Running A/B tests in your nonprofit marketing campaigns to optimize email, website landing pages and calls-to-action, is a great way to learn how to drive more traffic to your website and generate more donor leads.
Such increases in generating new donors, can provide a huge advantage for your nonprofit in the race to attract and retain new donors.
Just a few small tweaks to a landing page, an email or a call-to-action can significantly affect the number of donor leads your nonprofit can attract.
A/B testing is all about optimizing your variables, finding significant results and tracking those results over time to improve your conversion rates.
If you’re not A/B testing, you’re missing out on opportunities to increase your conversion rates and glean learnings to improve your content over time.
Split testing, commonly referred to as A/B testing is a method of testing through which marketing variables such as copy, layout and images are compared to each other to identify the one element that brings a better conversion rate.
The element that is being tested is called the “control” and the element that is argued to give a better result is called the “treatment.”
When you’re starting out, you probably have a number of questions about what to do with A/B tests. For example, what variable should you test? How long should the test last? What makes a test significant?
Things can get confusing.
With the remainder of this post, I’ll cover some guidelines for your nonprofit marketing that will make A/B testing easier. Both to measure your results and to find out which variation performed better.
This knowledge will guide you in figuring out how best to optimize your nonprofit marketing elements such as landing pages, calls-to-action and email.
A/B testing gives you the opportunity to maximize conversion rates, solve problems and challenge your assumptions.
More importantly, A/B testing will increase the knowledge base of your nonprofit by allowing you to determine a set of optimized practices to boost your overall nonprofit marketing ROI.
According to a 2014 study released by the National Center for Charitable Statistics, 12.9% of nonprofit funding comes from private contributions.
That’s why it’s important to have strategic processes in place to identify potential donors and communicate with them effectively.
In the increasingly competitive environment of nonprofit fundraising, nonprofits need to implement an effective marketing strategy.
Download our eGuide entitled 10 Questions to Ask Your Marketing Team About Donor Acquisition to learn more about developing your own strategy.
You can download it here.
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