How using reader-centric value proposition impacts conversion on Facebook ads
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?
Design
Results
| 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.