Heritage Action for America

How ad creative affected clickthrough rate and follow-on conversion rate

Experiment ID: #2705

Heritage Action for America

Experiment Summary

Timeframe: 10/01/2015 - 10/19/2015

While the difference in clickthrough rate between the two ads was nonexistent, there was a massive disparity in conversion rate. The ad that incentivized visitors to see the video now resulted in 90% more conversions than the one that highlighted exclusive access. This proves the point that we must be measuring every layer of the conversion process to determine the impact of ad creative.

Research Question

Does ad copy that incentivizes a specific action outperform ad copy that highlights “exclusive access”?

Design

C: Control
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T1: Treatment 1
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https://www.nextafter.com/wp-content/uploads/Treatment_1-943-160x172.jpg [thumb_272_172-width] => 160 [thumb_272_172-height] => 172 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Treatment_1-943-372x399.jpg [thumb_372_461-width] => 372 [thumb_372_461-height] => 399 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Treatment_1-943-372x399.jpg [thumb_372_500-width] => 372 [thumb_372_500-height] => 399 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Treatment_1-943-252x270.jpg [thumb_385_270-width] => 252 [thumb_385_270-height] => 270 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Treatment_1-943-225x241.jpg [thumb_416_241-width] => 225 [thumb_416_241-height] => 241 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Treatment_1-943-382x410.jpg [thumb_448_410-width] => 382 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Treatment_1-943.jpg [thumb_448_410_retina-width] => 494 [thumb_448_410_retina-height] => 530 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Treatment_1-943-356x382.jpg [thumb_574_382-width] => 356 [thumb_574_382-height] => 382 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Treatment_1-943-368x395.jpg [thumb_776_395-width] => 368 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Treatment_1-943.jpg [gform-image-choice-sm-width] => 280 [gform-image-choice-sm-height] => 300 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Treatment_1-943.jpg [gform-image-choice-md-width] => 373 [gform-image-choice-md-height] => 400 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Treatment_1-943.jpg [gform-image-choice-lg-width] => 494 [gform-image-choice-lg-height] => 530 ) ) )

Results

  Treatment Name Conv. Rate Relative Difference Confidence
C: Control 6.1%
T1: Treatment 1 11.6% 90.9% 100.0%

This experiment has a required sample size of 239 in order to be valid. Since the experiment had a total sample size of 2,143, 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
× 90.9% increase in conversion rate
× 0% increase in average gift

Key Learnings

Heritage Action was running a campaign to acquire email addresses by leveraging exclusive video content from one of their events. They tested two ads against each other with identical creative but differing calls-to-action. One used the CTA “Watch the video now”, while the other said “Get Exclusive Access Now”. The two ads had an identical clickthrough rate of 3.8%, so we dug deeper to see if the ad creative (which went to the same landing page) resulted in different conversion rates after the click.


Experiment Documented by NextAfter

Question about experiment #2705

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