Not Valid How a phone number field on a donation form affects donor conversion

Date Added: October 31, 2017
Research Partner: The Heritage Foundation
Element tested: Donation Page Form

The Heritage Foundation had started using phone numbers to reach out and thank their donors for their gifts. Historically, the phone number was something that only came from direct mail donors. In order to increase the number of donors that had an available phone number on file, we wanted to see if adding a phone number field to the donation form would have an impact on donations.



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474.4% lift How a campaign slidedown impacts donor conversion on the homepage

Date Added: October 30, 2017
Research Partner: Alliance Defending Freedom
Element tested: Donation Page Design, Donation Page Copy

Alliance Defending Freedom is preparing to defend Jack Phillips in front of the Supreme Court later this year. They know this case will require a lot of additional resources and support, since it has reached a national stage and could have a lasting impact for religious liberty. Interested in finding a new way to alert their visitors to the magnitude of Jack’s case, they wondered: Will a homepage slidedown that directs traffic to a Jack-specific donation page increase the motivation of site visitors to make a gift?

They launched an A/B test on the homepage to find out.



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Not Valid How a related background image impacts email acquisition rate on a course signup page

Date Added: October 27, 2017
Research Partner: Hillsdale College
Element tested: Name Acquisition Design

Hillsdale College was looking for new ways to optimize their online course signup page for ‘Great Books 102.’ They wondered: Will the presence of a related background image increase email acquisition rate? They launched a treatment page that contained the same image used in their Facebook promotion and tracked the results.

 



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Not Valid How hint text forms impact email acquisition rate

Date Added: October 27, 2017
Research Partner: Hillsdale College
Element tested: Name Acquisition Design

Hillsdale College was looking for new ways to increase their online course signup rate for their popular course ‘Western Heritage.’ After reviewing other similar course signup pages, they found that ‘hint text’ forms were a common practice. They wondered: Will using hint text forms on an email acquisition page reduce friction and increase email acquisition?

They launched an A/B test on their ‘Western Heritage’ course signup page to find out.



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46.5% lift How civic-related ad copy impacts motivation and clickthrough rate on a Facebook ad

Date Added: October 27, 2017
Research Partner: Hillsdale College
Element tested: Advertising

Hillsdale College was looking for a new way to approach their fans about Constitution Day–a celebration held on September 17th to honor the writing the United States’ Constitution. Each year, Hillsdale College holds a celebration on campus and uses this opportunity to rally support for their mission. They wondered: Will a civic-related ad copy increase clickthrough rate on a Facebook ad? They launched an A/B test to find out.



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143.0% lift How framing offer content in a Facebook ad impacts email acquisition

Date Added: October 27, 2017
Research Partner: Dallas Theological Seminary
Element tested: Advertising

Dallas Theological Seminary was promoting their online course Revelation when they noticed an opportunity to test. In their original Facebook course promotion ad, they called on viewers to ‘study with one of DTS’ renowned professors, for free.’ Through previous message testing, they’ve seen that this is a strong value proposition for a lot of their online resources and material. However, they wondered: Will a stronger focus on the book being studied (i.e. Revelation) and its complexity increase motivation and email acquisition rate?

They launched an A/B test to find out.



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88.1% lift How urgency impacts email acquisition rate on a Facebook ad

Date Added: October 27, 2017
Research Partner: Dallas Theological Seminary
Element tested: Name Acquisition Headline, Name Acquisition Copy

Dallas Theological Seminary was making preparations to launch its new ‘mini’ course on the life and work of Martin Luther. They wondered: If we tell visitors to pre-enroll in this course by stressing the urgency of the upcoming launch date, will email acquisition increase? They launched an A/B test leading up to their launch date to find out.

 



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74.6% lift How a related DVD premium offer impacts donor conversion and revenue on a course ‘Thank You’ page

Date Added: October 24, 2017
Research Partner: Hillsdale College
Element tested: Donation Page Copy

Hillsdale College recently released their popular online course ‘An Introduction to C.S. Lewis’ on DVD. They wondered: Will offering this DVD as a premium on their ‘An Introduction to C.S. Lewis’ course signup ‘Thank You’ donation page increase revenue? They created a treatment page that offered this premium and launched an A/B test to find out.



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-27.6% drop How increasing intensity of color on a widget affects clickthrough rate

Date Added: October 24, 2017
Research Partner: CaringBridge
Element tested: Advertising

CaringBridge had long sought to increase clickthrough rate on their tribute widget, which started the gift process for . One of their designers hypothesized that the current tribute widget blended in too much with the rest of the site and needed some “pop”. Using the intense CaringBridge brand purple, she created a treatment designed to attract more attention, and hopefully clickthrough rate.

CaringBridge tested the new tribute widget in both desktop and mobile views and launched a test to determine a winner.



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-5.7% drop How adding a signer on a landing page affects conversion rate

Date Added: October 24, 2017
Research Partner: The Missionary Oblates of Mary Immaculate
Element tested: Name Acquisition Copy

The Missionary Oblates were offering a free 7-day prayer guide. They wanted to test having the page “signed” by Fr. John to see if his name added a level of trust or expertise to the offer. All other copy was kept the same.



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