13.7% lift How will the presence of a value proposition banner in checkout affect conversion?

Date Added: May 28, 2019 Research Partner: Compassion International Element tested: Advertising

Compassion International has a three-step checkout process to sponsor a child. They have long known that there is a drop-off rate for each step of the process, and have wanted to optimize that—knowing that people who have already selected a child have a high motivation and should be more likely to complete their transaction. One thing they noticed is that once a donor entered the shopping cart, there wasn't much value proposition copy to motivate them through the transaction. They had seen tests that showed that a value proposition "sticky banner" in the process increased conversion rates for donations—even on high-conversion-rate pages. They planned to test different value proposition messages, but also wanted to aggregate the data to determine if the presence of a banner with any message increased conversion. 



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25.0% lift How increased value proposition and the layout of an acquisition opportunity impacts conversion

Date Added: May 28, 2019 Research Partner: The Missionary Oblates of Mary Immaculate Element tested: Name Acquisition Design, Name Acquisition Copy

On the homepage of the Missionary Oblates of Mary Immaculate website, they placed an email acquisition opportunity for people to sign-up for their newsletter. The acquisition opportunity had a two column approach and minimal value proposition copy. We hypothesized that strengthening the value proposition in the headline and CTA and changing the layout to be one column, we might be able to increase name conversion from the homepage.

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-90.6% drop How using Facebook’s “Donate” optimization method decreased results

Date Added: May 28, 2019 Research Partner: The Heritage Foundation Element tested: Advertising

In an attempt to understand whether or not the "Donate" optimization method could produce better results than the "Purchase" optimization method within Facebook, we decided to experiment with these settings to understand how it would impact the results for The Heritage Foundation's "Religious Freedom eBook" offer.

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47.0% lift How using Facebook’s native purchase event impact donor conversion

Date Added: May 14, 2019 Research Partner: Focus on the Family Element tested: Advertising

Focus on the Family offers people a free video series on the topic of conflict in their marriage. This content offer is promoted through paid Facebook ads. Historically, we have optimized these campaigns based on a custom conversion we've set up that triggers if a person signs up for the particular content offer. This method has worked well to grow email files through paid media, but in recent months we've been testing a different kind of conversion goal within Facebook (a native purchase event) to see if we can not only acquire new names for the organization, but acquire new donors more effectively. The purchase conversion in Facebook optimizes the campaign for purchases/donors instead of new names. Would we be able to increase donor conversion just by the kind of conversion event used within our Facebook campaign?

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129.4% lift How the kind of conversion event used in paid acquisition campaigns impacts donor conversion

Date Added: May 14, 2019 Research Partner: Focus on the Family Element tested: Advertising

Focus on the Family offers people a free video series on the topic of intimacy in their marriage. This content offer is promoted through paid Facebook ads. Historically, we have optimized these campaigns based on a custom conversion we've set up that triggers if a person signs up for the particular content offer. This method has worked well to grow email files through paid media, but in recent months we've been testing a different kind of conversion goal within Facebook (a native purchase event) to see if we can not only acquire new names for the organization, but acquire new donors more effectively. The purchase conversion in Facebook optimizes the campaign for purchases/donors instead of new names. Would we be able to increase donor conversion just by the kind of conversion event used within our Facebook campaign?

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-68.2% drop How a recurring gift ask in a popup decreased donor conversion rates

Date Added: May 14, 2019 Research Partner: Americans for Prosperity Element tested: Donation Page Form

Americans for Prosperity was looking for a way to increase recurring gifts to their "Torchbearer" program, so as a part of the strategy to position and promote the program, we helped them install a recurring gift popup that appeared when any donor on any fundraising form chose to give a gift (that was not already marked as a recurring gift).

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127.7% lift How going direct to a petition impacted email registration rates

Date Added: May 14, 2019 Research Partner: Americans for Prosperity Element tested: Name Acquisition Form

Americans for Prosperity launched a quiz that led to a petition, which led to an instant donation page. We found that although the quiz was acquiring emails, that people were dropping off at the point when we asked them to sign the petition, which meant that visitors to the instant donation page were really low. In an attempt to boost both email registration and instant donation pageviews, we wanted to experiment removing the quiz from the process and directly promoting the petition as the first step.



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