40.4% lift How new creative affects traffic in a Facebook ad campaign

Date Added: January 16, 2019 Research Partner: Dallas Theological Seminary Element tested: Advertising

DTS was running a Facebook campaign to promote their free online course on the book of Revelation. They wanted to test new creative on the ad design that would bring clarity and a more eye-catching visual appearance to the ads, to encourage more people to visit the registration page. They tested two versions of the new design to see which one worked best.



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-30.9% drop How more links in a digest style email affects clickthrough

Date Added: January 15, 2019 Research Partner: NextAfter Element tested: Email Copy

In an effort to share more of our content, we had previously run this same experiment in order to see if we could craft a digest style email with more links, while maintaining our click-through rate. The first test saw no change in clicks whatsoever, but we wanted to run it again to determine if that was a fluke result, or if there was more going on than that test result showed.

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Not Valid How Facebook’s Bid Cap influenced overall results

Date Added: January 14, 2019 Research Partner: Buckner International Element tested: Advertising

Buckner International had recently experienced two significant lifts to their 7 Scriptures email acquisition offer that had resulted in a boost to instant donor conversion. The resulting boost also reduced the cost per donor. It fluctuated by day but were were seeing some days with a cost per donor acquired of $50 or less. However, it was unpredictable.

In an effort to control the costs, we decided to test out the setting a cap on our bid of $50. This would allow us to potentially limit our costs, assuming the strategy worked.



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64.1% lift How the kind of language used for the donate button impacts conversion.

Date Added: January 11, 2019 Research Partner: EWTN Element tested: Advertising

ChurchPop didn't have a donate button on the homepage of their website. Instead of testing no donate button vs adding a donate button since we know that we would increase the number of people going to the donate page by adding a button that takes people to it, we tested the kind of language used for the button. For the control, we used language that we typically see used for homepage buttons that take people to a donation page, "Donate". We tested this against "Support ChurchPop".

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-28.7% drop How clarity performs against inspirational copy at year-end

Date Added: January 11, 2019 Research Partner: Hillsdale College Element tested: Email Copy

Hillsdale College was driving traffic to a landing page as part of their year-end campaign, primarily for cultivation purposes to watch a video. However, they knew that some of this traffic would be motivated to make a gift after watching the video, and they wanted to know—would inspiration or clarity be a more powerful motivator to give? They placed a call-to-action button below the video and tested two messages: one inspiring (Help Hillsdale Teach Millions More Americans) and one clear (Make your year-end gift to Hillsdale College). They tested the two to determine a winner.

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Not Valid How the donation selection area can communicate tangible impact

Date Added: January 11, 2019 Research Partner: Buckner International Element tested: Donation Page Form

For Buckner International's Shoes for Orphan Souls fundraising campaign, we wanted to find the best way to visualize the kind of impact a gift will have. In this situation, $25 would fund a pair of shoes for a child in need. Historically, we had placed text on the donation buttons but the buttons were usually far lower than the average gift amount. We had the hypothesis that if we removed the buttons all together and created variable copy around the textfield that visitors entered their information, we would be able to secure larger gifts. We decided to test this out during the fundraising campaign.

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Not Valid How setting the donate button apart from other navigation visually can impact clicks to the donation page

Date Added: January 10, 2019 Research Partner: EWTN Element tested: Advertising

On the National Catholic Register's website, we hypothesized we might be able to increase the number of people we could get to the donation page by setting the donate button apart from the rest of the navigation on the website. To do this we created a treatment that made the donate button actually look like a button by putting a filled red box behind the word "Donate" and then putting it at the end of the top navigation.

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23.1% lift How communicating value over the work a person has to do to get a content offer impacts name conversion

Date Added: January 10, 2019 Research Partner: EWTN Element tested: Advertising

EWTN offer's a free eBook to people through paid Facebook ads. On this ad, we hypothesized we might be able to increase name conversion through the Facebook ad by testing a headline that was focused on two factors: the value of the offer and that the resource was from Mother Angelica (a well-known, respected figure for EWTN and who wrote the content of the eBook). No other elements were changed.

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