Not Valid How the type of ask in an appeal affects click rate

Date Added: October 24, 2017
Research Partner: National Breast Cancer Foundation
Element tested: Email Call-to-Action

National Breast Cancer Foundation was sending an email appeal for BCAM, and wanted to test click-through rate on a direct ask call-to-action (give your gift here) vs. a soft ask (learn more about how you can help). The rest of the email remained the same on the control/treatment.



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14.3% lift How the value proposition on a website pop-up can impact clicks to a donation page.

Date Added: October 23, 2017
Research Partner: National Breast Cancer Foundation
Element tested: Advertising

The month of October is Breast Cancer Awareness Month. This is a critical time of year for National Breast Cancer Foundation to raise money for their organization around awareness and education of breast cancer. They get a significant amount of traffic to their homepage during this month. They have a pop-up on the homepage that they display in an effort to convert the site traffic into donors. They tested the value proposition of this pop-up from something tangible (provide 1,000 more women with screen services) to a more general value proposition (help women facing breast cancer).



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30.1% lift How using a recognizable and trusted person as the image in a Facebook ad impacts conversion.

Date Added: October 20, 2017
Research Partner: Harvest Ministries
Element tested: Advertising

Harvest Ministries offers free daily devotions. They developed a content specific devotion focused on the topic of forgiveness that they promoted through Facebook ads. They wanted to test what kind of image on the Facebook ad would convert the most people. The control image had a picture of a couple holding hands. This same image was used on the daily devotion sign up page. For the treatment we used a picture of Greg Laurie teaching.



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100.0% lift How a soft ask in an email appeal can motivate more people to convert.

Date Added: October 20, 2017
Research Partner: National Breast Cancer Foundation
Element tested: Email Copy, Email Call-to-Action

For National Breast Cancer Foundation’s year-end campaign they sent a series of appeals. One of their appeals was focused on providing mammograms to women in need. They have found that it is difficult to get their email file to convert through email appeals. In an effort to optimize this challenge, they hypothesized that it might be better to use a soft ask as the call-to-action rather than a direct one. The control email said, “Here’s a link where you can give.” They developed a treatment that said, “Here’s a link where you can learn more.”



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21.5% lift How shorter copy affects conversion rate in a Facebook ad

Date Added: October 18, 2017
Research Partner: Heartlight Ministries
Element tested: Advertising

Heartlight Ministries was promoting their new online course via Facebook ads, and wanted to test whether a shortened, more value-focused copy treatment would affect conversion rate, vs a longer version. Other elements of the ad remained the same.



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354.0% lift How specificity and tone affect donor acquisition

Date Added: October 18, 2017
Research Partner: Illinois Policy Institute
Element tested: Advertising

Illinois Policy Institute had a ton of daily traffic to their articles, but didn’t have a lot of revenue to show for it. They decided to test a “site-flow interruptor” that made an appeal to their readers in mid-article. This began to produce more donors, and the IPI team wanted to test the value proposition to determine what was copy was most effective. The control copy addressed the reader directly, and talked a lot about IPI. To attempt to improve response, they developed a treatment that started by thanking the reader and used a conversational tone. The treatment copy made it clear that they do not accept any money from the government. In addition, they added highlighted sections to increase visual identification and attract more attention to the box itself. Finally, they changed the call to action at the end to ask the donor to make a gift rather than telling them what their gift does.



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Not Valid How case-specific value proposition copy impacts email acquisition

Date Added: October 17, 2017
Research Partner: Alliance Defending Freedom
Element tested: Name Acquisition Copy

Alliance Defending Freedom recently conducted a test with their exit intent offer, asking: Will a more case-specific offer increase email acquisition? The results of that test were inconclusive but prompted a similar test on their ‘Jack Phillips’ information and email acquisition page. They asked: Will a case-specific newsletter offer increase email acquisition? They created two versions and launched an A/B test to find out.



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Not Valid How a case-specific exit intent offers impacts email acquisition

Date Added: October 17, 2017
Research Partner: Alliance Defending Freedom
Element tested: Name Acquisition Copy

Alliance Defending Freedom was looking for a new way to improve the exit intent offer that visitors see before leaving their site. They wondered if a more specific call-to-action would cause visitors to take action with more urgency. They decided to test an offer around one of their largest legal cases right now: The defense of Jack Phillips. So they created a treatment version and launched an A/B test to find out.



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Not Valid How asking for additional information on an acquisition page affects conversion rate

Date Added: October 16, 2017
Research Partner: Buckner International
Element tested: Name Acquisition Form

Buckner International wanted to retrieve zip code information from new people coming onto the email file via their content offer, 7 Scriptures to Pray for the Child in your Life. They wanted to see if adding a required zip code field would significantly decrease conversion rate.



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11.9% lift How Browser Favicons Affect Anxiety of Page Visitors

Date Added: October 11, 2017
Research Partner: Hillsdale College
Element tested: Name Acquisition Design

Hillsdale College noticed that their course signup pages do not show a Favicon, when opened on desktop browsers. A favicon is the icon associated with a URL, next to the site name. Their main website, however, does show a Favicon “H” logo. They wondered: Will adding a favicon to course signup pages reduce anxiety and increase email acquisition rates? They selected their C.S. Lewis, email-specific course signup page test as the control, and created a treatment version to test.

 



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