How a different value proposition affects conversion in a Facebook ad
NextAfter
Experiment Summary
Timeframe: 07/11/2018 - 07/19/2018
In this experiment, we were launching Facebook ads for an upcoming webinar on a recurring giving benchmark study. We wondered which value proposition focus would be most effective for getting registrations: the key insights and takeaways from the study, or the comprehensiveness of the study.
Research Question
Will focusing on the comprehensiveness of the study increase webinar registrations?
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Key Insights | 0.43% | ||
| T1: | Comprehensive Study | 1.7% | 292.4% | 97.4% |
This experiment has a required sample size of 705 in order to be valid. Since the experiment had a total sample size of 1,461, 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
× 292.4% increase in conversion rate
× 0% increase in average gift
Key Learnings
The ad focusing on the how comprehensive the study is led to a 292% increase in webinar registrations compared to the ad focusing on the key insights. This implies that the NextAfter.com traffic wants to see that the content is reliable and trustworthy before converting.