—or how it affected metrics as a whole.



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47.9% lift How cutting through the clutter with a content offer can impact name conversion.

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

The National Catholic Register gets significant traffic to their website and there wasn’t a great method to acquire names from their homepage. In an effort to increase name conversion on this page, we hypothesized that putting an exit-intent offer on the page might increase the names acquired from the website. To do this, we developed a treatment that displayed a pop-up on the website with the opportunity to sign up for NCR’s newsletter just as a person was about to leave the page. We tested this on desktop and did a similar method on mobile by using a slide-out banner.



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64.2% lift How presenting the opportunity to make a recurring gift at the moment of a person’s one-time gift transaction affects recurring gift conversion.

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

On Focus on the Family’s main donation page, we hypothesized that we might be able to increase revenue and the number of recurring gifts by offering people the opportunity to turn their one-time gift into a recurring gift right at the moment of the transaction. To do this, we created a pop-up that appeared right after a person clicked on the “Make a Donation” button and before the gift was processed that asked them if they would like to make their donation a recurring gift instead. The pop-up had value proposition on it for why they should become a recurring donor and lowered the gift amount to be 60% of what their original one-time gift was. A person would either click, “No, make my original gift” or “Yes, make my gift recurring”.



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259.2% lift How the right kind of image can strengthen and reinforce the value proposition of a Facebook ad

Date Added: May 18, 2018
Research Partner: Boys Town
Element tested: Advertising

Boys Town offers a free email series for parents on bullying. Through previous testing, they had found that long, story-based copy works best in their Facebook ads to acquire more names through the series. To build up on that learning, they hypothesized that a different photo might also impact conversion. They developed a treatment ad that showed the face of a child who looked sad – as if he had been bullied and tested this against the original image that showed a child who was sad, but you couldn’t see their face. They didn’t change any other element of the ad.



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-15.4% drop How a GDPR compliant form impacted email acquisition

Date Added: May 18, 2018
Research Partner: The Heritage Foundation
Element tested: Name Acquisition Form

With the upcoming roll out of the General Data Protection Regulation (GDPR), we wanted to get an idea of the kind of impact that the explicit opt-in clause would have on email acquisition. To do this, we ran an A/B test where we added a required checkbox that informed visitors they would get both the offer and email updates in the future.



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Not Valid How a radical redesign of an in-site ask affected clickthrough rate

Date Added: May 15, 2018
Research Partner: Leadership Institute
Element tested: Advertising

Leadership Institute had seen a large jump in donation traffic through the implementation of an end-of-article call-to-action on their CampusReform website. They wanted to test to see if improved copy and layout could increase clickthrough rate from the site and hopefully increase overall donation revenue. They created a treatment that added increased persuasive copy, a third-party quote, and statistics to bolster the value proposition. They also made a softer ask in the button, asking the reader to “learn more” rather than “support Campus Reform now”



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215.7% lift How adding a form to an exit-intent increased acquisition

Date Added: May 15, 2018
Research Partner: NextAfter
Element tested: Advertising, Name Acquisition Design, Name Acquisition Form

We had launched an exit-intent pop-up on the NIO Summit website offering a free sample session in order to get a taste of what the NIO Summit is like. The original offer directed traffic to a landing page with the video, and a call-to-action form to get access to all the videos from the 2017 summit.

We wondered if we could increase conversion by putting a form on the exit-intent pop-up that a visitor would have to fill out in order to see the free session. After completing the form, the visitor was redirected to the same landing page as the control where they could also get access to the 2017 videos.



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Not Valid How an additional content offer checkbox affects conversion

Date Added: May 13, 2018
Research Partner: Hoover Institution
Element tested: Name Acquisition Form

Hoover Institution was offering an eBook, Make America Exceptional Again to build their email file. They also had the Hoover Daily Report, a daily newsletter as an additional content offer. They wanted to give their visitors the chance to opt in to receive the daily newsletter in addition to the eBook, but didn’t want to disrupt conversion on the initial offer.

They decided to set up the checkbox opt-in on a separate page and split the traffic to test the impact of the second offer.



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800.9% lift How an end-of-article call-to-action affects donor conversion rate

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

The National Catholic Register receives hundreds of thousands of visitors each month who want to read news articles and other content to give a Catholic perspective on today’s issues. Though the readers often told NCR that they valued the content, overall donor conversion had significant room for improvement. The only ways to donate were by clicking the donate button in the navigation, or by clicking banner ads that asked for donations throughout the site.

They wondered if it would improve conversion to add a donation call-to-action at the end of the content, right as the reader finished the article. They understood that more donation asks throughout the site would most likely increase conversion, but wanted to understand the impact of these end-of-article CTAs. They split their site traffic using Google’s Optimize tool and showed half of the visitors the end-of-article CTAs to understand the real impact of the additional asks.



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