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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)
)
)
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.