How new Facebook creative impacts clicks
Experiment ID: #191072
First Baptist Dallas
Experiment Summary
Ended On: 09/24/2024
Pathway to Victory is the broadcast ministry of First Baptist Dallas.
PTV is a premium driven organization meaning that the majority of their donations come from books. Final Conquest is PTV’s best selling book and so we decided to test Facebook creative to see if we could increase performance even further
Research Question
We believe that by adding a call out on the creative for Facebook traffic will achieve a higher engagement wit the ad because there is clarity in the value that the book provides.
Design
C: Control
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) ) )
Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 2.7% | ||
| T1: | Treatment #1 | 1.4% | -47.5% | 100.0% |
This experiment has a required sample size of 843 in order to be valid. Since the experiment had a total sample size of 202,978, 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:
47.5% decrease in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
The key learning from this experiment is that adding a call out in the creative for Facebook traffic did not achieve a higher engagement with the ad for the book “Final Conquest”. In fact, the treatment resulted in a 47.5% decrease in clicks for all traffic compared to the control group.
Further through the funnel, donation results were flat between the variants.
This suggests that the call out may have either confused or deterred viewers rather than clarifying the value of the book. In future experimentation, it is important to carefully consider the messaging and visuals used in creatives to ensure they effectively communicate the value proposition of the product. It is also valuable to continue testing different approaches to understand what resonates best with the target audience.