How creating a micro-yes in an ad impacts the macro-yes.
Experiment ID: #6247
Harvest Ministries
Harvest Christian Fellowship exists to bring Christians closer to God and to bring nonbelievers to a saving relationship with Him by showing how God's Word and faith in Him are applicable and relevant to everyday life.
Experiment Summary
Timeframe: 02/23/2017 - 03/06/2017
Harvest Ministries has found great success with acquisition in pushing their online evangelism course, Tell Someone, through paid Facebook ads. As part of the optimization for the course, they have been testing the kind, tone and copy of their Facebook ads. Through this testing they know that a longer-form, conversational style text with a video ad works best. They wanted to test this version against an ad that had an even more conversational tone and made the text longer – requiring people to click “See more” in order to read the full text. The copy read much like a personal email might read.
Research Question
Which ad would acquire more course sign-ups?
Design
C: Long Copy
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Long Copy | 0.38% | ||
| T1: | Extended Copy | 0.46% | 21.5% | 100.0% |
This experiment has a required sample size of 48,652 in order to be valid. Since the experiment had a total sample size of 672,476, 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
× 21.5% increase in conversion rate
× 0% increase in average gift
Key Learnings
The treatment with the long conversational copy had a 21% increase in course sign-ups (acquired emails). This tells us a couple of things:
- The conversational tone of the copy engages people and motivates more people to want to read the copy.
- The long copy requires people to click “See more” to read all of the ad text. This click is a micro-yes in the acquisition funnel causing people to be engaged at a higher level and resulting in more people making the macro-yes – signing up for the course.