The Heritage Foundation

How the strength of a headline affects click rate

Experiment ID: #1332

The Heritage Foundation

Experiment Summary

Timeframe: 08/01/2014 - 08/15/2014

As part of the Board Challenge campaign, we ran Facebook advertising targeted at known donors and audiences who matched the profile of a Heritage supporter. The landing page had a quote from a well-known public figure so we were able to use them in the advertisement to help drive traffic. We wanted to discover what messaging approach would allow us to drive the most traffic.

Research Question

Will the more active “challenge” language increase the amount of traffic being driven compared to the more passive “announcement” language?

Design

C: Passive "announcement"
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T1:
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https://www.nextafter.com/wp-content/uploads/Active_challenge-4.png [2048x2048-width] => 2048 [2048x2048-height] => 1312 [tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Active_challenge-4.png [tp-image-grid-width] => 700 [tp-image-grid-height] => 449 [post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Active_challenge-4.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 96 [admin] => https://www.nextafter.com/wp-content/uploads/Active_challenge-4.png [admin-width] => 50 [admin-height] => 32 [full] => https://www.nextafter.com/wp-content/uploads/Active_challenge-4.png [full-width] => 2809 [full-height] => 1800 [thumb_372] => https://www.nextafter.com/wp-content/uploads/Active_challenge-4.png [thumb_372-width] => 372 [thumb_372-height] => 238 [single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Active_challenge-4.png [single_post_thumbnail-width] => 975 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Active_challenge-4.png [thumb_32_32-width] => 32 [thumb_32_32-height] => 21 [thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Active_challenge-4.png [thumb_48_48-width] => 48 [thumb_48_48-height] => 31 [thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Active_challenge-4.png [thumb_64_64-width] => 64 [thumb_64_64-height] => 41 [thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Active_challenge-4.png [thumb_128_128-width] => 128 [thumb_128_128-height] => 82 [thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Active_challenge-4.png [thumb_122_67-width] => 105 [thumb_122_67-height] => 67 [thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Active_challenge-4.png [thumb_153_153-width] => 153 [thumb_153_153-height] => 98 [thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Active_challenge-4.png [thumb_130_163-width] => 130 [thumb_130_163-height] => 83 [thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Active_challenge-4.png [thumb_232_177-width] => 232 [thumb_232_177-height] => 149 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Active_challenge-4.png [thumb_272_325-width] => 544 [thumb_272_325-height] => 349 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Active_challenge-4.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 174 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Active_challenge-4.png [thumb_271_271-width] => 271 [thumb_271_271-height] => 174 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Active_challenge-4.png [thumb_272_172-width] => 268 [thumb_272_172-height] => 172 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Active_challenge-4.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 238 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Active_challenge-4.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 238 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Active_challenge-4.png [thumb_385_270-width] => 385 [thumb_385_270-height] => 247 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Active_challenge-4.png [thumb_416_241-width] => 376 [thumb_416_241-height] => 241 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Active_challenge-4.png [thumb_448_410-width] => 448 [thumb_448_410-height] => 287 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Active_challenge-4.png [thumb_448_410_retina-width] => 896 [thumb_448_410_retina-height] => 574 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Active_challenge-4.png [thumb_574_382-width] => 574 [thumb_574_382-height] => 368 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Active_challenge-4.png [thumb_776_395-width] => 616 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Active_challenge-4.png [gform-image-choice-sm-width] => 300 [gform-image-choice-sm-height] => 192 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Active_challenge-4.png [gform-image-choice-md-width] => 400 [gform-image-choice-md-height] => 256 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Active_challenge-4.png [gform-image-choice-lg-width] => 600 [gform-image-choice-lg-height] => 384 ) ) )

Results

  Treatment Name Click Rate Relative Difference Confidence
C: Passive "announcement" 3.6%
T1: 0.00% -100.0% 100.0%

This experiment has a required sample size of 205 in order to be valid. Since the experiment had a total sample size of 46,262, 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:

    100.0% decrease in traffic
× 0% increase in conversion rate
× 0% increase in average gift

Key Learnings

The "challenge" language captured the interest of those that saw the advertisement. This resulted in a 45% increase to visitors to the landing page.


Experiment Documented by Kevin Peters

Question about experiment #1332

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