2012 Optimization Summit Presentation - Tim Kachuriak, Nathaniel Ward

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  • 1. How The Heritage Foundation Increased Online Donations 274% Using the MECLABS MethodologyNathaniel Ward Tim KachuriakManager of Online Programs, SVP, Innovation & OptimizationThe Heritage Foundation Pursuant
  • 2. Every Organization Asks You For Money. 2
  • 3. The Difference Between For-Profit and Non-Profit 3
  • 4. A Journey Through Time. 4
  • 5. The “Real” Flux Capacitor Slide: 6
  • 6. Flux Capacitor of Revenue Maximization
  • 7. Not Just for Marathon Runners
  • 8. Impact of Revenue Optimization Baseline 26.2% in one 26.2% in two 26.2% in three Area areas areas Web Traffic 100,000 100,000 126,200 126,200 Conversion Rate 2.00% 2.52% 2.52% 2.52%Avg. Order Value $70.00 $70.00 $70.00 $88.34 Revenue $140,000.00 $176,400.00 $222,617.00 $280,942.00Change in Revenue 0% 26.2% 59.0% 100%
  • 9. How Do You Optimize a Think Tank? 13
  • 10. 14
  • 11. Optimizing Average Donation
  • 12. Nonprofit Best Practice:In Order to Increase Average Gift, You MustProvide a Premium or Incentive. 16
  • 13. Optimizing Average Gift Control Treatment 1 Treatment 1 44% Increase $50 Gifts 64% Increase $50 Gifts 17
  • 14. Slide: 18
  • 15. Optimizing Email Clickthrough
  • 16. Nonprofit Best Practice:An Effective Email Appeal Makes a Strong Askfor a Donation. 20
  • 17. Version A - Control Version B - Treatment 369% Increase in Clickthrough Rate 121% Increase in Revenue
  • 18. Optimizing Landing Pages
  • 19. Nonprofit Best Practice:Putting More Than One Call-to-Action on aLanding Page Will Negatively Affect Conversion. 23
  • 20. Testing Against Best Practices
  • 21. Testing Against Best Practices
  • 22. Testing Against Best Practices
  • 23. Testing Against Best Practices
  • 24. Nonprofit Best Practice:To Maximize Email Capture, Your Email FormMust Be Located on the Homepage. 28
  • 25. Optimizing Email Capture
  • 26. Optimizing Email Capture
  • 27. Optimizing Email Capture
  • 28. Optimizing Email Capture
  • 29. Optimizing Email Capture Unique Pageviews 43% Quiz Completions 282% Increase in name acquisition conversion Email Signups 19% 900% Increase over nonprofit benchmarkSource: Google Analytics, Kimbia & Silverpop
  • 30. Nonprofit Best Practice:In Order for Your Microsite to be Successful, ItMust Be Clearly Branded to Your Organization. 34
  • 31. Nonprofit Best Practice:To Maximize Online Revenue, the Call-to-ActionMust Be Above the Fold. 40
  • 32. Control Treatment 74% Increase in Donor Conversion Rate 189% Increase in Average Gift 274% Increase in Revenue
  • 33. 42
  • 34. 43
  • 35. 44
  • 36. 45
  • 37. 46
  • 38. 47
  • 39. 48
  • 40. Flux Capacitor of Revenue Maximization
  • 41. “The Learning is More Important Than The Lift” - Dr. Flint McGlaughlin
  • 42. Creating a Culture of Optimization. 51
  • 43. “Adequacy is theEnemy of Excellence” - Peter F. Drucker
  • 44. [Read message above by holding up in front of mirror.]
  • 45. Whoops!
  • 46. 55
  • 47. Thank You!