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Leadership Institute

How an organic style ad impacted conversions on a pledge

Experiment ID: #168310

Leadership Institute

Experiment Summary

Ended On: 01/19/2024

When promoting a pledge asking people to add their signature of support, we wondered if we could increase click through rate by developing a treatment ad that looked more like a personal request and less like an organization-centric marketing ad. Historically, we’ve seen a higher response rate this style of ad improve CPC and CTR in previous tests.

Research Question

We believe that using a Facebook ad that looks like an organic Facebook post for potential pledge signers will result in an increase in email conversion because the ad comes across more like a message from a human and less like marketing.

Design

C: Control
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T1: Treatment #1
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https://www.nextafter.com/wp-content/uploads/Treatment_1-28x32.png [thumb_32_32-width] => 28 [thumb_32_32-height] => 32 [thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Treatment_1-42x48.png [thumb_48_48-width] => 42 [thumb_48_48-height] => 48 [thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Treatment_1-56x64.png [thumb_64_64-width] => 56 [thumb_64_64-height] => 64 [thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Treatment_1-112x128.png [thumb_128_128-width] => 112 [thumb_128_128-height] => 128 [thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Treatment_1-59x67.png [thumb_122_67-width] => 59 [thumb_122_67-height] => 67 [thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Treatment_1-134x153.png [thumb_153_153-width] => 134 [thumb_153_153-height] => 153 [thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Treatment_1-130x149.png [thumb_130_163-width] => 130 [thumb_130_163-height] => 149 [thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Treatment_1-155x177.png [thumb_232_177-width] => 155 [thumb_232_177-height] => 177 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Treatment_1.png [thumb_272_325-width] => 250 [thumb_272_325-height] => 286 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Treatment_1.png [thumb_271_346-width] => 250 [thumb_271_346-height] => 286 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Treatment_1-237x271.png [thumb_271_271-width] => 237 [thumb_271_271-height] => 271 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Treatment_1-150x172.png [thumb_272_172-width] => 150 [thumb_272_172-height] => 172 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Treatment_1.png [thumb_372_461-width] => 250 [thumb_372_461-height] => 286 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Treatment_1.png [thumb_372_500-width] => 250 [thumb_372_500-height] => 286 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Treatment_1-236x270.png [thumb_385_270-width] => 236 [thumb_385_270-height] => 270 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Treatment_1-211x241.png [thumb_416_241-width] => 211 [thumb_416_241-height] => 241 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Treatment_1.png [thumb_448_410-width] => 250 [thumb_448_410-height] => 286 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Treatment_1.png [thumb_448_410_retina-width] => 250 [thumb_448_410_retina-height] => 286 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Treatment_1.png [thumb_574_382-width] => 250 [thumb_574_382-height] => 286 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Treatment_1.png [thumb_776_395-width] => 250 [thumb_776_395-height] => 286 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Treatment_1.png [gform-image-choice-sm-width] => 250 [gform-image-choice-sm-height] => 286 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Treatment_1.png [gform-image-choice-md-width] => 250 [gform-image-choice-md-height] => 286 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Treatment_1.png [gform-image-choice-lg-width] => 250 [gform-image-choice-lg-height] => 286 ) ) )

Results

  Treatment Name Conv. Rate Relative Difference Confidence
C: Control 43.0%
T1: Treatment #1 61.8% 43.6% 100.0%

This experiment has a required sample size of 54 in order to be valid. Since the experiment had a total sample size of 2,900, 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
× 43.6% increase in conversion rate
× 0% increase in average gift

Key Learnings

The key learning from this experiment is that using a Facebook ad that resembles an organic Facebook post, rather than a traditional marketing ad, can significantly increase email conversions. The treatment ad, which looked more like a personal message, resulted in a 43.6% increase in emails acquired compared to the control ad. This improvement was statistically significant with a 100.0% level of confidence. Based on this finding, it is recommended to continue using the treatment ad format in future experiments and campaigns. By creating ads that mimic the style of a personal message, the organization can enhance its engagement with potential pledge signers and increase the likelihood of conversion. It is important to prioritize a human-centered approach in ad design and make the content feel more relatable and less promotional. With almost identical spend on each version, clickthrough rate on the treatment version improved by 43%. Cost per click decreased 28%. Sign up rate improved by 45%. Instant donor conversion rate improved by 14%. Gross Cost per Name decreased by 50%, Gross Cost Per Donor decreased by 56% and Net Cost Per Donor decreased by 76% - leading to an improved ROI by 231% on the treatment. We believe one reason we saw these results is due to the clarity of the call to action by putting the desired action front and center in easy to read large text directly on the image so it is more clear to the ad viewer what the next step to take is. in future tests, we can test new messaging on the same style of graphic to see if we can continue to improve response by finding the right CTA.

Experiment Documented by Rebekah Josefy
Rebekah Josefy is an Optimization Director at NextAfter.

Question about experiment #168310

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