How using a pledge vs a direct account registration ask through Facebook Lead Ads affects sign up rate
American Cornerstone Institute
Experiment Summary
Ended On: 10/05/2023
This organization is trying to acquire more new accounts for its school curriculum program. We wanted to see how lead ads would affect sign up rate and cost per new account, but we decided to test two different types of lead ads to see which “ask” performed better.
The first type was a teacher pledge. This Facebook ad led to a form in Facebook where they submit their name and email address to sign the pledge. Then their account is created using a zapier connection. Their log in information is emailed to them.
The second type was a direct ask to make an account. This ad lef to a form in Facebook where they submitted their name and email address to create their account. It was created and their log in information was emailed to them.
Although the first type is an indirect ask to create an account, we anticipated we’d receive cheaper names since the ask is more straight-forward, and has less commitment.
Research Question
We believe we’ll receive cheaper names through a pledge lead ad than through a direct account creation ask because signing a pledge is less of a commitment.
Design
C: Control
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 77.3% | ||
| T1: | Treatment #1 | 57.5% | -25.6% | 100.0% |
This experiment has a required sample size of 40 in order to be valid. Since the experiment had a total sample size of 3,370, 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
× 25.6% decrease in conversion rate
× 0% increase in average gift
Key Learnings
The key learning from this experiment is that the teacher pledge ask performed better than the direct account creation ask in terms of acquiring emails. The treatment saw a 25.7% decrease in emails acquired compared to the control. This finding is statistically significant with a 100.0% level of confidence.
Based on this result, it is recommended to continue using the teacher pledge ask in future experimentation for acquiring new accounts. This type of ask leads to more email acquisitions and is more effective in generating new accounts.