A/B Test Social Media With ShareProgress

SHAREPROGRESS TRAINING

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

CASE STUDY

CREDO ACTION PETITION:

“STOP THE MONSANTO PROTECTION

ACT”

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.

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

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.

BEYOND PETITIONS

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!

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

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.

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.

QUESTIONS?

EMAIL

KIMBERLY@SHAREPROGRESS.ORG