Buckner International

How adding urgency into Facebook ad copy affects conversion rate

Experiment ID: #9793

Buckner International

Experiment Summary

Timeframe: 11/26/2018 - 12/03/2018

Buckner International was offering a free Advent devotional to be delivered each week of December. They wanted to test if adding urgency around the start of the Advent season would increase conversion rate. The “December 2” deadline allow for a clear deadline that would necessitate the need for signing up sooner rather than later. We decided to emphasize that date and include some copy early in the ad to introduce that concept prior to Facebook’s “Read More” link that would hide the bottom portion of the ad.

Research Question

Does adding urgency to an ad through body copy increase conversion rate?

Design

C: Control
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T1: High Urgency
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565 [large] => https://www.nextafter.com/wp-content/uploads/High_Urgency-6.jpg [large-width] => 396 [large-height] => 565 [1536x1536] => https://www.nextafter.com/wp-content/uploads/High_Urgency-6.jpg [1536x1536-width] => 396 [1536x1536-height] => 565 [2048x2048] => https://www.nextafter.com/wp-content/uploads/High_Urgency-6.jpg [2048x2048-width] => 396 [2048x2048-height] => 565 [tp-image-grid] => https://www.nextafter.com/wp-content/uploads/High_Urgency-6.jpg [tp-image-grid-width] => 396 [tp-image-grid-height] => 565 [post-thumbnail] => https://www.nextafter.com/wp-content/uploads/High_Urgency-6-150x150.jpg [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://www.nextafter.com/wp-content/uploads/High_Urgency-6-35x50.jpg [admin-width] => 35 [admin-height] => 50 [full] => https://www.nextafter.com/wp-content/uploads/High_Urgency-6.jpg [full-width] => 396 [full-height] => 565 [thumb_372] => https://www.nextafter.com/wp-content/uploads/High_Urgency-6-372x531.jpg [thumb_372-width] => 372 [thumb_372-height] => 531 [single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/High_Urgency-6.jpg [single_post_thumbnail-width] => 396 [single_post_thumbnail-height] => 565 [thumb_32_32] => https://www.nextafter.com/wp-content/uploads/High_Urgency-6-22x32.jpg [thumb_32_32-width] => 22 [thumb_32_32-height] => 32 [thumb_48_48] => https://www.nextafter.com/wp-content/uploads/High_Urgency-6-34x48.jpg [thumb_48_48-width] => 34 [thumb_48_48-height] => 48 [thumb_64_64] => https://www.nextafter.com/wp-content/uploads/High_Urgency-6-45x64.jpg [thumb_64_64-width] => 45 [thumb_64_64-height] => 64 [thumb_128_128] => https://www.nextafter.com/wp-content/uploads/High_Urgency-6-90x128.jpg [thumb_128_128-width] => 90 [thumb_128_128-height] => 128 [thumb_122_67] => https://www.nextafter.com/wp-content/uploads/High_Urgency-6-47x67.jpg [thumb_122_67-width] => 47 [thumb_122_67-height] => 67 [thumb_153_153] => https://www.nextafter.com/wp-content/uploads/High_Urgency-6-107x153.jpg [thumb_153_153-width] => 107 [thumb_153_153-height] => 153 [thumb_130_163] => https://www.nextafter.com/wp-content/uploads/High_Urgency-6-114x163.jpg [thumb_130_163-width] => 114 [thumb_130_163-height] => 163 [thumb_232_177] => https://www.nextafter.com/wp-content/uploads/High_Urgency-6-124x177.jpg [thumb_232_177-width] => 124 [thumb_232_177-height] => 177 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/High_Urgency-6.jpg [thumb_272_325-width] => 396 [thumb_272_325-height] => 565 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/High_Urgency-6-243x346.jpg [thumb_271_346-width] => 243 [thumb_271_346-height] => 346 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/High_Urgency-6-190x271.jpg [thumb_271_271-width] => 190 [thumb_271_271-height] => 271 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/High_Urgency-6-121x172.jpg [thumb_272_172-width] => 121 [thumb_272_172-height] => 172 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/High_Urgency-6-323x461.jpg [thumb_372_461-width] => 323 [thumb_372_461-height] => 461 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/High_Urgency-6-350x500.jpg [thumb_372_500-width] => 350 [thumb_372_500-height] => 500 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/High_Urgency-6-189x270.jpg [thumb_385_270-width] => 189 [thumb_385_270-height] => 270 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/High_Urgency-6-169x241.jpg [thumb_416_241-width] => 169 [thumb_416_241-height] => 241 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/High_Urgency-6-287x410.jpg [thumb_448_410-width] => 287 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/High_Urgency-6.jpg [thumb_448_410_retina-width] => 396 [thumb_448_410_retina-height] => 565 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/High_Urgency-6-268x382.jpg [thumb_574_382-width] => 268 [thumb_574_382-height] => 382 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/High_Urgency-6-277x395.jpg [thumb_776_395-width] => 277 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/High_Urgency-6.jpg [gform-image-choice-sm-width] => 210 [gform-image-choice-sm-height] => 300 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/High_Urgency-6.jpg [gform-image-choice-md-width] => 280 [gform-image-choice-md-height] => 400 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/High_Urgency-6.jpg [gform-image-choice-lg-width] => 396 [gform-image-choice-lg-height] => 565 ) ) )

Results

  Treatment Name Conv. Rate Relative Difference Confidence
C: Control 2.0%
T1: High Urgency 1.6% -18.0% 94.6%

This experiment has a required sample size of 11,109 in order to be valid. Since the experiment had a total sample size of 22,330, and the level of confidence is not above 95% the experiment results are not valid.

Key Learnings

While we did not reach the desired 95% level of confidence needed to statistically validate the experiment, we did see a directional decrease of 18%. Since we had reached the Dec 2 deadline mentioned in the ad, we had to stop the ad before reaching confidence. Urgency is a factor that has often proved to increase conversion; in this case, however, it is our hypothesis that the added urgency went against the purpose of Advent. An Advent devotional is intended to be used as a way for an individual to slow down during a hectic season.


Experiment Documented by Allison Autrey

Question about experiment #9793

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