28.8% lift How a value-focused headline affects open rate in an email

Date Added: January 17, 2018
Research Partner: Heartlight Ministries
Element tested: Email Subject Line

Heartlight Ministries was offering their Developing Rules and Consequences eBook to the housefile, and wanted to test the headline of the email to increase open rates. The original subject line talked more about the resource itself, while the treatment mentioned the topic of the offer instead of the “free resource.” The emails were identical otherwise.



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3.7% lift How a condensed signup form affects name conversion rate on a landing page

Date Added: January 17, 2018
Research Partner: FamilyLife
Element tested: Name Acquisition Form

FamilyLife wanted to increase name conversion rate on their free online course, I Still Do. They hypothesized that one element of friction on the page was the length of the acquisition form, so they wanted to test a condensed version of the form. Other elements of the page were the same.



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-49.2% drop How an image in a Facebook ad affects name conversion rate

Date Added: January 17, 2018
Research Partner: The Missionary Oblates of Mary Immaculate
Element tested: Advertising

The Missionary Oblates launched a Facebook campaign to promote their new offer, the 7 Days of Prayer. They launched the test with an illustrated image of the seven day prayers with a cross. Illustrated images have traditionally performed well with their Facebook audience, but they wanted to test an image of a woman praying to see if it would increase conversion due to the congruency to the offer. Copy and all other elements were the same.



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Not Valid How adding a third party testimonial to a landing page affects conversion rate

Date Added: January 17, 2018
Research Partner: Heartlight Ministries
Element tested: Name Acquisition Copy

Heartlight Ministries launched an offer called When Your Teen is Struggling, and wanted to test whether including a testimonial from a well-known Christian author, Joe White, would increase conversion on the landing page. The rest of the copy and elements of the page remained the same.  



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31.5% lift How adding value proposition copy to a recurring gift donation page impacts conversion

Date Added: January 16, 2018
Research Partner: Focus on the Family
Element tested: Donation Page Headline, Donation Page Copy

The Focus on the Family recurring gift donation page had copy on it that was very transaction focused. It had been that way for years. They hypothesized that they might be able to increase conversion if the copy was more value proposition focused rather than transactional. They developed a treatment that told the reader what their monthly gift would do and test this against their control.



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-53.5% drop How a personal approach in a Facebook ad affects name conversion

Date Added: January 12, 2018
Research Partner: Buckner International
Element tested: Advertising

Buckner International was trying to increase conversion rate and decrease cost per name with a new ad treatment for their 7 Scriptures offer. They wanted to test a more personal approach from the president of Buckner, talking about his personal experience with his kids and how a daily prayer life made him a better parent.

The variable tested was the body copy of the ad. Everything else was the same.



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-28.7% drop How different aspects of the Hillsdale value proposition appeal to donors

Date Added: January 8, 2018
Research Partner: Hillsdale College
Element tested: Donation Page Copy

In their Higher Education online course, Hillsdale College wanted to discover which aspects of their value proposition were most appealing to this audience of potential donors. With Hillsdale being a higher education organization themselves, it added a new perspective to their standard value proposition.

The standard value proposition for an online course donation page would emphasize why the content of the course is so important and why Hillsdale is dedicating the resources to create the experience. Hillsdale also has another unique aspect of their organization in that they do not take any money from the federal government. This has proven to be an effective conversion message in past experiments; we wanted to see how it would perform here.



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Not Valid How transcribing a video on a donation page affects donor conversion

Date Added: January 3, 2018
Research Partner: Buckner International
Element tested: Donation Page Design, Donation Page Copy

Buckner International was running a video ad on Facebook targeting their donors and housefile, with a video of Dr. Reyes explaining the impact that their gifts had in 2017 on children and families that Buckner served, and inviting them to make a year-end gift.

The video linked to a landing page with the video on it and the opportunity to make a gift. They wanted to test whether transcribing Dr. Reyes’ message in the video on the page would have a greater impact than just re-watching the video.

Other elements of the donation page, including the form, remained the same.



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