How using a text-based Facebook ad impacted clickthrough rate
Buckner International
Buckner International is a global ministry dedicated to the transformation and restoration of the lives we serve. We are a Christ-centered organization that delivers redemptive ministry to the most vulnerable from the beginning to the ending of life.
Experiment Summary
Ended On: 08/24/2021
When reviewing acquisition performance on an ebook, we wanted to increase clarity and relevancy of the offer. We created a treatment version of the ad that added seasonal relevance by referencing the summer and changed the ad graphic to a question to give the audience an opportunity to indicate a “micro-yes” prior to visiting the landing page with the offer.
Research Question
We believe that using a yes/no style image for Facebook ad viewers will achieve an increased clickthrough rate.
Design
Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.81% | ||
| T1: | Treatment #1 | 1.4% | 76.2% | 100.0% |
This experiment has a required sample size of 2,084 in order to be valid. Since the experiment had a total sample size of 33,983, 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:
76.2% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
What we found was the text-based ad highlighting the offer outperformed the standard control image with the cover of the digital eBook. In fact, it increased the click rate, increasing traffic to the landing page by 76% with 99.9% level of confidence. This style of image stands out more in the Facebook newsfeed and presents the reader with a clear option to read the question we have presented to them, say yes and click through to learn more, or to say no and keep scrolling.