-6.3% drop How adding an email field to a prayer request offer impacts conversion

Date Added: April 14, 2020 Research Partner: Focus on the Family Element tested: Name Acquisition Form

On the Missionary Oblates prayer request page, they offer people the opportunity to send in prayer requests. They see thousands of requests come in every week. Because of this and the engagement they see, they were curious if they could acquire email addresses for these people without discouraging people from sending in prayer requests. They added the email field as an option on the page and test this against the control.

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64.5% lift How listing donor benefits increases conversion of monthly donations

Date Added: March 28, 2020 Research Partner: LifeSite Element tested: Email Copy

During LifeSite's Spring Campaign, which was primarily focused on acquiring more recurring donors, we realized that they had not listed out the benefits of recurring for the donor. That has proven to increase conversion for many organizations, so we wanted to test it during this campaign for them.

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58.2% lift Personalization with last gift info to increase donor conversion

Date Added: March 28, 2020 Research Partner: LifeSite Element tested: Email Copy

During LifeSite's spring campaign, we sent a forward of a previous email with a more personal note from the forwarder. It talked about how she was checking in with donors individually. So we wanted to see if including personalized info with the last gift amount and last gift date made that "personal check in" more personal. To better understand the results, we made sure to equally split the audience by the current donor status (new, retained, and lapsed).

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30.2% lift How using a dedicated landing page instead of a homepage affected new site signups

Date Added: March 26, 2020 Research Partner: CaringBridge Element tested: Name Acquisition Design, Name Acquisition Headline

CaringBridge launched a Facebook marketing campaign to try to attract users to create new sites. Since the homepage was the primary place that new site traffic landed, they initially directed visitors there. However, there were lots of additional links, calls to action, and other content on the homepage. They worried that these additional items might reduce the likelihood that someone would create a new CaringBridge site on that page. So, they developed a standalone landing page on Unbounce, and created a radical redesign with the sole focus call-to-action being to start a new site. They did this because the Facebook traffic call to action was to start a site, not to engage in any of the other content on the page. Therefore, they thought it would be beneficial to focus the call to action on the intended conversion to a new page since they knew the intent of the traffic being driven from the ad. However, they wanted to test this to ensure that it actually did improve conversion. If they targeted this landing page test towards users who had two factors: they were coming from Facebook ads, and they were not logged into CaringBridge.

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488.9% lift How Adding a Direct Donation Ask Affects Revenue for a Google Ads Brand Campaign

Date Added: March 26, 2020 Research Partner: The Heritage Foundation Element tested:

The Heritage Foundation had been running long-standing control messages in Google Ads, and in an attempt to look at ways of decreasing costs, while maximizing revenue and ad clicks for donor conversion, they wanted to experiment with the ad copy to see how it would impact giving from visitors who clicked ads. Heritage decided to experiment with ad copy that "pre-qualified" the click, by creating more of a direct ask in the ad copy, which has historically produced fewer clicks, but increased donor conversion rates in other areas of experimentation.

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33.0% lift How directly asking the visitor to give with a question affects conversion rate

Date Added: March 26, 2020 Research Partner: CaringBridge Element tested: Donation Page Copy

CaringBridge received most of their donor revenue through an area on the site called the tribute widget. This tribute widget asked visitors to make a donation in honor of their friend who they were visiting, and then gave them the opportunity to write a message along with their donation. Over the years, this tribute widget had been tested repeatedly to find the ideal combination of language that would motivate donors to give. Upon reviewing the most recent control, the CaringBridge team noticed that the call to action was a command, rather than a question: "Help keep this site online for them and for you". They were curious to find out if asking a question convert more people than a command. So they drafted a new treatment that asked the visitor: "Will you make a gift to ensure that this site stays online for them and for you?" It was a very slight change to the copy, but a very significant change in how it addressed the visitor. They launched an experiment to see the effect on donor conversion.

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20.7% lift How a free trial offer affected clickthrough conversion rate

Date Added: March 26, 2020 Research Partner: Focus on the Family Element tested: Name Acquisition Copy

Focus on the Family had a page on their site to encourage online visitors to learn more about their Adventures in Odyssey Club audio stories for kids and families. While there was some copy included on the page to introduce the program and build interest/awareness, they were seeing low click-through rates from viewers and wondered if page visitors were 1) entirely missing the CTA, 2) uncertain about going to a website called "WhitsEnd" since this is a reference to a place/character on the program, which would not be familiar or clear to new visitors, or 3) unclear about what action to take next once they visited the "WhitsEnd" website. They wondered if offering a free trial with a bold call-to-action would provide more straightforward value and eliminate any confusion about what site visitors were clicking on. They created a treatment of the page that presented the 14-day free trial offer in a clear way with a big CTA button. They added bullet points to the copy with additional value prop—outlining the benefits of the free trial so that site visitors would know exactly what to expect—and tracked click-through rates.

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-23.2% drop How ordering the donation process into steps impacts donor conversion

Date Added: March 26, 2020 Research Partner: EWTN Element tested: Donation Page Form

On EWTN's primary donation page, we hypothesized that we might be able to bring clarity to the donation process if we broke the form into steps. To do this, we developed a treatment donation page that had headers on each action of the donation process that communicated which step it was and what they needed to do in that section. For example, before the gift array options, the header said, "Step 1: Choose the amount you would like to give." We tested this against the control in a 50/50 split.

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