141.3% lift How removing decision friction impacts donor conversion

Date Added: April 16, 2019 Research Partner: The Missionary Oblates of Mary Immaculate Element tested: Advertising

The Missionary Oblates have a place on their website that allows people to submit a prayer request. After submitting their request, they are taken to a page with a donate button, along with 6 other options for premiums. In an earlier test where they tested the multiple options versus just one option - donate - they decreased donor conversion on the page. In analyzing the experiment they hypothesized that maybe the one option that they chose to offer wasn't the right kind of offer. To continue to test into this, they hypothesized testing the multiple offers again versus one of the more popular offers - the Lourdes water. They also added value proposition to the page communicating the action they wanted people to take after submitting their prayer request and the benefit of that action and the offer. 



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660.7% lift How using the Facebook purchase event impacts instant donor conversion

Date Added: March 29, 2019 Research Partner: Care Net Element tested: Advertising

Care Net offers people the opportunity to take a free online course called, Choosing Life. This online course gets promoted through paid Facebook ads. 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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517.8% lift How Facebook’s purchase event impacts instant donor conversion

Date Added: March 29, 2019 Research Partner: Care Net Element tested: Advertising

Care Net offers people the opportunity to get a free devotional called, Prayers for Life. This offer is promoted through paid Facebook ads. In previous testing with Care Net's online courses, we had found that the purchase event in Facebook significantly increased instant donor conversion. Because the Prayers for Life offer was a different kind of offer than the online courses where we saw that success we wanted to test this approach with this kind of offer as well to see if we'd get similar results. This campaign was originally set up using Facebook's custom conversion which was based on an event we manually set up. We tested this approach against Facebook's native purchase event. 



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39.3% lift How optimizing for a “Donate” event in Facebook affects instant donor conversion

Date Added: March 29, 2019 Research Partner: The Missionary Oblates of Mary Immaculate Element tested: Advertising

The Missionary Oblates previously validated an experiment that increased donor conversion for their content offer by optimizing for the native Facebook event "Purchase" rather than a custom conversion, or course signup. In test #10687, optimizing for purchase targeting led to a 284% increase in donors from the Lenten Prayers offer. This confirmed our hypothesis that Facebook shows ads to more donor-motivated people when optimizing for purchases. It allows them to pull in additional purchase data from Facebook instead of relying primarily on data that we give to them (for example, a list of prospects or a lookalike audience). In this test, we utilized the native event on Facebook labeled "Donate", to test if the same approach would increase donations even further knowing that Facebook was likely pulling in nonprofit or donor data as well as purchase data. All other campaign elements remained the same.

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-16.4% drop How carousel ad format promoting a survey decreased clickthrough rates

Date Added: March 27, 2019 Research Partner: Heritage Action for America Element tested: Advertising

Heritage Action sends their Annual Grassroots Survey to subscribers and donors on their file each year, and in 2019 they wanted to test whether it could help them acquire new subscribers and donors by promoting it on Facebook.

Because the survey works well with a carousel ad format, and because Facebook traditionally promotes the use of more advanced ad formats, we wanted to test the impact of a carousel ad which used in-app "swiping" between 5 screens, where there was a "cover image" + 4 "question-specific" images to promote the survey.



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11.3% lift How validating shared beliefs impacts name conversion on a pledge

Date Added: March 27, 2019 Research Partner: Billy Graham Evangelistic Association Element tested: Name Acquisition Copy

Billy Graham Evangelistic Association has a significant amount of traffic going to a page called, "I am Not Ashamed." On this page, they ask Christians to sign the proclamation that they are not ashamed of the Gospel. They use Scripture to reinforce this statement, a message from the CEO and president, and a form for people to fill out to sign the pledge. In an effort to increase name conversion through this pledge, we hypothesized adding check boxes to the belief statement. Before signing the pledge, people would then have to physically check the boxes affirming that they believed in the proclamation. 



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69.0% lift How the kind of language used on a donate button impacts traffic to the donation page

Date Added: March 27, 2019 Research Partner: EWTN Element tested: Advertising

The National Catholic Register has a donate link on their homepage that brings people to their primary donation page. In an effort to increase the traffic to that page and ultimately increase donor conversion, we hypothesized using different language for the donation link. For the treatment version we used "Support the Register".

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-50.3% drop How a new serial ask decreased donor conversion rate

Date Added: March 27, 2019 Research Partner: Heritage Action for America Element tested: Donation Page Copy

In reviewing the Serial Ask results from a recent experiment where the social proof elements increased gift matching and revenue from serial ask donors from The Heritage Foundation, the team at Heritage Action wanted to test bringing the popup language which had previously increased donor conversion rates into the primary page so that visitors not on a desktop device could also see it.

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-16.3% drop How increasing perceived security on a primary donation page for mobile devices can impact donor conversion

Date Added: March 27, 2019 Research Partner: Billy Graham Evangelistic Association Element tested: Donation Page Form

One of the most common reasons web visitors don't complete transactions online is a perceived lack of security. Knowing this, Billy Graham Evangelical Association wondered if their primary donation pathway was losing potential donors because it didn’t visually represent how secure it was. They created a special security box around the credit card section of form and added a padlock into the shaded box to represent that the form was secure. This didn’t make the form more secure—it was already PCI compliant and had the highest levels of security. All these design tweaks did was increase perception of security with the end user. They launched an A/B test on all device types (desktop/mobile/tablet) to see if it increased donor conversion as they hypothesized.

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20.4% lift How increasing perceived security on a primary donation page for desktop devices can impact donor conversion

Date Added: March 27, 2019 Research Partner: Billy Graham Evangelistic Association Element tested: Donation Page Form

One of the most common reasons web visitors don't complete transactions online is a perceived lack of security. Knowing this, Billy Graham Evangelical Association wondered if their primary donation pathway was losing potential donors because it didn’t visually represent how secure it was. They created a special security box around the credit card section of form and added a padlock into the shaded box to represent that the form was secure. This didn’t make the form more secure—it was already PCI compliant and had the highest levels of security. All these design tweaks did was increase perception of security with the end user. They launched an A/B test to see if it increased donor conversion as they hypothesized.

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