How Facebook ad image text affects email conversion rate
Experiment ID: #4248
Hillsdale College
Experiment Summary
Timeframe: 05/03/2016 - 06/07/2016
Hillsdale College launched a free digital offer for their popular eBook Liberty and Learning, with a donation ask after the download was processed. As they created the ads for this offer, they wanted to test copy in the Facebook ad to determine how “ready to download” their traffic was.
The first ad assumed that people who saw the ads weren’t very convinced and needed to “learn more” first. This language was highlighted in the image, which is the most visually engaging part of a Facebook ad.
The second ad gave more context to the offer, explaining that it was a “free eBook”. While this gave more clarity to the offer, it also made an assumption that someone was “ready to download” when they clicked.
In the initial test, the treatment produced a lift in clickthrough rate, but Hillsdale wanted to look deeper into the data to make sure that those who clicked the ads were motivated to actually accept the offer.
Research Question
Will more specific language in the image of a Facebook ad increase downstream email acquisition rate?
Design
C: Learn More
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)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Learn More | 1.2% | ||
| T1: | Free eBook offer | 1.6% | 26.8% | 99.6% |
This experiment has a required sample size of 9,710 in order to be valid. Since the experiment had a total sample size of 41,332, 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
Ă— 26.8% increase in conversion rate
Ă— 0% increase in average gift
Key Learnings
On top of the 20.6% increase in clickthrough rate, the treatment ads produced a 26.8% conversion rate, which means that those who clicked the treatment ads were also more likely to convert. This second slice of data validates the learnings from the first experiment, and shows the importance of measuring the entire marketing funnel.