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
Array ( [0] => Array ( [ID] => 63593 [id] => 63593 [title] => Statement.jpg [filename] => Statement-2.jpg [filesize] => 73573 [url] => https://www.nextafter.com/wp-content/uploads/Statement-2.jpg [link] => https://www.nextafter.com/experiments/how-asking-a-question-instead-of-making-a-statement-in-a-facebook-ad-impacts-conversion/attachment/statement-jpg-4/ [alt] => [author] => 0 [description] => [caption] => [name] => statement-jpg-4 [status] => inherit [uploaded_to] => 15417 [date] => 2024-08-09 16:20:28 [modified] => 2024-08-09 16:20:28 [menu_order] => 0 [mime_type] => image/jpeg [type] => image [subtype] => jpeg [icon] => https://www.nextafter.com/wp-includes/images/media/default.png [width] => 344 [height] => 525 [sizes] => Array ( [thumbnail] => https://www.nextafter.com/wp-content/uploads/Statement-2-150x150.jpg [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://www.nextafter.com/wp-content/uploads/Statement-2-197x300.jpg [medium-width] => 197 [medium-height] => 300 [medium_large] => https://www.nextafter.com/wp-content/uploads/Statement-2.jpg [medium_large-width] => 344 [medium_large-height] => 525 [large] => https://www.nextafter.com/wp-content/uploads/Statement-2.jpg [large-width] => 344 [large-height] => 525 [1536x1536] => https://www.nextafter.com/wp-content/uploads/Statement-2.jpg [1536x1536-width] => 344 [1536x1536-height] => 525 [2048x2048] => https://www.nextafter.com/wp-content/uploads/Statement-2.jpg [2048x2048-width] => 344 [2048x2048-height] => 525 [tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Statement-2-700x700.jpg [tp-image-grid-width] => 700 [tp-image-grid-height] => 700 [post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Statement-2-150x150.jpg [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://www.nextafter.com/wp-content/uploads/Statement-2-33x50.jpg [admin-width] => 33 [admin-height] => 50 [full] => https://www.nextafter.com/wp-content/uploads/Statement-2.jpg [full-width] => 344 [full-height] => 525 [thumb_372] => https://www.nextafter.com/wp-content/uploads/Statement-2.jpg [thumb_372-width] => 344 [thumb_372-height] => 525 [single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Statement-2.jpg [single_post_thumbnail-width] => 344 [single_post_thumbnail-height] => 525 [thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Statement-2-21x32.jpg [thumb_32_32-width] => 21 [thumb_32_32-height] => 32 [thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Statement-2-31x48.jpg [thumb_48_48-width] => 31 [thumb_48_48-height] => 48 [thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Statement-2-42x64.jpg [thumb_64_64-width] => 42 [thumb_64_64-height] => 64 [thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Statement-2-84x128.jpg [thumb_128_128-width] => 84 [thumb_128_128-height] => 128 [thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Statement-2-44x67.jpg [thumb_122_67-width] => 44 [thumb_122_67-height] => 67 [thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Statement-2-100x153.jpg [thumb_153_153-width] => 100 [thumb_153_153-height] => 153 [thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Statement-2-107x163.jpg [thumb_130_163-width] => 107 [thumb_130_163-height] => 163 [thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Statement-2-116x177.jpg [thumb_232_177-width] => 116 [thumb_232_177-height] => 177 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Statement-2.jpg [thumb_272_325-width] => 344 [thumb_272_325-height] => 525 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Statement-2-227x346.jpg [thumb_271_346-width] => 227 [thumb_271_346-height] => 346 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Statement-2-178x271.jpg [thumb_271_271-width] => 178 [thumb_271_271-height] => 271 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Statement-2-113x172.jpg [thumb_272_172-width] => 113 [thumb_272_172-height] => 172 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Statement-2-302x461.jpg [thumb_372_461-width] => 302 [thumb_372_461-height] => 461 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Statement-2-328x500.jpg [thumb_372_500-width] => 328 [thumb_372_500-height] => 500 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Statement-2-177x270.jpg [thumb_385_270-width] => 177 [thumb_385_270-height] => 270 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Statement-2-158x241.jpg [thumb_416_241-width] => 158 [thumb_416_241-height] => 241 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Statement-2-269x410.jpg [thumb_448_410-width] => 269 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Statement-2.jpg [thumb_448_410_retina-width] => 344 [thumb_448_410_retina-height] => 525 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Statement-2-250x382.jpg [thumb_574_382-width] => 250 [thumb_574_382-height] => 382 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Statement-2-259x395.jpg [thumb_776_395-width] => 259 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Statement-2.jpg [gform-image-choice-sm-width] => 197 [gform-image-choice-sm-height] => 300 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Statement-2.jpg [gform-image-choice-md-width] => 262 [gform-image-choice-md-height] => 400 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Statement-2.jpg [gform-image-choice-lg-width] => 344 [gform-image-choice-lg-height] => 525 ) ) [1] => Array ( [ID] => 63594 [id] => 63594 [title] => Question.jpg [filename] => Question-2.jpg [filesize] => 49397 [url] => https://www.nextafter.com/wp-content/uploads/Question-2.jpg [link] => https://www.nextafter.com/experiments/how-asking-a-question-instead-of-making-a-statement-in-a-facebook-ad-impacts-conversion/attachment/question-jpg-4/ [alt] => [author] => 0 [description] => [caption] => [name] => question-jpg-4 [status] => inherit [uploaded_to] => 15417 [date] => 2024-08-09 16:20:29 [modified] => 2024-08-09 16:20:29 [menu_order] => 0 [mime_type] => image/jpeg [type] => image [subtype] => jpeg [icon] => https://www.nextafter.com/wp-includes/images/media/default.png [width] => 346 [height] => 389 [sizes] => Array ( [thumbnail] => https://www.nextafter.com/wp-content/uploads/Question-2-150x150.jpg [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://www.nextafter.com/wp-content/uploads/Question-2-267x300.jpg [medium-width] => 267 [medium-height] => 300 [medium_large] => https://www.nextafter.com/wp-content/uploads/Question-2.jpg [medium_large-width] => 346 [medium_large-height] => 389 [large] => https://www.nextafter.com/wp-content/uploads/Question-2.jpg [large-width] => 346 [large-height] => 389 [1536x1536] => https://www.nextafter.com/wp-content/uploads/Question-2.jpg [1536x1536-width] => 346 [1536x1536-height] => 389 [2048x2048] => https://www.nextafter.com/wp-content/uploads/Question-2.jpg [2048x2048-width] => 346 [2048x2048-height] => 389 [tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Question-2-700x700.jpg [tp-image-grid-width] => 700 [tp-image-grid-height] => 700 [post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Question-2-150x150.jpg [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://www.nextafter.com/wp-content/uploads/Question-2-44x50.jpg [admin-width] => 44 [admin-height] => 50 [full] => https://www.nextafter.com/wp-content/uploads/Question-2.jpg [full-width] => 346 [full-height] => 389 [thumb_372] => https://www.nextafter.com/wp-content/uploads/Question-2.jpg [thumb_372-width] => 346 [thumb_372-height] => 389 [single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Question-2.jpg [single_post_thumbnail-width] => 346 [single_post_thumbnail-height] => 389 [thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Question-2-28x32.jpg [thumb_32_32-width] => 28 [thumb_32_32-height] => 32 [thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Question-2-43x48.jpg [thumb_48_48-width] => 43 [thumb_48_48-height] => 48 [thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Question-2-57x64.jpg [thumb_64_64-width] => 57 [thumb_64_64-height] => 64 [thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Question-2-114x128.jpg [thumb_128_128-width] => 114 [thumb_128_128-height] => 128 [thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Question-2-60x67.jpg [thumb_122_67-width] => 60 [thumb_122_67-height] => 67 [thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Question-2-136x153.jpg [thumb_153_153-width] => 136 [thumb_153_153-height] => 153 [thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Question-2-130x146.jpg [thumb_130_163-width] => 130 [thumb_130_163-height] => 146 [thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Question-2-157x177.jpg [thumb_232_177-width] => 157 [thumb_232_177-height] => 177 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Question-2.jpg [thumb_272_325-width] => 346 [thumb_272_325-height] => 389 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Question-2-271x305.jpg [thumb_271_346-width] => 271 [thumb_271_346-height] => 305 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Question-2-241x271.jpg [thumb_271_271-width] => 241 [thumb_271_271-height] => 271 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Question-2-153x172.jpg [thumb_272_172-width] => 153 [thumb_272_172-height] => 172 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Question-2.jpg [thumb_372_461-width] => 346 [thumb_372_461-height] => 389 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Question-2.jpg [thumb_372_500-width] => 346 [thumb_372_500-height] => 389 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Question-2-240x270.jpg [thumb_385_270-width] => 240 [thumb_385_270-height] => 270 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Question-2-214x241.jpg [thumb_416_241-width] => 214 [thumb_416_241-height] => 241 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Question-2.jpg [thumb_448_410-width] => 346 [thumb_448_410-height] => 389 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Question-2.jpg [thumb_448_410_retina-width] => 346 [thumb_448_410_retina-height] => 389 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Question-2-340x382.jpg [thumb_574_382-width] => 340 [thumb_574_382-height] => 382 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Question-2.jpg [thumb_776_395-width] => 346 [thumb_776_395-height] => 389 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Question-2.jpg [gform-image-choice-sm-width] => 267 [gform-image-choice-sm-height] => 300 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Question-2.jpg [gform-image-choice-md-width] => 346 [gform-image-choice-md-height] => 389 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Question-2.jpg [gform-image-choice-lg-width] => 346 [gform-image-choice-lg-height] => 389 ) ) )
T1: Question
Array ( [0] => Array ( [ID] => 63593 [id] => 63593 [title] => Statement.jpg [filename] => Statement-2.jpg [filesize] => 73573 [url] => https://www.nextafter.com/wp-content/uploads/Statement-2.jpg [link] => https://www.nextafter.com/experiments/how-asking-a-question-instead-of-making-a-statement-in-a-facebook-ad-impacts-conversion/attachment/statement-jpg-4/ [alt] => [author] => 0 [description] => [caption] => [name] => statement-jpg-4 [status] => inherit [uploaded_to] => 15417 [date] => 2024-08-09 16:20:28 [modified] => 2024-08-09 16:20:28 [menu_order] => 0 [mime_type] => image/jpeg [type] => image [subtype] => jpeg [icon] => https://www.nextafter.com/wp-includes/images/media/default.png [width] => 344 [height] => 525 [sizes] => Array ( [thumbnail] => https://www.nextafter.com/wp-content/uploads/Statement-2-150x150.jpg [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://www.nextafter.com/wp-content/uploads/Statement-2-197x300.jpg [medium-width] => 197 [medium-height] => 300 [medium_large] => https://www.nextafter.com/wp-content/uploads/Statement-2.jpg [medium_large-width] => 344 [medium_large-height] => 525 [large] => https://www.nextafter.com/wp-content/uploads/Statement-2.jpg [large-width] => 344 [large-height] => 525 [1536x1536] => https://www.nextafter.com/wp-content/uploads/Statement-2.jpg [1536x1536-width] => 344 [1536x1536-height] => 525 [2048x2048] => https://www.nextafter.com/wp-content/uploads/Statement-2.jpg [2048x2048-width] => 344 [2048x2048-height] => 525 [tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Statement-2-700x700.jpg [tp-image-grid-width] => 700 [tp-image-grid-height] => 700 [post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Statement-2-150x150.jpg [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://www.nextafter.com/wp-content/uploads/Statement-2-33x50.jpg [admin-width] => 33 [admin-height] => 50 [full] => https://www.nextafter.com/wp-content/uploads/Statement-2.jpg [full-width] => 344 [full-height] => 525 [thumb_372] => https://www.nextafter.com/wp-content/uploads/Statement-2.jpg [thumb_372-width] => 344 [thumb_372-height] => 525 [single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Statement-2.jpg [single_post_thumbnail-width] => 344 [single_post_thumbnail-height] => 525 [thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Statement-2-21x32.jpg [thumb_32_32-width] => 21 [thumb_32_32-height] => 32 [thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Statement-2-31x48.jpg [thumb_48_48-width] => 31 [thumb_48_48-height] => 48 [thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Statement-2-42x64.jpg [thumb_64_64-width] => 42 [thumb_64_64-height] => 64 [thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Statement-2-84x128.jpg [thumb_128_128-width] => 84 [thumb_128_128-height] => 128 [thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Statement-2-44x67.jpg [thumb_122_67-width] => 44 [thumb_122_67-height] => 67 [thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Statement-2-100x153.jpg [thumb_153_153-width] => 100 [thumb_153_153-height] => 153 [thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Statement-2-107x163.jpg [thumb_130_163-width] => 107 [thumb_130_163-height] => 163 [thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Statement-2-116x177.jpg [thumb_232_177-width] => 116 [thumb_232_177-height] => 177 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Statement-2.jpg [thumb_272_325-width] => 344 [thumb_272_325-height] => 525 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Statement-2-227x346.jpg [thumb_271_346-width] => 227 [thumb_271_346-height] => 346 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Statement-2-178x271.jpg [thumb_271_271-width] => 178 [thumb_271_271-height] => 271 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Statement-2-113x172.jpg [thumb_272_172-width] => 113 [thumb_272_172-height] => 172 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Statement-2-302x461.jpg [thumb_372_461-width] => 302 [thumb_372_461-height] => 461 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Statement-2-328x500.jpg [thumb_372_500-width] => 328 [thumb_372_500-height] => 500 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Statement-2-177x270.jpg [thumb_385_270-width] => 177 [thumb_385_270-height] => 270 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Statement-2-158x241.jpg [thumb_416_241-width] => 158 [thumb_416_241-height] => 241 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Statement-2-269x410.jpg [thumb_448_410-width] => 269 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Statement-2.jpg [thumb_448_410_retina-width] => 344 [thumb_448_410_retina-height] => 525 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Statement-2-250x382.jpg [thumb_574_382-width] => 250 [thumb_574_382-height] => 382 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Statement-2-259x395.jpg [thumb_776_395-width] => 259 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Statement-2.jpg [gform-image-choice-sm-width] => 197 [gform-image-choice-sm-height] => 300 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Statement-2.jpg [gform-image-choice-md-width] => 262 [gform-image-choice-md-height] => 400 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Statement-2.jpg [gform-image-choice-lg-width] => 344 [gform-image-choice-lg-height] => 525 ) ) [1] => Array ( [ID] => 63594 [id] => 63594 [title] => Question.jpg [filename] => Question-2.jpg [filesize] => 49397 [url] => https://www.nextafter.com/wp-content/uploads/Question-2.jpg [link] => https://www.nextafter.com/experiments/how-asking-a-question-instead-of-making-a-statement-in-a-facebook-ad-impacts-conversion/attachment/question-jpg-4/ [alt] => [author] => 0 [description] => [caption] => [name] => question-jpg-4 [status] => inherit [uploaded_to] => 15417 [date] => 2024-08-09 16:20:29 [modified] => 2024-08-09 16:20:29 [menu_order] => 0 [mime_type] => image/jpeg [type] => image [subtype] => jpeg [icon] => https://www.nextafter.com/wp-includes/images/media/default.png [width] => 346 [height] => 389 [sizes] => Array ( [thumbnail] => https://www.nextafter.com/wp-content/uploads/Question-2-150x150.jpg [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://www.nextafter.com/wp-content/uploads/Question-2-267x300.jpg [medium-width] => 267 [medium-height] => 300 [medium_large] => https://www.nextafter.com/wp-content/uploads/Question-2.jpg [medium_large-width] => 346 [medium_large-height] => 389 [large] => https://www.nextafter.com/wp-content/uploads/Question-2.jpg [large-width] => 346 [large-height] => 389 [1536x1536] => https://www.nextafter.com/wp-content/uploads/Question-2.jpg [1536x1536-width] => 346 [1536x1536-height] => 389 [2048x2048] => https://www.nextafter.com/wp-content/uploads/Question-2.jpg [2048x2048-width] => 346 [2048x2048-height] => 389 [tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Question-2-700x700.jpg [tp-image-grid-width] => 700 [tp-image-grid-height] => 700 [post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Question-2-150x150.jpg [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://www.nextafter.com/wp-content/uploads/Question-2-44x50.jpg [admin-width] => 44 [admin-height] => 50 [full] => https://www.nextafter.com/wp-content/uploads/Question-2.jpg [full-width] => 346 [full-height] => 389 [thumb_372] => https://www.nextafter.com/wp-content/uploads/Question-2.jpg [thumb_372-width] => 346 [thumb_372-height] => 389 [single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Question-2.jpg [single_post_thumbnail-width] => 346 [single_post_thumbnail-height] => 389 [thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Question-2-28x32.jpg [thumb_32_32-width] => 28 [thumb_32_32-height] => 32 [thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Question-2-43x48.jpg [thumb_48_48-width] => 43 [thumb_48_48-height] => 48 [thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Question-2-57x64.jpg [thumb_64_64-width] => 57 [thumb_64_64-height] => 64 [thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Question-2-114x128.jpg [thumb_128_128-width] => 114 [thumb_128_128-height] => 128 [thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Question-2-60x67.jpg [thumb_122_67-width] => 60 [thumb_122_67-height] => 67 [thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Question-2-136x153.jpg [thumb_153_153-width] => 136 [thumb_153_153-height] => 153 [thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Question-2-130x146.jpg [thumb_130_163-width] => 130 [thumb_130_163-height] => 146 [thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Question-2-157x177.jpg [thumb_232_177-width] => 157 [thumb_232_177-height] => 177 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Question-2.jpg [thumb_272_325-width] => 346 [thumb_272_325-height] => 389 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Question-2-271x305.jpg [thumb_271_346-width] => 271 [thumb_271_346-height] => 305 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Question-2-241x271.jpg [thumb_271_271-width] => 241 [thumb_271_271-height] => 271 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Question-2-153x172.jpg [thumb_272_172-width] => 153 [thumb_272_172-height] => 172 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Question-2.jpg [thumb_372_461-width] => 346 [thumb_372_461-height] => 389 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Question-2.jpg [thumb_372_500-width] => 346 [thumb_372_500-height] => 389 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Question-2-240x270.jpg [thumb_385_270-width] => 240 [thumb_385_270-height] => 270 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Question-2-214x241.jpg [thumb_416_241-width] => 214 [thumb_416_241-height] => 241 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Question-2.jpg [thumb_448_410-width] => 346 [thumb_448_410-height] => 389 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Question-2.jpg [thumb_448_410_retina-width] => 346 [thumb_448_410_retina-height] => 389 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Question-2-340x382.jpg [thumb_574_382-width] => 340 [thumb_574_382-height] => 382 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Question-2.jpg [thumb_776_395-width] => 346 [thumb_776_395-height] => 389 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Question-2.jpg [gform-image-choice-sm-width] => 267 [gform-image-choice-sm-height] => 300 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Question-2.jpg [gform-image-choice-md-width] => 346 [gform-image-choice-md-height] => 389 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Question-2.jpg [gform-image-choice-lg-width] => 346 [gform-image-choice-lg-height] => 389 ) ) )

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.


Experiment Documented by Courtney Gaines
Courtney Gaines is Vice President at NextAfter.

Question about experiment #7517

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