60 Tests in 60 Minutes
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60 Tests in 60 Minutes

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bbcon 2013

bbcon 2013

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60 Tests in 60 Minutes 60 Tests in 60 Minutes Presentation Transcript

  • 60 Tests in 60 Minutes PRESENTED BY STEPHANIE LAUF & SARAH DIJULIO
  • TWEET ABOUT THIS SESSION #60TESTS60MIN @MRCAMPAIGNS @STEPHLAUF
  • labs.mrss.com View slide
  • Name on Donation Page Test Test Control Your Name on the Landing Page Vote:  Control  Test  Tie # of Gifts Winner:  Tie Average Gift Winner:  Test View slide
  • Deadline Emphasis Test TestControl Deadline vs. Urgent Vote:  Control  Test  Tie Winner:  Tie
  • Prior Donor Test Test Last Year’s Gift Vote:  Control  Test  Tie Winner:  Test (13% more revenue)
  • Lapsed Donor Test Test Lapsed Donor Feel-Good Content Vote:  Control  Test  Tie Winner:  Tie
  • LCV Optimized Advocacy Form Vote:  Control  Test Winner:  Test (3% lift - pretty close!) TestControl
  • No Match vs. 2x vs. 3x Vote:  No Match  2x Match  3x Match  Tie Winner:  3x Match (38% lift over 2x match, 71% lift over no match)
  • $5 Ask to Prospects (x10) Vote:  Control  Test  Tie # Gifts Winner:  Test 10/10 Revenue Winner:  Test 7/10
  • $5 Ask to Prospects Vote:  Control  Test  Tie # Gifts Winner:  Test 172% increase Revenue Winner:  Test 97% increase TestControl
  • $5 Ask vs. $10 Ask vs. Control to Prospects Vote:  $5  $10  Control # Gifts Winner:  $5 Revenue Winner:  $5
  • $5 Asks (2.5 years later) Vote:  $5  $10  Control # Gifts Winner:  $5 Revenue Winner:  $5
  • E-News Lift Note TestControl Vote:  Control  Test  Tie Winner:  Test (39% lift in fundraising responses)
  • Donate Now vs. Become a Member Test Control Vote:  Control  Test  Tie Winner:  Test (24% higher response rate)
  • 5. What’s in that callout box? TestControl Vote:  Control  Test  Tie Winner:  Test (28-59% Lift in Response Rates!)
  • Personalized Preheader Test Vote:  Control  Test  Tie Winner:  Test (31% Lift in Response Rate)
  • Straight Ally Content Vote:  Control  Test  Tie Winner:  Test (25% Lift in Average Gift) Test Control
  • Vote:  Control  Test  Tie Winner:  Tie 4. Action-Taker Language TestControl
  • 4a. Age-Related Content Vote:  Control  Test  Tie Winner:  Tie TestControl
  • Remove the Dollar Signs Vote:  Control  Test  Tie Winner:  Test (18% lift in average gift!) Test
  • Thermometer & Donor Scroll Test Control Vote:  Control  Test  Tie Winner:  Test (Marginally significant, 8.5% lift in page conversion rate)
  • Yellow Highlighting Test Vote:  Control  Test  Tie Winner:  Tie
  • Preheader test Test Control Vote:  Control  Test  Tie Winner:  Test (3.3% Higher Open Rate)
  • “Most PETA Supporters gave at this level” TestControl Vote:  Control  Test  Tie Winner:  Test (25% lift in average gift!)
  • PETA: Dogs vs. Cats vs. Pigs Vote:  Dog  Cat  Pig  Tie Winner:  Cat (19% lift in conversions) CatControl Pig
  • Vertical vs. Horizontal Ask String Test Control Vote:  Control  Test  Tie Winner:  Control (25% lift in conversions)
  • Lift Note Length TestControl Vote:  Control  Test  Tie Winner:  Tie
  • One-Step vs. Multi-Step Form TestControl Vote:  Control  Test  Tie Conversion Winner:  Test (13% increase) Average Gift for prospects:  Control (38% decrease)
  • Wolves vs. Polar Bears TestControl Vote:  Control  Test  Tie Winner:  Control Marginally significant, 29% more revenue
  • Lapsed Donor Lift Note Test Vote:  Control  Test  Tie Response Rate Winner:  Tie Average Gift Winner:  Test (Marginally significant – 30% lift)
  • Short vs. Long TestControl Vote:  Control  Test  Tie Winner:  Tie (but 50% more gifts with long version!)
  • Short vs. Long Vote:  Control  Test  Tie Winner:  Test (12% lift in response rate) TestControl
  • Short vs. Long Vote:  Control  Test  Tie Lapsed Donors:  Test Everyone Else:  Tie TestControl
  • Plain Old Design vs. Big Picture Vote:  Control  Test  Tie CTR Results:  Control (100% lift) Response Results:  Tie (but control had more gifts) TestControl
  • Birthday Campaign: Landing Page Test Hard vs. Soft Ask Birthday Card TestControl Vote:  Control  Test  Tie Results:  Test (100% more gifts)
  • Frequency
  • Localization
  • Image vs. Open Letter TestControl Vote:  Control  Test  Tie Winner:  Control Marginally significant.
  • Signer: Cecile vs. Dawn TestControl Vote:  Control  Test  Tie Winner:  Tie
  • Match Box vs. No Match Box TestControl Vote:  Control  Test  Tie Winner:  Tie
  • Gift String Test B Control Vote:  Control  Test B  Test C  Tie Winner:  Test B Test C
  • Donation Form Layout TestControl Vote:  Control  Test  Tie Winner:  Test
  • Naked Links in Email Test Control Vote:  Control  Test  Tie Winner:  Tie
  • Tests of the Future! • 15-second delay on lightbox • Font size for form fields • Standard donation page one-step versus two-step with credit card on step 2 (no other fancy changes)
  • THANK YOU!! SARAH DIJULIO SDIJULIO@MRSS.COM 202-478-6170 STEPHANIE LAUF STEPHANIE.LAUF@PPFA.ORG