How language specific to existing contacts impacted Facebook clicks
Experiment ID: #149537
Pathway to Victory
Experiment Summary
Timeframe: 05/11/2023 - 05/14/2023
First Baptist Dallas is a church in the heart of downtown Dallas, Texas. Leading up to Sunday services, First Dallas utilizes Facebook to share what the sermon will be and invites people to join in person.
This campaign also targets existing First Dallas contacts through the HubSpot/Facebook integration. We decided to test and see if copy that is specific to this audience would increase clicks on the ads.
Research Question
We believe that by making ad copy specific to FBD contacts for existing contacts on Facebook will achieve a higher conversion in clicks because they are more personalized to their relationship with First Dallas. because they are more personalized to their relationship with First Dallas.
Design
C: FBD 350 - Join Us Reach - May 14 member control
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T1: FBD 350 - Join Us Reach - May 14 member treatment
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Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | FBD 350 - Join Us Reach - May 14 member control | 0.94% | ||
| T1: | FBD 350 - Join Us Reach - May 14 member treatment | 0.97% | 2.4% | 12.2% |
This experiment has a required sample size of 1,386,341 in order to be valid. Unfortunately, the required sample size was not met and a level of confidence above 95% was not met so the experiment results are not valid.
Key Learnings
The experiment aimed to test if making ad copy specific to First Baptist Dallas's existing contacts on Facebook would result in a higher conversion in clicks. The treatment resulted in a 2.4% increase in clicks for all traffic, but with only a 12.2% statistical level of confidence, the results cannot be considered valid.
During the experiment, the connection between HubSpot and Facebook was broken. This led to the experiment not spending its full budget or reaching its highest potential. We will rerun this experiment in the coming weeks to seek valid results.