How using a testimonial in a Facebook ad affects CTR
Experiment ID: #179161
Hoover Institution
Experiment Summary
Timeframe: 05/16/2024 - 05/31/2024
The Hoover Institution is a public policy research center and think tank located at Stanford University in California, United States. The Property Rights content offer has a low click-through rate, and the team wants to improve its performance.
Research Question
We believe that including a testimonial for facebook users will achieve a higher click-through-rate because it adds credibility to the advertisement.
Design
C: Property Rights 2024 - Creative Test Control
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Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Property Rights 2024 - Creative Test Control | 1.1% | ||
| T1: | Property Rights 2024 - Creative Test Treatment | 0.94% | -12.7% | 54.0% |
This experiment has a required sample size of 41,099 in order to be valid. Unfortunately, the required sample size was not met and a level of confidence above 95% was not met so the experiment results are not valid.
Key Learnings
The key learnings from this experiment are as follows: 1. The treatment, which included a testimonial for Facebook users, resulted in a 12.7% decrease in Clicks for All Traffic with a 54.0% statistical level of confidence. However, since the statistical level of confidence is below 85%, these results cannot be considered valid for future decision-making. 2. The Cost per Click experienced a significant 470% increase with a 100% level of confidence. This indicates that the treatment may not be cost-effective compared to the control. 3. The 25-34 age group saw a substantial 1000% decrease in clicks with a 98% level of confidence when exposed to the treatment. This suggests that the addition of a testimonial may not resonate well with this demographic. Based on these findings, it is clear that the addition of a testimonial for Facebook users did not yield positive results in terms of Clicks for All Traffic, Cost per Click, and engagement from the 25-34 age group. In future experimentation, it is important to consider refining the messaging of the testimonial, targeting specific audience segments, or testing different types of social proof to see if it positively impacts the performance of the Property Rights content offer. Additionally, it is crucial to ensure that the sample size is sufficient and that the statistical confidence levels are high enough to draw valid conclusions for decision-making.