Does increasing the urgency for a match campaign ad increase click throughs for Pathway to Victory?
First Baptist Dallas
Experiment Summary
Timeframe: 12/26/2021 - 12/31/2021
Throughout the month of December, Pathway to Victory’s fundraising efforts centered around a premium offer of a 2022 Daily Devotional book, combined with their largest-ever Gospel Strong Matching Challenge of $1.5 million. The existing ad copy for the last 5 days of December focused on the last chance for donors to have their gift matched, but lacked a level of urgency. We tested a different version of copy (image creative remained the same) and headline that increased the urgency and focused on the midnight, December 31st deadline to have your gift matched.
Research Question
We believe that increasing the urgency in ad copy for social media audiences will achieve higher clicks to the landing page.
Design
Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.33% | ||
| T1: | Increased Urgency | 0.66% | 96.4% | 100.0% |
This experiment has a required sample size of 3,498 in order to be valid. Since the experiment had a total sample size of 131,196, 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:
96.4% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
By increasing the urgency and having a stronger headline, we were able to drive more clicks to the landing page. For future high-urgency campaigns, we’ve now shown that social ads need to have as much urgency in the copy as possible in order to perform well.