How a radical redesign impacted Facebook ad clicks
Experiment ID: #138549
Pathway to Victory
Experiment Summary
Ended On: 03/13/2023
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 asking for prayer requests for the Facebook audience will achieve higher ad clicks because it addresses a felt need of the viewer.
Design
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)
)
)
Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 5.3% | ||
| T1: | Treatment #1 | 4.5% | -16.1% | 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 279,142, 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:
16.1% decrease in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
The A/B experiment conducted by First Baptist Dallas showed that the traditional ad with copy about the message and sermon series outperformed the ad that asked for prayer requests in terms of clicks for all traffic. However, the results did not reach statistical significance due to a lack of minimum sample size.
The key learning from this experiment is that addressing the felt need of the viewer may not necessarily result in higher ad clicks. It is important to continue testing and experimenting with different ad copy and messaging to determine what resonates best with the target audience. Future experimentation should also focus on achieving a larger sample size to increase statistical significance in the results. Additionally, it may be beneficial to consider other factors such as timing and targeting in the ads to further improve performance.