Author: Wendee Parker

Learning to convert visitors into supporters with Google Grants and AdWords

Measurement, Testing

Greenpeace Switzerland’s website traffic has increased 30-fold since they began using began using Google Grants, a free advertising program for non-profits, in September 2012. MobLab sat down with the office’s digital communications team to ask them how they pulled it off. “We used the largest part of our [advertising credit] to send traffic to our site and it worked extremely well,” says Steff Kerkhof, Webmaster at Greenpeace Switzerland (GP Switzerland). Starting with only a few hundred visitors per month in September 2012, GP Switzerland optimized its key words and text ads to help bring more than 30,000-50,000 monthly unique...

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Analytics testing guidebook, does one exist?

Measurement, Testing

I think this is a question everyone in the analytics field asks themselves at one point or another.  Unfortunately, the short answer is no, there is no holy grail when it comes to finding “best practices” for analytics testing.  Fortunately, there are several great resources out there that can support the education of analytics testing.  One thing I would recommend is to seek out trainings and courses that offer guidance on this topic.  Here are two great resources that come to mind: 1) New Organizing Institute The New Organizing Institute’s (NOI) mission is to support and train organizers to...

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Six Testing Ideas for your Next Email Campaign

Campaigning, Testing

It seems that everyone is interested in seeking out great ideas and success stories to apply to their own email campaigns.  But the most effective way to develop those “best practices,” see those successes and learn from those failures is to do it yourself!  That’s why the MobLab came together with fellow peers in the non-profit world to discuss these very ideas as part of a conversation hosted by Change.org. If you’re interested in testing out these ideas yourself and are willing to share the results with others, let the MobLab know and we can publish your post here....

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