58.4% lift The impact of slowing down the email acquisition process

Date Added: October 9, 2018
Research Partner: Alliance Defending Freedom
Element tested: Name Acquisition Form

Alliance Defending Freedom had been running a statement of belief email acquisition offer on their blog for several months running. After a visitor signed their name, they are redirected to a thank you page with the opportunity to make an instant donation. We had seen some success at converting these new subscribers but wanted to test new tactics to further increase this conversion. We decided to test adding checkboxes to the statement of belief as a way to make subscribers put more thought into their subscription process. Our hypothesis was that by slowing down the email acquisition process, the new subscribers would be better aligned with the organization on the next screen which would increase subsequent donor conversion.

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51.7% lift What happens when we use the candidate’s name on the donation page?

Date Added: October 9, 2018
Research Partner: Americans for Prosperity
Element tested:

As the SCOTUS confirmation hearings for Brett Kavanaugh neared a completion, we wanted to test what would happen if we carried the candidate's name through to the donation landing page that was sitting behind the Open Letter petition signature page. This hypothesis was based upon a learning we had on the previous page where we found the specificity of the candidate name increased email acquisition.

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-27.2% drop The impact a Yes instead of a Yes/No opt-in option on a landing page

Date Added: October 9, 2018
Research Partner: Care Net
Element tested: Name Acquisition Form

We had just finished testing a set of checkboxes offering leads the opportunity to opt-in to a workflow designed to nurture them to becoming monthly donors, Caring Partners. Our test found that these checkboxes reduced conversion by 15%, but 11% of signups opted into the workflow. We then wanted to test if we could get more opt-ins by making it a single checkbox for opting in. The thought was that introducing the negative response as an option could cause more people to respond negatively.

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-15.3% drop The Impact of a donor cultivation series opt-in on a landing page

Date Added: October 9, 2018
Research Partner: Care Net
Element tested: Name Acquisition Form

We had a very high conversion rate on the landing page of our free online course, Pro-Life 101. We have been looking for ways to present more people with an email series designed to convert contacts into monthly donors, Caring Partners. Our hypothesis was that we could offer contacts an opt-in for this series on the landing page with the form. We wanted to see what impact that had on conversions as well as how many leads opted in.

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Not Valid How using a different donation platform impacts donor conversion

Date Added: October 9, 2018
Research Partner: EWTN
Element tested: Donation Page Design, Donation Page Form

The donation microsite increased donor conversion by 161.5%. This increase in donor conversion can be attributed to a better user experience for the donor with the donation microsite. The microsite removed elements of friction from the page, enlarged the font of the form making it easier to read, removed unnecessary form fields, reduced the number of giving options, and created a greater sense of security to the donor. Just by using a different donation page experience, NCR will increase overall revenue to their organization. In fact, based on historical data, with an average gift of $61 and a 161.5% increase in donor conversion, the donation microsite could potentially bring in an additional 120% in revenue every month just from their primary donation page. Using the donation microsite for other initiatives outside of the primary donation page, the growth in revenue can be substantial.

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169.2% lift How setting apart the donate button from the rest of the navigation impacts conversion

Date Added: October 9, 2018
Research Partner: EWTN
Element tested: Advertising

On the Catholic News Agency's website, the option to donate is equally weighted among the other navigation options. It is also placed in the middle of the nine other options in the navigation. We hypothesized that the donate option was getting lost in it's original place. We also hypothesized that by making it look more like a button by adding a color behind the word, we might be able to increase the amount of people getting to the donation page. We developed a treatment that moved the donate option to the end of the navigation options and made it look more like a button.

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Not Valid How a different donation experience impacts donor conversion

Date Added: October 9, 2018
Research Partner: EWTN
Element tested: Donation Page Design, Donation Page Form

EWTN has used the same donation page for years. In an effort to optimize the giving experience and donor conversion, we launched a new donation microsite. While keeping the same content and copy on the page, we tested the two different experiences against each other.

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169.5% lift How aligning the value proposition with the audience affects clickthrough rate

Date Added: October 9, 2018
Research Partner: Hillsdale College
Element tested: Advertising

Hillsdale College was running a campaign to fund their new online course. They were trying to get traffic to the donation page from several of their properties that had inbound traffic. They used sticky bar banners to attempt to motivate visitors to give. They tested for different motivations: FirstThey wanted to ask users to help launch the course by asking a question.Then they tried a second treatment that was designed to provoke curiosity using "find out how "language. Third, they tried a command: "Help launch Hillsdale's new Congress course", and finally, they tried a more complex value proposition: "Help educate America for liberty with Hillsdale's new course." They launched the sticky bar banners as a four-way test to determine a winner on the Hillsdale Dialogues page, which attracts an audience of intellectually driven visitors who arrive to listen to a podcast.

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8.0% lift Will adding the nominee’s name to the petition increase conversion rates?

Date Added: October 9, 2018
Research Partner: Americans for Prosperity
Element tested: Name Acquisition Copy

Initially, the Open Letter petition was launched with just the title of the nominee (not using Judge Brett Kavanaugh's name) within the petition itself. We wondered what would happen if we added his name to the petition -- would more people be willing to sign the open letter petition?

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19.9% lift How a radical redesign on an acquisition increased subscriptions.

Date Added: October 9, 2018
Research Partner: EWTN
Element tested: Donation Page Design, Donation Page Headline, Donation Page Copy

The National Catholic Register offers a free trial offer to their circulation - a physical newspaper of the latest news from a Catholic perspective. The free trial offer gives people six free issues over the course of three months. We hypothesized that the original acquisition page had significant points of friction and didn't communicate the value of the offer very well. We developed a radical redesign that removed the elements of friction and led with value-focused copy from the headline all the way down to the call-to-action. We split the traffic 50/50 and tested the two versions against each other.

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