How Facebook ad copy affects donor conversion rate
Experiment ID: #25660
Buckner International
Experiment Summary
Ended On: 11/14/2019
Buckner International was running an acquisition campaign to promote their new ebook, Hope Now. In the initial launch of the campaign, we tested two different ad approaches- one that focused more on the value and meaning behind the book, and one that focused more on language specifically around getting their free copy of the book. Imagery was the same.
Research Question
Which body copy treatment is more likely to get donors- one that focuses on the benefit to the reader, or one that is more clear about the process of getting the offer?
Design
C: Control
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T1: Treatment #1
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)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.00% | ||
| T1: | Treatment #1 | 0.05% | 100.0% | 98.6% |
This experiment has a required sample size of 10,635 in order to be valid. Since the experiment had a total sample size of 15,984, 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
× 100.0% increase in conversion rate
× 0% increase in average gift
Key Learnings
The treatment ad that told people more explicitly what they were getting in the ebook and how to get it produced a .05% increase in the number of instant donors.