79.0% lift How differing calls-to-action affect donor conversion rate across different channels

Date Added: March 28, 2018
Research Partner: The Heritage Foundation
Element tested: Email Copy

The Heritage Foundation had tested different messaging as they sought to acquire donors with their Membership Card offer. They had tested calls-to-action with their house file who were not members, and found that “confirm your membership” led to more donations than “activate your membership”.

However, as they began to roll out acquisition with rented lists, they knew that this audience was more distant from Heritage than those who received their publications, so they wanted to re-test the CTA to make sure the result stayed the same.



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607.7% lift How shortening the funnel impacted email acquisition

Date Added: March 27, 2018
Research Partner: Alliance Defending Freedom
Element tested: Name Acquisition Copy, Name Acquisition Form

Through a series of experiments, we had found that the Statement of Belief offer related to Alliance Defending Freedom’s upcoming case of NIFLA v. Becerra was highly appealing for their audience. Historically, we had linked to a landing page with the email acquisition offer on it. With the roll out of their new email platform, we now had the ability to embed the forms directly on the ads themselves. We wanted to see the kind of impact these would have.

We decided to test this new tactic on the mobile version of the blog. It is worth noting that since we were removing the landing page from the process, we needed to move the actual Statement of Belief copy to the ad which dramatically lengthened the offer.



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812.1% lift How the presentation of the offer impacts email acquisition

Date Added: March 27, 2018
Research Partner: Alliance Defending Freedom
Element tested: Name Acquisition Copy, Name Acquisition Form

Roughly two years ago, Alliance Defending Freedom went through a series of experiments to discover the optimal email acquisition tactic for their desktop blog traffic. After testing slide outs, embedded forms, and exit intents, we found that the exit intent was the ideal acquisition method. However, after using this for two years, we wanted to revalidate this method to ensure nothing had changed.

Using the most recent email acquisition offer, a statement of belief surrounding the NIFLA v. Becerra case, we wanted to see if an inline embedded form would be more successful than the exit intent. One caveat, we were unable to embed the entire Statement of Belief on the exit intent due to the length of copy so it had to link to a landing page with additional copy on it.



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47.7% lift How a storytelling messaging approach impacted donor conversion

Date Added: March 27, 2018
Research Partner: Alliance Defending Freedom
Element tested: Email Sender, Email Copy, Email Call-to-Action

In an effort to optimize their monthly appeal process, Alliance Defending Freedom decided to test the standard format of their email appeals. Historically, these appeals had often been sent from the organization instead of an individual person and the appeals would have multiple parts that were broken up with donation asks in between.

We wanted to see if telling a cohesive story could help improve the overall results. This meant moving the donation asks to the end, once the full story had been told and also sending the email from an individual since the “organization” sender could not convincingly add the personal context necessary convey the story. To test this hypothesis, we split the email file in two and sent the two email versions as an experiment.



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73.6% lift How delaying the ask impacted click rates

Date Added: March 27, 2018
Research Partner: Alliance Defending Freedom
Element tested: Email Copy, Email Call-to-Action

The standard Alliance Defending Freedom fundraising email will generally include a long story that is divided into multiple sections with donation asks made between each section. It was our hypothesis that we could actually drive both a greater volume and a more highly motivated audience if we delayed the hard donation ask until the end of the email. The idea was that if we allow the reader to consumer the full story prior to the ask being made, we could increase the volume and motivation of the traffic.



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25.6% lift How an individual sender influences email open rates

Date Added: March 27, 2018
Research Partner: Alliance Defending Freedom
Element tested: Email Sender

Alliance Defending Freedom was sending a fundraising email as part of their March campaign. We had created a series of optimizations to test on the email, the first of which was who the email came from. Our goal for the whole email was to make it feel more personalized; like it was coming from an individual and not a faceless organization.



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115.3% lift How the context of the “click” impacts email acquisition

Date Added: March 27, 2018
Research Partner: Alliance Defending Freedom
Element tested: Advertising

Alliance Defending Freedom had run through a series of experiment with their most recent offer, a statement of belief surrounding their upcoming Supreme Court case. We had been able to improve email acquisition significantly by testing into this offer; the next step was to see if we could further reduce acquisition costs by optimizing the ads being shown.

The current ads were relatively generic and focused on “getting more information;” there was a soft call to action regarding “what you can do” but nothing specific was mentioned. We had the hypothesis that we could drive more motivated traffic by specifically identifying that the visitor would be asked to “take action” when they clicked. Since we were optimizing for clicks, it seemed that this would lead to an audience that was better aligned to the goal of the page.



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12.9% lift How shortening copy on mobile acquisition page impacts conversion

Date Added: March 27, 2018
Research Partner: Care Net
Element tested: Name Acquisition Copy

Care Net offers a Pro-life Pledge in front of their online course. A significant amount of their traffic for this offer comes from mobile. Even though they were able to acquire names at a healthy cost, they hypothesized that they might be able to improve upon that cost by reducing the amount of copy on the mobile experience. They set up an experiment to only target mobile and removed course testimonials and any copy that was focused on anything but the value of the course.



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-20.7% drop How “free” language affects clickthrough rate

Date Added: March 27, 2018
Research Partner: Hoover Institution
Element tested: Advertising

Hoover Institution leveraged a free eBook to grow the size of their email file. They were curious about the language used in the ads—the control ad had a call-to-action of “Get the facts on healthcare now”, but they knew from previous experiments that the word “free” was a powerful motivator. They set up a second ad with the call-to-action “Get the free eBook now” and launched an A/B test to determine a winner.



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-69.1% drop How the delivery method of a content offer affects conversion rate

Date Added: March 23, 2018
Research Partner: National Breast Cancer Foundation
Element tested: Name Acquisition Copy, Name Acquisition Form

National Breast Cancer Foundation was trying to increase conversion on their 3 Steps to Early Detection offer by testing if the delivery method of an exit intent vs. an inline form on the page would convert more people. The inline form converts hundreds of people per week.



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