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CaringBridge

How introducing a felt need affects clickthrough rate on site start remarketing ads

Experiment ID: #138809

CaringBridge

Experiment Summary

Ended On: 03/14/2023

CaringBridge was running remarketing ads in Facebook in order to recapture traffic that may have been interested to start a new site with CaringBridge. In an effort to increase click thru rate we proposed 3 different ad variations with 3 different motivations. We wanted to see which of these motivations would resonate more with their audiences.

The first treatment highlighted the privacy that a CaringBridge site offers. The second treatment addresses the felt need for the individual and how a CaringBridge site keeps you connected to others. The third treatment emphasizes how you can journal your progress on the site to continue getting support with others.

All three ads ran congruently on Facebook with the original remarketing ad which focused more on efficiency.

Research Question

We believe that addressing the “why” for potential site creators will achieve an increase in click thru rate because we are addressing their personal needs and providing our services as the solution. . because we are addressing their personal needs and providing our services as the solution.

Design

C: Control
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T1: Treatment #1
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T2: Treatment #2
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T3: Treatment #3
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Results

  Treatment Name Click Rate Relative Difference Confidence
C: Control 0.44%
T1: Treatment #1 0.42% -4.8% 22.3%
T2: Treatment #2 0.58% 31.8% 95.1%
T3: Treatment #3 0.45% 1.0% 5.1%

This experiment has a required sample size of 26,718 in order to be valid. Since the experiment had a total sample size of 126,025, 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:

    31.8% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift

Key Learnings

The winning variant for this experiment was treatment #2 with a valid 31.8% increase in clicks for all traffic with a 95.1% level of confidence. The other two ads had almost no difference in click thru rates. This informs us that treatment #2 more effectively connected with the reader's felt need with the first sentence of the ad being: "The moments you need help most are precisely when its hardest to ask for it." This is a sentence that introduces empathy and gets to the heart of why someone needs support in their health journey. In fact the first treatment may have introduced a level of anxiety because of the mention of publicly sharing their personal life.

It's recommended that we test similar language on the landing page itself in order to increase new site creations after people click through so that the messaging of their journey is consistent.

Experiment Documented by Jeff Giddens
Jeff Giddens is President of NextAfter.

Question about experiment #138809

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