How an “organic” ad compared to a traditional course ad (positive down arrow)
Experiment ID: #141740
Pathway to Victory
Experiment Summary
Timeframe: 03/23/2023 - 04/05/2023
Pathway to Victory is a broadcast ministry of First Baptist Dallas. Through radio, television, digital resources, and books, Dr. Robert Jeffress delivers bold, biblical truth to equip the saints in piercing a dark culture.
PTV recently released a new prophecy course on Facebook however sign-up conversions were not what we were hoping for. Therefore we decided to radically test the Facebook ad design and copy.
Research Question
We believe that by making an ad look like an organic post for Facebook viewers will achieve a higher sign up rate because it feels more human and not like an advertising. because it feels more human and not like an advertising.
Design
C: PTV NNA Prophecy course
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Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | PTV NNA Prophecy course | 10.0% | ||
| T1: | PTV NNA Prophecy course treatment | 3.6% | -63.8% | 100.0% |
This experiment has a required sample size of 71 in order to be valid. Since the experiment had a total sample size of 57,406, 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:
63.8% decrease in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
The experiment aimed to test whether making Facebook ads look like an organic post would result in higher sign-up rates for a new prophecy course. The result showed that the treatment group won with a 65.5% decrease in cost per registration for all traffic, indicating that the organic ad design was more effective in driving sign-ups.
The experiment revealed some interesting insights - cost per registration decreased for specific visitor demographics such as 55-64 and 65+ age groups, mobile and tablet visitors, and male and female visitors. In contrast, the 45-54 age group showed the highest decrease in cost per registration.