How experiential language on a facebook ad impacts donor conversion
Focus on the Family
Focus on the Family is a global Christian ministry dedicated to helping families thrive. We provide help and resources for couples to build healthy marriages that reflect God's design, and for parents to raise their children according to morals and values grounded in biblical principles.
Experiment Summary
Ended On: 04/09/2021
Focus on the Family had been running Recognizing your Sons Need for Respect video series for over a year with great success. We wanted to take some time to review how could we make this offer work even better. And so we tested new language around the feelings and experiences parents have when struggling with their relationship with their son. Our hypothesis was that by reflecting to them just how they feel and then offering them the tools they needed to make their relationship with their son better, that would increase signups and ultimately conversions.
Research Question
We believe that copy that reflects the experience of the reader for parents struggling in their relationship with their sons will achieve higher conversion rates.
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.01% | ||
| T1: | Experiential Language | 0.02% | 53.2% | 99.6% |
This experiment has a required sample size of 365,876 in order to be valid. Since the experiment had a total sample size of 1,567,931, 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
× 53.2% increase in conversion rate
× 0% increase in average gift
Key Learnings
What we found was that this ad brought more qualified donors through the funnel and increased donor conversion by 53%. It increased click through rate by 35% at a 100% level of confidence. The difference between the 35% increase in clicks and the 53% increase in donors, shows that those people who come to the page are more invested in this offer and ministry.
Our hypothesis is that when you speak to the deep feelings of a reader, and give them the solution they need to intentionally improve their relationships, then they are more likely to give to help others do the very same.
We are going to role out this treatment and continue to expound on it in the The next iteration of this experiment will be to test this kind of language on the landing page.