How changing a call-to-action on a Facebook ad during a high urgency campaign increased donor conversion rates
Experiment ID: #91923
The Missionary Oblates of Mary Immaculate
Experiment Summary
Timeframe: 04/10/2022 - 04/17/2022
Easter is a key fundraising season for the Missionary Oblates of Mary Immaculate. Our Easter/Spring high urgency campaign this year focused on a recurring gift offer, where any monthly gift of $15 or more would have a votive candle lit for the donor’s intentions every month at the Oblate’s main shrine, the National Shrine of Our Lady of the Snows.
For our Facebook ad campaign, we wanted to test whether a ‘donate now’ call-to-action button would drive a higher donor conversion rate than the ‘learn more’ button Oblates traditionally uses. Our hypothesis was that due to the urgent nature of the campaign, a donate now CTA would drive a higher conversion rate.
Research Question
We believe that changing a CTA button on Facebook ads for a digital audience will achieve a higher donor conversion rate. .
Design
C: Learn More CTA
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Learn More CTA | 0.01% | ||
| T1: | Donate Now CTA | 0.02% | 50.4% | 98.6% |
This experiment has a required sample size of 322,626 in order to be valid. Since the experiment had a total sample size of 1,015,788, 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
× 50.4% increase in conversion rate
× 0% increase in average gift
Key Learnings
By changing the call-to-action button to 'donate now' during this limited-time, high-urgency campaign, there was a 50% increase in donor conversion rates, with a 98.5% level of confidence.
We believe that this is due to the nature of the campaign-if people are reading the Facebook ad copy, which is asking for a donation, they are more likely to click on the CTA button to donate and then complete their donation than to learn more about what their donation could be. In fact, the treatment version had a slightly lower click-through rate (0.9% versus 1%) than the control, thus reinforcing that people were motivated to donate when they landed on the donation page.