60 Tests in 60 Minutes

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bbcon 2013

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60 Tests in 60 Minutes

  1. 1. 60 Tests in 60 Minutes PRESENTED BY STEPHANIE LAUF & SARAH DIJULIO
  2. 2. TWEET ABOUT THIS SESSION #60TESTS60MIN @MRCAMPAIGNS @STEPHLAUF
  3. 3. labs.mrss.com
  4. 4. 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
  5. 5. Deadline Emphasis Test TestControl Deadline vs. Urgent Vote:  Control  Test  Tie Winner:  Tie
  6. 6. Prior Donor Test Test Last Year’s Gift Vote:  Control  Test  Tie Winner:  Test (13% more revenue)
  7. 7. Lapsed Donor Test Test Lapsed Donor Feel-Good Content Vote:  Control  Test  Tie Winner:  Tie
  8. 8. LCV Optimized Advocacy Form Vote:  Control  Test Winner:  Test (3% lift - pretty close!) TestControl
  9. 9. 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)
  10. 10. $5 Ask to Prospects (x10) Vote:  Control  Test  Tie # Gifts Winner:  Test 10/10 Revenue Winner:  Test 7/10
  11. 11. $5 Ask to Prospects Vote:  Control  Test  Tie # Gifts Winner:  Test 172% increase Revenue Winner:  Test 97% increase TestControl
  12. 12. $5 Ask vs. $10 Ask vs. Control to Prospects Vote:  $5  $10  Control # Gifts Winner:  $5 Revenue Winner:  $5
  13. 13. $5 Asks (2.5 years later) Vote:  $5  $10  Control # Gifts Winner:  $5 Revenue Winner:  $5
  14. 14. E-News Lift Note TestControl Vote:  Control  Test  Tie Winner:  Test (39% lift in fundraising responses)
  15. 15. Donate Now vs. Become a Member Test Control Vote:  Control  Test  Tie Winner:  Test (24% higher response rate)
  16. 16. 5. What’s in that callout box? TestControl Vote:  Control  Test  Tie Winner:  Test (28-59% Lift in Response Rates!)
  17. 17. Personalized Preheader Test Vote:  Control  Test  Tie Winner:  Test (31% Lift in Response Rate)
  18. 18. Straight Ally Content Vote:  Control  Test  Tie Winner:  Test (25% Lift in Average Gift) Test Control
  19. 19. Vote:  Control  Test  Tie Winner:  Tie 4. Action-Taker Language TestControl
  20. 20. 4a. Age-Related Content Vote:  Control  Test  Tie Winner:  Tie TestControl
  21. 21. Remove the Dollar Signs Vote:  Control  Test  Tie Winner:  Test (18% lift in average gift!) Test
  22. 22. Thermometer & Donor Scroll Test Control Vote:  Control  Test  Tie Winner:  Test (Marginally significant, 8.5% lift in page conversion rate)
  23. 23. Yellow Highlighting Test Vote:  Control  Test  Tie Winner:  Tie
  24. 24. Preheader test Test Control Vote:  Control  Test  Tie Winner:  Test (3.3% Higher Open Rate)
  25. 25. “Most PETA Supporters gave at this level” TestControl Vote:  Control  Test  Tie Winner:  Test (25% lift in average gift!)
  26. 26. PETA: Dogs vs. Cats vs. Pigs Vote:  Dog  Cat  Pig  Tie Winner:  Cat (19% lift in conversions) CatControl Pig
  27. 27. Vertical vs. Horizontal Ask String Test Control Vote:  Control  Test  Tie Winner:  Control (25% lift in conversions)
  28. 28. Lift Note Length TestControl Vote:  Control  Test  Tie Winner:  Tie
  29. 29. One-Step vs. Multi-Step Form TestControl Vote:  Control  Test  Tie Conversion Winner:  Test (13% increase) Average Gift for prospects:  Control (38% decrease)
  30. 30. Wolves vs. Polar Bears TestControl Vote:  Control  Test  Tie Winner:  Control Marginally significant, 29% more revenue
  31. 31. Lapsed Donor Lift Note Test Vote:  Control  Test  Tie Response Rate Winner:  Tie Average Gift Winner:  Test (Marginally significant – 30% lift)
  32. 32. Short vs. Long TestControl Vote:  Control  Test  Tie Winner:  Tie (but 50% more gifts with long version!)
  33. 33. Short vs. Long Vote:  Control  Test  Tie Winner:  Test (12% lift in response rate) TestControl
  34. 34. Short vs. Long Vote:  Control  Test  Tie Lapsed Donors:  Test Everyone Else:  Tie TestControl
  35. 35. Plain Old Design vs. Big Picture Vote:  Control  Test  Tie CTR Results:  Control (100% lift) Response Results:  Tie (but control had more gifts) TestControl
  36. 36. Birthday Campaign: Landing Page Test Hard vs. Soft Ask Birthday Card TestControl Vote:  Control  Test  Tie Results:  Test (100% more gifts)
  37. 37. Frequency
  38. 38. Localization
  39. 39. Image vs. Open Letter TestControl Vote:  Control  Test  Tie Winner:  Control Marginally significant.
  40. 40. Signer: Cecile vs. Dawn TestControl Vote:  Control  Test  Tie Winner:  Tie
  41. 41. Match Box vs. No Match Box TestControl Vote:  Control  Test  Tie Winner:  Tie
  42. 42. Gift String Test B Control Vote:  Control  Test B  Test C  Tie Winner:  Test B Test C
  43. 43. Donation Form Layout TestControl Vote:  Control  Test  Tie Winner:  Test
  44. 44. Naked Links in Email Test Control Vote:  Control  Test  Tie Winner:  Tie
  45. 45. 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)
  46. 46. THANK YOU!! SARAH DIJULIO SDIJULIO@MRSS.COM 202-478-6170 STEPHANIE LAUF STEPHANIE.LAUF@PPFA.ORG
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