How emphasizing exclusivity in a Facebook ad graphic impacted clicks
Experiment ID: #104652
The Heritage Foundation
Experiment Summary
Ended On: 08/19/2022
We were running an eBook cover image for a new offer from The Heritage Foundation and wondered if we could make the offer more appealing by highlighting the exclusivity of the resource. This research report is very unique as it is only available from this organization and no one else, but this was not communicated anywhere in the ad. We created a treatment graphic that placed emphasis on the fact that this offer was exclusive and we reiterated the CTA “Learn More” directly on the graphic to help it stand out in the newsfeed.
Research Question
We believe that increasing appeal by highlighting exclusivity for Facebook ad viewers will achieve an increase in click rate.
Design
C: Control
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)
)
)
Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.72% | ||
| T1: | Treatment #1 | 0.87% | 21.6% | 98.5% |
This experiment has a required sample size of 24,567 in order to be valid. Since the experiment had a total sample size of 88,115, 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:
21.6% increase in traffic
Ă— 0% increase in conversion rate
Ă— 0% increase in average gift
Key Learnings
What we found after running both versions of the ad was that the treatment produced a 21.6% lift in click rate with 98.4% level of confidence so the test results are valid. We believe this experiment saw positive results because the enhanced appeal of making the offer more exclusive made it more desirable because ad viewers were now aware they could not get a resource like this from any other organization or get access to this information anywhere else. We will continue testing this concept on other exclusive offers from The Heritage Foundation and see if we can achieve similar results in other acquisition spaces—such as email prospecting—using this learning.