The impact of Aligning Call to Action Text with the Donation Page
Care Net
Experiment Summary
Timeframe: 02/03/2020 - 02/26/2020
We launched a new pledge to acquire monthly donors on Facebook. For this pledge, we decided to test the text in the ad video. Prior experiments showed us that videos performed better than images in our Facebook campaigns. So we wanted to find out what type of CTA in the video would work best. One that was the same as the headline of the ad, or one that was more aligned with the donation ask that would follow the pledge the ad invited people to sign.
We decided to do a 3-way test between “Sign the Pledge” “You can help save a baby…” and “Do you oppose abortion?”
Research Question
Will an ad video’s CTA perform better if aligned with the final donation goal of the ad, or with the ad’s headline?
Design
Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Sign the Pledge | 10.1% | ||
| T1: | Save a Baby | 10.7% | 6.4% | 96.4% |
| T2: | Oppose Abortion | 8.9% | -11.9% | 100.0% |
This experiment has a required sample size of 3,006 in order to be valid. Since the experiment had a total sample size of 65,744, 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:
6.4% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
The “You can help save a baby from abortion” version received the most ad clicks. It also converted the most clicks to pledge signers and acquired the most new monthly donors (11 vs 8 on the control and 9 on the other variation). While the ad’s headline invited viewers to sign the pledge, the “you can help save a baby” aligned viewers with the ultimate CTA of the donation page as well as appealed to their pro-life sentiments. They wanted to sign the pledge because they opposed the radical new pro-choice laws being passed and wanted to save babies from abortion.
We are going to take this learning and see how we can incorporate even greater alignment in the ad copy with the donation page text.