How ad copy call-to-action affects clickthrough rate
Experiment ID: #962
Hillsdale College
Experiment Summary
Timeframe: 07/20/2016 - 08/05/2016
Hillsdale College ran Facebook ads to remarket to people who had not yet responded to an invitation to one of their dinner events. They showed ads to a geotargeted email file and to encourage them to register.
Since the audience had already received an email, they created ads with a very direct call-to-action: Sign Up and Reserve Your Seat Now. This assumed that their audience had read the email and knew what to expect, and only needed to be prompted to sign up.
However, they developed a hypothesis that a large portion of the audience might not have engaged with the email, and needed a softer call-to-action. They made a second ad with the same image and copy, but with a headline and button copy that used “Learn More” as the call-to-action. Then, they ran an A/B test to determine which ad attracted more clicks.
Research Question
Will a softer call-to-action increase clickthrough rate?
Design
C: Sign Up
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[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Learn_More-2-700x700.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Learn_More-2-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Learn_More-2-43x50.jpg
[admin-width] => 43
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/Learn_More-2.jpg
[full-width] => 515
[full-height] => 595
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Learn_More-2-372x430.jpg
[thumb_372-width] => 372
[thumb_372-height] => 430
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Learn_More-2.jpg
[single_post_thumbnail-width] => 515
[single_post_thumbnail-height] => 595
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Learn_More-2-28x32.jpg
[thumb_32_32-width] => 28
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Learn_More-2-42x48.jpg
[thumb_48_48-width] => 42
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Learn_More-2-55x64.jpg
[thumb_64_64-width] => 55
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Learn_More-2-111x128.jpg
[thumb_128_128-width] => 111
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Learn_More-2-58x67.jpg
[thumb_122_67-width] => 58
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Learn_More-2-132x153.jpg
[thumb_153_153-width] => 132
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Learn_More-2-130x150.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 150
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Learn_More-2-153x177.jpg
[thumb_232_177-width] => 153
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Learn_More-2.jpg
[thumb_272_325-width] => 515
[thumb_272_325-height] => 595
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Learn_More-2-271x313.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 313
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Learn_More-2-235x271.jpg
[thumb_271_271-width] => 235
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Learn_More-2-149x172.jpg
[thumb_272_172-width] => 149
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Learn_More-2-372x430.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 430
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Learn_More-2-372x430.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 430
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Learn_More-2-234x270.jpg
[thumb_385_270-width] => 234
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Learn_More-2-209x241.jpg
[thumb_416_241-width] => 209
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Learn_More-2-355x410.jpg
[thumb_448_410-width] => 355
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Learn_More-2.jpg
[thumb_448_410_retina-width] => 515
[thumb_448_410_retina-height] => 595
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Learn_More-2-331x382.jpg
[thumb_574_382-width] => 331
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Learn_More-2-342x395.jpg
[thumb_776_395-width] => 342
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Learn_More-2.jpg
[gform-image-choice-sm-width] => 260
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Learn_More-2.jpg
[gform-image-choice-md-width] => 346
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Learn_More-2.jpg
[gform-image-choice-lg-width] => 515
[gform-image-choice-lg-height] => 595
)
)
)
Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Sign Up | 0.34% | ||
| T1: | Learn More | 2.1% | 501.7% | 100.0% |
This experiment has a required sample size of 301 in order to be valid. Since the experiment had a total sample size of 58,257, 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:
501.7% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
The treatment ads produced a 501.7% lift in clickthrough rate, which told Hillsdale that their target audience needed a lot more information before making a decision on whether to attend. They also analyzed more data to determine whether the softer call-to-action had a similar effect on conversion rate.