The Heritage Foundation
How Facebook ads impacted a campaign’s active member conversion rates
Experiment ID: #10644
The Heritage Foundation
Experiment Summary
Ended On: 02/07/2019
During The Heritage Foundation’s Kickoff Campaign, we wanted to run Facebook ads designed to remind members to renew their annual membership to see if it would boost response rates by adding a 3rd channel (digital ads) along side regularly scheduled email and direct mail messages.
Research Question
Will adding a 3rd channel of touches increase donor conversion rate for reminding active members to renew their membership?
Design
C: No Ads
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[tp-image-grid-width] => 700
[tp-image-grid-height] => 394
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/With_Ads-3-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/With_Ads-3-50x28.jpg
[admin-width] => 50
[admin-height] => 28
[full] => https://www.nextafter.com/wp-content/uploads/With_Ads-3.jpg
[full-width] => 720
[full-height] => 405
[thumb_372] => https://www.nextafter.com/wp-content/uploads/With_Ads-3-372x209.jpg
[thumb_372-width] => 372
[thumb_372-height] => 209
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/With_Ads-3.jpg
[single_post_thumbnail-width] => 720
[single_post_thumbnail-height] => 405
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/With_Ads-3-32x18.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 18
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/With_Ads-3-48x27.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 27
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/With_Ads-3-64x36.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 36
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/With_Ads-3-128x72.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 72
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/With_Ads-3-119x67.jpg
[thumb_122_67-width] => 119
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/With_Ads-3-153x86.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 86
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/With_Ads-3-130x73.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 73
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/With_Ads-3-232x131.jpg
[thumb_232_177-width] => 232
[thumb_232_177-height] => 131
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/With_Ads-3-544x306.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 306
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/With_Ads-3-271x152.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 152
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/With_Ads-3-271x152.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 152
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/With_Ads-3-272x153.jpg
[thumb_272_172-width] => 272
[thumb_272_172-height] => 153
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/With_Ads-3-372x209.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 209
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/With_Ads-3-372x209.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 209
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/With_Ads-3-385x217.jpg
[thumb_385_270-width] => 385
[thumb_385_270-height] => 217
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/With_Ads-3-416x234.jpg
[thumb_416_241-width] => 416
[thumb_416_241-height] => 234
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/With_Ads-3-448x252.jpg
[thumb_448_410-width] => 448
[thumb_448_410-height] => 252
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/With_Ads-3.jpg
[thumb_448_410_retina-width] => 720
[thumb_448_410_retina-height] => 405
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/With_Ads-3-574x323.jpg
[thumb_574_382-width] => 574
[thumb_574_382-height] => 323
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/With_Ads-3-702x395.jpg
[thumb_776_395-width] => 702
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/With_Ads-3.jpg
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 169
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/With_Ads-3.jpg
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 225
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/With_Ads-3.jpg
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 338
)
)
)
Results
| |
Treatment Name |
Conv. Rate |
Relative Difference |
Confidence |
| C: |
No Ads
|
0.24% |
|
|
| T1: |
With Ads
|
2.0% |
719.7% |
100.0%
|
This experiment has a required sample size of
494 in order to be valid. Since the experiment had a total sample size of
280,143, 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
× 719.7% increase in conversion rate
× 0% increase in average gift
Key Learnings
As shown above, the samples were not split properly ahead of the campaign. Further testing is required, but based upon preliminary findings, it would appear that the 3rd channel did play a role in increasing donor conversion rates for active members by a healthy margin.
Further experimentation is required to properly split the addressable universe on the next test.