How a different value proposition affects conversion in a Facebook ad
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.
Will focusing on the comprehensiveness of the study increase webinar registrations?
|Treatment Name||Conv. Rate||Relative Difference||Confidence|
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
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.
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.