How adding a call-to-action button on a Facebook ad affects conversion
Experiment ID: #11722
Stanford Graduate School of Business
Experiment Summary
Timeframe: 01/05/2016 - 05/19/2016
The Stanford Graduate School of Business was promoting their free eBook, Driving Innovation. A previous test had already shown the how clarity in advertising copy affects conversion rate in their Facebook ads. They wanted to test and quantify the impact of adding Facebook’s call-to-action button to the ad.
This button is a small grey button in the bottom right corner of the ad. Facebook allows the advertiser to select from several prewritten messages. In this case, the team chose to use “Learn More” as the copy, since they hypothesized that the viewer was at the very beginning stages of the conversion funnel.
They launched A/B ad test to determine a winner.
Research Question
How will adding Facebook’s default call-to-action button affect conversion?
Design
C: No Button
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[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/With_Button-4.jpg
[tp-image-grid-width] => 501
[tp-image-grid-height] => 596
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/With_Button-4-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/With_Button-4-42x50.jpg
[admin-width] => 42
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/With_Button-4.jpg
[full-width] => 501
[full-height] => 596
[thumb_372] => https://www.nextafter.com/wp-content/uploads/With_Button-4-372x443.jpg
[thumb_372-width] => 372
[thumb_372-height] => 443
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/With_Button-4.jpg
[single_post_thumbnail-width] => 501
[single_post_thumbnail-height] => 596
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/With_Button-4-27x32.jpg
[thumb_32_32-width] => 27
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/With_Button-4-40x48.jpg
[thumb_48_48-width] => 40
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/With_Button-4-54x64.jpg
[thumb_64_64-width] => 54
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/With_Button-4-108x128.jpg
[thumb_128_128-width] => 108
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/With_Button-4-56x67.jpg
[thumb_122_67-width] => 56
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/With_Button-4-129x153.jpg
[thumb_153_153-width] => 129
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/With_Button-4-130x155.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 155
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/With_Button-4-149x177.jpg
[thumb_232_177-width] => 149
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/With_Button-4.jpg
[thumb_272_325-width] => 501
[thumb_272_325-height] => 596
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/With_Button-4-271x322.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 322
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/With_Button-4-228x271.jpg
[thumb_271_271-width] => 228
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/With_Button-4-145x172.jpg
[thumb_272_172-width] => 145
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/With_Button-4-372x443.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 443
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/With_Button-4-372x443.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 443
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/With_Button-4-227x270.jpg
[thumb_385_270-width] => 227
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/With_Button-4-203x241.jpg
[thumb_416_241-width] => 203
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/With_Button-4-345x410.jpg
[thumb_448_410-width] => 345
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/With_Button-4.jpg
[thumb_448_410_retina-width] => 501
[thumb_448_410_retina-height] => 596
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/With_Button-4-321x382.jpg
[thumb_574_382-width] => 321
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/With_Button-4-332x395.jpg
[thumb_776_395-width] => 332
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/With_Button-4.jpg
[gform-image-choice-sm-width] => 252
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/With_Button-4.jpg
[gform-image-choice-md-width] => 336
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/With_Button-4.jpg
[gform-image-choice-lg-width] => 501
[gform-image-choice-lg-height] => 596
)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | No Button | 0.54% | ||
| T1: | With Button | 0.56% | 4.8% | 99.4% |
This experiment has a required sample size of 632,496 in order to be valid. Since the experiment had a total sample size of 2,761,580, 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
× 4.8% increase in conversion rate
× 0% increase in average gift
Key Learnings
The ads with the button showed a slight increase in conversion, though it was statistically valid. This tells us that the Facebook call-to-action button may present an actionable step in the conversion funnel for some users, as it causes them to make a mental “micro-yes” when they click “Learn More”. This doesn’t mean that they will definitely convert, but it does show that it slightly increases the likelihood of conversion.