The Heritage Foundation was able to increase online donations 274% by utilizing the MECLABS methodology for optimization testing. Through A/B and multivariate testing of donation forms, email campaigns, landing pages, and other digital assets, they identified improvements that increased conversion rates, average donation amounts, and email captures. Testing assumptions and industry best practices, they found ways to more effectively engage donors and maximize fundraising results online.
How to Troubleshoot Apps for the Modern Connected Worker
2012 Optimization Summit Presentation - Tim Kachuriak, Nathaniel Ward
1. How The Heritage Foundation
Increased Online Donations 274%
Using the MECLABS Methodology
Nathaniel Ward Tim Kachuriak
Manager of Online Programs, SVP, Innovation & Optimization
The Heritage Foundation Pursuant
12. Impact of Revenue Optimization
Baseline 26.2% in one 26.2% in two 26.2% in three
Area areas areas
Web Traffic 100,000 100,000 126,200 126,200
Conversion Rate 2.00% 2.52% 2.52% 2.52%
Avg. Order Value $70.00 $70.00 $70.00 $88.34
Revenue $140,000.00 $176,400.00 $222,617.00 $280,942.00
Change in Revenue 0% 26.2% 59.0% 100%