How using “Learn More” as a CTA impacted FB clicks on a direct ask
Experiment ID: #158393
American Cornerstone Institute
Experiment Summary
Ended On: 06/29/2023
We were running a direct ask campaign on Facebook using the “Donate Now” button as the CTA and wondered if using a less direct CTA would help drive more donation page visitors. We kept all other elements of the ad the same and changed the button copy to “Learn More”. Our hypothesis was the “easier” option would create less friction by reducing the anxiety in the minds of the visitors of potentially making the full commitment without having enough information to make a decision first. If we could get them to give a “micro-yes” to learning more about the program we were asking them to support, we believed we could bring more visitors to the donation page from the ad.
Research Question
We believe that reducing the level of commitment in the CTA language for Facebook ad viewers will achieve an increase in clicks and donation page views because the subtle ask to “learn more” introduces less friction than the direct ask to “donate now”.
Design
C: Control
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)
)
)
Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.18% | ||
| T1: | Treatment #1 | 0.27% | 48.8% | 97.8% |
This experiment has a required sample size of 23,763 in order to be valid. Since the experiment had a total sample size of 63,500, 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:
48.8% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
The key learning from this experiment is that changing the CTA from "Donate Now" to "Learn More" resulted in a significant increase in clicks and donation page views. The treatment version, which had the "Learn More" CTA, saw a 48.8% increase in clicks for all traffic compared to the control version with 97.7% level of confidence so the experiment results are valid. This suggests that the direct ask of "Donate Now" may have created friction and anxiety for the viewers, causing them to hesitate or be reluctant to click on the ad. By offering a lower level of commitment with the "Learn More" CTA, viewers may have felt more comfortable and willing to engage with the ad. When reviewing results, we also noted that one additional reason the treatment could have outperformed the control is that Facebook, by default, includes a subheader message when the "Donate Now" button is selected that says "Not affiliated with Meta" which could also be introducing more friction for visitors and introducing anxiety if the message appears suspicious or untrustworthy. This default subheader also replaces the available room to display the full headline so the treatment version has the benefit of showing the full headline of "Help equip future conservative leaders" which offers more clarity than the cut off version "Help equip future..."