Not Valid How year-end specific copy affects main donation page conversion

Date Added: January 2, 2018 Research Partner: The Missionary Oblates of Mary Immaculate Element tested: Donation Page Copy

The Missionary Oblates were running a test on their main donation page for year-end. They tested year-end specific copy against their year-round main donation page. They also removed an image and made the headline bigger.

View the experiment »


-5.7% drop How adding a signer on a landing page affects conversion rate

Date Added: October 24, 2017 Research Partner: The Missionary Oblates of Mary Immaculate Element tested: Name Acquisition Copy

The Missionary Oblates were offering a free 7-day prayer guide. They wanted to test having the page “signed” by Fr. John to see if his name added a level of trust or expertise to the offer. All other copy was kept the same.

View the experiment »


Not Valid How presenting a relevant premium offer on a page with high volumes of traffic can impact donor conversion.

Date Added: September 5, 2017 Research Partner: The Missionary Oblates of Mary Immaculate Element tested: Name Acquisition Copy

The Missionary Oblates of Mary Immaculate get significant traffic to their Daily Prayers webpage. People are coming to this webpage from a daily email. Knowing the significant amount of traffic the page gets, we hypothesized we might be able to convert some of these web visitors into donors. We tested adding a donation opportunity on the page with a relevant premium offer. We split the traffic and tested the two variables.

View the experiment »


-22.6% drop How an image in a Facebook ad affects name conversion rate

Date Added: September 5, 2017 Research Partner: The Missionary Oblates of Mary Immaculate Element tested: Advertising

Missionary Oblates was running a Facebook ad campaign to promote their Daily Prayer offer. They wanted to see if changing the image on the ads would increase name conversion rate. All other copy and elements remained the same.

View the experiment »


32.3% lift How a radical redesign on a product page can impact donor conversion and overall revenue

Date Added: August 15, 2017 Research Partner: The Missionary Oblates of Mary Immaculate Element tested: Donation Page Design, Donation Page Copy

The Missionary Oblates of Mary Immaculate offer religious gifts for people to get if they make a donation to their organization. The religious items are arranged on a product page that shows an image of the item, the name of it and the opportunity to either "Learn More" or "Add to Basket". We hypothesized that we might be able to increase conversion by strengthening the value proposition for the page and removing an element of friction from the giving process by taking away the "Learn More" button. We developed a treatment that changed those two variables on the page and tested it against the control.

View the experiment »


100.2% lift How an illustrated image in a Facebook ad increases conversion rate

Date Added: June 7, 2017 Research Partner: The Missionary Oblates of Mary Immaculate Element tested: Advertising

The Missionary Oblates were running a campaign to promote their Mother's Day Novena acquisition offer. They wanted to run a test to see if an illustrated image (something that has worked for other assets of their campaigns for their audience) would increase conversion rate more than a real photo. All other elements of the ads remained the same.

View the experiment »


66.6% lift How the use of an illustrated image over a real photo in a Facebook ad can impact click-through and acquisition

Date Added: May 9, 2017 Research Partner: The Missionary Oblates of Mary Immaculate Element tested: Advertising

The Missionary Oblates developed a Novena prayer in honor of Mother's Day. They promoted this content offer through paid Facebook ads in an effort to acquire new names. We traditionally use images of real people in Facebook ads, but we wanted to test the image of the ad with something more illustrated. The illustrated image was also the same image used on the cover of the Novena prayers and acquisition page.

View the experiment »


Not Valid How the copy tone of an ad impacts conversion.

Date Added: April 18, 2017 Research Partner: The Missionary Oblates of Mary Immaculate Element tested: Advertising

The Missionary Oblates offered a special Easter Novena to people through paid Facebook ads. They wanted to test the motivation of the end-user by testing the tone of the copy and how they presented the offer. The control ad presented the offer early on in the copy and had a more uplifting tone with an invitation to get the offer. The treatment talked about the importance of Easter and encouraged people to get the Novena.

View the experiment »


Not Valid How the cover artwork for an eBook offer impacts name conversion

Date Added: March 14, 2017 Research Partner: The Missionary Oblates of Mary Immaculate Element tested: Advertising

The Missionary Oblates set up an acquisition offer for Lent. They were offering people an eBook of Lenten Prayers. The eBook was a resource they already had created, but we hypothesized that something visually brighter and more modern might be more appealing and potentially acquire more names. To test this hypothesis, we developed a new cover for the Lenten Prayers eBook and set up two different Facebook campaigns - one with the original cover that looked more traditional, and one with the new cover that was more modern.

View the experiment »


14.8% lift How the email design influences clickthrough rate

Date Added: March 7, 2017 Research Partner: The Missionary Oblates of Mary Immaculate Element tested: Email Design

The Missionary Oblates of Mary Immaculate were launching a new digital prayer book to kick off the Lenten season. As part of this launch, they wanted to give their house email file an opportunity to request the resource. This would serve as both cultivation of the subscribers and a new opportunity for them to give a gift once they had requested their PDF. Historically, the email template used in donor communications was heavily designed with an organizational wrapper. We wanted to see if sending the same email message but in a stripped-down design would have an impact on the percentage of people that clicked on the link to download the prayer book.

View the experiment »