Boys Town

How using reader-centric value proposition impacts conversion on Facebook ads

Experiment ID: #3284

Boys Town

Experiment Summary

Timeframe: 02/14/2018 - 02/28/2018

Boys Town has an email series they offer parents on how to handle tantrums with their toddler. They use paid media (Facebook) ads to offer this to people. The current Facebook ads uses organization-centric value proposition in the Facebook ad text. We hypothesized that a value proposition focused on the reader and the needs of the reader might increase conversion from the Facebook ad to the acquisition page. We tested this version against the control.

Research Question

Would organization-centric or reader-centric copy increase conversion?


C: Control
T1: Reader-centric value proposition


  Treatment Name Click Rate Relative Difference Confidence
C: Control 1.6%
T1: Reader-centric value proposition 2.1% 27.7% 100.0%

This experiment has a required sample size of 7,448 in order to be valid. Since the experiment had a total sample size of 171,964, 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:

    27.7% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift

Key Learnings

By using copy that was reader-centric rather than organization-centric, we were able to increase conversion by 28%. People are more likely to click-through from an ad to a landing page when we can connect with their needs. This approach increases the appeal of the offer resulting in higher motivation and more people wanting and potentially getting the offer.

Experiment Documented by Courtney Gaines
Courtney Gaines is Vice President at NextAfter.

Question about experiment #3284

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