Not Valid How the tone of an appeal affects clickthrough rate

Date Added: September 11, 2017 Research Partner: Buckner International Element tested: Email Copy

Buckner International was sending an update on their Hurricane Harvey relief efforts with an appeal to raise more funds for their efforts. One email in the test took a "story" approach of a family affected, while the other email took a more urgent approach, with a direct ask for funds.

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236.0% lift How the way value prop is presented on a donation page affects donor conversion rate

Date Added: August 29, 2017 Research Partner: Buckner International Element tested: Donation Page Design

Buckner International was running a high urgency campaign for their Shoes for Orphan Souls program. They wanted to test how the presentation of information on the donation page affected donor conversion. The control option presented the positive effects of giving to Shoes in a colorful graphic at the top of the page, while the treatment bulleted the same information in a text-only format, as they traditionally present that information on the donation page. All other elements of the page remained the same.



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Not Valid How a more personal copy treatment affects conversion rate on an acquisition offer

Date Added: August 17, 2017 Research Partner: Buckner International Element tested: Name Acquisition Copy

Buckner International was running a name acquisition campaign tied to a free ebook offer. They wanted to test if more personal, emotionally-charged body copy would affect conversion rate on the offer landing page. We also removed a scripture reference and a bolded portion of copy from the body. All other elements remained the same.

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Not Valid How the use of a video in a Facebook ad affects email acquisition

Date Added: August 11, 2017 Research Partner: Buckner International Element tested: Advertising

Buckner International was promoting a new guide on how to talk to your kids about poverty. The goal of the campaign was to serve as an email acquisition mechanism to grow their house file. They had created a promotional video to be used in advertising but we wanted to test this new medium against the standard control which was an image of the offer. They wanted to see whether including the video instead of an image would increase people's motivation to download the offer.

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78.9% lift How focusing on the benefits of the offer impacted email acquisition

Date Added: July 31, 2017 Research Partner: Buckner International Element tested: Advertising

Buckner International had been running a devotional offer for parents as a means of email acquisition for roughly 2 months. We had performed a series of experiments to boost the performance of the campaign but none had given us the kind of lift that we look for on a campaign like this. We noticed that the cost per email had begun to rise over time. Instead of turning off the campaign, we decided to try out one more experiment. In this instance, we wanted to see if we could reframe the offer to highlight the benefits of prayer itself (not just the benefits of the offer) and incorporating actual scripture into the ad.

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Not Valid How personalized value proposition affects offer conversion rate

Date Added: June 30, 2017 Research Partner: Buckner International Element tested: Name Acquisition Copy

Buckner International released a new content offer named 7 Scriptures to Pray for the Child in Your Life. They wanted to test if people were more likely to download the offer if the headline on the landing page promised something specifically for them, or if they were more likely to download if it would benefit their child. The control copy led with, "Pray God's Word for Your Child" and the treatment copy led with, "Get this 7-day devotional to grow in your faith and pray God's Word for your child". The treatment copy also included an intro body copy for parents whose bedtime prayers had "gotten stale." Other copy and elements remained the same.

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Not Valid How a direct ask in an exit intent affects conversion

Date Added: June 2, 2017 Research Partner: Buckner International Element tested: Advertising

Toward the end of a matching gift campaign, Buckner International wanted to test out an exit intent on their main website promoting the challenge. Since this was the first time this approach had been used, we wanted to find out which approach (a "learn more" or a direct ask) would have the greatest impact on a visitor's likelihood to make a gift.

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120.5% lift How image clarity and ask intensity affected conversions on a Facebook ad

Date Added: May 5, 2017 Research Partner: Buckner International Element tested: Advertising

Buckner International was promoting a new devotional to grow their email file targeted towards people interested in the foster care system. They wanted to figure out what made people click through from the ad and download the guide. They created four different treatments to test this- 2 images paired with 2 different approaches to copy. One of the images is a photo of the 3D eBook, and the other image is a photo of children. The copy differences hinge on a direct vs. soft ask: "commit to prayer" vs. "learn more about the opportunity". In their first test on this ad, treatment number 3 (a photo of the eBook with a soft ask) led to a 40% increase in clickthrough. Their next test was to find out if this increase in clickthrough ultimately led to an increase in conversions.

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72.1% lift How the position of the ask impacts email engagement

Date Added: April 3, 2017 Research Partner: Buckner International Element tested: Email Call-to-Action

Over the last several months, the tone and style of Buckner International's monthly email appeals had evolved to be longer and more casual in nature. One of the side effects of this evolution was that the call to action and link to the donation page were pushed further down in the copy. There was a hypothesis that this may be negatively impacting the overall click through and response rates for their appeals. We decided to isolate this variable of the appeal and run an experiment where we moved the call to action up in the email. We then monitored both click through and response rates.

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194.5% lift How increasing the clarity of a Facebook ad affects email acquisition

Date Added: January 22, 2017 Research Partner: Buckner International Element tested: Advertising

Buckner International was offering a free eBook by their president, Albert Reyes, called “The Jesus Agenda”. They hypothesized that their control ad, with a photo of Jesus, might lack clarity in the prospect-level value proposition, since it didn’t show the viewer what they were getting.

They drafted three new treatments: one with the eBook and dark text, another with the eBook and lighter text, and one with the eBook right-aligned and the text on the left.

The ad with dark text and the book on the left produced a 95.6% lift to the number of clicks compared to the control. But Buckner wanted to look at the data a level deeper to ensure that the ad was also producing a lift to the proportion of emails acquired.



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