How leads generated through Facebook Lead Ad Forms performed through our welcome series
Experiment ID: #120366
NextAfter
Experiment Summary
Ended On: 12/20/2022
Recently, we experimented with using Facebook Lead Ads for our own acquisition campaign efforts, which we discovered that we could increase email signup rates by +131.5% (LoC: 100%), but the real question was “How would these leads perform downstream.”
We marked two check-in points, which were:
- To review unsubscribe, bounce, disengagement, and never-opener rates after all leads generated in the experiment have “completed the welcome series.” And,
- 60-days downstream to see if either lead segment produced a more engaged subscriber well after the welcome series had ended, and they were introduced to 2-months of “live messaging.”
This study is focused on the first of these two check-in points, so we wanted to review how the leads performed now that all leads in the study had enough time to make it through the welcome series of emails.
Research Question
How leads generated through Facebook Lead Ad Forms performed (from an engagement status) once they made it through the welcome series of emails to onboard them as a new subscriber.
Design
C: Control - Ad Click to a Hosted Landing Page/Form
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control - Ad Click to a Hosted Landing Page/Form | 89.6% | ||
| T1: | Treatment - Facebook Lead Ad Experience | 93.5% | 4.4% | 78.2% |
This experiment has a required sample size of 372 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
Now that we're through the "welcome series" of messaging, we could not fully validate an increase in email engagement rates, but do see a slight improvement on subscriber engagement from the treatment segment. This is actually very encouraging news, as it indicates that there is no discernible difference between using the control lead generation experience when compared to using the Facebook Lead Ad Form treatment approach. To put it another way: The treatment experience has increased email signup rates by +131.5% (with 100% level of confidence), but HAS NOT produced a lower quality of email subscriber (at least through the point where all leads have successfully made it through the "welcome series" for new subscribers). Perhaps this means that the hypothesis that Facebook Lead Ad Forms generate "bad emails" is debunked — at least in our own case. We'll continue to monitor performance and look forward to checking back in at the 60-day mark from the point of when these emails were acquired to see if there is any noticeable difference between the quality of the two approaches to generating leads.