100.0% lift How a tangible reason to give impacted instant donor conversion

Date Added: December 31, 2018 Research Partner: Buckner International Element tested: Donation Page Copy

Buckner International had been running their 7 Scriptures offer for well over a year and a half. The offer had been able to acquire email subscribers at a relatively inexpensive cost but had failed to convert them instantly to a donor. The average instant donor conversion had hovered around 0.17% most of the time.

Buckner has a special program named Shoes for Orphan Souls that provides new shoes for children in need. We decided to create a radical redesign of the donation page and focus on the Shoes program instead of Buckner as a whole. Our belief was that a more tangible reason to give would be more appealing to visitor that had never heard of the organization before?



View the experiment »


13.3% lift How offer imagery influences email acquisition rates

Date Added: December 18, 2018 Research Partner: Buckner International Element tested: Name Acquisition Design

For Buckner's Advent Devotional offer, we wanted to test out the imagery that was used to promote the offer on the email acquisition page. The control version utilized an animated gif that came from the promotional email and the devotional PDF itself. However, our hypothesis was that without the context of seeing it in the PDF, it didn't add perceived value to the offer. We wanted to see if showing the same image as an eBook cover or simply removing the image all together would improve conversion.



View the experiment »


30.7% lift How clarifying value proposition in a Facebook ad affects name conversion rate

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

Buckner International was running a Facebook campaign to promote their Parenting Pledge, but was experiencing a low conversion rate from ad to landing page. They wanted to test if clarifying the point of signing the pledge through additional value prop copy would help increase this conversion rate. Other elements of the ad remained the same.

View the experiment »


76.6% lift How adding an image in an email strengthens the value proposition

Date Added: July 23, 2018 Research Partner: Buckner International Element tested: Email Design

Buckner International was sending their third campaign email of a series dedicated to a matching gift for the Family Pathways program. In this email, they tell a story about a single mom named Marissa who was helped by the program. They wanted to test if including a photo of Marissa and her daughter would increase clickthrough rate and build people's emotional connection to her. All other copy was the same.

View the experiment »


-48.5% drop How ad image text impacted overall conversion

Date Added: July 23, 2018 Research Partner: Buckner International Element tested: Advertising

Buckner International had been running email acquisition for their new parenting video series via Facebook for a couple of weeks. After validating the first series of experiments, we decided to see if we could narrow our testing into a single variable. We decided to see if we could run an experiment that would allow us to better understand the impact of including a call-to-action on the image itself. To do this, we used the same image and copy in each ad and simply added a text overlay on to the image that included the same CTA that was used at the bottom of the ad. We then ran both ads with each audience and analyzed the results.

View the experiment »


Not Valid How digital brand reinforcement impacts overall donor conversion

Date Added: July 5, 2018 Research Partner: Buckner International Element tested: Advertising

Buckner International has recently made a significant effort to align their messaging across their various communication channels. What this means at a practical level is that the topic discussed in the direct mail letter will align with have several blog posts and what is being discussed on social media. The idea is that the more a constituent hears about a problem, the more likely they will be to response with a gift. However, not all donors to Buckner follow them on social media or visit their website. In an effort to boost their brand reach, we decided to test showing brand ads that aligned to the current month's message to those receiving direct mail pieces. We split the direct mail audience in half and showed 50% of their donors their brand ads via Facebook. By splitting their audience in half, we will then be able to analyze the impact of these ads

View the experiment »


80.2% lift How a more concise value proposition and brand-aligned imagery affects conversion rate in a Facebook ad

Date Added: June 29, 2018 Research Partner: Buckner International Element tested: Advertising

Buckner International was running Facebook ads to promote their new online parenting series, Answering the Hard Questions. The control ad featured a happy mother and her daughter and included more "lead-in" copy. Their hypothesis was that by including a less "big happy family" image, including more about the topics of the course and getting to the point quicker in the value proposition of the body copy, more people similar to Buckner's target demographic would be interested in getting this content. Headline was kept the same in both ads.

View the experiment »


15.3% lift How migrating systems can improve conversion rate

Date Added: March 21, 2018 Research Partner: Buckner International Element tested: Name Acquisition Form

Buckner International was in the final stages of migrating from one email and landing page system to another. Before moving the email acquisition campaign entirely, we wanted to verify that there were no unforeseen issues or technical bugs that would pop up. To do this, we created an A/A experiment in which both pages were nearly identical; the only major difference was the system used to host the pages and send the emails. Our goal with this experiment was to demonstrate that there was no negative impact on conversion. Basically, with this kind of test, no statistical significance would have been considered a win.



View the experiment »


84.5% lift How link placement in a fundraising appeal affects donor conversion

Date Added: February 6, 2018 Research Partner: Buckner International Element tested: Email Call-to-Action

Buckner International was sending out a January fundraising appeal to their housefile regarding their Family Hope Center budget campaign. They wanted to test whether adding a donation opportunity earlier in the email, as well as at the end would increase click rate and traffic to the donation page. The rest of the email remained the same.

View the experiment »


-53.5% drop How a personal approach in a Facebook ad affects name conversion

Date Added: January 12, 2018 Research Partner: Buckner International Element tested: Advertising

Buckner International was trying to increase conversion rate and decrease cost per name with a new ad treatment for their 7 Scriptures offer. They wanted to test a more personal approach from the president of Buckner, talking about his personal experience with his kids and how a daily prayer life made him a better parent. The variable tested was the body copy of the ad. Everything else was the same.

View the experiment »