How communicating the benefit and the offer in a Facebook ad can impact conversion
Boys Town
Experiment Summary
Timeframe: 03/08/2018 - 03/22/2018
Boys Town offers a free email series on how to discipline Tweens. They offer this resource through paid Facebook ads. In a previous experiment, they tested the headline of the Facebook ad and learned that people are more motivated by what they get than the benefit of the offer. We wanted to build upon those learnings and hypothesized that a hybrid headline that incorporated the benefit AND the offer might increase conversion. The control headline said, “Free Email Series on Tween Discipline” and the treatment said, “Effectively Discipline Your Tween – Get the Free Email Series”.
Research Question
Which headline would increase conversion?
Design
Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Headline focused on the offer | 1.1% | ||
| T1: | Headline with benefit and offer | 1.8% | 55.6% | 100.0% |
This experiment has a required sample size of 2,704 in order to be valid. Since the experiment had a total sample size of 956,322, 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:
55.6% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
The treatment headline, that communicated the benefit of the offer and what the offer was, increased conversion by 55.6! What we can learn from this is that people are more motivated by what they can get than the benefit of the offer, but when we combine the two together we can increase the appeal of the offer motivating even more people to want the resource.