How an “Organic Status” Facebook Ad Affected Conversion Rate
A Public Media Organization
Experiment Summary
Timeframe: 03/30/2023 - 04/10/2023
WUNC is a North Carolina Public Radio Station. We decided to test if an organic looking facebook post used as an ad increased clicks and conversion rates compared to their traditional looking ads.
Research Question
We believe that using an “Organic Status” ad for Facebook users will achieve an increased conversion rate because the ad will stand out amongst other sponsored posts.
Design
C: NA | The People's Pharmacy Cookbook Control
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T1: NA | The People's Pharmacy Cookbook Treatment
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Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | NA | The People's Pharmacy Cookbook Control | 2.0% | ||
| T1: | NA | The People's Pharmacy Cookbook Treatment | 3.1% | 49.5% | 100.0% |
This experiment has a required sample size of 1,832 in order to be valid. Since the experiment had a total sample size of 12,997, 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:
49.5% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
The key learning in this experiment is that Facebook users are more likely to click on an ad if it seems like it is an organic post. Because the ad looks like an organic status post, it stands out to users, so they don't immediately assume it's an ad and scroll past it. Making the ad stand out more to users increased the number of clicks by 49.5% with a 99.9% Level of Confidence & decreased the Cost per Click by 19.6% with a 99.9% Level of Confidence as well. I believe this positive effect was also impacted by the fact that the treatment seemed like a personal recommendation versus just a promotion of a product. It is important to note that these ads ran exclusively in-feed on Facebook. All other ad placements were turned off. It is also interesting to note that the older the audience, the higher the conversion rate. This could be due to the fact that an older user may not be able to tell as easily a a younger user that it is an ad and not an organic post making them more likely to click on it. Moving forward, we should continue to test this type of "Organic Status" ad on various types on content offers that appeal to varying types and ages of audiences. We should also try applying the strategy of making an ad look more organic in other ways, such as a normal status post, and maybe try an organic looking Instagram & Facebook story post as well.