How a different value proposition affects click rate in a Facebook Ad
NextAfter
Experiment Summary
Timeframe: 08/08/2016 - 08/12/2016
We released a research study on nonprofit value proposition and advertised it through Facebook Ads to people affiliated with NextAfter including emails on file and website visitors.
There are many different aspects of the value proposition that we could focus on for the promotion of the study, so we wanted to test 3 primary value propositions to see what resonated the most with our audience.
The control focused on the depth of the study. Treatment 1 focused on the 4 key components of a value proposition. And treatment 2 focused on the end result of an effective value proposition.
Research Question
Which value proposition will drive the most clicks from a Facebook Ad?
Design
Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | 127 Nonprofits | 0.53% | ||
| T1: | 4 Key Components | 0.30% | -43.4% | 36.9% |
| T2: | Names, Donors, and Dollars | 1.9% | 254.8% | 98.8% |
This experiment has a required sample size of 611 in order to be valid. Since the experiment had a total sample size of 1,932, 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:
254.8% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
For the audience that has already engaged with us in some way, it was 254% more effective to focus on the results of more names, donors, and dollars. This will inform the way the we promote and communicate this study to our website traffic and engaged contacts.
This also points to an underlying motivation of our engaged contacts: these people are looking for results in their fundraising.