31.2% lift How adding an image in the email copy impacted clicks

Date Added: January 2, 2019 Research Partner: Leadership Institute Element tested: Email Design

The Leadership Institute wanted to see if including an image screenshot would impact clicks against an email with similar copy but no image. The image was a screenshot of an appearance of an LI employee on Fox News.

View the experiment »


110.3% lift How placement of a sticky bar affects email acquisition on mobile devices

Date Added: December 4, 2018 Research Partner: Leadership Institute Element tested: Advertising

Leadership Institute sought to acquire as many email addresses as possible from their flagship news site, CampusReform.org. They had put email acquisition offers on the site through "sticky bars" and sought to optimize both through testing and optimization on both desktop and mobile. They had tested to a sticky bar that appeared when someone scrolled through 25% of the page at the bottom of the page. They hypothesized that this might be interrupting the user experience too much on mobile, as the content removed their ability to scroll down. They decided to test placement—from the current "bottom anchored" bar to the "top anchored" bar.

View the experiment »


121.3% lift How a celebrity signer affects open and click rates

Date Added: July 12, 2018 Research Partner: Leadership Institute Element tested: Email Subject Line

The Leadership Institute has access to many high profile people in the conservative movement. They wanted to see if mentioning these people would impact their online presence. They decided to test a subject line that states Mike Huckabee has involvement with LI vs a vague subject line about something that makes students freeze when they hear it. 



View the experiment »


Not Valid How a radical redesign of an in-site ask affected clickthrough rate

Date Added: May 15, 2018 Research Partner: Leadership Institute Element tested: Advertising

Leadership Institute had seen a large jump in donation traffic through the implementation of an end-of-article call-to-action on their CampusReform website. They wanted to test to see if improved copy and layout could increase clickthrough rate from the site and hopefully increase overall donation revenue. They created a treatment that added increased persuasive copy, a third-party quote, and statistics to bolster the value proposition. They also made a softer ask in the button, asking the reader to "learn more" rather than "support Campus Reform now"

View the experiment »


9.5% lift How a celebrity signer affects open rates

Date Added: May 10, 2018 Research Partner: Leadership Institute Element tested: Email Subject Line

The Leadership Institute has access to many high profile people in the conservative movement. They wanted to see if mentioning these people would impact their online presence. They decided to test a subject line that states Mike Huckabee has involvement with LI vs a vague subject line about something that makes students freeze when they hear it. 



View the experiment »


136.4% lift How length and presentation of email copy impact clickthrough rate

Date Added: April 25, 2018 Research Partner: Leadership Institute Element tested: Email Design, Email Copy

Leadership Institute was sending their monthly appeal to their email file, based on the direct mail letter that also went out during that month. They were curious to see how including the full text (including extra spacing) would perform as compared to a truncated email version of the copy that distilled the value proposition into a shorter length email. They created both versions and split the housefile to test.

View the experiment »


-57.7% drop How length and presentation of email copy impact donor conversion rate

Date Added: April 25, 2018 Research Partner: Leadership Institute Element tested: Email Design, Email Copy

Leadership Institute was sending their monthly appeal to their email file, based on the direct mail letter that also went out during that month. They were curious to see how including the full text (including extra spacing) would perform as compared to a truncated email version of the copy that distilled the value proposition into a shorter length email. They created both versions and split the housefile to test.

View the experiment »


134.7% lift How the design of a donation page and value proposition affect donor conversion

Date Added: April 6, 2018 Research Partner: Leadership Institute Element tested: Donation Page Design, Donation Page Headline, Donation Page Copy, Donation Page Form

Leadership Institute saw less than optimal conversion on their donation pages. A review of their main donation page, as well as the donation page for one of their program websites showed that they had minimal value proposition copy, a wide layout, and a two-column form that required a CAPTCHA to complete. They built a new donation microsite that radically streamlined and reordered the donation process, added value proposition copy, removed the required CAPTCHA.

They split traffic between their two main donation pages to determine the impact of this new donation microsite on giving.



View the experiment »


27.9% lift How increasing the force of the value proposition affects email acquisition

Date Added: February 12, 2018 Research Partner: Leadership Institute Element tested: Name Acquisition Design, Name Acquisition Headline, Name Acquisition Copy

CampusReform, an initiative of the Leadership Institute, garnered significant traffic to their content based on the timeliness and relevancy of their content. However, the majority of the traffic did not convert into email addresses for ongoing cultivation. Their team looked at the email subscription form and noticed several elements that could be optimized. The headline said exactly what the offer was: "Newsletter", rather than a compelling value proposition. The supporting copy told them nothing about what they were going to get. There were social share icons in between the supporting copy and the form itself. And finally, the button copy was placed on a red background—which connotes fear or "stop". They created a treatment with a new headline which reflected a possible motivation of the reader ("Stay Informed"), copy that told them what they would receive when signing up, removed the social share icons, and turned the button from red to green, a color commonly connoted with "acceptance" and "go". They launched an A/B test to determine a winner.

View the experiment »


-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.

View the experiment »