324. How to Leverage A/B Testing to Grow Online Giving + The Psychology of Giving - Sam Baker

CommunicationsDigital Strategy

Sep 19

Written By Andie Murphy

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Overview

Meet Sam. She's a digital strategist who helps her clients increase revenue with A/B Testing, and she knows her stuff. In the last 10 years, she's helped companies like Abercrombie & Fitch, Under Armour, and Intercontinental Hotel Group use their website data to make more money - without increasing digital ad spend or building a new website. Don't miss this episode that will prep you well for Giving Tuesday and year-end🗓

💡Learn

Defining A/B testing & how it works

How to kick-off a successful A/B testing campaign
The link between the psychology of giving and social proof
A guide to everything that should be in your A/B toolbox

Today’s Guest

Sam Baker, Digital Strategist, Founder of Sam Baker Consulting

“There is a magic mix of of your website that is going to work perfectly for you. There’s going to be the right story, there’s going to be the right call to action, there’s going to be the right navigation that encourages your users to do what you want them to do the best.”

— Sam Baker, Founder of Sam Baker Consulting

Episode Transcript

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Episode Highlights

Sam’s story and journey to where she is today (4:00)
A/B Testing - Theory and Philosophy and why Nonprofits should be leveraging it (11:00)
Storytelling + A/B Testing (15:00)
The Psychology of Giving (17:00)
An example of this in real life (20:00)
How to implement + activate A/B testing (23:00)
A powerful moment of philanthropy in Sam’s life (29:00)
Sam’s One Good Thing: Always be curious. (32:00)

Powerful quotes

“We are in a world where everything changes so quickly, especially when it comes to technology.” - Sam

“There is a magic mix of of your website that is going to work perfectly for you. There's going to be the right story, there's going to be the right call to action, there's going to be the right navigation that encourages your users to do what you want them to do the best. That’s going to be different for every organization.” -Sam

“Storytelling can really move your potential donors to actually make that donation. One way that I could see somebody really using A/B testing in the nonprofit world would be to have your two or three stories and begin testing them.” - Sam

“You basically have access to a free sample of users. If you were running a survey, you would have to pay to get people to answer questions about some campaign that you're running. When you're A/B testing, you already have those users that you can test your ideas out on.” -Sam

“I think FOMO can be used for good.” -Sam

“As long as you continue to be curious and ask questions, there will always be something for you to test and that means there will always be wins ahead of you.” -Sam