Care Net

How a clear and direct headline on a Facebook ad impacts conversion

Experiment ID: #2579

Care Net

Experiment Summary

Timeframe: 09/13/2017 - 09/18/2017

Care Net offers a free online course called, Pro-Life 101. They use paid Facebook ads to promote it and get people to sign up for it. In an effort to increase course sign-ups they wanted to test the headline – which serves as the call-to-action – of their Facebook ad. Previous testing on Facebook had shown that having “Learn more” as the headline worked best for name conversion. But Care Net hypothesized using a more direct headline that gave more clarity to the end-user might work better. They tested the two against each other.

Research Question

Which headline would get more people to sign-up for the online course?

Design

C: Learn more
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T1: Activate your free online course
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https://www.nextafter.com/wp-content/uploads/Activate_your_free_online_course-49x64.jpg [thumb_64_64-width] => 49 [thumb_64_64-height] => 64 [thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Activate_your_free_online_course-99x128.jpg [thumb_128_128-width] => 99 [thumb_128_128-height] => 128 [thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Activate_your_free_online_course-52x67.jpg [thumb_122_67-width] => 52 [thumb_122_67-height] => 67 [thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Activate_your_free_online_course-118x153.jpg [thumb_153_153-width] => 118 [thumb_153_153-height] => 153 [thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Activate_your_free_online_course-125x163.jpg [thumb_130_163-width] => 125 [thumb_130_163-height] => 163 [thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Activate_your_free_online_course-136x177.jpg [thumb_232_177-width] => 136 [thumb_232_177-height] => 177 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Activate_your_free_online_course-500x650.jpg [thumb_272_325-width] => 500 [thumb_272_325-height] => 650 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Activate_your_free_online_course-266x346.jpg [thumb_271_346-width] => 266 [thumb_271_346-height] => 346 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Activate_your_free_online_course-209x271.jpg [thumb_271_271-width] => 209 [thumb_271_271-height] => 271 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Activate_your_free_online_course-132x172.jpg [thumb_272_172-width] => 132 [thumb_272_172-height] => 172 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Activate_your_free_online_course-355x461.jpg [thumb_372_461-width] => 355 [thumb_372_461-height] => 461 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Activate_your_free_online_course-372x483.jpg [thumb_372_500-width] => 372 [thumb_372_500-height] => 483 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Activate_your_free_online_course-208x270.jpg [thumb_385_270-width] => 208 [thumb_385_270-height] => 270 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Activate_your_free_online_course-185x241.jpg [thumb_416_241-width] => 185 [thumb_416_241-height] => 241 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Activate_your_free_online_course-316x410.jpg [thumb_448_410-width] => 316 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Activate_your_free_online_course-631x820.jpg [thumb_448_410_retina-width] => 631 [thumb_448_410_retina-height] => 820 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Activate_your_free_online_course-294x382.jpg [thumb_574_382-width] => 294 [thumb_574_382-height] => 382 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Activate_your_free_online_course-304x395.jpg [thumb_776_395-width] => 304 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Activate_your_free_online_course.jpg [gform-image-choice-sm-width] => 231 [gform-image-choice-sm-height] => 300 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Activate_your_free_online_course.jpg [gform-image-choice-md-width] => 308 [gform-image-choice-md-height] => 400 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Activate_your_free_online_course.jpg [gform-image-choice-lg-width] => 462 [gform-image-choice-lg-height] => 600 ) ) )

Results

  Treatment Name Conv. Rate Relative Difference Confidence
C: Learn more 0.08%
T1: Activate your free online course 0.26% 206.0% 99.9%

This experiment has a required sample size of 4,583 in order to be valid. Since the experiment had a total sample size of 26,326, 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
× 206.0% increase in conversion rate
× 0% increase in average gift

Key Learnings

The treatment version that used direct, clear language, “Activate your free online course”, significantly increased the number of people who signed up for the course by 206%!

The treatment not only used language that was direct and clear, but it was also congruent with the language used on the landing page.

The headline for a Facebook ad should reduce mental friction for the end user and be the next logical step in the acquisition process. When the headline/call-to-action is too vague, like “learn more”, we create more uncertainty for people and decrease the likelihood of them converting once they get to the landing page.


Experiment Documented by Courtney Gaines
Courtney Gaines is Vice President at NextAfter.

Question about experiment #2579

If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.