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How different audience motivations affect click rate in a Facebook ad (Part 3)

Experiment ID: #4632

NextAfter

Experiment Summary

Timeframe: 07/28/2016 - 08/04/2016

While setting up the advertising and promotions for an upcoming live broadcast, we wanted to determine if our various audience groups for our Facebook Ads would respond differently to various ad treatments. We have 3 main audience groups that we ran this test with: our housefile, housefile lookalikes, and nonprofit professionals.

Our original live broadcast Facebook Ad focused on the speaker and the title, but we thought people may be more motivated by different aspects of the focus topic. For the treatments, we developed an ad that focused on “Growing Your Donor File” and one that focused on “Empathy.”

Research Question

Which ad variation will the housefile audience respond to more?

Design

C: Speaker
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T1: Donor File
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T2: Empathy
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Results

  Treatment Name Click Rate Relative Difference Confidence
C: Speaker 0.88%
T1: Donor File 2.2% 146.9% 98.8%
T2: Empathy 0.64% -26.6% 38.8%

This experiment has a required sample size of 718 in order to be valid. Since the experiment had a total sample size of 2,808, 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:

    146.9% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift

Key Learnings

Treatment 1 had a lift of 146.9% compared to the control. This confirms our hypothesis that this audience responds stronger to the learning and results rather than the speaker. Although, it is possible that the results could be different if the speaker was someone they were more familiar with.

Comparing this result to the result of our previous test on the housefile lookalike audience reveals a drastic difference in the motivations of two audiences that are supposedly similar. The lookalikes were 110% more likely to click on the empathy treatment, while the housefile was 26% less likely to click on the empathy treatment.

Experiment Documented by Nathan Hill

Question about experiment #4632

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