Testing MayhemSustainer Pop Ups + New Responsive Design + Hitting

your Budget = WTF?!?!

Intros

Heather Marsh, Director of Digital Marketing, ABD Direct

Sean Powell, Online Fundraising, The Engage Group

Website Testing

The Evolution of Websites◦It’s not just for younger people anymore.◦85% of all Americans are online.◦51% of adults bank online, up 5% since 2010.◦35% of mobile users bank online, up from 18%

in 2011.◦39% of adults took part in a Political

engagement activity during the 2012 election.

*Pew Internet Research

Setting the stage

Setting the stage◦Super fresh tests of designing and testing

responsive rollouts◦Likewise with sustainer pop ups◦These are some of our preliminary results

Website Testing… WTF?!

Three sections today…◦Pop-ups/Lightboxes◦Intercepts◦Responsive Design

Pop-Ups – The Wilderness Society

Popup – The National Campaign

Lightboxes - TWS

Website Testing… WTF?!

Tests we’ve run (that have improved conversions)…◦Test timed delays for opening◦Test targeting messaging by section◦Test both graphic only CTAs versus inline forms

Website Testing… WTF?!

Pop-ups/LightboxesInterceptsResponsive Design

Intercepts – American Cancer Society

Intercepts - TWS

Some things to think about when doing an intercept (sustainer or otherwise)◦Low dollar and high dollar threshold◦For sustaining gifts, what the resulting gift will

be? ◦Where and how will the upgrade be displayed?◦What happens when the user tries to close the

popup?◦Focus on reducing form abandonment (donor

freak out)

Sustainer results

Results◦4% of donors who see it converted◦Saw slight decline in conversion rate

Not statistically significant though

Website Testing… WTF?!

Pop-ups/LightboxesInterceptsResponsive Design

Responsive Design… Why?

28% of Internet usage comes from a mobile phone

86% of adults own a mobile phone47.5 million tablets in the US1 in 3 visits to digital retail websites is

exclusively through mobile devices.

*Pew Research Data; Forbes; comScore

Responsive Design… Why?

47% of email is now opened on a mobile device

44% of email recipients made at least one purchase last year based on a promotional email

*The Art and Science of Email for Nonprofits, Blackbaud; Jay Baer “15 Email statistics that are shaping the future.”; comScore

Responsive Design… Why?

Mobile and tablet usage doubled in a year.

*Monetate Ecommerce Quarterly

Responsive Design… Why?

28% of adults 55-64 own a tablet18% of adults 64+ own a tabletUsage evenly split between gender and

ethnicity.

Why Responsive vs. Mobile?

*Pew Internet Research

Non-Responsive vs. Responsive - TWS

Responsive Design – Defenders of Wildlife

Responsive Design – Defenders

Responsive Design - Defenders

Responsive Rollouts

Some of our results…◦Security seals matter

Without decreased conversions by at least 12%◦Tactile-ish buttons help ( 44px x 44px )

In all designs, users focused on them, they were easy to find

◦Mixed results website vs. email◦ Increased conversions on tablets and mobile

significantly Conversion increased 30+%

◦ Increased sustainer rate

Other Types of Tests

Tests we always try (and are always good for institutional knowledge)◦ Ask strings

Descending vs. Ascending (ascending has been winning lately) Dynamic versus static Open text box – some interesting results for conversions and

average gift (prospects?). Dare you to try it . ◦ Copy

Short form vs. long form ◦ Imagery

Square/horizontal None at all Very little copy/large image cta

◦ Buttons vs. other CTAs Text vs. graphic

Next up…

What’s next◦Inline upgrades◦Popups: Images versus inline forms◦Sustainer popup tweaking

Ask amount Design

◦More client rollouts = more data◦Tweaking mobile version of forms

Less fields Quick donate?

How to Test

Testing Platforms used◦Google Experiments◦Optimizely

52 other options: http://whichtestwon.com/techguide

Questions?