85.3% lift How speaking directly to the donor affects conversion

Date Added: June 7, 2019 Research Partner: Texas Public Policy Foundation Element tested: Donation Page Copy

Texas Public Policy Foundation was running a property tax survey for Texans, followed by a donation ask. The campaign was acquiring donors at a decent rate, but with the volume of people taking the survey, they thought they could convert more. When they looked at the donation page, they noticed that the first question was a "grand statement", followed by a bulleted list of groups that are affected by property taxes. Also, the text asked them to be a part of a "growing movement"—and previous research had shown that when prospective TPPF donors were shown language about being a part of a larger group, it reduced results. The TPPF team thought that the readers might not empathize with every group listed here, and that a more direct, personal approach might convert more donors. They created a treatment that spoke directly to the reader, only addressing the needs that they knew a survey-taker would have: home ownership, personal tax burden, and cost of living. They launched a test between the two pages to determine a winner.

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42.5% lift The impact of an image of a newborn baby on a homepage pledge CTA

Date Added: June 7, 2019 Research Partner: Care Net Element tested: Name Acquisition Copy

We've had great success with a featured pledge form and CTA on our homepage. Currently, we've been running a pledge against abortion and infanticide. We wondered if adding an image of a newborn baby inline with the text would increase conversions and/or donations to the landing page.

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44.2% lift How adding visual reinforcement of a match on a donation page impacts donor conversion

Date Added: May 28, 2019 Research Partner: FamilyLife Element tested: Advertising

FamilyLife runs a campaign every May in an effort to acquire more monthly donors. During this campaign they offer a match as an incentive to people to become a Legacy Partner - recurring donor. The match is mentioned in all channels promoting the campaign. It is also mentioned on the donation page itself multiple times. We knew that the match was a strong incentive for people and we hypothesized that we might be able to increase donor conversion if we visually reinforced it somehow on the page. To do this, we developed a fixed sticky bar that emphasized "your" gift would be matched dollar for dollar. As a person scrolled down the page, the match would move with you. 



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23.2% lift How multiple links impacted subscriber engagement

Date Added: May 28, 2019 Research Partner: Alliance Defending Freedom Element tested: Email Call-to-Action

As part of the weekly cultivation efforts with the targeted group of subscribers, we wanted to find new and creative way to increase the overall engagement of the group. Specifically, we wanted to get more of them to open the emails and read the content. One of the more simple solutions was to potentially increase the amount of content we talk about in the email. Our hypothesis was that we can add additional related links to the email and get more people to engage with some content.

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-9.4% drop How hiding gift designations on a primary donation page impacts donor conversion

Date Added: May 28, 2019 Research Partner: Billy Graham Evangelistic Association Element tested: Donation Page Design, Donation Page Copy

On BGEA's primary donation page, they present 14 different designations for people to choose from when making a gift. In looking at this we hypothesized that the significant array of options for people to choose from may be causing friction in the donation pathway. A person would need to look through all of the 14 giving options and select where they'd like to designate their gift towards before moving on to the next step in the donation process. The test our hypothesis, we hid all 14 designations on the donation page and added a link that people could click on if they wanted to see all of the options.

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60.3% lift How traffic arriving from email were impacted by a Membership ask in The Daily Signal’s “Dear Reader” ads

Date Added: May 28, 2019 Research Partner: The Heritage Foundation Element tested: Advertising

Recently, we experimented with The Daily Signal's "Dear Reader" ads and determined that return visitors were far more likely to respond to a Daily Signal ask, but that the message about "allying with President Trump" through "Activating your Heritage Membership" was better suited for first time visitors to the donation microsite. In preparation of iterative testing against this hypothesis, we split traffic between "email-driven" and "non-email-driven" visitors through the "Dear Reader" ads, based upon the assumption that "email-driven" traffic was more than likely a "return" visitor to the donation microsite. With the traffic split, and prior to installing an experiment to test The Daily Signal "Core" message, we wanted to make sure we had the best "Heritage ask" available since the control variant had been running for a number of months now to all audiences.

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83.7% lift How traffic not coming from email were impacted by a Membership ask in The Daily Signal’s “Dear Reader” ads

Date Added: May 28, 2019 Research Partner: The Heritage Foundation Element tested: Advertising

Recently, we experimented with The Daily Signal's "Dear Reader" ads and determined that return visitors were far more likely to respond to a Daily Signal ask, but that the message about "allying with President Trump" through "Activating your Heritage Membership" was better suited for first time visitors to the donation microsite. In preparation of iterative testing against this hypothesis, we split traffic between "email-driven" and "non-email-driven" visitors through the "Dear Reader" ads, based upon the assumption that "email-driven" traffic was more than likely a "return" visitor to the donation microsite. With the traffic split, and prior to installing an experiment to test The Daily Signal "Core" message, we wanted to make sure we had the best "Heritage ask" available since the control variant had been running for a number of months now to all audiences.

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13.7% lift How will the presence of a value proposition banner in checkout affect conversion?

Date Added: May 28, 2019 Research Partner: Compassion International Element tested: Advertising

Compassion International has a three-step checkout process to sponsor a child. They have long known that there is a drop-off rate for each step of the process, and have wanted to optimize that—knowing that people who have already selected a child have a high motivation and should be more likely to complete their transaction. One thing they noticed is that once a donor entered the shopping cart, there wasn't much value proposition copy to motivate them through the transaction. They had seen tests that showed that a value proposition "sticky banner" in the process increased conversion rates for donations—even on high-conversion-rate pages. They planned to test different value proposition messages, but also wanted to aggregate the data to determine if the presence of a banner with any message increased conversion. 



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25.0% lift How increased value proposition and the layout of an acquisition opportunity impacts conversion

Date Added: May 28, 2019 Research Partner: The Missionary Oblates of Mary Immaculate Element tested: Name Acquisition Design, Name Acquisition Copy

On the homepage of the Missionary Oblates of Mary Immaculate website, they placed an email acquisition opportunity for people to sign-up for their newsletter. The acquisition opportunity had a two column approach and minimal value proposition copy. We hypothesized that strengthening the value proposition in the headline and CTA and changing the layout to be one column, we might be able to increase name conversion from the homepage.



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-90.6% drop How using Facebook’s “Donate” optimization method decreased results

Date Added: May 28, 2019 Research Partner: The Heritage Foundation Element tested: Advertising

In an attempt to understand whether or not the "Donate" optimization method could produce better results than the "Purchase" optimization method within Facebook, we decided to experiment with these settings to understand how it would impact the results for The Heritage Foundation's "Religious Freedom eBook" offer.

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