-53.9% drop How a softer call-to-action might increase donor conversion during high urgency campaigns on mobile devices

Date Added: May 6, 2019 Research Partner: Focus on the Family Element tested: Advertising

Focus on the Family was running a campaign geared towards their pro-life initiative. To promote the campaign and get people to give, they featured a banner at the top of their site that asked people to give towards it. In an earlier experiment, where they test the call-to-action on the banner from a hard ask to a softer CTA, they found that it had little to no impact on donor conversion. To continue to test into this idea, they hypothesized testing a different soft CTA that would engage users, present an email acquisition opportunity, and give people the option to give. For the new experiment they tested the hard ask against asking people to sign their "Declaration for Life" pledge. They split their mobile traffic and tested this approach.

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212.5% lift How the method used to present an acquisition opportunity impacts conversion

Date Added: May 6, 2019 Research Partner: Billy Graham Evangelistic Association Element tested: Advertising

Billy Graham Evangelical Association gets significant traffic to their Daily Devotional pages. At the bottom of these pages there is an opportunity for people to sign up to receive the BGEA newsletter. We hypothesized that presenting that acquisition opportunity in a different way might increase conversion and name acquisition for the organization. To test this, we developed a pop-up/exit-intent pop-up that appeared on desktop (and a mobile slide-up). Knowing that a lot of the people coming to the Daily Devotional pages were returning visitors, and that a forced pop-up on a page can cause a poor user experience, we delayed the pop-up from appearing until after a person had been on the page for 30 seconds. If they exited prior to that time and seeing the pop-up, we would then trigger an exit-intent pop-up. In addition to this, we also put a rule on the pop-ups to only show every third visit.

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-31.4% drop Will using a standard Facebook conversion event increase volunteers?

Date Added: May 6, 2019 Research Partner: Care Net Element tested: Advertising

We found that using Facebook's standard "purchase" conversion, significantly increased our donor conversion on our 4 acquisition campaigns. So, we hypothesized that this may improve our conversion on our volunteer campaign as well. So, we launched a Test and Learn in Facebook where one volunteer campaign was optimizing for our custom volunteer conversion and the other for a standard "lead" conversion event.

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Not Valid How a cultivation email prior to an appeal impacted giving

Date Added: May 6, 2019 Research Partner: Buckner International Element tested: Email Copy

In an analysis of prior appeals, Buckner International had discovered that their long story emails tended to be the lowest performing appeals. However, we had a hypothesis that while these emails may not perform well immediately, they may be influencing downstream giving. Given the time and effort required to write these emails, we decided to run a test to measure the impact of these "cultivation" style appeals when they are a part of a larger campaign. To do this, we split the file in half and sent one segment a long story prior to the two appeal emails. The treatment just received the two appeal emails. We then monitored the donor giving across the entire campaign.

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66.4% lift Impact of streamlining the layout and copy of a landing page

Date Added: April 25, 2019 Research Partner: Care Net Element tested: Name Acquisition Headline, Name Acquisition Copy

Our free online course, Choosing Life, had not been performing as well as we wanted. We were driving traffic to the landing page through Facebook ads linking to a pledge. After signing the pledge, visitors would see the course signup page. In reviewing the page, I noticed that the template separated the headline from the body. I also noticed that some of the text seemed unnecessary. Furthermore, the headline was not clearly linked to the CTA on the form.

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-98.0% drop How the word “freedom” was more powerful than the word “opportunity”

Date Added: April 25, 2019 Research Partner: Americans for Prosperity Element tested: Donation Page Copy

Americans for Prosperity development team wanted to experiment with what terms were most impactful at converting donors and acquiring emails when launching their new Economic (Freedom / Opportunity) Quiz offer to acquire net-new subscribers and donors, as well as activate existing audiences.

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-44.9% drop How a new serial ask primary message decreased revenue

Date Added: April 25, 2019 Research Partner: Heritage Action for America Element tested: Donation Page Copy

Heritage Action is committed to continuously experimenting with the primary serial ask message, tactics and techniques to improve serial ask donor conversion and revenue opportunities from The Heritage Foundation donors. Our latest iteration was focused on creating an emotional appeal to the Heritage donor viewing the serial ask to determine whether or not we could test our way into a new message to improve results. We wanted to focus on an emotional appeal, related to something centered around the organization's key value proposition: Accountability.

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23.1% lift How an inbound tribute widget affects donor conversion

Date Added: April 25, 2019 Research Partner: CaringBridge Element tested: Advertising

In an earlier iteration of CaringBridge's site experience, they had a "tributes" page, where people could come read tribute messages left to friends and loved ones. This page received lots of traffic, and had a high conversion rate as visitors often left a tribute message of their own—and with it, a donation. Over time, website redesigns deemphasized the tributes page, and eventually omitted it. But in September 2018, the tributes page was restored to the navigation, which greatly increased traffic to the page. However, donor conversion was slow to recover to historical benchmarks, even though there was a direct donation ask. The CaringBridge team proposed adding a place for people to leave their own tribute messages, which would then take them through an opportunity to donate. With the amount of traffic to the tributes page, this proved to have a lot of potential impact if donor conversion could be increased.

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