How aligning with visitor motivation affects clickthrough rate
Experiment ID: #908
Hillsdale College
Founded in 1844, Hillsdale College is an independent liberal arts college with a student body of about 1,400. Hillsdale’s educational mission rests upon two principles: academic excellence and institutional independence. The College does not accept federal or state taxpayer subsidies for any of its operations.
Experiment Summary
Timeframe: 05/08/2015 - 05/26/2015
Hillsdale College found Facebook to be an effective channel to promote their popular Constitution 101 course. They wanted to test a variety of ads to see which ones attracted more clicks and resulted in more course signups. They created two different ads, each appealing to different motivations. The control offered viewers the opportunity to “Become a Constitution Expert” and invited them to “get” their free course, using a CTA that had proved to be powerful in past tests. This ad also used Facebook’s CTA button to ask viewers to “sign up”. The treatment offered viewers the chance to “Understand the Constitution like never before”, with a CTA to “activate” their free course now. This ad used Facebook’s CTA button to ask users to “learn more”, a softer ask than the control. The ads were launched on Facebook with a split test to evenly distribute results.
Research Question
What ad more closely aligns with visitor motivations?
Design
C: Constitution Expert
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T1: Understand the Constitution
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Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Constitution Expert | 3.2% | ||
| T1: | Understand the Constitution | 4.2% | 31.8% | 100.0% |
This experiment has a required sample size of 2,694 in order to be valid. Since the experiment had a total sample size of 38,981, 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:
31.8% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
The softer language required less of a mental commitment and aligned better with the visitor motivation of wanting to better understand the Constitution. This resulted in 31.8% increase in clickthroughs to the name acquisition page.