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How the headline on a blog post Facebook ad affects landing page views

Experiment ID: #25176

NextAfter

Experiment Summary

Timeframe: 11/05/2019 - 11/08/2019

In this experiment, we were launching Facebook ads to drive traffic to a newly updated year-end fundraising blog. In developing the ads, we wondered what type of headline would be most effective at driving visits to the blog post. We have seen strong call-to-actions be effective for conversion focused ads, but wondered if that would hold up in an ad purely designed to drive traffic.

Version A used simply the post title as it might appear if someone shared the post organically. Version B used a headline that packed the specific value of the blog post into an action statement. Version C took a hybrid approach of putting the blog title first, followed by a simple call-to-action separated by a pipe.

Research Question

Which style of Facebook ad headline will drive more traffic to the blog post?

Design

C: Headline Using Post Title
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T1: Value Focused CTA Headline
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T2: Headline Using Post Title and Basic CTA
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[thumb_574_382-width] => 317 [thumb_574_382-height] => 382 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Headline_Using_Post_Title_and_Basic_CTA-327x395.jpg [thumb_776_395-width] => 327 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Headline_Using_Post_Title_and_Basic_CTA.jpg [gform-image-choice-sm-width] => 249 [gform-image-choice-sm-height] => 300 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Headline_Using_Post_Title_and_Basic_CTA.jpg [gform-image-choice-md-width] => 332 [gform-image-choice-md-height] => 400 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Headline_Using_Post_Title_and_Basic_CTA.jpg [gform-image-choice-lg-width] => 497 [gform-image-choice-lg-height] => 600 ) ) )

Results

  Treatment Name Click Rate Relative Difference Confidence
C: Headline Using Post Title 0.53%
T1: Value Focused CTA Headline 0.90% 70.6% 75.5%
T2: Headline Using Post Title and Basic CTA 1.5% 190.4% 100.0%

This experiment has a required sample size of 1,467 in order to be valid. Since the experiment had a total sample size of 9,134, 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:

    190.4% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift

Key Learnings

The hybrid approach was the overwhelming winner, increasing landing page views (people that made it to the page and loaded it) by 190%. This shows us a few things...
 

  1. A simple blog post title is not enough to call a Facebook viewer to take an action, even though this is the more natural appearance of an organic post.
  2. The value heavy CTA, although we have seen it be effective for driving someone to convert on a specific offer, is not nearly as powerful for driving pure traffic. In this case, our goal is to drive traffic to build an audience, not get a specific download or opt-in instantly.
  3. The hybrid approach clearly communicates the topic, and it clearly communicates the medium. The more action oriented headline could cause confusion about what the actual content is on the other end. But the hybrid approach makes it abundantly clear what is expected of the Facebook viewer: "Read the post".

Experiment Documented by Nathan Hill

Question about experiment #25176

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