64.7% lift How using value focused copy on a donation button can impact conversion.

Date Added: April 23, 2018
Research Partner: Focus on the Family
Element tested: Advertising, Donation Page Copy

Focus on the Family gets significant traffic to their broadcast pages on their website. On each episode page, they offer a featured resource that people can get when they make a donation to Focus on the Family. To get the featured resource, the button currently says, “Give Now”. We hypothesized that having a call to action that was focused more on what a person gets than what they have to do to get the offer might increase conversion. We developed a treatment button that said, “Get Your CD Here”.



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52.1% lift How a lower-cost offer increased conversion rate on a retargeting email

Date Added: April 20, 2018
Research Partner: NextAfter
Element tested: Email Copy, Email Call-to-Action

This email was a retargeted send to those who had yet to register for the upcoming webinar. We had previously tested into an email that simulated an email forward (but in a non-spammy way). It was personal, checked in to see if they had received the previous email, and included the previous email below.

We wondered if we could build on this approach. Instead of of simply saying “Did you get the email? Here’s the link to register,” we decided to apply a little empathy, communicate that it was no problem if they couldn’t attend the webinar, and specifically offer a free recording when they register – even if they can’t make the webinar live.



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75.2% lift How the kind of offer in a blog post impacts name conversion

Date Added: April 19, 2018
Research Partner: Care Net
Element tested: Advertising, Name Acquisition Headline, Name Acquisition Copy

Care Net gets significant traffic to their blog. At the end of their blog, they feature an opportunity for people to subscribe to the blog. We hypothesized that presenting a different offer might increase name conversion. We developed a treatment that offered people the chance to sign a pro-life pledge. The pledge then also offered the pro-life 101 online course after they signed up which has been performing really well for them. If we would be able to increase name acquisition with this offer, we would also increase donor conversion since the online course has one of the healthiest instant donor conversion rates.



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137.1% lift How the donor incentive impacted conversion with The Daily Signal

Date Added: April 19, 2018
Research Partner: The Heritage Foundation
Element tested: Advertising

In a recent experiment, we discovered that a membership offer with a set deadline increased donor conversion by over 550% compared to the standard Daily Signal donation offer. This deadline was based upon the ending of the annual Membership campaign so once the date had passed, we were not able to use it again. However, we had the hypothesis that, while the deadline impacted likelihood to give, it was not the only reason the new offer outperformed the control. We decided to run an experiment using the same membership offer but without the end of month deadline. This would allow us to separate the urgency factor that had been a part of the previous experiment.



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148.4% lift How adding value proposition to a donation ask can impact conversion

Date Added: April 18, 2018
Research Partner: Boys Town
Element tested: Donation Page Copy

Boys Town offers a free email series to parents with Tweens. After a person signs up for the Tween parenting email series, they get a thank you/confirmation page. We hypothesized that adding value proposition to the thank you page telling people why they should donate, might increase conversion of people getting to the donation page.



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Not Valid How link placement in a course offer email affects click rate

Date Added: April 16, 2018
Research Partner: NextAfter
Element tested: Email Copy, Email Call-to-Action

In this experiment, we wondered if having a link to the course registration page near the top of the email would increase clicks to the registration page. The control looked like our normal, longer form personal emails. The treatment naturally flowed into a link to the page early on, and the rest of the copy was the same.



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26.0% lift How a more specific subject line increased clicks in a nurture email

Date Added: April 16, 2018
Research Partner: NextAfter
Element tested: Email Subject Line

In this experiment, the email we were sending was a round up of fundraising content that Brady had read over the course of the previous week. The goal was to drive recipients to click and engage with other content as ongoing nurture of our house file. The original subject line was related to the content of the email and a specific reference made within the body copy.

We wondered if a subject line that was more specific to what kind of content the reader would find within the email would prime the reader and drive more clicks.



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164.9% lift How an additional call-to-action in a Facebook ad headline affects conversion rate

Date Added: April 16, 2018
Research Partner: NextAfter
Element tested: Advertising

Prior to this experiment, we had validated two related Facebook ad experiments. In one experiment, we learned that a headline focused on the content of the webinar is more effective than a direct call-to-action to reserve your spot. In another, we learned that a more tactics focused headline is more effective than a headline focused on broader fundraising growth.

For this experiment, we wondered if a combination of the two approaches could lead to greater webinar registrations. So for the control, we used the tactics focused headline. For the treatment, we added “Reserve Your Spot »” call to action at the end of the headline.



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311.6% lift How a direct call-to-action in a Facebook ad impacts conversion

Date Added: April 12, 2018
Research Partner: Boys Town
Element tested: Advertising

Boys Town was running Facebook ads that targeted their direct mail file with an opportunity to take a survey. We hypothesized that a more direct call-to-action might increase conversion for this ad. To find out, we tested two different headlines – a soft one, “Learn More>>” and a hard one, “Start Your Survey>>”. All of the other copy in the ad remained the same.



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9.7% lift How using exclusivity with an acquisition offer impacts conversion

Date Added: April 11, 2018
Research Partner: FamilyLife
Element tested: Name Acquisition Headline, Name Acquisition Copy

The FamilyLife Today website gets significant traffic from FamilyLife’s radio programs. On that website they offer people the opportunity to sign up for the FamilyLife newsletter. We hypothesized that by increasing the exclusivity of the offer we might be able to increase conversion of this offer. To do this, we developed a treatment that invited people to “Become a FamilyLife Insider” and had value proposition to support this.



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