-39.5% drop How creating a longer “process” impacted desktop donor conversion

Date Added: June 27, 2019 Research Partner: Alliance Defending Freedom Element tested: Donation Page Copy, Name Acquisition Form

In an effort to improve downstream donor conversion of people signing the statement of belief on the ADF blog, we decided to test out a new way to frame the process. The current control had the first step of signing the statement of belief and then the second step was a thank you page with a donation form on it. Our hypothesis was that we could improve donor conversion by making it feel more like a single process with multiple steps than two unique processes. To do this, we added a "Step 1 of 2" on the statement of belief and then modified the donation page to make it feel like the second step rather than a complete new page.

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30.9% lift The impact of a membership offer on organic website visitors

Date Added: June 27, 2019 Research Partner: Alliance Defending Freedom Element tested: Advertising, Donation Page Copy

In the continued efforts to measure the potential impact of membership on the ADF audience, we devised an experiment to be run on the homepage of the main website. For the treatment version, we added a small ad below the main website banner and an additional navigational button to "Become a Member." For the control version, we left the navigation the same and added an ad below the main website banner for an acquisition page that was comparable* to the membership page. 

To validate this experiment, we targeted all visitors landing on the home page that did not have a recent gift. To be consistent, once an individual was in the treatment group, they would continue to see the "Become a Member" navigational option as they moved through the site.

* The control acquisition page was comparable in that it consisted of several stories about ADF and its clients, had similar imagery, and culminated in an ask for a donation. The page used was the "Stories of Faithfulness" offer.

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119.3% lift How framing the opposition in familiar terms affects donor conversion

Date Added: June 7, 2019 Research Partner: Leadership Institute Element tested: Email Copy

The Leadership Institute has long raised money to train conservatives to beat “leftists.” This term was chosen over the more common “liberal” since “leftist” was believed to be more specific, more powerful, and convey more emotion. Moreover, “liberal” could be imprecise, referring in some contexts to “classical liberals” who often align with conservatives. They wondered, though, whether these assumptions were correct. Is “liberal” in fact a better understood term than “leftist,” and might it convey more emotion? They decided to run a test to see if the more commonly used "liberal" would increase response. Given relatively small sample sizes, they knew it would take several email appeals to determine a winner, and they also knew they didn't want to validate it on a single email. They set up three email appeals, with "liberal" and "leftist" being the only words they interchanged.

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Not Valid How including a small, tangible goal impacted overall donor conversion

Date Added: June 7, 2019 Research Partner: Buckner International Element tested: Email Copy

Buckner International was running an appeal around providing scholarships to foster children in order to go to camp. In the past, we had observed increased results when we used small, tangible goals in our appeal but it had never been tested directly. We decided to run a head-to-head test for this campaign to understand the impact of using these small goals with the Buckner donor file. For this campaign, we split the full house file in half and send three total emails to each segment. The control segment would not have a goal and the treatment segment would have a goal of sending 10 children to camp. We would then combine the giving across all three messages to validate the results.

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305.4% lift How a membership ask to new visitors to The Daily Signal increased donor conversion rate

Date Added: June 7, 2019 Research Partner: The Heritage Foundation Element tested: Advertising

Recently, we found that displaying the "core ask" for supporting The Daily Signal to "returning" visitors to the donation microsite increased results over a traditional membership ask. In phase 2 of this experiment, we decided to further experiment with a "membership ask" vs. a "core ask" to support The Daily Signal to "new" and "returning" visitors.

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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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