Not Valid How presenting a relevant premium offer on a page with high volumes of traffic can impact donor conversion.

Date Added: September 5, 2017
Research Partner: The Missionary Oblates of Mary Immaculate
Element tested: Name Acquisition Copy

The Missionary Oblates of Mary Immaculate get significant traffic to their Daily Prayers webpage. People are coming to this webpage from a daily email. Knowing the significant amount of traffic the page gets, we hypothesized we might be able to convert some of these web visitors into donors. We tested adding a donation opportunity on the page with a relevant premium offer. We split the traffic and tested the two variables.



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-22.6% drop How an image in a Facebook ad affects name conversion rate

Date Added: September 5, 2017
Research Partner: The Missionary Oblates of Mary Immaculate
Element tested: Advertising

Missionary Oblates was running a Facebook ad campaign to promote their Daily Prayer offer. They wanted to see if changing the image on the ads would increase name conversion rate. All other copy and elements remained the same.



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Not Valid How the order of a donation ask impact donor conversion

Date Added: September 5, 2017
Research Partner: The Heritage Foundation
Element tested: Email Copy, Email Call-to-Action, Donation Page Headline, Donation Page Copy

In a previous test, we had found that an inline donation ask, was able to increase the number of donations that were received from readers of Heritage.org articles. However, despite the percentage increase, the total number of donations was still not very high.

We had the hypothesis that this audience might not yet be ready for a donation ask. Instead, we wanted to see we could get significantly more email addresses that would outweigh the immediate value received from the donations. We would set up the email acquisition offer to also have an instant donation ask for immediate conversion and we also know that we can convert 1% to 5% of all emails acquired downstream. Based upon these factors, we wanted to see if offering an email acquisition offer before the donation ask would achieve better long-term results.



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49.0% lift How Mission-Specific Content Impacts Clickthrough Rate on a Mobile Slideout

Date Added: September 5, 2017
Research Partner: Alliance Defending Freedom
Element tested: Advertising

Alliance Defending Freedom knows that site visitors who spend more time in the ‘Issues’ section of their site have a better understanding of their mission. Earlier this year, they tested into using a ‘Up Next’ slideout on their blog pages. They wanted to determine if they could direct more traffic to the ‘Issues’ section of their site without decreasing clickthrough rate on their mobile slideout. To test run this test, they created an ‘Issues’ slideout as a treatment to see if they could effectively redirect traffic on mobile browsers.



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Not Valid How a radical donation page redesign affects donor conversion

Date Added: September 1, 2017
Research Partner: Illinois Policy Institute
Element tested: Donation Page Design, Donation Page Copy

Illinois policy Institute was promoting their free e-book about Mike Madigan to several Facebook audiences, and then asking for a donation on the following page. They had a premium-focused page that was not producing donors, and wanted to test a more mission-focused page. They create a treatment that removed the premium (in case that was “getting in the way of the donation”) and focused on the value and the efforts that they are undertaking to remove Mike Madigan from office.

They set up an A/B test to determine a winner.



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Not Valid How Education – Focused Copy Impacts Donor Conversion

Date Added: August 30, 2017
Research Partner: Hillsdale College
Element tested: Donation Page Copy

Hillsdale College did an audit of their existing donation pages and found that they had new opportunities for testing. One of these opportunities was on their “Western Heritage” course donation page, where they wondered: Would potential donors have greater clarity of the “Western Heritage” course value proposition if they emphasized the important role it plays in education? They created a treatment that was more focused on education and launched an A/B test to find out.



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Not Valid How removing a gift array on mobile devices affects donor conversion

Date Added: August 24, 2017
Research Partner: CaringBridge
Element tested: Donation Page Form

CaringBridge had seen a significant lift in donor conversion on one of their donation pages when they removed the gift array and simply offered an “open field” that allowed donors to pick their own donation amount. However, their donation page setup split out desktop pages and mobile pages, so they wanted to test the exact same premise on their mobile pages.

They removed the array on a treatment page and left an open field, then launched an A/B test to determine a winner.



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68.1% lift How authoritative imagery impacts email acquisition rate in a Facebook Ad

Date Added: August 21, 2017
Research Partner: Hillsdale College
Element tested: Advertising

Hillsdale College was launching new creative for their online course Economics 101. Using the learning from a previous test, they discovered that the text within the Facebook ad image can have a significant impact on the clickthrough rate. With that in mind, they developed a new ad for Economics 101 including a new ad image—one they felt would be more familiar and authoritative to their target audience (i.e. the front of a dollar bill).

They set up an A/B test to determine a winner.



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74.0% lift How using scripture in Facebook ad copy affects email acquisition rate

Date Added: August 21, 2017
Research Partner: Dallas Theological Seminary
Element tested: Advertising

Dallas Theological Seminary noticed that their “Genesis” course signup page was receiving less traffic, relative to the other courses they offer. They wondered if adding a line from scripture into the Facebook copy would help individuals contextualize the importance of studying the book of Genesis. In order to find out, they launched a treatment ad that contained an extra line of copy, quoting Genesis 1:27.



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22.6% lift How civic-related incentive impacts email acquisition

Date Added: August 21, 2017
Research Partner: Hillsdale College
Element tested: Name Acquisition Design

On their “Economics 101” email-specific course signup page, Hillsdale College converts visitors at a rate of 32%. After reexamining, they noticed the value proposition found on this page lacked incentive and a clear answer to the question, “So what?” They wondered if visitors needed a clearer answer to “why” taking this course was important right now, as a citizen of the United States. After creating a treatment, they launched an A/B test to find out.



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