How a more concise value proposition and brand-aligned imagery affects conversion rate in a Facebook ad
Buckner International
Buckner International is a global ministry dedicated to the transformation and restoration of the lives we serve. We are a Christ-centered organization that delivers redemptive ministry to the most vulnerable from the beginning to the ending of life.
Experiment Summary
Ended On: 06/19/2018
Buckner International was running Facebook ads to promote their new online parenting series, Answering the Hard Questions. The control ad featured a happy mother and her daughter and included more “lead-in” copy. Their hypothesis was that by including a less “big happy family” image, including more about the topics of the course and getting to the point quicker in the value proposition of the body copy, more people similar to Buckner’s target demographic would be interested in getting this content. Headline was kept the same in both ads.
Research Question
Does a shorter, more concise value proposition and imagery that aligns better with the brand motivate more people to get the offer?
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.31% | ||
| T1: | Treatment | 0.56% | 80.2% | 100.0% |
This experiment has a required sample size of 5,351 in order to be valid. Since the experiment had a total sample size of 34,243, 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
× 80.2% increase in conversion rate
× 0% increase in average gift
Key Learnings
The treatment ad produced an 80% lift in conversion rate as well as a $2 cost decrease in paid Facebook advertising. This tells us that more people connected with a less “happy” image of a child that is more aligned with Buckner’s expertise, and a more concise value proposition that focused on topics that people associated with Buckner are dealing with elicited a more motivated audience for the offer.