How making an end-user click “See More” in a Facebook ad impacts click-through to the acquisition page
Experiment ID: #7356
Care Net
Experiment Summary
Timeframe: 08/24/2017 - 09/07/2017
Care Net offers a free online course called Pro-Life 101. They use paid Facebook ads to push the offer. Through previous testing, we had learned that longer Facebook ad copy increases name acquisition. To build upon those learnings, we tested ad copy that was even longer resulting in the end-user having to click “See More” to read the entirety of it.
Research Question
Which ad would increase click-through and ultimately name acquisition?
Design
C: Control
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T1: Extended "See More" Copy
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Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 3.6% | ||
| T1: | Extended "See More" Copy | 6.6% | 81.9% | 100.0% |
This experiment has a required sample size of 509 in order to be valid. Since the experiment had a total sample size of 26,291, 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:
81.9% increase in traffic
Ă— 0% increase in conversion rate
Ă— 0% increase in average gift
Key Learnings
The treatment version with the extended copy increased click-through by 82%! What this tell us is that people are not only more highly engaged with long ad copy, but even longer ad copy requiring people to click “See More” increases engagement and results in more people clicking through to the landing page and converting. The “See More” version provided additional information that the end-user needed to make the decision to click-through to the landing page and ultimately sign-up for the course.