How Bullet Points in a Facebook Ad Affect the Clarity of the Value Proposition [Housefile]
NextAfter
Experiment Summary
Timeframe: 10/02/2017 - 10/10/2017
When launching acquisition ads for our new online course on Turning Facebook Likes Into Donors, we wondered if we there was a way to more clearly communicate all the various learnings that someone would get out of the course.
Rather than writing a few paragraphs as we had been, we tested using bullet points within the Facebook ad to clearly point out what we believed to be some of the most valuable aspects of the course.
We launched this test across each target audience. The results below are from the ad set targeting our housefile.
Research Question
Will the use of bullet points in a Facebook ad make the value of the course clearer, and lead to more course registrations?
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.72% | ||
| T1: | Bullet Points | 2.1% | 184.1% | 95.1% |
This experiment has a required sample size of 752 in order to be valid. Since the experiment had a total sample size of 1,296, 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
× 184.1% increase in conversion rate
× 0% increase in average gift
Key Learnings
In this ad set, we saw a 184% lift in conversion rate from the ads that used bullet points. Additionally, we say a 32% decrease in cost-per-lead.
Interestingly enough, we saw the opposite result with an ad set targeting people unfamiliar with NextAfter. I would hypothesize that since we have already established a sense of trust with our housefile, they do not require as deep of an understanding of the value proposition of our offers.
By bullet pointing the key aspects of the course, someone who already trusts us is able to see how the course is relevant to them and decide to register. The ads without bullet points have the key aspects of the course buried in paragraph form, making it harder for someone to quickly see whether or not this is a resource they’re interested in.