48.6% lift Impact of a time-sensitive Facebook Ad headline on conversion.

Date Added: November 21, 2018 Research Partner: Care Net Element tested: Advertising

Last year, one of our most successful ads was for our free Advent Devotional. This year, when we launched the ads we decided to test a new headline. In experiment #6574, we tested a clear CTA headline vs a question based headline and the CTA decreased conversion 47%. However, our control headline for Advent was a time-sensitive question, "Are you ready for Advent." We wanted to know if the clear CTA would perform better than a season, time-sensitive headline like we used last year.

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22.7% lift The impact of greater clarity over the form

Date Added: November 18, 2018 Research Partner: Care Net Element tested: Name Acquisition Form

We were in the midst of testing the impact of adding a second step to the enrollment process for our free online course so we could acquire mailing addresses. In order to set up the test, we had to create a variation on the first step where 50% of traffic would get the second step and 50% would not. For the 50% that would get a second step, we added text saying "Step 1 of 2" indicating that another step would be required prior to enrollment.

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-13.8% drop Impact of requiring mailing address on a course signup page

Date Added: November 2, 2018 Research Partner: Care Net Element tested: Name Acquisition Form

We have had great success with donor acquisition via mail and telemarketing. However, our main online acquisition path had no mailing address requirement. We wanted to see the impact on conversion by asking visitors to complete a second step in enrolling for Pro-life 101. Visitors to the landing page came from a pledge page that required their first name, last name, and email. The course landing page auto-filled the email field and had "one button" course activation. The variation was the same, but with a small "step 1 of 2" sentence over the form. When submitted, it launched a second page with a form requiring mailing address. Regardless of whether people submitted the address form, they would already be enrolled in the course. We wanted to see how many people would not see the donation page because they abandoned the process on the address form.

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36.4% lift Impact of adding additional clarity to the form

Date Added: November 2, 2018 Research Partner: Care Net Element tested: Name Acquisition Form

Since we were testing requiring an address on our pro-life 101 acquisition funnel, we added a sentence to the first step landing page saying "step 1 of 2." The control page had no address redirect, so there was no other step. Thus, we did not have any text over the form indicating what step it was in the process.

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-13.5% drop The impact of providing the entire eBook on a landing page

Date Added: October 22, 2018 Research Partner: Care Net Element tested: Name Acquisition Copy

We had read in Hubspot's blog that including the entire eBook on a landing page, with a dynamic CTA that follows the reader on the page, would increase conversion. We wanted to see if letting visitors "try before they buy" would increase the number of emails acquired. We decided to launch this test with Desktop traffic getting the entire eBook and mobile traffic getting only the first few pages. We ran the experiment for just over two weeks.

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-27.2% drop The impact a Yes instead of a Yes/No opt-in option on a landing page

Date Added: October 9, 2018 Research Partner: Care Net Element tested: Name Acquisition Form

We had just finished testing a set of checkboxes offering leads the opportunity to opt-in to a workflow designed to nurture them to becoming monthly donors, Caring Partners. Our test found that these checkboxes reduced conversion by 15%, but 11% of signups opted into the workflow. We then wanted to test if we could get more opt-ins by making it a single checkbox for opting in. The thought was that introducing the negative response as an option could cause more people to respond negatively.

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-15.3% drop The Impact of a donor cultivation series opt-in on a landing page

Date Added: October 9, 2018 Research Partner: Care Net Element tested: Name Acquisition Form

We had a very high conversion rate on the landing page of our free online course, Pro-Life 101. We have been looking for ways to present more people with an email series designed to convert contacts into monthly donors, Caring Partners. Our hypothesis was that we could offer contacts an opt-in for this series on the landing page with the form. We wanted to see what impact that had on conversions as well as how many leads opted in.

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101.0% lift Does shorter copy perform better in email when introducing a pledge?

Date Added: October 9, 2018 Research Partner: Care Net Element tested: Email Copy

Care Net found in previous tests that longer copy appeals performed better in email that shorter ones. Our hypothesis was that recipients needed the additional value proposition in order to make a gift. When launching our new pledge, we wanted to see if people needed longer copy to click through an email to sign a pledge or if shorter copy performed better.

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35.8% lift How visually setting off an acquisition offer in an article impacts conversion

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

On the Care Net blog, at the end of the articles, they offer people the opportunity to sign a ledge and get enrolled in a free online course. When looking at the blog/article page, we hypothesized that the content offer was getting lost within the article from from the other content at the end of the article (blog comments, sharing, etc.). To test this, we proposed setting off the content offer visually by putting a small box around it. The content and copy of the offer didn't change at all, we simply just set it apart within the article.

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