Ken Bowen says, “As marketers, we all dream of expensive radical redesigns of our websites that check off every item on our wish lists. Over the years here at MarketingExperiments, though, we have routinely discovered that with a proper understanding of customers, the smallest changes can often yield the biggest results.

A recent test from our friends over at NextAfter demonstrates this fact.

Background

As Tim Kachuriak, Chief Innovation and Optimization Officer, NextAfter, noted when he joined us for our August Web clinic, Personalized Messaging Tested, NextAfter works exclusively with nonprofit organizations to discover what truly makes donors give.

Dallas Theological Seminary (DTS) is one such organization that NextAfter has partnered with to help answer this question“.

Nonprofit Testing: How one small change led to 190% increase in clickthrough

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