8.4% lift How excluding a brand name affects conversion

Date Added: September 22, 2020 Research Partner: CaringBridge Element tested: Advertising, Donation Page Copy

CaringBridge's Personal Home Pages had a high conversion rate but also a high refund rate. Their team had inserted "to CaringBridge" in both the value proposition and the button copy for this page, but hadn't tested it. They wanted to remove the brand name in a treatment and track refund rate to determine the immediate and downstream impact of including the brand name. 



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Not Valid How optimizing for “Subscribers” impacts recurring donor acquisition

Date Added: September 22, 2020 Research Partner: EWTN Element tested: Advertising

Roughly a year ago, EWTN validated that optimizing their Facebook ads for “Purchases” yielded significantly more donors than optimizing for ”Custom Conversions” (aka emails) or even for optimizing for “Donors” as Facebook defines them. Our hypothesis for this result is that Facebook’s advertising algorithm incorporated online buying behavior with ”Purchase” optimization that the other metrics did not. Ultimately, this experiment drastically improved acquisition efforts and significantly lowered costs. Recently, Facebook rolled out additional conversion options that are available for optimization. One of those options is a ”Subscription” which is intended to represent an ongoing monthly payment. Given EWTN’s emphasis on acquiring recurring donors, we decided to run an experiment to see if this metric could acquire more recurring donors than “Purchase” optimization. It should be noted that the campaign we ran this experiment on did not have a specific recurring ask but did include the option of giving a recurring gift.

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Not Valid How using social proof on a website can impact donor conversion

Date Added: September 22, 2020 Research Partner: Focus on the Family Element tested: Advertising

During Focus on the Family's summer campaign focused around their pro-life initiative, we wanted to see if we could impact donor conversion by using social proof to motivate people to give. To test this, we developed a slide in feature that appeared when a person visited the FOTF website that said, "[INSERT A PERSON'S NAME], from [INSERT CITY], made a donation to help save a child from abortion. You can help too>>". The feature would show for 20 seconds and then disappear, but then reappear and refresh the name and city when/if someone on the website made a gift. We showed this feature on desktop and mobile devices.

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-37.4% drop How a supportive top banner affects clickthrough rate on an exit-intent desktop popup

Date Added: September 22, 2020 Research Partner: CaringBridge Element tested: Advertising

CaringBridge had been running a popup that showed up on the 8th visit and offered the reader the chance to become a CaringBridge partner, or recurring donor. They had seen other tests where adding in a single-line motivational top banner to the popup might increase motivation to click. They decided to test this across both an exit intent desktop banner and a forced-popup mobile banner to see if they could increase clickthrough rate.

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396.2% lift How a pledge at the end of an article impacts email signup rate

Date Added: September 22, 2020 Research Partner: Leadership Institute Element tested: Advertising, Name Acquisition Copy, Name Acquisition Form

The Leadership Institute runs a daily news website called Campus Reform, where leaders can read articles that covers what is happening on college campuses related to free speech and education. With two subscription types (daily and weekly), there are a substantial number of visitors to this website each year. Readers are presented with opportunities to become a subscriber through a sticky bar at the foot of each article page that pops up when a visitor arrives on the website. But could we increase email subscribers by trying a different location?

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8,687.3% lift How a pledge at the end of an article impacts recurring donor conversion rate

Date Added: September 22, 2020 Research Partner: Leadership Institute Element tested: Advertising

The Leadership Institute runs a daily news website called Campus Reform, where leaders can read articles that covers what is happening on college campuses related to free speech and education. With two subscription types (daily and weekly), there are a substantial number of visitors to this website each year. Readers have long been presented with an "end of article" ad that asks them to become a supporter of the free journalism that they have just received. The donation page after the ad click is asking supporters to activate a monthly gift. Could we increase the number of monthly donors we secured by putting an intermediary step in the process, while also building motivation through a pledge to propel them towards a higher donor conversion rate.

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22.5% lift How a supportive top banner affects clickthrough rate on a mobile popup

Date Added: September 22, 2020 Research Partner: CaringBridge Element tested: Advertising

CaringBridge had been running a popup that showed up on the 8th visit and offered the reader the chance to become a CaringBridge partner, or recurring donor. They had seen other tests where adding in a single-line motivational top banner to the popup might increase motivation to click. They decided to test this across both an exit intent desktop banner and a forced-popup mobile banner to see if they could increase clickthrough rate.

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