bbcon 2013

1. 60 Tests in 60 Minutes
PRESENTED BY STEPHANIE LAUF & SARAH DIJULIO

2. TWEET ABOUT THIS SESSION
#60TESTS60MIN
@MRCAMPAIGNS
@STEPHLAUF

3. labs.mrss.com

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. Deadline Emphasis Test
TestControl
Deadline vs. Urgent
Vote:  Control  Test  Tie
Winner:  Tie

7. Prior Donor Test
Test
Last Year’s Gift
Vote:  Control  Test  Tie
Winner:  Test (13% more revenue)

8. Lapsed Donor Test
Test
Lapsed Donor Feel-Good
Content
Vote:  Control  Test  Tie
Winner:  Tie

9. LCV Optimized Advocacy Form
Vote:  Control  Test
Winner:  Test
(3% lift - pretty close!)
TestControl

10. 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)

11. $5 Ask to Prospects (x10)
Vote:  Control  Test  Tie
# Gifts Winner:  Test 10/10
Revenue Winner:  Test 7/10

12. $5 Ask to Prospects
Vote:  Control  Test  Tie
# Gifts Winner:  Test 172% increase
Revenue Winner:  Test 97% increase
TestControl

13. $5 Ask vs. $10 Ask vs. Control
to Prospects
Vote:  $5  $10  Control
# Gifts Winner:  $5
Revenue Winner:  $5

14. $5 Asks (2.5 years later)
Vote:  $5  $10  Control
# Gifts Winner:  $5
Revenue Winner:  $5

15. E-News Lift Note
TestControl
Vote:  Control  Test  Tie
Winner:  Test (39% lift in fundraising responses)

16. Donate Now vs. Become a
Member
Test
Control
Vote:  Control  Test  Tie
Winner:  Test (24% higher response rate)

17. 5. What’s in that callout box?
TestControl
Vote:  Control  Test  Tie
Winner:  Test (28-59% Lift in Response Rates!)

18. Personalized Preheader
Test
Vote:  Control  Test  Tie
Winner:  Test (31% Lift in Response Rate)

19. Straight Ally Content
Vote:  Control  Test  Tie
Winner:  Test (25% Lift in Average Gift)
Test
Control

20. Vote:  Control  Test  Tie
Winner:  Tie
4. Action-Taker Language
TestControl

21. 4a. Age-Related Content
Vote:  Control  Test  Tie
Winner:  Tie
TestControl

22. Remove the Dollar Signs
Vote:  Control  Test  Tie
Winner:  Test (18% lift in average gift!)
Test

23. Thermometer & Donor Scroll
Test
Control
Vote:  Control  Test  Tie
Winner:  Test
(Marginally significant, 8.5% lift in page conversion rate)

24. Yellow Highlighting
Test
Vote:  Control  Test  Tie
Winner:  Tie

25. Preheader test
Test
Control
Vote:  Control  Test  Tie
Winner:  Test (3.3% Higher Open Rate)

26. “Most PETA Supporters gave at
this level”
TestControl
Vote:  Control  Test  Tie
Winner:  Test (25% lift in average gift!)

27. PETA: Dogs vs. Cats vs. Pigs
Vote:  Dog  Cat  Pig  Tie
Winner:  Cat (19% lift in conversions)
CatControl Pig

28. Vertical vs. Horizontal Ask String
Test
Control
Vote:  Control  Test  Tie
Winner:  Control (25% lift in conversions)

29. Lift Note Length
TestControl
Vote:  Control  Test  Tie
Winner:  Tie

30. One-Step vs. Multi-Step Form
TestControl
Vote:  Control  Test  Tie
Conversion Winner:  Test (13% increase)
Average Gift for prospects:  Control (38% decrease)

31. Wolves vs. Polar Bears
TestControl
Vote:  Control  Test  Tie
Winner:  Control
Marginally significant, 29% more revenue

32. Lapsed Donor Lift Note
Test
Vote:  Control  Test  Tie
Response Rate Winner:  Tie
Average Gift Winner:  Test
(Marginally significant – 30% lift)

33. Short vs. Long
TestControl
Vote:  Control  Test  Tie
Winner:  Tie (but 50% more gifts with long version!)

34. Short vs. Long
Vote:  Control  Test  Tie
Winner:  Test (12% lift in response rate)
TestControl

35. Short vs. Long
Vote:  Control  Test  Tie
Lapsed Donors:  Test
Everyone Else:  Tie
TestControl

36. Plain Old Design vs. Big Picture
Vote:  Control  Test  Tie
CTR Results:  Control (100% lift)
Response Results:  Tie (but control had more gifts)
TestControl

37. Birthday Campaign: Landing Page Test
Hard vs. Soft Ask Birthday Card
TestControl
Vote:  Control  Test  Tie
Results:  Test (100% more gifts)

38. Frequency

39. Localization

40. Image vs. Open Letter
TestControl
Vote:  Control  Test  Tie
Winner:  Control
Marginally significant.

41. Signer: Cecile vs. Dawn
TestControl
Vote:  Control  Test  Tie
Winner:  Tie

42. Match Box vs. No Match Box
TestControl
Vote:  Control  Test  Tie
Winner:  Tie

43. Gift String
Test B
Control
Vote:  Control  Test B  Test C  Tie
Winner:  Test B
Test C

44. Donation Form Layout
TestControl
Vote:  Control  Test  Tie
Winner:  Test

45. Naked Links in Email
Test
Control
Vote:  Control  Test  Tie
Winner:  Tie

46. 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)

47. THANK YOU!!
SARAH DIJULIO
SDIJULIO@MRSS.COM
202-478-6170
STEPHANIE LAUF
STEPHANIE.LAUF@PPFA.ORG