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Compassion International

How a quote and direct ask copy in a Facebook ad affect donor conversion

Experiment ID: #8391

Compassion International

Experiment Summary

Timeframe: 11/01/2017 - 01/22/2018

Compassion International was running Facebook ads to remarket to people who had visited a sponsorship page, but had not completed their sponsorship. They wanted to test two different ads to develop a better understanding of the copy that motivates prospects to follow through with conversion.

The first ad leveraged a quote by Compassion’s former President, Wess Stafford. This copy hinged on the concept of a “divine appointment” that a sponsor could provide for a child. It then extended the offer to the prospect to raise the question in their mind as to whether the children in front of them were their divine appointment. This is an example of a “two-factor” ask—first, we aim to get the prospect to understand a concept, then they are required to apply it to themselves.

The second ad only had a single factor—asking the prospect to sponsor a child. The copy began with a sentence designed to reduce the amount of perceived friction in the mind of the prospect. Knowing that this was remarketing copy, it also implies that the reason the prospect didn’t initially finish the sponsorship was because of a lack of time. This sentence takes that off the table, and asks them to give a child hope in 2018.

They launched an A/B test to determine a winner.

Research Question

How will direct ask copy affect conversion against a “two-factor” quote-based ask?

Design

C: Two-factor quote-based ask
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T1: Single factor direct ask
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https://www.nextafter.com/wp-content/uploads/CI_treatment.png [single_post_thumbnail-width] => 522 [single_post_thumbnail-height] => 568 [thumb_32_32] => https://www.nextafter.com/wp-content/uploads/CI_treatment-29x32.png [thumb_32_32-width] => 29 [thumb_32_32-height] => 32 [thumb_48_48] => https://www.nextafter.com/wp-content/uploads/CI_treatment-44x48.png [thumb_48_48-width] => 44 [thumb_48_48-height] => 48 [thumb_64_64] => https://www.nextafter.com/wp-content/uploads/CI_treatment-59x64.png [thumb_64_64-width] => 59 [thumb_64_64-height] => 64 [thumb_128_128] => https://www.nextafter.com/wp-content/uploads/CI_treatment-118x128.png [thumb_128_128-width] => 118 [thumb_128_128-height] => 128 [thumb_122_67] => https://www.nextafter.com/wp-content/uploads/CI_treatment-62x67.png [thumb_122_67-width] => 62 [thumb_122_67-height] => 67 [thumb_153_153] => https://www.nextafter.com/wp-content/uploads/CI_treatment-141x153.png [thumb_153_153-width] => 141 [thumb_153_153-height] => 153 [thumb_130_163] => https://www.nextafter.com/wp-content/uploads/CI_treatment-130x141.png [thumb_130_163-width] => 130 [thumb_130_163-height] => 141 [thumb_232_177] => https://www.nextafter.com/wp-content/uploads/CI_treatment-163x177.png [thumb_232_177-width] => 163 [thumb_232_177-height] => 177 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/CI_treatment.png [thumb_272_325-width] => 522 [thumb_272_325-height] => 568 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/CI_treatment-271x295.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 295 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/CI_treatment-249x271.png [thumb_271_271-width] => 249 [thumb_271_271-height] => 271 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/CI_treatment-158x172.png [thumb_272_172-width] => 158 [thumb_272_172-height] => 172 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/CI_treatment-372x405.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 405 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/CI_treatment-372x405.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 405 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/CI_treatment-248x270.png [thumb_385_270-width] => 248 [thumb_385_270-height] => 270 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/CI_treatment-221x241.png [thumb_416_241-width] => 221 [thumb_416_241-height] => 241 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/CI_treatment-377x410.png [thumb_448_410-width] => 377 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/CI_treatment.png [thumb_448_410_retina-width] => 522 [thumb_448_410_retina-height] => 568 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/CI_treatment-351x382.png [thumb_574_382-width] => 351 [thumb_574_382-height] => 382 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/CI_treatment-363x395.png [thumb_776_395-width] => 363 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/CI_treatment.png [gform-image-choice-sm-width] => 276 [gform-image-choice-sm-height] => 300 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/CI_treatment.png [gform-image-choice-md-width] => 368 [gform-image-choice-md-height] => 400 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/CI_treatment.png [gform-image-choice-lg-width] => 522 [gform-image-choice-lg-height] => 568 ) ) )

Results

  Treatment Name Conv. Rate Relative Difference Confidence
C: Two-factor quote-based ask 0.95%
T1: Single factor direct ask 1.5% 63.4% 97.3%

This experiment has a required sample size of 2,602 in order to be valid. Since the experiment had a total sample size of 6,720, 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
Ă— 63.4% increase in conversion rate
Ă— 0% increase in average gift

Key Learnings

The second, “single-factor” ad produced a 63% lift in donor conversion. This tells us a few things:

  1. The initial ad might have been too complex. Forcing the user to understand a concept and then apply it might be too much work in the context of a Facebook ad.
  2. There might have been too much of an assumption that the user knew who Wess Stafford is, and so there was an unfamiliarity factor.
  3. Time might have been a factor in the initial decision not to sponsor a child, which means that taking that off the table helped conversion.
  4. A single-factor direct ask is much clearer and made the decision to click and sponsor more enticing through the second ad.

All of these conclusions lead to more testing opportunities in Facebook ads to determine a better model.

Experiment Documented by Jeff Giddens
Jeff Giddens is President of NextAfter.

Question about experiment #8391

If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.