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Pathway to Victory

How providing additional value prop on a content offer impacts email sign ups

Experiment ID: #184829

Pathway to Victory

Experiment Summary

Timeframe: 07/03/2024 - 07/31/2024

Pathway to Victory is the broadcast ministry of First Baptist Dallas.

PTV utilizes Facebook as a platform to acquire new names and donors for their organization.

One offer that has been a consistently well-performing content offer is their Jesus Map digital download.

The current version of the ad has been running for multiple years and had not been optimized.

We decided to test out expanding the copy so that there is more information regarding the offer and the reasons to request it.

Research Question

We believe that including more value prop in the ad copy for Facebook viewers will achieve a higher sign up rate because there is additional appeal and clarity on the offer.

Design

C: Control
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T1: Extended Copy
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Results

  Treatment Name Conv. Rate Relative Difference Confidence
C: Control 0.69%
T1: Extended Copy 1.1% 58.7% 98.4%

This experiment has a required sample size of 3,796 in order to be valid. Since the experiment had a total sample size of 16,238, 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
× 58.7% increase in conversion rate
× 0% increase in average gift

Key Learnings

The key learnings from this experiment are: 1. **Including more value proposition in the ad copy is effective**: The treatment with expanded ad copy led to a significant increase in Complete Registrations, Clicks, and improvements in Cost per Click and Cost per Registration. This indicates that providing more information and clarity on the offer can attract more viewers and increase conversions. 2. **Audience segmentation is crucial**: The experiment revealed significant increases in Complete Registrations across different visitor segments, such as 65+ visitors, Female visitors, Mobile visitors, and Tablet visitors. This highlights the importance of tailoring messaging and targeting specific audience segments to maximize engagement and conversions. 3. **Statistical significance and confidence levels**: The high confidence levels, especially at 100% for Clicks, Cost per Click, and Cost per Registration, indicate that the results are reliable and not due to chance. This reinforces the validity and impact of the experiment's findings. To apply these learnings in future experimentation, we should: 1. **Continue to test and optimize ad copy**: Based on the success of the expanded ad copy in this experiment, we should continue exploring ways to enhance value proposition and clarity in our messaging. This could involve testing different variations of ad copy to identify the most effective messaging strategies. 2. **Segment and target specific audience groups**: Building on the positive outcomes seen across different visitor segments, we should further analyze audience data to understand preferences and behaviors. By tailoring content and targeting specific groups, we can drive higher engagement and conversions. 3. **Maintain statistical rigor in experimentation**: To ensure the reliability of results, we should continue to prioritize statistical significance and confidence levels in future experiments. This will help us make data-driven decisions and confidently implement successful strategies. Overall, by leveraging the learnings from this experiment, we can optimize our digital marketing efforts, enhance audience engagement, and ultimately drive greater success in acquiring new names and donors for Pathway to Victory.

Experiment Documented by NextAfter

Question about experiment #184829

If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.