31.7% lift How using an inline form for a particular kind of offer on the homepage impacts name conversion.

Date Added: May 9, 2018
Research Partner: Care Net
Element tested: Advertising, Name Acquisition Form

On the Care Net homepage, they offer people the opportunity to sign a pro-life pledge. In a previous experiment where they offered people a free online course, we found that a button increases conversion over an inline form. As we thought through the kind of offer they were now giving people – a pledge to sign instead of an online course, we hypothesized that the button approach might not be the best method. To test this, we developed a treatment that added an inline form to the offer on the page. No other content or copy changed.



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165.8% lift How focusing on one primary message on an instant donation page impacts donor conversion.

Date Added: May 9, 2018
Research Partner: FamilyLife
Element tested: Donation Page Copy

FamilyLife offers a free online course called, I Still Do. After a person signs up for the online course, they are presented with an instant donation ask. After reading the copy on the instant donation page, we felt that there were two competing messages; one – about the details of the online course, and two – asking people to make a donation. We hypothesized that we might be able to increase donor conversion if we focused the value proposition solely on the primary goal of the page – the donation ask. To do this, we stripped out all of the details regarding the course and started our messaging around the donation. To reinforce the value proposition of the ask, we also told people the number of people they could reach with a specific, suggested, dollar amount right before the call-to-action.



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Not Valid How an additional opt-in impacted email acquisition

Date Added: May 4, 2018
Research Partner: The Heritage Foundation
Element tested: Name Acquisition Form

The Heritage Foundation did an analysis and discovered that subscribers that were not cultivated with their daily newsletter, The Morning Bell, were far less likely to convert to become donors. However, we had also found that The Morning Bell by itself was not an appealing enough offer to collected subscribers for a reasonable costs. With these two facts in mind, we decided to launch an experiment to see if we could acquire Morning Bell subscribers through other offers.

We decided to add a checkbox on the acquisition form for one of their eBook that would allow people to get both the eBook and the Morning Bell newsletter. We wanted to test this before rolling it out to measure the impact this checkbox would have on acquisition.



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-8.8% drop How a specifically defined preview text affects open rate

Date Added: May 3, 2018
Research Partner: NextAfter
Element tested: Email Copy

In this experiment, we were sending a weekly update on new research and learnings. We typically let the preview text pull in the opening lines of the email since our emails are always personally written. We wondered if specifically crafting preview text to emphasize the value of the content in the email could increase opens and clicks.



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13.1% lift How clarity of the opt-in language impact conversion

Date Added: April 30, 2018
Research Partner: Alliance Defending Freedom
Element tested: Name Acquisition Form

For Alliance Defending Freedom, their new email acquisition forms contained default opt-in language below the Submit button that was set but their email marketing system. After reviewing the language, we realized that it may be a bit ambiguous which could cause some mental friction for subscribers. We decided to test new opt-in language that would additional clarity on the type of communications they would be receiving.



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23.5% lift How removing elements of friction on an acquisition page impacts conversion

Date Added: April 26, 2018
Research Partner: FamilyLife
Element tested: Name Acquisition Design

FamilyLife offers a free online course called, I Still Do. In an effort to increase acquisition through this online course, they hypothesized that there was significant friction on the page. The control used a hero image at the top of the page and they required people to give their mailing addresses as part of the sign-up process. To test this version of the page, they developed a treatment that removed the hero image and put it inline with the copy, and removed all of the mailing address fields from the form. They also moved the line of copy that addressed a portion of the audience that was already signed up for the course to right below the “Get Started” button.



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36.6% lift How removing friction and putting a donate button inline of site on a homepage can impact conversion

Date Added: April 26, 2018
Research Partner: Boys Town
Element tested: Advertising

On the Boys Town homepage, we hypothesized we might be able to increase the number of people getting to the donation page by increasing the visibility of the donate button, removing other links that potentially created friction. We developed a treatment that moved the donate button from the very top of the page to close to the primary navigation, removed social sharing links, and added an additional opportunity for people to support Boys Town through their Family Home program.



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11.2% lift How creating a radical redesign of an acquisition page can impact conversion

Date Added: April 26, 2018
Research Partner: Boys Town
Element tested: Name Acquisition Design

Boys Town offers a free email series for parents with Tweens. We hypothesized that there were significant points of friction on the page and that by developing a page that was more simplified we might be able to increase email acquisition on the page. We developed a treatment that removed all navigation, the made the hero image smaller and inline with the copy and stripped out all other design on the page.



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136.4% lift How length and presentation of email copy impact clickthrough rate

Date Added: April 25, 2018
Research Partner: Leadership Institute
Element tested: Email Design, Email Copy

Leadership Institute was sending their monthly appeal to their email file, based on the direct mail letter that also went out during that month. They were curious to see how including the full text (including extra spacing) would perform as compared to a truncated email version of the copy that distilled the value proposition into a shorter length email.

They created both versions and split the housefile to test.



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-57.7% drop How length and presentation of email copy impact donor conversion rate

Date Added: April 25, 2018
Research Partner: Leadership Institute
Element tested: Email Design, Email Copy

Leadership Institute was sending their monthly appeal to their email file, based on the direct mail letter that also went out during that month. They were curious to see how including the full text (including extra spacing) would perform as compared to a truncated email version of the copy that distilled the value proposition into a shorter length email.

They created both versions and split the housefile to test.



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