-6.1% drop How a value proposition built upon “what” instead of “why” impacts email acquisition

Date Added: September 7, 2017
Research Partner: Dallas Theological Seminary
Element tested: Name Acquisition Headline, Name Acquisition Copy

Dallas Theological Seminary had recently launched their first online course, a study of the Gospel of John. The course was offered for free in exchange for a visitor’s name, email, and address. With significant traffic being sent to the site, we wanted to find the best way to communicate the value to the visitors.

Using the learnings from experiments run with similar organization, we tried applying two key principles to the copy on the page:

  • We emphasized what the visitor would get by subscribing instead of what they would have to do
  • We reduced the friction associated with the process by removing copy that we felt was unnecessary to the conversion.

We then tested these two pages against each other and monitored results.



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-56.2% drop How a call-to-action versus a personal signature in ad copy impacts conversion

Date Added: September 7, 2017
Research Partner: Harvest Ministries
Element tested: Advertising

Harvest Ministries offers a free online course called, Tell Someone. The course is being pushed through paid Facebook ads. Through previous testing we have learned that longer, conversational copy written in Greg Laurie’s voice performs best. Once a person had gone through and read the ad copy, we wondered if they would be more motivated to sign up for the course if Greg signed the copy or if we put a call to action.



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38.1% lift How Headline & Image Clarity Affect Email Acquisition on a PPC page

Date Added: September 6, 2017
Research Partner: Hillsdale College
Element tested: Name Acquisition Headline, Name Acquisition Copy

In order to conduct online testing with greater accuracy, Hillsdale College decided to create channel-specific acquisition pages. They discovered that what works for one channel’s acquisition strategy may or may not work elsewhere. With great opportunity to test, they began honing in on how individual channel performance. After reviewing previous acquisition page tests, they wondered if adding a contextual image and name on their “Winston Churchill” PPC acquisition page would increase email acquisition rate. They launched an A/B test to find out.



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9.7% lift How aligning the subject matter of a Facebook ad with the audience affects email acquisition rate

Date Added: September 6, 2017
Research Partner: Hoover Institution
Element tested: Advertising

The Hoover Institution was promoting their daily policy rundown newsletter, the Hoover Daily Report on Facebook to several audiences that had a variety of policy interests, including the economy, foreign policy, and many more. They were curious to see if focusing on one of these issues would result in an increase in email acquisition when tested against a general Hoover-focused ad. They created two ad variants to focus on the two commonly shared policy interests across the test audiences: one focusing on economic policy and one on foreign policy.

They launched a three-way test to determine which ad led to the best conversion rate.



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Not Valid How Premium-Focused Copy Affects Donor Conversion

Date Added: September 6, 2017
Research Partner: Hillsdale College
Element tested: Donation Page Copy

Hillsdale College has a premium offer for their most popular online course, “Constitution 101.” Everyone who donates  $100 or more receives a free copy of The U.S. Constitution: A Reader. They wondered if donor conversion would increase if they focused more heavily on The U.S. Constitution: A Reader and it’s benefits to the student. They created and launched a treatment donation page that focused more on the premium to find out.



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-37.1% drop How video ads affect email acquisition rate for a free course

Date Added: September 6, 2017
Research Partner: Dallas Theological Seminary
Element tested: Advertising

DTS was promoting their new course, called Can You Trust the Bible?. They had a special video from their Academic Dean to promote it and wanted to test using this video to promote the course. Video ads had shown in some experiments to improve conversion for offers, although DTS had previously used static ads.

They split audiences and tested each ad unit to see which resulted in a better cost-per-acquisition.

 



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Not Valid How Faith-Driven Copy Affects Donor Conversion

Date Added: September 6, 2017
Research Partner: Hillsdale College
Element tested: Donation Page Copy

After noticing new room for improvement, Hillsdale College launched a series of new donation page treatments. “C.S. Lewis: Writings and Significance” is one of their most popular online courses. After reviewing their donation page, they hypothesized that emphasizing why they offer this course from a religious viewpoint would help clarify the course’s value proposition for visitors. They created a treatment and launched a test to find out.



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-32.6% drop How clarity in the call-to-action affects email acquisition

Date Added: September 5, 2017
Research Partner: Dallas Theological Seminary
Element tested: Email Design, Email Copy, Email Call-to-Action, Name Acquisition Design

Dallas Theological Seminary launched a new course called “Can You Trust the Bible?” They had shot a video of their Academic Dean explaining the course, and wanted to see how it performed against a direct invitation from the President to join the course. So they created two entrance paths to the course. The first was their control—a direct ask, via email, from the President of DTS. The second was an invitation from the President with a call-to-action to “watch the video to learn more about the course”. They hypothesized that the softer call-to-action would drive more traffic to the landing page, and the short video with a clear call-to-action would produce more overall conversions.

They split their file and closely monitored the data to determine a winner.



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34.3% lift How tangible donation language affects donor conversion

Date Added: September 5, 2017
Research Partner: CaringBridge
Element tested: Advertising

CaringBridge had done some message development around the value proposition of a donation. Donations to CaringBridge help power a platform that helps people stay connected. Their value proposition centered around this connection, as multiple tests had proven. However, they hypothesized that adding a more tangible offer for the donor into the ask might increase conversion. They calculated that it takes $30 to power a single CaringBridge site for a month, and developed a treatment of their tribute widget (which appears on the most highly-trafficked sections of their site) that called this out.

Then, they launched an A/B test to determine a winner.



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Not Valid How emotion-driven copy affects landing page conversion

Date Added: September 5, 2017
Research Partner: CaringBridge
Element tested: Donation Page Copy

CaringBridge had previously run an experiment on the journal pages of their site that produced a big lift  in revenue when “emotive” language was shown. They wanted to run an additional test to see if the same sort of emotive language would produce an increase in revenue on the tribute donation page. Since the the winning copy from the previous experiment wouldn’t deploy for a few weeks, they had a chance to test the copy on the tribute page independently. They hypothesized that if they could also get a lift on the donation page, then they might be able to have a compound lift from the two areas of improvement.

They created a treatment donation page that utilized the “love and support” language and launched an A/B test to determine a winner.



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