60.3% lift How traffic arriving from email were impacted by a Membership ask in The Daily Signal’s “Dear Reader” ads

Date Added: May 28, 2019 Research Partner: The Heritage Foundation Element tested: Advertising

Recently, we experimented with The Daily Signal's "Dear Reader" ads and determined that return visitors were far more likely to respond to a Daily Signal ask, but that the message about "allying with President Trump" through "Activating your Heritage Membership" was better suited for first time visitors to the donation microsite. In preparation of iterative testing against this hypothesis, we split traffic between "email-driven" and "non-email-driven" visitors through the "Dear Reader" ads, based upon the assumption that "email-driven" traffic was more than likely a "return" visitor to the donation microsite. With the traffic split, and prior to installing an experiment to test The Daily Signal "Core" message, we wanted to make sure we had the best "Heritage ask" available since the control variant had been running for a number of months now to all audiences.

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83.7% lift How traffic not coming from email was impacted by a Membership ask in The Daily Signal’s “Dear Reader” ads

Date Added: May 28, 2019 Research Partner: The Heritage Foundation Element tested: Advertising

Recently, we experimented with The Daily Signal's "Dear Reader" ads and determined that return visitors were far more likely to respond to a Daily Signal ask, but that the message about "allying with President Trump" through "Activating your Heritage Membership" was better suited for first time visitors to the donation microsite.

In preparation of iterative testing against this hypothesis, we split traffic between "email-driven" and "non-email-driven" visitors through the "Dear Reader" ads, based upon the assumption that "email-driven" traffic was more than likely a "return" visitor to the donation microsite.

With the traffic split, and prior to installing an experiment to test The Daily Signal "Core" message, we wanted to make sure we had the best "Heritage ask" available since the control variant had been running for a number of months now to all audiences.



View the experiment »


-90.6% drop How using Facebook’s “Donate” optimization method decreased results

Date Added: May 28, 2019 Research Partner: The Heritage Foundation Element tested: Advertising

In an attempt to understand whether or not the "Donate" optimization method could produce better results than the "Purchase" optimization method within Facebook, we decided to experiment with these settings to understand how it would impact the results for The Heritage Foundation's "Religious Freedom eBook" offer.

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92.4% lift How the image of a membership card increased donor conversion rates through email prospecting

Date Added: April 16, 2019 Research Partner: The Heritage Foundation Element tested: Email Design

As a part of the Membership Card campaign for The Heritage Foundation in 2019, we experimented with using an image of the membership card that was being offered (as a part of activating your membership) within the email prospecting channel. We wanted to see if the card would increase donor conversion rates.

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Not Valid How increasing the size of the text on an offer landing page did not impact the email registration rate

Date Added: April 16, 2019 Research Partner: The Heritage Foundation Element tested: Name Acquisition Design

When The Heritage Foundation launched a new offer, we were not achieving the email registration rate that we would normally see. So, in an attempt to boost the email registration rate, we launched a simple experiment to boost the size of the text across both desktop and mobile versions to see if readability was prohibiting us from achieving the results we wanted.

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