11.9% lift How a radical redesign of the primary donation page impacts donor conversion

Date Added: November 18, 2018 Research Partner: EWTN Element tested: Donation Page Headline, Donation Page Copy

In a previous experiment, we found that the donation microsite provided a better user experience than EWTN's original donation page. To build upon these learnings, we proposed testing a radical redesign of the page that focused on EWTN's value proposition. To do this, we removed the large hero image at the top of the page and put the image inline with the copy, strengthened our message of our copy, and removed the "other ways to give" content from the copy and put it in a dropdown at the top of the page.

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144.0% lift How using a different delivery method for a content offer impacts name conversion rate

Date Added: October 22, 2018 Research Partner: EWTN Element tested: Advertising

On the ChurchPop website, they offer people the opportunity to sign up for their eNewsletter. This offer is presented at the bottom of their website pages. With the high volume of mobile traffic on this website, we hypothesized that presenting the offer in a different way might increase email conversion. To do this, we developed a mobile slide up that presented the content offer. As a person would start to scroll on their phone, a pop-up would appear (slide up) from the bottom. We also hypothesized that making the offer look more like the page might make increase engagement. We did

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551.0% lift How presenting an offer inline with the content on a page impacts donor conversion

Date Added: October 9, 2018 Research Partner: EWTN Element tested: Advertising

EWTN's Daily Readings page is one of the most visited pages on the EWTN website. On this page they feature the Daily Mass Readings and video. In an effort to convert the traffic from this page into names and even donors for EWTN, we hypothesized adding an offer at the end of the Daily Readings might convert these highly engaged people. To test this, we tried two different offers; one content offer - the Pursuing Holiness eBook, and the other a donation ask. The content offer linked to the eBook acquisition page and the donation offer linked to the EWTN primary donation page. We tested these two offers against the control that gave people an opportunity to give at the top of the Daily Readings page.

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Not Valid How using a different donation platform impacts donor conversion

Date Added: October 9, 2018 Research Partner: EWTN Element tested: Donation Page Design, Donation Page Form

The donation microsite increased donor conversion by 161.5%. This increase in donor conversion can be attributed to a better user experience for the donor with the donation microsite. The microsite removed elements of friction from the page, enlarged the font of the form making it easier to read, removed unnecessary form fields, reduced the number of giving options, and created a greater sense of security to the donor. Just by using a different donation page experience, NCR will increase overall revenue to their organization. In fact, based on historical data, with an average gift of $61 and a 161.5% increase in donor conversion, the donation microsite could potentially bring in an additional 120% in revenue every month just from their primary donation page. Using the donation microsite for other initiatives outside of the primary donation page, the growth in revenue can be substantial.

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169.2% lift How setting apart the donate button from the rest of the navigation impacts conversion

Date Added: October 9, 2018 Research Partner: EWTN Element tested: Advertising

On the Catholic News Agency's website, the option to donate is equally weighted among the other navigation options. It is also placed in the middle of the nine other options in the navigation. We hypothesized that the donate option was getting lost in it's original place. We also hypothesized that by making it look more like a button by adding a color behind the word, we might be able to increase the amount of people getting to the donation page. We developed a treatment that moved the donate option to the end of the navigation options and made it look more like a button.

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Not Valid How a different donation experience impacts donor conversion

Date Added: October 9, 2018 Research Partner: EWTN Element tested: Donation Page Design, Donation Page Form

EWTN has used the same donation page for years. In an effort to optimize the giving experience and donor conversion, we launched a new donation microsite. While keeping the same content and copy on the page, we tested the two different experiences against each other.

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19.9% lift How a radical redesign on an acquisition increased subscriptions.

Date Added: October 9, 2018 Research Partner: EWTN Element tested: Donation Page Design, Donation Page Headline, Donation Page Copy

The National Catholic Register offers a free trial offer to their circulation - a physical newspaper of the latest news from a Catholic perspective. The free trial offer gives people six free issues over the course of three months. We hypothesized that the original acquisition page had significant points of friction and didn't communicate the value of the offer very well. We developed a radical redesign that removed the elements of friction and led with value-focused copy from the headline all the way down to the call-to-action. We split the traffic 50/50 and tested the two versions against each other.

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18.9% lift How setting the donate button apart in the primary navigation impacts traffic to donation page.

Date Added: September 11, 2018 Research Partner: EWTN Element tested: Advertising

On the EWTN homepage, the donation link is currently hidden within the middle of the navigation and out of the eye path on the side of the screen. For this experiment, we moved the "Donate" link to the far-right side of the desktop navigation and changed the color of the button to draw attention to it. We tested this against the control navigation where the "Donate" link is the eighth option in the navigation and not set apart from the other options on the page.

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296.0% lift How a text ad affects conversion for a free trial offer signup

Date Added: August 22, 2018 Research Partner: EWTN Element tested: Advertising

National Catholic Register had run many animated banner ads throughout their site to encourage online readers to sign up for a free three-month trial. While the animated banners were eye-catching and featured well-known Catholic personalities, they wondered if they required the viewer to sit for a long period in front of the ad to see the payoff—and if those viewers, once the reveal was complete, missed the CTA entirely. Also, they wondered if the narrative form of the ad was less clear and straightforward than a simple text offer with a bold call-to-action. They created a treatment ad, run through their ad server, that presented the trial offer in a clear way with a big CTA button. They evenly apportioned the ads to run to NCRegister viewers and closely tracked metrics to determine clicks and conversions.

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47.9% lift How cutting through the clutter with a content offer can impact name conversion.

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

The National Catholic Register gets significant traffic to their website and there wasn't a great method to acquire names from their homepage. In an effort to increase name conversion on this page, we hypothesized that putting an exit-intent offer on the page might increase the names acquired from the website. To do this, we developed a treatment that displayed a pop-up on the website with the opportunity to sign up for NCR's newsletter just as a person was about to leave the page. We tested this on desktop and did a similar method on mobile by using a slide-out banner.

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