How Notification Style Facebook Creative effects Complete Registrations
Experiment ID: #187179
A Public Media Organization
Experiment Summary
Timeframe: 07/24/2024 - 07/30/2024
This experiment, conducted for WUNC, a North Carolina-based radio station, utilized a paid Facebook media campaign to test a new approach. We aimed to evaluate whether designing our ad to resemble an iPhone notification would boost the number of completed registrations for their political email series.
Research Question
We believe changing the Facebook creative to mimic an iPhone style of notification will increase complete registrations because the ad creative looks more authentic and eye-catching.
Design
C: NA | Election 101- July 24 - Control
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | NA | Election 101- July 24 - Control | 1.2% | ||
| T1: | NA | Election 101- July 24 - Treatment | 1.8% | 46.5% | 95.3% |
This experiment has a required sample size of 3,437 in order to be valid. Since the experiment had a total sample size of 7,136, 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
× 46.5% increase in conversion rate
× 0% increase in average gift
Key Learnings
The key findings from this experiment are that changing the Facebook creative to mimic an iPhone style of notification led to a significant increase in Complete Registrations.
It is important to note that the treatment group saw a 46.5% increase in Complete Registrations for All Traffic with a 95.3% level of confidence. This indicates that the new creative design was indeed more effective in capturing the audience's attention and driving registrations.
In future experimentation, it is important to continue testing different creative approaches to identify the most effective strategies for driving registrations. It may also be beneficial to further analyze the cost implications of these creative changes and consider optimizing for a balance between cost per click and cost per registration.
Overall, the key learning from this experiment is that creative design plays a crucial role in driving user engagement and registration. By leveraging authentic and eye-catching visuals, nonprofits like WUNC can effectively attract and convert their target audience.