How yes/no ads on Facebook for a course impacted conversions
Experiment ID: #162970
Hoover Institution
Experiment Summary
Timeframe: 10/21/2023 - 10/31/2023
The Hoover Institution is the public policy think-tank for Stanford University.
Using “Yes/No” language buttons on a static creative piece has improved performance for some other clients, and the NextAfter team believes Hoover’s audience will react positively and improve CTR.
Research Question
We believe that adding “yes/no” buttons to creative for questions posed in ad will achieve more clicks because it taps into the binary nature of close-ended questions. because it taps into the binary nature of close-ended questions.
Design
C: Socialism vs Capitalism Course (Yes/No) - Control
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Socialism vs Capitalism Course (Yes/No) - Control | 0.85% | ||
| T1: | Socialism vs Capitalism Course (Yes/No) - Treatment | 0.59% | -30.2% | 95.2% |
This experiment has a required sample size of 8,275 in order to be valid. Since the experiment had a total sample size of 17,528, 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
× 30.2% decrease in conversion rate
× 0% increase in average gift
Key Learnings
The key learnings from this experiment are as follows:
1. Adding "yes/no" buttons to creative for questions posed in ads did not achieve more clicks and actually led to a decrease in Email Acquisition for All Traffic. This indicates that the hypothesis was not supported and the treatment version did not perform better than the control.
2. However, the treatment version did show significant improvements in other metrics: Clicks increased by 355%, Complete Registrations decreased by 289%, and Cost per Click decreased by 814%. These findings suggest that the treatment had a strong impact on engagement and cost-effectiveness.
Based on these learnings, in future experimentation, it is important to consider the specific audience and context in which "yes/no" buttons are being used. While they may be effective for some clients, it appears that they did not resonate with the target audience of the Hoover Institution.
When designing future experiments, it is essential to carefully evaluate the potential impact of the changes being made and consider the potential risks and benefits. It is also crucial to closely monitor and analyze various metrics to fully understand the impact on different aspects of the campaign.