-9.0% drop How a CPA bid strategy decreased ROI

Date Added: July 12, 2019 Research Partner: The Heritage Foundation Element tested: Advertising

Within the Google Ads platform, we decided to test a CPA bid strategy to see if we could increase our level of competitiveness and generate more clicks and donors more effectively than with a typical impression-based bid strategy.

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93.3% lift How presenting an email acquisition opportunity as a forced pop-up impacts conversion

Date Added: July 12, 2019 Research Partner: Billy Graham Evangelistic Association Element tested: Name Acquisition Form

Billy Graham Evangelical Association gets significant traffic to their Answers 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 Answers 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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24.7% lift How adding value proposition copy on a homepage can impact member conversion

Date Added: July 12, 2019 Research Partner: Focus on the Family Element tested: Name Acquisition Copy

On the homepage of the Adventures in Odyssey website, people have the opportunity to become a member (sign up for the Adventures in Odyssey club). When we looked at the page, we hypothesized that there wasn't clarity in what people were signing up for, or a clear call-to-action. The homepage communicated what the benefits/incentives of being a member were, but it didn't tell a visitor coming to the website why a person should become a member. We developed a treatment that added value proposition to the homepage prior to explaining the benefits of the membership. We also added a call-to-action at the bottom of the benefits section in an effort to increase member sign-ups from the homepage. 

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64.3% lift How location based imagery affects click-through rate of a Facebook Ad campaign

Date Added: July 12, 2019 Research Partner: NextAfter Element tested: Advertising

In this experiment, we were advertising online fundraising workshops hosted by NextAfter Institute. Each specific location had it's own geo-targeted Facebook Ad campaign. The intention was to keep the workshop in their mind during the course of the sales period and drive them back to the landing page to consider attending. We knew our sample size would be too small to optimized for ticket sales, but we hoped to run an experiment to optimize our landing page click-throughs. The control ads used a picture of a course instructor teaching in a room full of attendees. Common advertising recommendations are to use people in imagery to make it relatable. But we wondered if using images specific to someone's city would actually be more a powerful driver to show that the training was more specific and local to them.

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38.0% lift How the value proposition of a donation page affects donor conversion

Date Added: July 12, 2019 Research Partner: Dallas Theological Seminary Element tested: Name Acquisition Copy

DTS was running an experiment on their Acts course donation page that centered around the value proposition of the page. This copy treatment has been tested and validated on the Genesis course, but the last time it was tested, it was tested with the additional removal of the premium from the page. In order to isolate the value proposition copy variable, we've retested this with the premium on both the control and treatment, with the only change being the body copy.

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31.1% lift How increasing clarity in the value proposition and creating differentiation in the call-to-action affects new site signups

Date Added: July 3, 2019 Research Partner: CaringBridge Element tested: Name Acquisition Copy

CaringBridge wanted to increase the number of new journal sites that were created from the homepage, primarily from mobile devices (which constituted the majority of traffic). After an initial review of the homepage, a few potential issues were identified. First, new site signups were not prioritized—"visiting a friend" was above it in the visual hierarchy. On mobile, the headline "Start your free website" and the call to action "Start a site" were right next to each other, with no description in between. In fact, most of the value proposition was actually below the call to action. They decided to create two treatments— The first treatment used a visual image of someone using a computer to access CaringBridge—to reinforce the feeling that a CaringBridge site creates. Second, a new call-to-action was used: "Create a site", instead of "Start a site", to emphasize that the site was new. Finally, the headline was changed to clarify what CaringBridge offered—"Personal, protected websites for every health journey". This copy was on the treatment, but was secondary to the headline "Share, Connect and Rally Support". They wanted to also see if "help text" would further increase conversions. They knew this would vary based on the visitor's familiarity with CaringBridge, but they added additional bullet points of copy, as well as personalizing the headline to reflect what CaringBridge can do for you, the visitor: "Start your free, personal CaringBridge site today". They launched a three-way test to determine which experience drove the most new site signups from the homepage.

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35.7% lift How a video ad increased email acquisition rate

Date Added: July 3, 2019 Research Partner: The Heritage Foundation Element tested: Advertising

As a part of The Heritage Foundation's acquisition efforts promoting their "What You Need to Know about Religious Freedom" ebook, we wondered what impact a video-based ad would have on our ability to acquire emails and donors.

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Not Valid How the placement of a donation ask in an article impacts donor conversion

Date Added: June 27, 2019 Research Partner: EWTN Element tested: Advertising

On the National Catholic Register's website, we had previously tested adding a donation opportunity within the site's articles. We found we were able to increase donor acquisition by 800% with this "Dear Reader" style donation ask. We then rolled this out to all traffic and monitored engagement metrics on the website. Engagement for the articles didn't drop off and we continued to see donations come in from the feature. We then hypothesized the placement of the Dear Reader. Would we be able to increase donor conversion by placing it mid-article or at the end of the article? We tested this by splitting the traffic 50/50.

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23.8% lift How visually emphasizing a gift amount on a primary donation page impacts revenue

Date Added: June 27, 2019 Research Partner: The Missionary Oblates of Mary Immaculate Element tested: Donation Page Form

Significant testing had been done on the Missionary Oblates primary donation page in an effort to increase donor conversion. Because of the low conversion rate from this page, we weren't able to validate these experiments or help improve conversion on the page. Because of this, we hypothesized testing an element on the page that might impact overall revenue and average gift. For this experiment we tested visually emphasizing a larger gift amount than what we knew was the average gift on this page. To do this, we put the higher suggested gift amount in the middle of the gift arrays, put a box around it and noted that gift amount to be the "most popular".

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Not Valid How an additional design element affected registrations from a webinar email

Date Added: June 27, 2019 Research Partner: NextAfter Element tested: Name Acquisition Copy

The majority of our emails are hyper-personal and text only. But recently, we've seen digest-style emails perform better using some basic design elements including simple images and HTML buttons. We believe the reason for this is that our emails can be very heavy. And if you're not reading every line, a design element can quickly show what the offer is and provide a clear call-to-action. In this case, we wondered if a similar approach could help improve registration rates in our webinar invitation emails.

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