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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355.6% lift How using the purchase conversion in Facebook impacts donor conversion

Date Added: February 28, 2019 Research Partner: EWTN Element tested: Advertising

EWTN offers an eBook to people called, Understanding the Sacraments. This offer is promoted through paid Facebook ads. All of their Facebook campaigns have been optimized based on a custom conversion we've set up based on a person signing up for the particular content offer. This method has worked well to grow their email file through paid media. We hypothesized testing a different conversion event in Facebook to see if we could optimize donor conversion. To do this, we used Facebook's purchase conversion event instead of a custom conversion event. No other elements of the campaigns changed.

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144.6% lift How a personal message affects conversion against an organizational message

Date Added: February 25, 2019 Research Partner: EWTN Element tested: Email Sender, Email Design, Email Copy

Catholic News Agency placed an appeal at the end of their articles to allow readers the chance to donate to support the organization. They had tested several messages in this place that had greatly increased revenue for the site. However, they wondered if they could increase donations further. The control message did not come from anyone at the site—it addressed the reader in a personal way, but there was no "person" behind it. Since CNA's editor, JD Flynn, was well-known among their readers, they decided to test a more personal message that was literally signed by him, along with his photo in order to increase the personal connection. 

Additionally, they tested a new donation page. The current donation page had only a picture of Pope Francis on it. They crafted a value proposition that reflected the "truth" language in the end-of-article appeal. Since they had lots of traffic, they launched a 4-way test, with each treatment of the appeal leading to each variation of the donation page. Then, they watched the data to determine a winner. 



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-20.5% drop How additional space in an email template affects unsubscribe rate

Date Added: January 22, 2019 Research Partner: EWTN Element tested: Email Copy

EWTN was running their year-end campaign while building an email preferences center in their new email platform. A discussion about unsubscribes led to their team noticing that the email footer, which contained the unsubscribe link, was really close to the bottom of the message—possibly too close. They were curious to see if simply adding in more whitespace led to a reduced unsubscribe rate. They created a treatment that simply introduced 10 lines of whitespace to push the footer down, and split the file to see how it affected unsubscribes.

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64.1% lift How the kind of language used for the donate button impacts conversion.

Date Added: January 11, 2019 Research Partner: EWTN Element tested: Advertising

ChurchPop didn't have a donate button on the homepage of their website. Instead of testing no donate button vs adding a donate button since we know that we would increase the number of people going to the donate page by adding a button that takes people to it, we tested the kind of language used for the button. For the control, we used language that we typically see used for homepage buttons that take people to a donation page, "Donate". We tested this against "Support ChurchPop". 



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Not Valid How setting the donate button apart from other navigation visually can impact clicks to the donation page

Date Added: January 10, 2019 Research Partner: EWTN Element tested: Advertising

On the National Catholic Register's website, we hypothesized we might be able to increase the number of people we could get to the donation page by setting the donate button apart from the rest of the navigation on the website. To do this we created a treatment that made the donate button actually look like a button by putting a filled red box behind the word "Donate" and then putting it at the end of the top navigation.



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23.1% lift How communicating value over the work a person has to do to get a content offer impacts name conversion

Date Added: January 10, 2019 Research Partner: EWTN Element tested: Advertising

EWTN offer's a free eBook to people through paid Facebook ads. On this ad, we hypothesized we might be able to increase name conversion through the Facebook ad by testing a headline that was focused on two factors: the value of the offer and that the resource was from Mother Angelica (a well-known, respected figure for EWTN and who wrote the content of the eBook). No other elements were changed.

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-20.5% drop How where the unsubscribe option in an email appeal impacts unsubscribe metrics

Date Added: January 4, 2019 Research Partner: EWTN Element tested: Email Design

With the volume of emails being sent during high-urgency campaigns, we normally see an up-tick in unsubscribes. In an effort to see if we could impact the unsubscribe rate, specifically on the last day of the year when we see the most unsubscribes, we hypothesized moving the unsubscribe button out of page view. We simply did this by just creating more space between the signature and the footer where the subscribe button lives. 



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-53.1% drop How the kind of image used on a homepage banner impacts donor conversion

Date Added: January 3, 2019 Research Partner: EWTN Element tested: Advertising

On EWTN's homepage slider, they used an image of Fr. Joseph (EWTN Chaplain & Chapel Dean, Postulant Director) and Michael Warsaw (EWTN Chairman and Chief Executive Officer) with a year-end message about continuing Mother Angelica's legacy through a donation to EWTN. We hypothesized that using an image of Mother Angelica might reinforce this message and also be a more familiar face that people are connected to and more motivated by to potentially make a gift. We tested these two images against each other during the final weeks of the year-end campaign.



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567.9% lift How adding a donation opportunity at the end of an article can impact donor conversion

Date Added: November 18, 2018 Research Partner: EWTN Element tested: Advertising

The Catholic News Agency website get significant traffic to their article pages. In an effort to convert some of these website visitors into donors, we hypothesized that putting a contextualized donation ask at the end of the article might motivate people to make a donation. To do this, we created a "Dear Reader" feature at the end of the article with a link to CNA's donation page. We tested this against not having a contextualized donation ask at the end of the article, but kept the "Donate Now" button at the top of the navigation. We did a 50/50 split test.

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