How adding a CTA to a Facebook Ad impacted donations
Experiment ID: #195002
Avila Foundation
Experiment Summary
Ended On: 01/31/2025
Avila is an organization that aims to draw Christians worldwide into deeper union with Christ through mystagogically oriented spiritual education and formation.
One of Avila’s offers is Rule of Life a special guide to use as you chart out your spiritual “growth plan.”
We wanted to test adding the CTA on the ad creative as well as adding a colored background to see if this impacted the donation rate, click through rate, and email acquisition. By encouraging people at the beginning of the funnel to download the ebook – our hypothesis was that more people would click on the ad and therefore donate.
Research Question
We believe that adding a CTA to the ad creative for Avila’s audience will achieve an increase in donations and click through rate because the purpose of the ad is clearer and therefore more motivated to download.
Design
C: Control
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.10% | ||
| T1: | Treatment #1 | 0.19% | 81.4% | 79.3% |
This experiment has a required sample size of 15,394 in order to be valid. Unfortunately, the required sample size was not met and a level of confidence above 95% was not met so the experiment results are not valid.
Key Learnings
The key learnings from this experiment are that adding a call-to-action (CTA) to the ad creative can significantly increase donations and click-through rates for Avila Foundation. The treatment group, which had the CTA added to the ad creative, saw an impressive 81.4% increase in donations compared to the control group.
However, the statistical level of confidence was at 79.3%, which is below the commonly accepted threshold of 85%. This means that while the results show a positive impact from adding the CTA, they cannot be considered statistically valid and should not be used for making future decisions.
It also had an impact on how many downloaded the offer:
There was a 13.7% increase in signups on the treatment; with a 76.5% level of confidence.
Additionally, it could be beneficial to explore other elements such as different CTA language, colors, or placements to further optimize donation rates and click-through rates.