How a Facebook ad radical redesign impacted clicks
Experiment ID: #141264
Pathway to Victory
Experiment Summary
Ended On: 03/20/2023
First Baptist Dallas is a church located in the heart of downtown Dallas, Texas. Each Sunday morning First Dallas uses Facebook ads to share live now ads to invite Facebook ad viewers to join the church on their online campus named iCampus.
Over the last few weeks, Facebook’s ad performance has been declining. In an effort to increase performance, we decided to do a radical experiment by testing the traditional ad with copy about the message and sermon series vs asking if they have a prayer need.
Research Question
We believe that by offering to pray for Facebook viewers will achieve higher click through rate because it is a tangible thing that people may be looking for .
Design
C: Control
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)
)
)
Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 6.0% | ||
| T1: | Treatment #1 | 5.1% | -15.1% | 100.0% |
This experiment has a required sample size of 4,886 in order to be valid. Since the experiment had a total sample size of 236,795, 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:
15.1% decrease in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
The experiment conducted by First Baptist Dallas involved testing two different types of Facebook ads: one that offered to pray for viewers and another that advertised the message and sermon series. The hypothesis was that the ad offering prayer would achieve a higher click-through rate. However, the experiment's results showed a 15.1% decrease in clicks for all traffic in the treatment group compared to the control group.
The key learning from this experiment is that offering to pray for viewers may not be an effective strategy for increasing click-through rates for Facebook ads. However, we saw increased prayer requests received and interaction with the iCampus site. So while the Prayer ad had a lower click conversion rate, we did see greater engagement through it.