How ad creative affects conversion rate
Experiment ID: #3120
Susan B. Anthony List
Experiment Summary
Timeframe: 01/20/2016 - 02/03/2016
Susan B Anthony List was promoting a petition in support of the Hyde Amendment. This petition was created in response to an announcement Hillary Clinton made wanting to repeal the Amendment. They launched an ad campaign on Facebook to attract people to sign the petition. Because the petition was created in response to Hillary Clinton, they created an ad more politically focused. But, since the Hyde Amendment is about saving the lives of unborn babies, they also wanted to create an ad using imagery and language to support that message. They did an A/B test to see which would convert more petition signers.
Research Question
Which ad motivates more people to sign the petition?
Design
C: Baby Focused
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T1: Hillary Clinton/Political Focused
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[thumb_448_410-width] => 424
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[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2016-02-01-at-9.46.11-AM.png
[thumb_448_410_retina-width] => 445
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[thumb_574_382-width] => 395
[thumb_574_382-height] => 382
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[thumb_776_395-width] => 409
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[gform-image-choice-sm-height] => 290
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2016-02-01-at-9.46.11-AM.png
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 387
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2016-02-01-at-9.46.11-AM.png
[gform-image-choice-lg-width] => 445
[gform-image-choice-lg-height] => 430
)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Baby Focused | 30.4% | ||
| T1: | Hillary Clinton/Political Focused | 69.6% | 129.3% | 100.0% |
This experiment has a required sample size of 12 in order to be valid. Since the experiment had a total sample size of 22,836, and the level of confidence is above 95% the experiment results are valid.
Flux Metrics Affected
The Flux Metrics analyze the three primary metrics that affect revenue (traffic, conversion rate, and average gift). This experiment produced the following results:
0% increase in traffic
× 129.3% increase in conversion rate
× 0% increase in average gift
Key Learnings
The Hillary Clinton ad was able to increase the number of emails acquired by 129%. This was partially due to the 10% increase the ad was able to make to the click through rate. By driving more visitors and higher motivated visitors, we saw the significant lift in emails acquired.
SBA List is the political arm for the pro-life movement. While people are motivated to save a baby’s life, for this petition, people were more motivated by the political message of the ad. The political ad had a more direct connection with what the petition was about. The political nature of the ad and petition were timely too with the political climate of the country.