Not Valid How a radical redesign impacts donor conversion during year-end.

Date Added: January 3, 2018 Research Partner: FamilyLife Element tested: Donation Page Design, Donation Page Headline, Donation Page Copy

For FamilyLife's year-end campaign, they had a special matching gift they offered to people in an effort to motivate more people to give during this critical fundraising campaign. The donation page was focused on this matching gift and encouraged people to give before December 31 to take advantage of this incentive. We hypothesized that while people will be motivated by this incentive, they might be more motivated if we increased urgency and reminded them of what their gift will be used for. We developed a radical redesign of the donation page that led with a FamilyLife value proposition, increased urgency with a countdown clock and also included the match incentive.

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Not Valid How adding value proposition to a headline on a homepage banner affects donation conversion rate

Date Added: January 3, 2018 Research Partner: FamilyLife Element tested: Advertising

FamilyLife had a high-urgency banner focused on their 2 million dollar matching gift for their year-end campaign. They wanted to test whether a banner that led with value prop headline first instead of match language would increase donations more than a match-focused headline on banner.

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56.7% lift How matching gift copy affects clickthrough rate on a modal popup

Date Added: January 2, 2018 Research Partner: FamilyLife Element tested: Advertising

FamilyLife was in the final week of their year-end campaign, and launched a modal popup to point web traffic to the donation page. The popup contained a countdown clock as well as urgency-focused message. The default version of the popup had language that echoed the headline, but they wondered if including matching gift language would increase clickthrough rate. They created a treatment that kept urgent language, but added in the fact that the gift would be matched dollar-for-dollar. They launched a test to determine a winner.

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98.2% lift How an image that people connect with affects conversion rate in a Facebook ad

Date Added: November 6, 2017 Research Partner: FamilyLife Element tested: Advertising

FamilyLife was running a new acquisition offer based on their daily Moments with You marriage devotionals. They wanted to test whether using an image of Dennis and Barbara Rainey versus an unknown couple would increase conversion because of the years of expertise that the couple brings to the devotionals, giving the offer a higher perceived value.

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29.8% lift How length of ad copy in a Facebook ad affects conversion rate

Date Added: August 18, 2017 Research Partner: FamilyLife Element tested: Advertising

FamilyLife was promoting a name acquisition offer surrounding a free ebook on Facebook. They wanted to see if longer, value proposition-centric body copy or a shorter, to-the-point ad copy would increase conversion rate. All other elements of the ad remained the same.

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272.1% lift How a radical redesign of an email appeal and donation page affected donor conversion rate

Date Added: July 24, 2017 Research Partner: FamilyLife Element tested: Email Design, Email Copy, Email Call-to-Action, Donation Page Design, Donation Page Headline, Donation Page Copy, Donation Page Form

FamilyLife had a mature email fundraising program that relied heavily on third-party stories with large images. wanted to test an entirely new approach to their email fundraising that integrated a more personal tone and removed possible sources of friction from the "mental conversation" provoked by the email. The control email used a template with a large FamilyLife logo at the top, followed by an image, a pull quote and a donate button, before any actual email copy. The email copy made an offer to provide a scholarship for a couple like "Fred and Melissa", even though that couple had not been introduced yet. This presented clarity issues—who are Fred and Melissa? The couple in the picture? The call to action never really requested a gift, it just suggested a gift by linking text telling the reader what their gift would do. Finally, the email had a donate button at the bottom as well. This email led to a landing page that had the headline "Scholarships for Hardworking Pastor Couples", which didn't address the reader. That copy gave more information about Fred and Melissa, and then led into a separate call to action section (visually separated by a green box) that was disconnected from the pastor-centric message: "Help Families Stay Together". This extra section then led to a donation form that had all the fields stacked on top of each other. The FamilyLife team started with the email, developing a treatment that stripped out all the visual elements to reduce visual friction and resemble an email that their founder, Dennis Rainey, might actually write. Then they took a new approach with the tone, making it very personal. The treatment copy talked about his wife, their history serving pastors, and the challenges they've seen firsthand. The ask was vey clear and direct to the reader, and provided just a single link to the donation page, with no button. This led to a donation page that led with a headline that extends an offer to the reader: Invest in God's work by strengthening a pastor's marriage. This copy removed the story, with the hypothesis that the third-party story with no real connection and anonymized names might detract from the clarity of the value proposition. The treatment added a bulleted list of what the pastor couple would receive at a Weekend to Remember event, and made a clear ask to the reader. The visual separation from the green box was removed, and the donation form was shortened by bringing multiple fields (i.e. first name and last name) onto the same line, which gave the perception of less friction, while still collecting the same information. They split their file evenly (making sure to evenly split donors and non-donors) and sent one version to each segment. The control email linked to the control page and the treatment email to the treatment page to preserve the integrity of the test throughout the entire appeal flow.

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