Nonprofit Marketing: How a long, ugly page generated 274% more revenue
Tuesday was day one of Optimization Summit 2012, and I thought it might be interesting to share an impressive case study from the stage here in Denver.
Many #OpSummit tweets have communicated surprise at the idea of moving the call-to-action below the fold and still being able to get results.
So, to help us all understand a little better where the best place for your call-to-action is, Nathaniel Ward, Manager of Online Programs, Heritage, and Tim Kachuriak, Senior Vice President, Innovation and Optimization, Pursuant, shared the following case study yesterday afternoon.
[Editor’s Note: Reader beware, there is some politically sensitive content in the treatments. But, the case study illustrates some transferrable principles you can apply to your own pages.]
The control page was a typical two-column layout where the call-to-action (CTA) begins above the fold.
The treatment page not only buried the call-to-action below the fold, it also added long-form copy to provide the readers with more value. The result was a, “long, ugly page,” in the words of Tim Kachuriak.
“I didn’t even want to run the page,” Nathaniel mentioned.
The results from the long-copy, CTA-buried treatment were staggering:
- 74% Increase in Donor Conversion Rate
- 189% Increase in Average Gift
- 274% Increase in Revenue
What you need to understand
Most of this is the result of both providing more value in the copy and pushing the call-to-action below the fold and into the flow of the thought sequence.
“I almost vetoed this page because I didn’t think it would work,” Nathaniel said. “But I decided to give it a shot because I understood that, ultimately, my gut instinct is not the barometer of effectiveness.”
During the “30 Ideas in 30 Minutes” session before Tim and Nathaniel presented their findings, Michael Aagaard mentioned he has seen results from both a CTA above-the-fold and a CTA below-the-fold.
“It really has nothing to do with best practices,” Michael told me later. “It has everything to do with providing the CTA in the correct place in the thought sequence.”
Where do you stand on the CTA and fold debate? Let everyone here know at #OpSummit.