Not Valid How emphasizing the urgency of a campaign impacts donor conversion

Date Added: December 5, 2017
Research Partner: Alliance Defending Freedom
Element tested:

Alliance Defending Freedom was looking for new ways to optimize the performance of their Jack Phillips donation page. They wondered: Can we positively impact visitor motivation and by increasing the relevance and urgency donating to support the Jack Phillip’s case? They created a treatment version and launched an A/B test to find out.



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51.5% lift How the content on the exit-intent offer is influenced by the content of the page

Date Added: December 5, 2017
Research Partner: Alliance Defending Freedom
Element tested: Name Acquisition Headline, Name Acquisition Copy

As part of their campaign to educate the general public on the Jack Phillips case, Alliance Defending Freedom created a landing page that would serve as both a means for education and email acquisition. The primary call-to-action was an email acquisition offer to ‘stay up-to-date on Jack Phillips.’ To take advantage of all of the traffic going to the page, we wanted to allow implement an exit-intent offer to potentially capture people prior to them leaving the site.

In similar tests in the past, we tested offers specific to the content on the page. In these situations, the more general ADF value proposition had won out every time. However, in this situation, we hypothesized that the relevance of Jack Phillips may make this situation different. We decided to test the two treatments as a result.



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48.3% lift How simplifying the call-to-action on a page impacts email acquisition

Date Added: December 5, 2017
Research Partner: Alliance Defending Freedom
Element tested: Name Acquisition Design, Name Acquisition Headline, Name Acquisition Copy

As part of their campaign to educate the general public on the Jack Phillips case, Alliance Defending Freedom created a landing page that would serve as both a means for education and email acquisition. The page experienced a high volume of traffic but the email acquisition rate remained relatively low. It was decided that we would launch a simplified version that put more emphasis on the email acquisition by stripping away the other elements of the page.



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27.5% lift How an individual sender impacts the open rate of an organizational email

Date Added: December 4, 2017
Research Partner: Competitive Enterprise Institute
Element tested: Email Sender

For Giving Tuesday, the Competitive Enterprise Institute was sending out a fundraising email to their house email file. Historically, these fundraising emails had come from the organization instead of an individual. We wanted to see if sending from the organization’s president, Kent Lassman, would be able to improve the email results. Since it was coming from an individual, we also modified the email so that it had a more personal tone.



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-3.4% drop How adding a call-to-action to the top of a simplified landing page impacts conversion

Date Added: November 30, 2017
Research Partner: Focus on the Family
Element tested: Name Acquisition Design

Focus on the Family offers a Marriage Assessment on their website. In a previous test on the assessment landing page, we learned that a simplified page where we removed elements of friction actually decreased conversion because we removed a button at the top of the page that would take this highly motivated audience directly to the assessment. To build upon those learnings, we hypothesized that we could increase conversion by keeping and testing the simplified version again but simply just adding back in the button to the assessment at the top of the page. We split the traffic and tested it.



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101.2% lift How the placement of an offer on article pages impacts conversion

Date Added: November 29, 2017
Research Partner: Focus on the Family
Element tested: Advertising, Name Acquisition Design

Focus on the Family gets a high volume of traffic on their article pages. In a previous experiment, we tested putting an offer (content or donation) on the article pages to convert that traffic into names and potentially donors for the organization. The content offer was highly successful. For this experiment we built upon those learnings and hypothesized that the placement of the offer may have an impact on conversion. Would an offer in the middle of the page or at the end of the article convert more site visitors? We split the traffic coming to the page to test this and find out.



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6.3% lift How presenting a course’s current enrollment count affects email acquisition on a course signup page

Date Added: November 29, 2017
Research Partner: Hillsdale College
Element tested: Name Acquisition Design, Name Acquisition Copy

Hillsdale College was analyzing their existing landing pages when they noticed some areas for improvement. They found that, while they had learned many new ways to improve email acquisition on their course signup pages, they had yet to implement these findings uniformly across all of their courses. They decided to isolate one of these elements–namely, the enrollment count–in the header of the Western Heritage course signup page. They created a treatment and launched a test against the control.



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11.5% lift How arrangement of a donation ask affects donor conversion

Date Added: November 28, 2017
Research Partner: CaringBridge
Element tested: Advertising

CaringBridge had redesigned their entire site experience to create a more streamlined “newsfeed” experience. As part of the design, their tribute widget (which accounts for a large portion of donations) was split horizontally to a two-column layout. They wondered how this affected the user’s ability to properly absorb the value proposition, and connect that to the clear next step—making a donation.

They decided to test a “stacked” tribute widget that took these two columns and aligned them vertically. They hypothesized that as the reader progressed through the copy, aligning the call-to-action as the clear next step would result in more conversions.



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-61.7% drop How acerbic Facebook ad copy affects clickthrough rate

Date Added: November 28, 2017
Research Partner: Leadership Institute
Element tested: Advertising

The Leadership Institute has found that using Mark Levin’s authority in both copy and imagery has increased course signups for their online course ‘Conservatism 101.’ They wondered: Will more forthright, biting ad copy impact clickthrough rate on a Facebook ad? They launched an A/B test to find out.



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14.6% lift How copy on a popup affects click rate

Date Added: November 28, 2017
Research Partner: National Breast Cancer Foundation
Element tested: Advertising

National Breast Cancer Foundation was in the middle of their BCAM campaign and wanted to test the copy on their popup to make donation. The copy tested was originally focused on providing specific services to women in need, whereas the treatment had more general value proposition copy.



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