The Gospel Coalition

How focusing ad copy and creative on relatable messaging impacted click through rate

Experiment ID: #109966

The Gospel Coalition

Experiment Summary

Ended On: 10/10/2022

TGC is offering its free Secular Creed eBook in acquisition. The Facebook ad promoting the offer was receiving a low click-through rate, so we wanted to test two new ad variants to see if they would see in increase clicks. We wondered if the existing ad is difficult to process, as it uses a lot of big words, the messaging could be confusing, and overall, it does not do a good enough job of considering the audience.

Treatment #1 took a new direction with the ad copy and the ad image. The copy begins with a more engaging, personal question that asks for their personal opinion instead of asking if they want to learn something. Overall, it uses communal language (“we” and “us”) instead of general language to get the message across that we share a particular outlook. The image is just the ebook as opposed to the ebook with a long quote to follow.

Treatment #2 uses the same copy as treatment #1, but implements video creative instead of a static image. The video is a two-minute motivational excerpt from a speech made by the author on topic with the value prop in the ad copy.

Research Question

We believe that more communal, digestable, and relatable content for ad engagers will achieve an increase in click-through rate.

Design

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T1: Treatment #1

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T2: Treatment #2

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=> https://www.nextafter.com/wp-content/uploads/Treatment_2-103-144x382.png [thumb_574_382-width] => 144 [thumb_574_382-height] => 382 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Treatment_2-103-149x395.png [thumb_776_395-width] => 149 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Treatment_2-103.png [gform-image-choice-sm-width] => 113 [gform-image-choice-sm-height] => 300 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Treatment_2-103.png [gform-image-choice-md-width] => 151 [gform-image-choice-md-height] => 400 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Treatment_2-103.png [gform-image-choice-lg-width] => 226 [gform-image-choice-lg-height] => 600 ) ) )

Results

	Treatment Name	Click Rate	Relative Difference	Confidence
C:	Control	0.84%
T1:	Treatment #1	0.79%	-5.9%	54.6%
T2:	Treatment #2	2.0%	142.5%	100.0%

This experiment has a required sample size of 770 in order to be valid. Since the experiment had a total sample size of 92,742, 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:

142.5% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift

Key Learnings

There was little difference between the results of the control and treatment 1, with treatment 1 experiencing a 5.9% decrease in clicks with only a 54.6% level of confidence. However, treatment 2 resulted in a 142.5% increase in clicks with a 100% level of confidence.

There was little statistical difference between the control copy and the treatment copy, which means the video creative in treatment 2 made all the difference. Strategically selecting a 2-minute excerpt from the author of the eBook that aligned with the value prop and put the problem and solution into perspective motivated people to click the ad.

Given the success of this test, it would be wise to, when applicable, leverage eBook authors and leverage video of them that can reach people on a deeper level.

Experiment Documented by NextAfter

Question about experiment #109966

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