FamilyLife
How length of ad copy in a Facebook ad affects conversion rate
Experiment ID: #2691
FamilyLife
Experiment Summary
Timeframe: 08/11/2017 - 08/18/2017
First, having a “read more” link doesn’t guarantee more clicks or conversions.
Second, in creating a connection with the reader through describing the problem (i.e. the reason for the offer), we have to discover the minimum effective dose. Anything more than that is unnecessary in the mind of the reader. Unfortunately, there are few methods outside of testing that teach us what the minimum effective dose of copy is needed to build the problem.
Research Question
Does shorter ad copy increase conversion rate?
Design
C: Long Copy
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T1: Shorter Copy
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[2048x2048-width] => 484
[2048x2048-height] => 699
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Shorter_Copy-11.jpg
[tp-image-grid-width] => 484
[tp-image-grid-height] => 699
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Shorter_Copy-11-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Shorter_Copy-11-35x50.jpg
[admin-width] => 35
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/Shorter_Copy-11.jpg
[full-width] => 484
[full-height] => 699
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Shorter_Copy-11-372x537.jpg
[thumb_372-width] => 372
[thumb_372-height] => 537
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Shorter_Copy-11-433x625.jpg
[single_post_thumbnail-width] => 433
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Shorter_Copy-11-22x32.jpg
[thumb_32_32-width] => 22
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Shorter_Copy-11-33x48.jpg
[thumb_48_48-width] => 33
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Shorter_Copy-11-44x64.jpg
[thumb_64_64-width] => 44
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Shorter_Copy-11-89x128.jpg
[thumb_128_128-width] => 89
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Shorter_Copy-11-46x67.jpg
[thumb_122_67-width] => 46
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Shorter_Copy-11-106x153.jpg
[thumb_153_153-width] => 106
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Shorter_Copy-11-113x163.jpg
[thumb_130_163-width] => 113
[thumb_130_163-height] => 163
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Shorter_Copy-11-123x177.jpg
[thumb_232_177-width] => 123
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Shorter_Copy-11-450x650.jpg
[thumb_272_325-width] => 450
[thumb_272_325-height] => 650
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Shorter_Copy-11-240x346.jpg
[thumb_271_346-width] => 240
[thumb_271_346-height] => 346
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Shorter_Copy-11-188x271.jpg
[thumb_271_271-width] => 188
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Shorter_Copy-11-119x172.jpg
[thumb_272_172-width] => 119
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Shorter_Copy-11-319x461.jpg
[thumb_372_461-width] => 319
[thumb_372_461-height] => 461
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Shorter_Copy-11-346x500.jpg
[thumb_372_500-width] => 346
[thumb_372_500-height] => 500
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Shorter_Copy-11-187x270.jpg
[thumb_385_270-width] => 187
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Shorter_Copy-11-167x241.jpg
[thumb_416_241-width] => 167
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Shorter_Copy-11-284x410.jpg
[thumb_448_410-width] => 284
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Shorter_Copy-11.jpg
[thumb_448_410_retina-width] => 484
[thumb_448_410_retina-height] => 699
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Shorter_Copy-11-265x382.jpg
[thumb_574_382-width] => 265
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Shorter_Copy-11-274x395.jpg
[thumb_776_395-width] => 274
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Shorter_Copy-11.jpg
[gform-image-choice-sm-width] => 208
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Shorter_Copy-11.jpg
[gform-image-choice-md-width] => 277
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Shorter_Copy-11.jpg
[gform-image-choice-lg-width] => 415
[gform-image-choice-lg-height] => 600
)
)
)
Results
| |
Treatment Name |
Conv. Rate |
Relative Difference |
Confidence |
| C: |
Long Copy
|
0.42% |
|
|
| T1: |
Shorter Copy
|
0.54% |
29.8% |
100.0%
|
This experiment has a required sample size of
24,658 in order to be valid. Since the experiment had a total sample size of
176,123, 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
× 29.8% increase in conversion rate
× 0% increase in average gift
Key Learnings
FamilyLife was promoting a name acquisition offer surrounding a free ebook on Facebook. They wanted to see if longer, value proposition-centric body copy or a shorter, to-the-point ad copy would increase conversion rate. All other elements of the ad remained the same.