Not Valid How a radical redesign for a year-end donation page impacts conversion

Date Added: January 2, 2018
Research Partner: Focus on the Family
Element tested: Donation Page Design, Donation Page Headline, Donation Page Copy, Donation Page Form

During the Focus on the Family year-end campaign, we hypothesized that we might be able increase conversion by testing their current year-end donation page with a radical redesign. The radical redesign included removing the video on the page, adding a countdown clock on the page, increasing value proposition and added a giving thermometer.



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-98.3% drop Discovering the ideal offer to fit the motivation of the visitors

Date Added: January 2, 2018
Research Partner: Focus on the Family
Element tested: Advertising

Focus on the Family have a section of their website devoted to informational articles on marriage and parenting. These articles receive significantly high volumes of traffic.

Through a series of previous experiments, we had found that an in-article advertisement for a related assessment moved to the bottom of the article, would yield a significant boost in advertising clicks. As part of an iterative testing plan, we next wanted to discover what type of offer would be most appealing to the audience.

We decided to test the assessment-offer against a product-offer that they could receive for a gift of any amount. Now, we knew that we would receive less conversions but a donor conversion would be more valuable than an email conversion. The question was, what is the trade-off between the two offers; i.e. how many donors could we acquire vs. how many email addresses could we acquire?



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-18.2% drop How the addition of a countdown clock on a pop-up impacts donors conversion during year-end.

Date Added: January 2, 2018
Research Partner: Focus on the Family
Element tested: Advertising

In the final days of Focus on the Family’s year-end giving campaign, they wanted to make it easy for donors to give. To do this, they had a pop-up appear when you visited their website. We hypothesized that we might be able to increase motivation by creating a greater sense of urgency on this pop-up with the addition of a countdown clock. The countdown clock showed people how much time they had left to give until the end of the year. We know that urgency is a motivating factor during online giving campaigns like year-end. We split the traffic that would see each version of the pop-up and tested it.



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Not Valid How year-end specific copy affects main donation page conversion

Date Added: January 2, 2018
Research Partner: The Missionary Oblates of Mary Immaculate
Element tested: Donation Page Copy

The Missionary Oblates were running a test on their main donation page for year-end. They tested year-end specific copy against their year-round main donation page. They also removed an image and made the headline bigger.



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75.0% lift How expanding the value proposition in a prospecting email can impact donor conversion

Date Added: December 26, 2017
Research Partner: Harvest Ministries
Element tested: Email Copy, Email Call-to-Action

Harvest Ministries had a DVD premium offer that performed really well on an email to their housefile. We hypothesized that it might do well as an offer for prospecting email lists as well. The offer was a DVD about Steve McQueen. We used the housefile email as the control. The primary message on the control was about the DVD. We wanted to test this against a version that explained more about who Steve McQueen was and why a person might want to get the DVD. We didn’t want to assume that people knew who Steve McQueen was and would want this DVD about him. We split our first prospecting email list and tested these two versions on it.



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30.8% lift How a concealing headline affects email acquisition rate

Date Added: December 21, 2017
Research Partner: Hoover Institution
Element tested: Name Acquisition Headline

The Hoover Institution recently launched a new eBook offer titled, ‘Make America Exceptional Again.’ As they began to advertise this offer on Facebook, they wondered: Will a headline that teases the central issue of the eBook increase email acquisition? They set up a treatment page and launched an A/B test to find out.



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Not Valid How a supporting image affects email acquisition rate on a landing page

Date Added: December 19, 2017
Research Partner: Alliance Defending Freedom
Element tested: Name Acquisition Design

Alliance Defending Freedom recently launched a campaign to rally support around Jack Phillips–one of the clients they are defending at the Supreme Court. They found that adding additional copy to their facebook ads did not increase or decrease clickthrough rate. They wondered: Will removing the image of Jack Phillips on the email acquisition page increase the overall email acquisition rate? They created a treatment version (without the image of Jack) and launched an A/B test to find out.



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-43.0% drop How a numbered explanation of ‘next steps’ affects donor conversion

Date Added: December 15, 2017
Research Partner: Hillsdale College
Element tested: Donation Page Copy

Hillsdale College recently performed an audit of all of its existing course donation pages, and looked for ways to improve conversion performance. In their analysis, found that their best performing pages always reduced the amount of friction the page visitor experienced by giving the visual signals and making the page easily scannable. As they began to hone in each particular element of the page, they wondered: Will adding a numbered explanation of what the visitor can expect next increase donor conversion?

They created a treatment page that included a numbered list and launched an A/B test to find out.



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70.4% lift How Facebook ad imagery impacts clickthrough rate

Date Added: December 15, 2017
Research Partner: Illinois Policy Institute
Element tested: Advertising

Illinois Policy Institute recently discovered that showing a cartoon image in a Facebook ad decreased clickthrough rate. They decided to create two new treatments based to test against the control. The first treatment included an image of Michael Madigan–the state legislator pushing for an increase in taxes. The second treatment included an image of a house, to align with the subject of property taxes. They wondered: Which Facebook ad approach will have the highest clickthrough rate? They launched a 3-part test to find out.



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-14.4% drop How cartoon imagery affects clickthrough rate on a Facebook ad

Date Added: December 15, 2017
Research Partner: Illinois Policy Institute
Element tested: Advertising

Illinois Policy Institute recently launched a property tax quiz to help Illinoisans understand the severity of their current tax code. As they began to offer this content to individuals on Facebook, they wondered: Will using a tax cartoon image in the ad increase clickthrough rate? They created a treatment version of their existing Property Tax Quiz ad and launched an A/B test to find out.

 



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