Think of split testing (or AB testing) like a deathmatch for ideas. It’s the best tool we have for figuring out what works and what doesn’t. When you run a split test, two or more versions of...

How tempting is it to ‘bust myths’ and confront your opponent’s ridiculous claims head-on!? Hint: very. Proceed with caution—countering false claims can unintentionally reinforce them. However, if you can reframe the conversation, you get to own it...

Quick read

Whether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell them exactly what you want them to do. In our tests, this always increases...

Who are your supporters? And what do they need from you to reach their potential as star advocates or loyal donors? You might be sitting on thousands (perhaps millions) of data points that could answer these questions...

On-page videos can be your best friend and your worst enemy. At the same time. Know the pros and cons so you can take full advantage without annoying your supporters. Why on-page videos are...

It can feel intuitive to place your action form elements at the end of your page—after your theory of change. However, your supporter might lose interest or fail to grasp their own relevance unless you spell it...