269.0% lift How expanding the value proposition copy to an inline article ad impacts conversion rate

Date Added: August 8, 2018 Research Partner: Focus on the Family Element tested: Advertising

Focus on the Family provides a program called Hope Restored for people who are looking for marriage intensive programs to help restore their marriage. For specific marriage related articles on the Focus on the Family website, there are inline article ads that feature Hope Restored in an effort to get people to the Hope Restored website and fill out the information form for the program. We hypothesized that the ads could potentially convert more people if we strengthened the value proposition to communicate to the needs of the end user. To do this, we changed the headline, body copy and call-to-action of the ad to be more value focused rather than organization focused.

View the experiment »


-47.2% drop How a collapsed banner on a mobile device impacts conversion

Date Added: July 23, 2018 Research Partner: Focus on the Family Element tested: Advertising

Focus on the Family had a high urgency campaign that gave people the opportunity to have twice the impact of their gift through a match. In analyzing their campaign revenue from this year to last year, there was a 35% decrease in revenue. They hypothsized that the decrease in revenue might be, in part, due to the campaign banner at the top of their website. On mobile devices, specifically, the campaign was initially launched with the banner collapsed. But historically, an expanded version of the banner is what they have used in the past. In an effort to better understand if the collapsed banner was a contributing factor to the decrease in revenue, they proposed testing the expanded banner against the collapsed banner on mobile devices.

View the experiment »


24.3% lift How rolling out a recurring gift pop-out on all donation pages impacts donor conversion.

Date Added: July 6, 2018 Research Partner: Focus on the Family Element tested: Donation Page Copy, Donation Page Form

Focus on the Family recently launched an experiment on their primary donation page that gave people the opportunity to turn their one-time gift into a recurring gift right at the moment of the transaction. To do this, we created a pop-up that appeared right after a person clicked on the "Make a Donation" button and before the gift was processed that asked them if they would like to make their donation a recurring gift instead. The pop-up had value proposition on it for why they should become a recurring donor and lowered 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". The addition of the pop-up on the primary donation page increased recurring gifts by 64%. We hypothesized that we might be able to increase recurring donors from the other donation pages on the Focus on the Family website as well with this approach. We tested rolling this pop-up approach across their entire site.

View the experiment »


64.2% lift How presenting the opportunity to make a recurring gift at the moment of a person’s one-time gift transaction affects recurring gift conversion.

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

On Focus on the Family's main donation page, we hypothesized that we might be able to increase revenue and the number of recurring gifts by offering people the opportunity to turn their one-time gift into a recurring gift right at the moment of the transaction. To do this, we created a pop-up that appeared right after a person clicked on the "Make a Donation" button and before the gift was processed that asked them if they would like to make their donation a recurring gift instead. The pop-up had value proposition on it for why they should become a recurring donor and lowered 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".



View the experiment »


64.7% lift How using value focused copy on a donation button can impact conversion.

Date Added: April 23, 2018 Research Partner: Focus on the Family Element tested: Advertising, Donation Page Copy

Focus on the Family gets significant traffic to their broadcast pages on their website. On each episode page, they offer a featured resource that people can get when they make a donation to Focus on the Family. To get the featured resource, the button currently says, "Give Now". We hypothesized that having a call to action that was focused more on what a person gets than what they have to do to get the offer might increase conversion. We developed a treatment button that said, "Get Your CD Here".

View the experiment »


36.2% lift How adding an image to an email appeal impacts conversion

Date Added: April 3, 2018 Research Partner: Focus on the Family Element tested: Email Design

In an effort to learn more about what motivates the Focus on the Family email file to convert, we have been testing the different elements that make up an email appeal. For this month's appeal, we tested the addition of an image in the email copy. All other elements in the email remained the same.

View the experiment »


77.5% lift How a radical redesign to an email appeal affects donor conversion

Date Added: March 23, 2018 Research Partner: Focus on the Family Element tested: Email Copy

Traditionally, Focus on the Family sends monthly email appeals that are branded and templates for their organization. They also feature an image or a video with a button for a call-to-action and include a signature of the email sender. They hypothesized that they might be able to increase engagement and conversion of their monthly appeal if they made the email look, feel and sound as if the sender personally sent the appeal himself. To do this, they developed a treatment that stripped the email of it's branded template to make it look like a plain text email and also wrote the copy in a way that was more conversational. They split their email file in half and tested each version against each other.

View the experiment »


5.8% lift How adding a teaser for an offer in the middle of an article can impact conversion.

Date Added: March 15, 2018 Research Partner: Focus on the Family Element tested: Name Acquisition Design, Name Acquisition Copy

Focus on the Family gets significant traffic to their marriage articles. Through a series of testing, we have found that putting a free Marriage Assessment offer at the end of article pages can increase name acquisition. To build upon these learnings, we hypothesized that adding a small teaser about the marriage assessment in the middle of the article might help increase conversion for the marriage assessment. To test this, we set up three variables for the experiment. One tested adding a teaser and linking people directly to the marriage assessment and the other treatment tested adding a teaser that jump down to the bottom of the article where the marriage assessment feature was and took them to the assessment.

View the experiment »


Not Valid How adding value proposition on the primary donation page impacts conversion

Date Added: February 28, 2018 Research Partner: Focus on the Family Element tested:

In an effort to increase donor conversion on the Focus on the Family primary donation page, we hypothesized that adding value proposition to it would increase donor motivation and conversion. To do this, we developed a value proposition for the page that communicated why a person should give to Focus and what a person's gift would go towards. We then tested this treatment page against the control.

View the experiment »


77.5% lift How a radical redesign to an email appeal effects donor conversion.

Date Added: January 23, 2018 Research Partner: Focus on the Family Element tested: Email Design, Email Copy

Traditionally, Focus on the Family sends monthly email appeals that are branded and templates for their organization. They also feature an image or a video with a button for a call-to-action and include a signature of the email sender. They hypothesized that they might be able to increase engagement and conversion of their monthly appeal if they made the email look, feel and sound as if the sender personally sent the appeal himself. To do this, they developed a treatment that stripped the email of it's branded template to make it look like a plain text email and also wrote the copy in a way that was more conversational. They split their email file in half and tested each version against each other.

View the experiment »