355.6% lift How using the purchase conversion in Facebook impacts donor conversion

Date Added: February 28, 2019 Research Partner: EWTN Element tested: Advertising

EWTN offers an eBook to people called, Understanding the Sacraments. This offer is promoted through paid Facebook ads. All of their Facebook campaigns have been optimized based on a custom conversion we've set up based on a person signing up for the particular content offer. This method has worked well to grow their email file through paid media. We hypothesized testing a different conversion event in Facebook to see if we could optimize donor conversion. To do this, we used Facebook's purchase conversion event instead of a custom conversion event. No other elements of the campaigns changed.

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11.2% lift How prioritization combined with a direct ask affects conversion

Date Added: February 28, 2019 Research Partner: Compassion International Element tested: Donation Page Design, Donation Page Copy

Compassion International, at any point, has thousands of children available for sponsorship. As users navigate throughout the site, the team had learned that they liked to sort and filter on certain variables to find the child they want to sponsor: boys vs girls, children in specific countries, ages, and so on. Many people used the search widgets to filter through children, because the number of children available was overwhelming—even after filtering through multiple searches. Their team had tested and found that prioritizing a single child on a birthday search results page produced a lift in conversion for that search, and wanted to see if the lift held on another search—longest waiting children. On the treatment, they put a single child at the top, and gave a direct appeal "Sponsor me" to the user. They hypothesized that this would force the user to consider one child instead of a grid of equally weighted children, and would increase conversion rates. They had to alter the message slightly to fit the search query, but were able to get a test up and running. This test ran after someone searched for "longest waiting children" as a filter, and was also linked from the navigation. They launched the test to determine a winner. 



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-49.3% drop Determining the “price elasticity” of a recurring gift ask amount

Date Added: February 26, 2019 Research Partner: Focus on the Family Element tested: Donation Page Form

Focus on the Family had seen significant success acquiring new recurring donors through the popup recurring gift ask. The popup was a window that would appear, prior to a gift being processed, that asked the donor to convert their one-time gift into a recurring gift. We had done several iterations of experiments on the value proposition used on the prompt but seen limited success in increasing the conversion rate. With this in mind, we decided to instead see if we could increase the average recurring gift amount by increasing the minimum donation ask. We were trying to determine the price elasticity of the minimum gift ask.

In this situation, we would potentially lower the donor conversion rate but lift overall revenue by significantly increasing average gift.



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677.9% lift How the kind of conversion event used in paid Facebook ads impacts conversion

Date Added: February 26, 2019 Research Partner: Care Net Element tested: Advertising

Care Net offers people the opportunity to take a free online course called, Pro-Life 101. This online course gets promoted through paid Facebook ads. The course has been running for over a year and since the start of the course, we have continually been optimizing the acquisition funnel in an effort to decrease name and donor acquisition cost and increase conversion. While we have been able to significantly impact name conversion, instant donor conversion hasn't been as strong. All of the Facebook campaigns were set up using Facebook's custom conversion event. This event was based on the email form submission. We hypothesized that testing this conversion event with Facebook's purchase conversion might help improve instant donor conversion. 



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-68.9% drop How the style of Facebook ad optimization impacts results

Date Added: February 25, 2019 Research Partner: Buckner International Element tested: Advertising

Buckner International had been seeing considerable success with their long-running devotional email acquisition offer. Experiments geared toward conversion optimization and the donation value proposition had led to significant boosts in donor acquisition. Since we were seeing wins by testing some of the more technical aspects of Facebook advertising, we decided to continue this series of experiments. Our next hypothesis was related to the method of budget optimization. There are multiple ways to allocate media spend within Facebook's Ad Manager. We had previously tested setting a daily budget regardless of audience but that resulted in slight decrease in conversion rate. We wondered if removing the requirement for daily spending would help increase our results. To do this, we changed our budget optimization method to be based upon a Campaign Lifetime Budget.

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144.6% lift How a personal message affects conversion against an organizational message

Date Added: February 25, 2019 Research Partner: EWTN Element tested: Email Sender, Email Design, Email Copy

Catholic News Agency placed an appeal at the end of their articles to allow readers the chance to donate to support the organization. They had tested several messages in this place that had greatly increased revenue for the site. However, they wondered if they could increase donations further. The control message did not come from anyone at the site—it addressed the reader in a personal way, but there was no "person" behind it. Since CNA's editor, JD Flynn, was well-known among their readers, they decided to test a more personal message that was literally signed by him, along with his photo in order to increase the personal connection. 

Additionally, they tested a new donation page. The current donation page had only a picture of Pope Francis on it. They crafted a value proposition that reflected the "truth" language in the end-of-article appeal. Since they had lots of traffic, they launched a 4-way test, with each treatment of the appeal leading to each variation of the donation page. Then, they watched the data to determine a winner. 



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171.6% lift How the kind of offer on the homepage impacts name conversion

Date Added: February 25, 2019 Research Partner: Boys Town Element tested: Advertising

On Boys Town's homepage, they offer people the opportunity to sign-up for their eNewsletter. With the significant volume of traffic on their home page, we hypothesized a different kind of offer might increase name conversion. To test this hypothesis, we proposed testing a content specific offer instead of the eNewsletter.



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24.4% lift How visual reinforcement on the donation page increases desktop conversion during a match

Date Added: February 21, 2019 Research Partner: CaringBridge Element tested:

CaringBridge was running a Valentine's Day fundraising campaign and had a $25,000 matching gift. They knew that most of their donations on these short, high-urgency appeals came through a few donation funnels that landed on the same page. While previous tests had focused on driving traffic, they wanted to see if they could optimize conversion by driving home the match language on the two days that the gift was applied. They created two versions of a sticky top banner for the donation page—one that emphasized the match for "your" gift, and another that emphasized the match for "all donations". They launched a three-way experiment split between mobile and desktop to see how it affected conversions on desktop devices. 



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Not Valid How visual reinforcement on the donation page increases mobile conversion during a match

Date Added: February 21, 2019 Research Partner: CaringBridge Element tested:

CaringBridge was running a Valentine's Day fundraising campaign and had a $25,000 matching gift. They knew that most of their donations on these short, high-urgency appeals came through a few donation funnels that landed on the same page. While previous tests had focused on driving traffic, they wanted to see if they could optimize conversion by driving home the match language on the two days that the gift was applied. They created two versions of a sticky top banner for the donation page—one that emphasized the match for "your" gift, and another that emphasized the match for "all donations". They launched a three-way experiment split between mobile and desktop to see how it affected conversions on mobile devices. 



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Not Valid How budget strategy in Facebook affects instant donor conversion

Date Added: February 18, 2019 Research Partner: Buckner International Element tested: Advertising

Recent experiments had resulted in a significant improvement in Buckner's active acquisition campaign known as "7 Scriptures." The greatest lift was the result of technical optimization of the Facebook ads. With this in mind, we wanted to take this one step further and continue our testing of the various advertising techniques available to us through Facebook. One of the ways ads are shown is based upon the method of bidding. Historically, we had set daily spending limits for each audience which equally spread the spend across each one. We had the hypothesis that if we allowed Facebook's algorithm to determine the allocation of spend, we may see better results. To test this, we set the budget at the campaign level, using Facebook's Budget Optimization tool instead of the ad set level (setting a daily limit per ad set). All ads and targeting remained the same. At the time of the test, each campaign was spending the same amount per day ($83 and change).

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