FamilyLife
How asking a question instead of making a statement in a Facebook ad impacts conversion
Experiment ID: #7517
FamilyLife
Experiment Summary
Ended On: 10/25/2018
FamilyLife offers a free online course, Art of Parenting. They promote the course through paid Facebook ads. In the copy for the Facebook ads, they wondered if a starting the ads with a statement or asking people a question would increase engagement and acquisition. They developed two ads that tested the two different approaches. Both ads had identical copy in the last few paragraphs, but had different intros. The control ad started with a statement, “Parenting is tough”. The treatment ad started with a question, “Do you want to learn how to better parent your kids in a godly way?”.
Research Question
Which Facebook ad would increase conversion?
Design
C: Statement
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)
)
)
Results
| |
Treatment Name |
Conv. Rate |
Relative Difference |
Confidence |
| C: |
Statement
|
0.35% |
|
|
| T1: |
Question
|
0.51% |
44.7% |
100.0%
|
This experiment has a required sample size of
13,784 in order to be valid. Since the experiment had a total sample size of
176,896, 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
× 44.7% increase in conversion rate
× 0% increase in average gift
Key Learnings
The treatment ad increased email conversion by 44.7%. While the majority of the copy was the same in both ads, simply starting the ad with a question engaged readers more and motivated more of them to want and get/sign-up for the offer. The treatment ad used a question to speak to a felt need that people had and then quickly offered the online course as the solution. While people can resonate with the statement of the control, it wasn't as engaging and didn't as clearly connect with a specific issue that parents feel.