How a Facebook ad’s inline call-to-action impacted results
Alliance Defending Freedom
Alliance Defending Freedom is an alliance-building legal organization that advocates for the right of people to freely live out their faith.
Experiment Summary
Timeframe: 01/26/2018 - 02/27/2018
While running ads for an email acquisition campaign for Alliance Defending Freedom, we wanted to see if we could increase our acquisition by adding a call to action link earlier in the Facebook ad. Normally, a FB ad would only have a button and an image that are linked but it is possible to add another link in the text above if it matches the same location that the other areas go to.
Research Question
Will adding a call-to-action earlier in the ad increase the number of emails acquired?
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | No Inline Link | 1.00% | ||
| T1: | Inline Link | 1.00% | 0.1% | 0.6% |
This experiment has a required sample size of 2,488,065,326 in order to be valid. Unfortunately, the required sample size was not met and a level of confidence above 95% was not met so the experiment results are not valid.
Key Learnings
We saw no difference between the two treatments when it comes to the number of emails acquired. We also analyzed the clicks and while the ad with an inline call to action did get a few more visitors, they did not convert on the page. This would indicate that making the call to action available earlier in the process only drove visitors without the proper motivation.