A/B Test Social Media With ShareProgress
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SHAREPROGRESS TRAINING
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WHY SHAREPROGRESS?
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FINDING NEW SUPPORTERS
Go where your supporters are.
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“The Facebook Effect On the News,” The Atlantic, February 12, 2014.
THE NEW HOMEPAGE
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SECRET TO UPWORTHY’S GROWTH
* They have full-time staff testing, tinkering and don’t exclusively do politics
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HOW CAN SHAREPROGRESS HELP?
Don’t worry about design• Take advantage of optimized and tested share pages• Theme your share page to match your action page
Easy-to-use for organizers • Optimize your petitions for Facebook easily
• Caught a typo? Change your social media headlines on the fly
Be data smart without a math degree• A/B Test what headlines ACTUALLY work
• Get access to analytics to find out when your stuff will get popular
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CASE STUDY
CREDO ACTION PETITION:
“STOP THE MONSANTO PROTECTION
ACT”
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CASE STUDY
CREDO ACTION PETITION:
“STOP THE MONSANTO PROTECTION
ACT”
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OPTIMIZED SHARE PAGE
CREDO used a share page designed by ShareProgress.
In head-to-head tests, the ShareProgress page performed 50% better than the CREDO share page.
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OPTIMIZED SHARE LANGUAGE
CREDO tested share language to convert more shares into viral visitors
In one example, the tested share language performed 63% better
Facebook Title Shares Driving Action / Total Shares Success Rate Improveme
nt
Monsanto shouldn’t be above the law 341/1041
32.8% (±2.9%) --
“One of the most outrageous special interest provisions in years”
322/96233.5%
(±3.0%) 2.2%
Tell the Senate: Repeal the Monsanto Protection Act
458/97247.1%
(±3.1%) 43.8%
Sign the Petition: Repeal the Monsanto Protection Act
555/1037 53.5% (±3.0%) 63.4%
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RESULTS: MORE SUPPORTERS
The average petition gets less than 2% of signatures from social sharing
CREDO received 13% of signatures from social sharingor
24,000 new names from social sharing
CREDO used optimized ShareProgress share pages and optimized their share language asks
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HOW TO SET UPAN A/B TEST
IT’S EASY!
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HOME PAGE
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PASTE IN YOUR URL
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ENTER AND TEST SHARE LANGUAGE
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WE MAKE IT EASY TO A/B TEST SHARE LANGUAGE
The average petition gets less than 2% of shares from social sharing
CREDO received 13% or 24,000 new names from social sharing
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SET UP A REDIRECT!
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USE SHAREPROGRESS BUTTONS TO RUN TESTS ON SHARE LANGUAGE
A/B test to find what share language brings back the most visitors/signups
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AND EVALUATE THE BEST PERFORMINGSHARE LANGUAGE IMMEDIATELY
ShareProgress provides real-time analytics on metrics that matter:
• how many shares are driving action, • your share language success rate, and • improvement from your new share language
Not just number of shares and clicks on shares.
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AND EVALUATE THE BEST PERFORMINGSHARE LANGUAGE IMMEDIATELY
ShareProgress detects the best performing versionAnd dynamically moves future traffic to the best version
until 99% confident your A/B test is statistically significant and not chance.
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BEYOND PETITIONS
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CASE STUDY
CREDO ACTION PETITION:
“STOP THE MONSANTO PROTECTION
ACT”
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SAME ANALYTICS BACKEND
Real-time answers and traffic auto-routing to best performing version!
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WHAT TO TEST?
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ALWAYS BE TESTING
All organizations are different. Test to see what works for yours.
Things to Test in Order of Impact• Facebook Title• Email Share Subject Lines• Facebook Image• Email Share Content• Twitter Share Text• Facebook Description
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MAINTAIN A CULTURE OF TESTING
Culture of testing – A commitment to measure the effectiveness of your choices and make decisions with data, not intuition
• Come up with hypotheses and test them (Will people share more if…)
• Run a test on every action (Even if it’s not on social)
• Schedule check-ins on what you’ve learned from testing
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A/B TESTS WE’VE TRIED
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POTENTIAL TESTS TO TRY: ON PETITIONS
Try direct titles for petitions on FacebookIn four different experiments on petitions, including “Sign
the Petition” increased action rates by 20% or more
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POTENTIAL TESTS TO TRY: ON CONTENT
Going for clicks and not actions? Cultivate a curiosity gapUpworthy does this by creating 25 headlines for each piece
of content and A/B testing the best ones.
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POTENTIAL TESTS TO TRY: ON EMAIL SHARES
Email shares come from your members, not your organization
• Personal subject lines like “I signed this, now will you” performed at least 30% better than descriptive subject lines.
• Shorter emails tend to perform better than longer ones.
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USE IT WITH YOUR CRM
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TRACK ACTIONS FROM SOCIAL
How can you find out how many folks are coming from Facebook?
Source codes!
http://act.yourorg.org/petition?source=fb
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TRACK ACTIONS FROM SOCIAL
How can you find out which folks came in through ShareProgress?
Source codes!
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TRACK ACTIONS FROM SOCIAL
Go to Your Settings > Advanced Options
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TRACK ACTIONS FROM SOCIAL
1. Change the source parameter to “source”
2. Pick your source codes
Tip: Use codes like “fb_sp” to differentiate from other social programs
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WHY?
Smarter Segmenting.
Track the giving rates of your social media supporters.
Integrated analytics with your CRM.