Does reducing friction on a premium landing page affect conversion rate for Meta Ads?
Experiment ID: #196499
WUNC
Experiment Summary
Ended On: 04/08/2025
This experiment was conducted for WUNC, a public radio station serving North Carolina, to evaluate whether reducing friction on a landing page would improve donor conversion. The test was run through Meta ads that featured a premium mug. The control ad linked to a general donation page, while the test ad linked to a simplified landing page that included an image of the mug but removed fields and copy related to premiums.
Research Question
We believed that removing premium-related fields and focusing the page experience around the donation itself would reduce friction and increase conversion rates and cost efficiency.
Design
C: Control
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 3.0% | ||
| T1: | Treatment 1 | 4.5% | 48.7% | 68.2% |
This experiment has a required sample size of 1,290 in order to be valid. Unfortunately, the required sample size was not met and a level of confidence above 95% was not met so the experiment results are not valid.
Key Learnings
Main Takeaway
While the sample size was not large enough to reach statistical significance, this experiment provides directional evidence that reducing friction on a landing page can improve both cost per donor and conversion rate. The simplified page not only acquired more donors at a lower cost but also resulted in a higher number of sustainer donations.
Performance Metrics and Insights:
Cost Per Donor:
- 20.4% lower in the test variation
- Note: A t-test using aggregate-level data returned a 100% confidence level, but this result is not reliable due to uniform values and zero variance across the donor simulations. Therefore, this should be considered directional only.
Donation Breakdown:
- One-Time Donations: 33.3% decrease in the test (2 vs. 3) – Confidence: 34.5%
- Sustainer Donations: 44.4% increase in the test (13 vs. 9) – Confidence: 60.6%
Next Steps
- Expand Test Across Additional Premiums: Apply the same friction-reduction strategy to other offers.
- Continue Iterating Creative: Test additional visual and copy approaches to highlight premiums more effectively.
- Monitor Downstream Metrics: Evaluate whether sustainers acquired through the frictionless experience show different retention behavior over time.
This test suggests a promising direction for simplifying premium-related donation pages, though a larger sample size is needed to confirm performance. Continued testing will help clarify whether removing premium friction can reliably improve acquisition costs and donor quality.