How a different value proposition in a Facebook webinar ad affects conversion
Experiment ID: #6914
NextAfter
Experiment Summary
Ended On: 08/28/2018
In this experiment, we wanted to see which value proposition focus would get the most webinar registrations for the NextAfter.com traffic audience. The control focused on the idea that organizations get cut out of the process when relying on Facebook’s fundraising tools. The treatment focused on the need for a new fundraising model that doesn’t rely on the typical “best practice” ideas and strategies.
Research Question
Will a value proposition centered around the need for a new fundraising model lead to more webinar registrations?
Design
C: Organizations Are Cut Out
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T1: A Different Model
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)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Organizations Are Cut Out | 1.0% | ||
| T1: | A Different Model | 1.9% | 83.2% | 95.6% |
This experiment has a required sample size of 1,571 in order to be valid. Since the experiment had a total sample size of 3,089, 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
× 83.2% increase in conversion rate
× 0% increase in average gift
Key Learnings
The treatment saw an 83.2% increase in conversion rate, and a lower cost per registration. This is helpful to know as we continue to develop and market resources centered around using Facebook for fundraising – it will cause us to focus more on the specific contrast between our Facebook model and the typical approaches.