89.8% lift How adding an incentive to an instant donation page impacts conversion

Date Added: April 16, 2019 Research Partner: Focus on the Family Element tested: Donation Page Copy

Focus on the Family offers a free online video series for parents, specifically for mom's , on the topic of respecting your son. The video series is promoted through paid Facebook ads. Once a person signs up for the free video series they are presented with a confirmation page that is also a donation page. The original donation page had a healthy conversion rate, but we hypothesized we may be able to increase conversion by offering people an incentive if they made a donation. The incentive offer was a book that was written around the same topic as the content of the video series. We added an image of the book to the donation page and a line of copy that communicated they could get the book when they made a gift of $50 or more. The copy also communicated that the book was a great compliment to the content they were studying in the video series. 



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18.2% lift How strengthening the value proposition to the first step in the funnel impacts member conversion

Date Added: April 16, 2019 Research Partner: Focus on the Family Element tested: Name Acquisition Headline, Name Acquisition Copy

In the Adventures in Odyssey Club membership process they ask people their age as the first part of their conversion funnel. The current copy on the Age Check page focuses on both the cost and potential monetary value the parent will receive. However, the monetary value emphasis changes the conversion from one that is focused on the benefits to the child to one that is more transactional.

It is our hypothesis that changing the copy on the Age Check page to reinforce the benefits to the child that come with membership, we can increase the number of parents taking the next step in the process.



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Not Valid How a “forwarded” email impacts conversion

Date Added: March 2, 2019 Research Partner: Focus on the Family Element tested: Email Design, Email Copy

Focus on the Family ran a year end campaign in 2018. They hypothesized that sending an email that looked like a "FWD" would increase engagement and conversion. They decided to test this against an email with a subject line that didn't have "FWD" in it.

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21.4% lift How a plain text email performed against an email with a logo banner

Date Added: March 2, 2019 Research Partner: Focus on the Family Element tested: Email Design

Focus on the Family ran a year end campaign in 2018. They hypothesized that stripping down the "Last chance" emails to look more like Outlook or plain text emails would perform better than the control email which used large banner logos and video screenshots. They tested the outlook styles between two different signers.



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-49.3% drop Determining the “price elasticity” of a recurring gift ask amount

Date Added: February 26, 2019 Research Partner: Focus on the Family Element tested: Donation Page Form

Focus on the Family had seen significant success acquiring new recurring donors through the popup recurring gift ask. The popup was a window that would appear, prior to a gift being processed, that asked the donor to convert their one-time gift into a recurring gift. We had done several iterations of experiments on the value proposition used on the prompt but seen limited success in increasing the conversion rate. With this in mind, we decided to instead see if we could increase the average recurring gift amount by increasing the minimum donation ask. We were trying to determine the price elasticity of the minimum gift ask.

In this situation, we would potentially lower the donor conversion rate but lift overall revenue by significantly increasing average gift.



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Not Valid How the amount you ask for impacts recurring donor conversion and overall revenue when motivation is neutral

Date Added: January 8, 2019 Research Partner: Focus on the Family Element tested: Donation Page Headline, Donation Page Copy

Focus on the Family has found great success with their recurring gift pop-up feature on their donation pages. This feature presents people with the option of changing their one-time gift into a recurring gift right before their gift is process. The feature is a pop-up that has value proposition on it for why they should become a recurring donor and lowers the gift amount to be 60% of what their original one-time gift was. A person would either click, "No, make my original gift" or "Yes, make my gift recurring". We hypothesized that decreasing the gift amount to be 25% of what their original gift was might increase the number of people willing to becoming a recurring donor. We tested this approach during year-end, when donor motivation was high, and found that even though the average gift of the treatment (25% version) was only 2.5% lower than the control (60% version), the ask of 25% the original value would result in both more recurring donors and increased revenue (despite asking for a lower gift). Because of the substantial impact this kind of experiment could have on revenue, we wanted to test this again during a time of year when motivation is more neutral. 



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89.1% lift How a radical redesign of an instant donation page impacts donor conversion

Date Added: December 4, 2018 Research Partner: Focus on the Family Element tested: Donation Page Headline, Donation Page Copy

Focus on the Family offers a free video series for couples on a variety of topics. One of the topics is about how to better cherish your spouse. They sent people to sign-up for this video series through many different channels. After a person signs up for the series, they are immediately given an instant donation ask on the confirmation page. In reviewing the original instant donation page, we hypothesized that a radical redesign - one that focused on the value proposition and how it was presented - might increase donor conversion. To test this, we rewrote the copy on the page, put them in numbered steps, and asked for a specific gift amount attributing the amount back to what it would help do. We then tested this version against the control over four weeks to see the results.

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14.4% lift How shorter copy in a Facebook ad increases name acquisition

Date Added: December 4, 2018 Research Partner: Focus on the Family Element tested:

Focus on the Family offers a free video series on a variety of topics for couples. One of the video series is about how to better cherish your spouse. In an effort to offer this video series to people and acquire new names to the organization, they used paid Facebook ads. Through significant testing we have found that longer, conversational style ads can increase conversion and decrease acquisition cost. We used this approach as our control and tested a shorter form ad against it. No other elements changed on the ad.

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-47.4% drop How adding additional value proposition to the benefits section of the recurring popup impacts conversion

Date Added: November 18, 2018 Research Partner: Focus on the Family Element tested: Donation Page Copy, Donation Page Form

Focus on the Family had found great success with presenting a popup on their donation pages at the moment of a person's transaction with an opportunity to turn their one-time gift into a recurring gift. This pop-up had resulted in a 64% increase in recurring gifts on their primary donation page. This has significant revenue opportunities for Focus on the Family. That said, we looked at the pop-up and hypothesized we might be able to increase motivation and conversion even more if we communicated the value proposition around the benefits. To do this, we extended the benefits section of the pop-up to communicate what the specific benefits would do for the end user.

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18.4% lift How bringing clarity to a call-to-action impacts donor conversion

Date Added: October 24, 2018 Research Partner: Focus on the Family Element tested: Advertising

On Focus on the Family's broadcast pages, they offer a daily resource for each broadcast. The button below the resource said, "Give Now". In a previous experiment we tested that button copy against copy that communicated what people would get when they would click the button. We used button copy that read: "Get the DVD Here". We were able to significantly increase traffic to the donation page with this tactic, but we actually decreased donor conversion. We hypothesized that with this approach people were expecting to just get their resource by clicking the resource button on that broadcast page and abandoned the donation page once they realized that in order to get the resource they had to make a gift to Focus. To build upon these learnings, we proposed bringing clarity to the buttons rather than the donation page so that we set the expectation prior to them getting to the donation page. To do this we ran a three way test: "Give Now" was the control, "Get Your Resource For a Gift of Any Amount Here" was the first treatment and "For a Gift of Any Amount, Get your Resource Here" was the second treatment.

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