30.2% lift How using a dedicated landing page instead of a homepage affected new site signups

Date Added: March 26, 2020 Research Partner: CaringBridge Element tested: Name Acquisition Design, Name Acquisition Headline

CaringBridge launched a Facebook marketing campaign to try to attract users to create new sites. Since the homepage was the primary place that new site traffic landed, they initially directed visitors there. However, there were lots of additional links, calls to action, and other content on the homepage. They worried that these additional items might reduce the likelihood that someone would create a new CaringBridge site on that page. So, they developed a standalone landing page on Unbounce, and created a radical redesign with the sole focus call-to-action being to start a new site. They did this because the Facebook traffic call to action was to start a site, not to engage in any of the other content on the page. Therefore, they thought it would be beneficial to focus the call to action on the intended conversion to a new page since they knew the intent of the traffic being driven from the ad. However, they wanted to test this to ensure that it actually did improve conversion. If they targeted this landing page test towards users who had two factors: they were coming from Facebook ads, and they were not logged into CaringBridge.

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488.9% lift How Adding a Direct Donation Ask Affects Revenue for a Google Ads Brand Campaign

Date Added: March 26, 2020 Research Partner: The Heritage Foundation Element tested:

The Heritage Foundation had been running long-standing control messages in Google Ads, and in an attempt to look at ways of decreasing costs, while maximizing revenue and ad clicks for donor conversion, they wanted to experiment with the ad copy to see how it would impact giving from visitors who clicked ads. Heritage decided to experiment with ad copy that "pre-qualified" the click, by creating more of a direct ask in the ad copy, which has historically produced fewer clicks, but increased donor conversion rates in other areas of experimentation.

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33.0% lift How directly asking the visitor to give with a question affects conversion rate

Date Added: March 26, 2020 Research Partner: CaringBridge Element tested: Donation Page Copy

CaringBridge received most of their donor revenue through an area on the site called the tribute widget. This tribute widget asked visitors to make a donation in honor of their friend who they were visiting, and then gave them the opportunity to write a message along with their donation. Over the years, this tribute widget had been tested repeatedly to find the ideal combination of language that would motivate donors to give. Upon reviewing the most recent control, the CaringBridge team noticed that the call to action was a command, rather than a question: "Help keep this site online for them and for you". They were curious to find out if asking a question convert more people than a command. So they drafted a new treatment that asked the visitor: "Will you make a gift to ensure that this site stays online for them and for you?" It was a very slight change to the copy, but a very significant change in how it addressed the visitor. They launched an experiment to see the effect on donor conversion.

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20.7% lift How a free trial offer affected clickthrough conversion rate

Date Added: March 26, 2020 Research Partner: Focus on the Family Element tested: Name Acquisition Copy

Focus on the Family had a page on their site to encourage online visitors to learn more about their Adventures in Odyssey Club audio stories for kids and families. While there was some copy included on the page to introduce the program and build interest/awareness, they were seeing low click-through rates from viewers and wondered if page visitors were 1) entirely missing the CTA, 2) uncertain about going to a website called "WhitsEnd" since this is a reference to a place/character on the program, which would not be familiar or clear to new visitors, or 3) unclear about what action to take next once they visited the "WhitsEnd" website. They wondered if offering a free trial with a bold call-to-action would provide more straightforward value and eliminate any confusion about what site visitors were clicking on. They created a treatment of the page that presented the 14-day free trial offer in a clear way with a big CTA button. They added bullet points to the copy with additional value prop—outlining the benefits of the free trial so that site visitors would know exactly what to expect—and tracked click-through rates.

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-23.2% drop How ordering the donation process into steps impacts donor conversion

Date Added: March 26, 2020 Research Partner: EWTN Element tested: Donation Page Form

On EWTN's primary donation page, we hypothesized that we might be able to bring clarity to the donation process if we broke the form into steps. To do this, we developed a treatment donation page that had headers on each action of the donation process that communicated which step it was and what they needed to do in that section. For example, before the gift array options, the header said, "Step 1: Choose the amount you would like to give." We tested this against the control in a 50/50 split.

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Not Valid How a book premium impacted acquisition offer revenue

Date Added: March 26, 2020 Research Partner: The Fund for American Studies Element tested:

In an attempt to boost ROI from their acquisition efforts in expanding their digital program, The Fund for American Studies (TFAS) was looking for ways to increase their average gift, while ideally not impacting their donor conversion rate. They decided to test a gift premium tied to the $100 gift amount to see if they could improve results substantially and drive ROI to a higher level.

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Not Valid How a pre-selected value on the gift array impacted donor conversion rate and revenue from acquisition forms

Date Added: March 26, 2020 Research Partner: Americans for Prosperity Element tested: Donation Page Form

Americans for Prosperity was looking into ways to increase their donor conversion rate and revenue from the investment they were making in acquiring donors through instant donation forms online. In reviewing the forms, we decided to try adding a "Most Popular" pre-selected option in the gift array to see how it would impact these key metrics.

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Not Valid How a talking head video in a Facebook ad affects webinar registrations

Date Added: March 26, 2020 Research Partner: NextAfter Element tested: Advertising

I see video-based Facebook ads all the time for different courses and trainings, and they always drive me crazy. But if they're being used all the time, I wondered if they might just be more effective than static images. In this experiment, we tested using a static webinar title image (which has been our typical ad design for many months) against a "talking head" style video. The video is of me in our webinar studio giving a high-level description of the webinar and what viewers can expect. It contained subtitles so that it can easily be understood with the sound off.

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136.8% lift How a talking head video in a Facebook ad affects webinar registrations

Date Added: March 26, 2020 Research Partner: NextAfter Element tested: Advertising

I see video-based Facebook ads all the time for different courses and trainings, and they always drive me crazy. But if they're being used all the time, I wondered if they might just be more effective than static images. In this experiment, we tested using a static webinar title image (which has been our typical ad design for many months) against a "talking head" style video. The video is of me in our webinar studio giving a high-level description of the webinar and what viewers can expect. It contained subtitles so that it can easily be understood with the sound off.

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