95.6% lift How increasing clarity in a Facebook ad affects clickthrough rate

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. They launched a four-way test to determine which one produced the highest clickthrough rate.

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560.2% lift How a video impacts the conversion rate of a donation page

Date Added: January 2, 2017 Research Partner: Buckner International Element tested: Donation Page Copy

As part of their calendar year end campaign, Buckner International created a video of their president telling a story from the previous year and making a direct ask for support at the end. The message and imagery of the video was compelling but our concern was that visitors that did not necessarily respond to videos would lose interest before the ask was made. We decided to set up an experiment where we displayed a transcription on the page in place of the video. We then sent an email to their house file to see which would produce the best conversion rate.

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95.2% lift How A/B testing was able to find an error buried in NetCommunity

Date Added: September 26, 2016 Research Partner: Buckner International Element tested: Email Copy

When we initially launched Buckner International’s latest offer, a free copy of a book written by Buckner president Dr. Albert L. Reyes, we saw that the landing page had a lower than expected conversion rate. We were able to drive significant traffic through Facebook ads but were collecting 60% less emails than we expected.

After evaluating the landing page, we had the hypothesis that the problem may not be with the offer but with the system itself. We had recently created a new template for Buckner’s NetCommunity instance that we were worried may not work for some people. We decided to launch the same landing page created on a different system (Unbounce) as a way to validate our hypothesis. If all things were working as expected, we would expect to see no significant difference between the two systems.

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101.3% lift How advertising imagery affected the clarity of the value proposition

Date Added: September 13, 2016 Research Partner: Buckner International Element tested: Advertising

As part of their Shoes for Orphans Souls campaign, Buckner International created a 7-day digital devotional. The e-book guided individuals in prayer as a means to lift up orphans and other vulnerable children. As part of the advertising for this campaign, we created Facebook ads to drive visitors to a conversion-focused email acquisition page. For similar organizations, past experiments had proven that showing a 3D version of the guide would produce the best response but with the topic of orphans and vulnerable children, we had a hypothesis that images of kids would provoke a better response. We created multiple versions of this ad and tested it across multiple audiences

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80.5% lift How clarifying the value proposition affects name acquisition conversion

Date Added: August 8, 2016 Research Partner: Buckner International Element tested: Name Acquisition Headline, Name Acquisition Copy

As part of the Shoes for Orphan Souls campaign, Buckner International created a pledge for visitors to sign. The primary goal of the page was to collect email addresses. We hypothesized that the value proposition on the control landing page was too ambiguous so we set out to clarify the value proposition on the treatment, as well as shorten the copy. On the control page the value proposition was captured in the headline "Protecting the Vulnerable and Lifting up the Fatherless". This could have a variety of meanings to different visitors.  The treatment built on earlier learnings about the Christian motivations of typical Buckner donors and focused on the Biblical imperative to care for orphans: "Stand up for orphans and vulnerable children".  This was a more direct and clarified value proposition and call to action.

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