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Dallas Theological Seminary

How a banner style Facebook ad impacted clicks to the donation page

Experiment ID: #69056

Dallas Theological Seminary

Experiment Summary

Ended On: 08/10/2021

During a high urgency campaign, we wanted to target direct mail recipients with digital ads to prime and reinforce the campaign messaging in order to drive additional highly motivated and qualified traffic to the donation page. We wanted to test our control copy which included the deadline and the Challenge Gift against a treatment that made a specific ask to give a monthly gift and become a new Cornerstone Partner. We also developed a second treatment that asked a question to frame and align the donor’s values and beliefs with the organization and used more sliding door copy that presents what happens if we do not equip Christian leaders with Scripture. We wanted to activate the power of the “micro-yes” through this ad and bring those visitors to the donation page while they are already nodding their heads in agreement with the mission of the campaign.

Research Question

We believe that running a yes/no ad during a high urgency campaign for a direct mail audience will achieve increased clicks to the donation page.

Design

C: Control
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T1: Treatment #1
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T2: Treatment #2
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https://www.nextafter.com/wp-content/uploads/Treatment_2-34-220x382.png [thumb_574_382-width] => 220 [thumb_574_382-height] => 382 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Treatment_2-34-228x395.png [thumb_776_395-width] => 228 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Treatment_2-34.png [gform-image-choice-sm-width] => 173 [gform-image-choice-sm-height] => 300 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Treatment_2-34.png [gform-image-choice-md-width] => 231 [gform-image-choice-md-height] => 400 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Treatment_2-34.png [gform-image-choice-lg-width] => 346 [gform-image-choice-lg-height] => 600 ) ) )

Results

  Treatment Name Click Rate Relative Difference Confidence
C: Control 0.46%
T1: Treatment #1 0.76% 65.6% 91.9%
T2: Treatment #2 0.56% 21.8% 62.7%

This experiment has a required sample size of 7,107 in order to be valid. Since the experiment had a total sample size of 20,903, and the level of confidence is not above 95% the experiment results are not valid.

Key Learnings

While neither treatment had enough run-time to see valid results since it was a short, time-bound campaign, the ad that had "Learn more about becoming a Cornerstone Partner" as the call to action increased traffic by 65.6% with a 91.8% level of confidence. The second treatment with the banner graphic also drove clicks up 21.8% but only had a 62.7% level of confidence. We will look for additional opportunities to test the banner graphic in acquisition ads to see how the belief alignment impacts traffic and conversion rate for both online courses and instant donation pages.

Experiment Documented by Rebekah Josefy
Rebekah Josefy is an Optimization Director at NextAfter.

Question about experiment #69056

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