How softening the opening of a Facebook ad impacted conversions
Experiment ID: #164481
Pathway to Victory
Experiment Summary
Ended On: 11/17/2023
Pathway to Victory is the broadcast ministry of First Baptist Dallas.
PTV launched a brand-new book “Are We Living in the End Times?” as a response to the war in Israel. In an effort to increase Facebook conversions we decided to test removing the hard opening sentence “With all the chaos in the world recently, you would not be wrong to start worrying that the End Times are right around the corner.”
Our thought was that this opening line was too much of a discouragement to people especially with so many negative things happening in the world. By removing that line, the ad opens with a more curious approach and less fear.
Research Question
We believe that removing the opening fear line for Facebook will achieve a higher conversion rate because fear is not always a successful tactic. Does curiosity perform better?.
Design
C: Control
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.06% | ||
| T1: | Treatment #1 | 0.09% | 66.2% | 94.2% |
This experiment has a required sample size of 39,118 in order to be valid. Since the experiment had a total sample size of 92,346, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
The key learnings from this experiment are that removing a fear-based opening line in a Facebook ad resulted in a significant increase in donations. This suggests that curiosity may be a more effective tactic for driving conversions compared to fear. However, the results are not considered fully valid as the statistical level of confidence is below 95%.
To further validate these findings and ensure the intended effect, it is recommended to conduct additional testing. This could involve running similar experiments with different variations of ad copy, such as using a different curiosity-based opening line or testing other emotional appeals. Additionally, it may be beneficial to test the impact of different ad formats, targeting strategies, or visuals on conversion rates.
By continuing to experiment and iterate on ad messaging and strategies, the nonprofit can optimize their Facebook campaigns to achieve higher conversions and ultimately increase fundraising efforts.