How an organic looking Facebook Ad impacts ad engagement and email acquisition in a content offer funnel
Experiment ID: #158656
KCBI
Experiment Summary
Timeframe: 05/20/2023 - 05/30/2023
KCBI is a Christian broadcast ministry in Dallas Texas. For their latest devotional eBook content offer, they wanted to test a more “authentic” and “organic” looking design to their ads. They hypothesized that a plain image with text against a solid colored background, mimicking Facebook’s status update template, would increase engagement on the ad because it wouldn’t look like an “ad” compared to their standard design that featured the eBook cover in the image and ad copy describing the resource. The only copy in the treatment would be the copy in the organic looking image.
They set it up as a AB test in Facebook and ran it for 10 days with equal budget behind each variation
Research Question
We believe that an organic looking ad design will increase the number of emails acquired by increasing engagement with the ad.
Design
C: Control
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)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.45% | ||
| T1: | Treatment #1 | 0.04% | -90.7% | 100.0% |
This experiment has a required sample size of 727 in order to be valid. Since the experiment had a total sample size of 166,600, 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
× 90.7% decrease in conversion rate
× 0% increase in average gift
Key Learnings
The organic design had had a significantly lower CPM of just $7.55 vs $20.75 on the control. However, the Link Click Through Rate on the treatment was significantly lower than the CTR on the control. Just 45% on the treatment vs 78% on the control. This meant that the treatment had a smaller lead in cost per link click. $0.96 on the treatment vs $1.38 on the control.
Ultimately, we were trying to get more subscribers, not just clicks. The treatment had a 90% lower subscriber rate which led to a $10.23 gross cost per name for the organic design vs a $2.37 gross cost per name for the control.
What this shows is that we don't just need more clicks, we need the right clicks on our ads and the lack of additional value propositional copy in the ad led to a significantly higher proportion of unmotivated traffic to the landing page. Additional testing is needed to see if an "organic" ad design with ad copy would perform better than our standard ad creative.