The Impact of A Direct CTA in the first line of ad copy
Experiment ID: #9854
Care Net
Experiment Summary
Timeframe: 12/06/2018 - 12/11/2018
We recently tested language in our Sanctity of Human Life Sunday Facebook ad. We personalized the copy of the ad and copied the CTA from the headline, to the first sentence of the ad copy. Our hypothesis was that people would see the first sentence of copy, before they saw the headline. We already knew from testing that having the CTA in the headline increased conversion, so we wanted to see if it would increase it here as well. The results were great. However, as we had also changed the copy, we did not know what impact was from the CTA being in the first sentence and what impact came from personalized copy. So, we decided to run the test again on a different content offer.
Research Question
What is the impact of having a CTA in the first sentence of ad copy on a Facebook content offer?
Design
C: Do you want to be more like Jesus?
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T1: Get Your Free 40 Day pro-life devotional!
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Do you want to be more like Jesus? | 0.87% | ||
| T1: | Get Your Free 40 Day pro-life devotional! | 1.6% | 84.1% | 96.2% |
This experiment has a required sample size of 1,936 in order to be valid. Since the experiment had a total sample size of 4,056, 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:
0% increase in traffic
× 84.1% increase in conversion rate
× 0% increase in average gift
Key Learnings
Once again, we had a fantastic lift from adding the CTA to the first line of the ad copy. We did also change the button on the ad from "learn more" to "download." We will test that element alone in future tests to see how it performs. I will add that testing this on some offers has not shown as clear of an impact on conversion, but most have. The results here are from our Prayers for Life devotional ad test.