How a different value proposition affects conversion in a Facebook ad

Experiment ID: #6507


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?


C: Key Insights
T1: Comprehensive Study


  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 traffic wants to see that the content is reliable and trustworthy before converting.

Experiment Documented by Nathan Hill
Nathan Hill is Vice President of Marketing at NextAfter.

Question about experiment #6507

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