-100.0% drop How a more action oriented webinar title affects registrations from a Facebook ad

Date Added: November 18, 2018 Research Partner: NextAfter Element tested: Advertising

In this experiment, we were advertising a new webinar on Year-End donation pages on Facebook targeting our Housefile lookalike audience. The original ad we created focused on learning the essential elements of a year-end donation page. But we wondered if we changed the title in the ad to be more action oriented would lead to greater webinar signups. The treatment focused on "How to craft your year-end donation page."

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22.7% lift The impact of greater clarity over the form

Date Added: November 18, 2018 Research Partner: Care Net Element tested: Name Acquisition Form

We were in the midst of testing the impact of adding a second step to the enrollment process for our free online course so we could acquire mailing addresses. In order to set up the test, we had to create a variation on the first step where 50% of traffic would get the second step and 50% would not. For the 50% that would get a second step, we added text saying "Step 1 of 2" indicating that another step would be required prior to enrollment.

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11.9% lift How a radical redesign of the primary donation page impacts donor conversion

Date Added: November 18, 2018 Research Partner: EWTN Element tested: Donation Page Headline, Donation Page Copy

In a previous experiment, we found that the donation microsite provided a better user experience than EWTN's original donation page. To build upon these learnings, we proposed testing a radical redesign of the page that focused on EWTN's value proposition. To do this, we removed the large hero image at the top of the page and put the image inline with the copy, strengthened our message of our copy, and removed the "other ways to give" content from the copy and put it in a dropdown at the top of the page.

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30.7% lift How clarifying value proposition in a Facebook ad affects name conversion rate

Date Added: November 18, 2018 Research Partner: Buckner International Element tested: Advertising

Buckner International was running a Facebook campaign to promote their Parenting Pledge, but was experiencing a low conversion rate from ad to landing page. They wanted to test if clarifying the point of signing the pledge through additional value prop copy would help increase this conversion rate. Other elements of the ad remained the same.

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39.3% lift Does a donation ask’s presentation (relative to other organic material surrounding it) impact generosity?

Date Added: November 2, 2018 Research Partner: CaringBridge Element tested: Advertising

Each CaringBridge user's private/protected site has a personal "homepage" where followers can quickly see all of the different types of information and actions related to that user's personal health journey. The tribute widget, an opportunity to give a gift to CaringBridge in honor of that user, was presented in the Control design (below) like an ad, where the rest of the content had a different format and organic feel. The preliminary research question was this: is the ad-like presentation / format of that tribute widget keeping people from actually taking it seriously?

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-13.8% drop Impact of requiring mailing address on a course signup page

Date Added: November 2, 2018 Research Partner: Care Net Element tested: Name Acquisition Form

We have had great success with donor acquisition via mail and telemarketing. However, our main online acquisition path had no mailing address requirement. We wanted to see the impact on conversion by asking visitors to complete a second step in enrolling for Pro-life 101. Visitors to the landing page came from a pledge page that required their first name, last name, and email. The course landing page auto-filled the email field and had "one button" course activation. The variation was the same, but with a small "step 1 of 2" sentence over the form. When submitted, it launched a second page with a form requiring mailing address. Regardless of whether people submitted the address form, they would already be enrolled in the course. We wanted to see how many people would not see the donation page because they abandoned the process on the address form.

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36.4% lift Impact of adding additional clarity to the form

Date Added: November 2, 2018 Research Partner: Care Net Element tested: Name Acquisition Form

Since we were testing requiring an address on our pro-life 101 acquisition funnel, we added a sentence to the first step landing page saying "step 1 of 2." The control page had no address redirect, so there was no other step. Thus, we did not have any text over the form indicating what step it was in the process.

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45.7% lift How the type of content in an inline offer affects conversion rate

Date Added: November 2, 2018 Research Partner: Heartlight Ministries Element tested: Name Acquisition Headline, Name Acquisition Copy

We validated a previous experiment with an inline content offer at the bottom of the Heartlight blog for a 29% lift in conversions. The next test in this series was to test our original offer, the Tough Guys and Drama Queens course, against our newest online course, Bridging the Gap With Your Teen. The layout and targeting was the same as the original test, with copy adjusted.

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200.8% lift How a new blog post title affects click-throughs in a Facebook ad

Date Added: November 2, 2018 Research Partner: NextAfter Element tested: Advertising

In this experiment, we were trying to drive more traffic to a new blog post on email subject lines. The original blog post title focused on the "Nonprofit Email Subject Line Formula" since the blog itself presents a new formula to use to craft an effective subject line. But we wondered if we could create more interest and more traffic by making the title a little more tangible with "5 Ways to Improve..."

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42.7% lift How a more specific subject line affects opens, clicks, and conversions

Date Added: October 24, 2018 Research Partner: NextAfter Element tested: Email Subject Line

In this email experiment, the original subject line posed a question that would be completely normal to receive from a colleague at this time of year..."How are your year-end plans coming?" It felt personal and genuine, but we wondered if it wasn't doing enough to prime recipients for the upcoming call-to-action. So for the treatment, we created an subject like that maintained the personal nature (using the word "you") and increased the specificity and clarity around what the content of the email was ultimately leading towards. For the treatment, we said "A new year-end fundraising webinar for you".

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